Jeff HiltyWhen working with a video production agency, providing constructive feedback can be a bit of a challenge. You may not know the terminology and are perhaps not familiar with the technical aspects of corporate video production. But that’s totally fine. That’s why you hire experts, right?
You are, however, the expert when it comes your brand and the message you want your video marketing to convey. That’s why the best video projects involve communication through the whole process and an open can-do attitude on both sides.
Corporate video production at its best is an iterative process involving multiple feedback rounds. Clear communication and expectations are an essential success factor in marketing video production and ensure you’re happy with the final product.
The process involves several steps, and in each stage, there is room for feedback and the possibility to course-correct if needed. In this article, we’ll look closer at giving constructive feedback on video scripts, storyboards, and the actual video once it’s been shot.
Related reading: Corporate Video Production Essentials
GIVING FEEDBACK ON VIDEO SCRIPTS
1. Always Read The Script Out Loud
When reviewing a script, keep in mind that written and spoken language are two entirely different things. What works in writing does not necessarily work when said out loud, and vice versa. Words and phrases that look great on paper can sound convoluted when read by an actor or voiceover artist. And an expression that looks almost too simple when you read it can be compelling on screen.
2. Be Specific and Constructive
It’s not enough to say, “I don’t like this”; that’s not constructive feedback. Remember that you are the experts in your field, which means you need to provide clear insights and guidance for your agency to make revisions. If you feel that the messaging is vague around your value proposition, it’s helpful if you can articulate precisely what the message needs to be.
3. Be Honest and Transparent
Your video marketing agency wants you to love the script, and the only way for the agency to know if they’re on the right track is through your honest feedback. If you feel something is off about the script, let your agency know immediately. Don’t wait to “see how it sounds” once in the production – words on paper are a lot easier to change than a finished recording.
Related reading -> Convince Your Boss To Be Bold With Corporate Video
4. Make Sure All Visual Elements Are Included
The storyboarding stage is when you’re starting to get a clearer picture of how the story from the script will materialize visually. Its purpose is to create a shared understanding of what footage will be needed, so your feedback is essential.
5. Check That Visuals Align With and Reflect Your Brand and Values
Even if you’ve provided your brand guidelines (here’s a link to create these guides if needed) and instructions to your video production agency, they will never know your brand as well as you do. Therefore, it’s essential to go through everything and ensure the planned footage and the script align with and reflect your brand and your tone of voice.
6. Is Anything Missing?
Is everything you’ve envisioned during the scripting process included in the storyboard? It’s always better to over-communicate and ask for detailed clarification at this stage than to assume things will work out and hope for the best. If you thought something was implied in the script and now it’s not in the storyboard – call it out. If it’s not on the boards, your video agency is probably not planning to shoot it, so it’s essential to get everything right in this phase.
Related reading -> 8 Ways To Make Your Video Marketing More Engaging and Human
7. Check The Pacing and Evaluate The Music
The pace of your video and the background music set the tone and atmosphere for your story. Listen and watch closely to evaluate the result. Does it feel rushed? Or does it feel very slow? Is the music reinforcing the emotion you want to build? The pace is affected by different factors and can be controlled in the editing process. The choice of music and the editing can be adjusted, but the earlier, the better.
8. Note If There Are Shots You Want to Remove or Edit
Are there sequences, particular shots, or scenes that you would like to remove or replace? Often there is additional footage from the same location, so sometimes shots can be replaced; other times, editing or modifying the footage will do the trick. However, not all things can be changed. While for example, lights and colors can be adjusted, the way something looks or what the actor said can’t be changed without a re-shoot or re-record.
How Covalent Can Help
When it comes to corporate video production, feedback is vital. This article has provided some tips on how you can give your agency constructive criticism throughout the process- from assessing scripts before filming begins, giving input on mood boards or storyboards, all the way up until final edits of your finished campaign.
Covalent is a creative video production agency with extensive experience in creating all kinds of corporate video marketing. Are you interested in getting started with video production to take your marketing to the next level? Get in touch!