A great organizational video is one that follows the plan of any good internal project. For videos, that includes the setting of objectives, expectations, metrics, the message(s) you want to get across, what you want viewers to do after watching it, how it fits in with other organizational communication, and so on. In our experience as a video production company in Atlanta, getting to that place relies heavily on collaboration.
A good video agency knows how to follow the traditional steps of production and should lead the project. With that said, the project still needs a lot of input from the client's side. This is true whether the business consists of one person or many. As with any project, each client team member brings their own unique and valuable set of perspectives and ideas. A great example is when a product manager is involved. He or she will obviously want to put more emphasis on that product over others. But even without a specialist, the fact that there is limited video time to get messaging across means that the video can't convey everything. So messages will have to be prioritized and mixed in to produce a good, comprehensive narrative.
The key we've found to effective collaboration (and great videos) is compromise. There are all kinds of variables inherent in video production. They include runtime (length of the video), the deadline on when it needs to be completed, the amount and type of messaging to be included, the visual style, the budget of the project, and so on. Whether working with one client decision-maker or a client team, there will likely need to be many compromises made along the way. One example might be a message that is of importance to one team member but of moderate or marginal importance to the team as a whole. Similar to film production, that message might be 'left on the cutting room floor' after determining that it doesn't meaningfully add to the narrative.
Another example of compromise might be a section that isn't creatively ideal from one of the team member's perspective. When beginning a project, it's wise to set some ground rules on the project's overall objectives and creative direction in addition to those of individual members or stakeholders. It's doubtful that everyone involved in the project is going to be completely happy with the creative direction and various elements due to different tastes. So we think it's good to set some expectations early on. As a video agency, we like to include as many team perspectives into the finished video project that we can but that also improve the overall production quality.
Interestingly, one of the dividends we've experienced through video collaboration with clients has been interaction between client team members. Generally focused on their own roles and set of activities, they don't normally have to compromise too much. But in the video production collaborative environment, and given project limitations inherent in the process, they're often compelled to compromise on various things. In this instance, the role of the video agency is largely one of accountability, which is another value of using an outside agency.
We look forward to collaborating and leading your next video project(s). Call or fill out the contact form to get started!