Marketing Video: Tips for Giving Feedback
Imagine this: Your company spends weeks preparing to launch a marketing video for a major campaign. The creative team works tirelessly, but when you receive the final video you feel an immediate sense of disappointment. The tone is off, the visuals do not align with your brand, and the message is unclear. What went wrong? No one provided meaningful feedback during the process, and collaboration was reduced to a series of rushed approvals.
Situations like this are avoidable with the right approach. Creating a marketing video involves many moving parts and collaborative efforts. From initial concepts to final edits, providing effective feedback and working with your creative team can be the difference between a cohesive video and a mismatched message. In this article we will explore actionable tips for navigating each stage of video production and ensuring that your feedback helps improve the final product without derailing the creative process.
Setting the Foundation: Pre-Production Collaboration
1. Develop a Clear Creative Brief
The creative brief acts as a shared reference point for everyone involved. It outlines your objectives, audience, messaging, and any specific creative requirements. Before sharing the brief with the production team, ensure internal alignment within your organisation. This minimises contradictory feedback later and provides a clear vision for the marketing video.
2. Define Feedback Roles
Identify who will provide feedback and set a process for consolidating input. Allowing too many voices to weigh in without structure can overwhelm the creative team and dilute the feedback’s effectiveness. Establish a hierarchy of decision-making and clearly communicate this to all stakeholders.
3. Read It Aloud
A script often feels different when read aloud compared to reading it silently. This step helps identify awkward phrasing or sentences that may not translate well into spoken dialogue.
4. Be Specific
Avoid vague feedback like “this part feels off.” Instead, clarify what does not work and why. For instance, if a line misrepresents your brand’s value proposition, specify the issue so that the creative team can revise it appropriately.
5. Give Honest Feedback Early
It is important to raise concerns about the script before it moves further into production. Changes made at this stage are more cost-effective than reworking visual elements or reshooting footage later.
Evaluating Storyboards
The storyboard is where visual planning is executed. It translates the script into a visual sequence, showing how each scene will appear on screen.
1. Check for Missing Elements
Review the storyboard to ensure it includes everything needed to convey the intended message. For example, verify that actors use the correct props or attire relevant to your brand.
2. Ensure Brand Consistency
Pay attention to details such as colour schemes, logos, and set designs. These should align with your brand’s current identity. If there have been recent updates to your branding, communicate this clearly to the creative team.
3. Anticipate How Scenes Will Look
Use the storyboard as a tool to imagine the final marketing video. This is the stage to request significant adjustments, such as adding scenes or changing the tone of specific moments.
Feedback on Marketing Video Drafts
Once the initial video draft is ready, the stakes are higher. Feedback at this stage should focus on refining, not overhauling.
1. Assess Pacing
Evaluate whether the video feels rushed or drags. Pacing is critical for keeping the audience engaged and ensuring that key messages are absorbed.
2. Review Music and Tone
Consider whether the music complements the marketing video’s purpose. If it feels out of sync with the intended mood, provide suggestions, but be prepared for potential limitations in available options.
3. Offer Detailed Input
When suggesting changes to specific shots, be clear about your expectations. For instance, specify if you prefer a particular angle or want to replace a close-up with a wider shot.
Collaboration Tips to Streamline the Process
1. Hold Regular Check-Ins
Frequent communication can prevent misunderstandings and keep the project on track. Schedule midpoint reviews and status updates to address concerns before they escalate.
2. Focus on Constructive Feedback
Frame your input around the objectives outlined in the creative brief. This ensures that the feedback is relevant and helps the creative team make improvements efficiently.
3. Deliver Feedback Respectfully
Remember that the team creating your marketing video is made up of individuals who take pride in their work. Approach critiques with politeness and focus on the project, not personal preferences.
Finalising the Marketing Video
Before signing off on the final product, ensure that all feedback aligns with the project’s original goals. This is the last opportunity to refine the video, so double-check for consistency in tone, messaging, and visual elements. Celebrate the collaborative effort that brought the project to completion, promoting goodwill for future endeavors.
Conclusion
When Pixar was developing Toy Story, one of its most iconic animated films, early drafts of Woody’s character were met with internal criticism for being unlikable and overly cynical. Rather than abandoning the project or forcing the original idea through, the creative team collaborated to revise Woody’s personality, softening his tone and making him relatable. The feedback process required multiple iterations but ultimately led to a beloved character and a groundbreaking film. The same principle applies to your marketing video. A willingness to refine, adapt, and work as a team can transform initial ideas into something impactful. By investing time in structured feedback and meaningful collaboration, you ensure that the final product meets your expectations and tells your story in the most effective way.
Great marketing videos start with great teamwork. Contact us today and let Sound Idea Digital guide you every step of the way!
We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production.
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