ReelSEO’s Andy Smith highlights a common problem plaguing projects: organizational bureaucracy. Exhaustive scrutiny by a large chain-of-command can stall video initiatives meant to capitalize on moments. Perhaps there are too many “chefs in the kitchen” pulling your concept in an array of different directions. Perhaps the video’s complexity or scope is increasing beyond your capacity. Ultimately, your ability to shoot, edit, and distribute quickly suffers. By then, the moment has passed.
Let’s take a step back. What if you don’t really have a “vision” right now? What if you’re new to video marketing? What if you possess more enthusiasm than technical prowess?
Don’t Be Afraid of Mistakes
We all hate making mistakes. They can be very costly to you, your team, and your organization. They’re the painful prologues to future successes.
We need the right mindset in confronting our mistakes, extracting their truths and lessons, and synthesizing their wisdom into our experiences. Some people never do and fall into the tragic cycle of repeated missteps.
Slip-ups will happen to you and your team as video marketing neophytes. They’re inevitable. Recognize them and understand why these fumbles occurred. In effect, your first video is really about how you’ll make your 10,000th video.
Check Your Inventory
Enter each video with a lean mindset. What can be kept? What can be subtracted? What can be added?
Figure out the baseline materials and methods you require to produce your content. That’s your foundation.
Add new layers – equipment, designs, layouts, props, sequences, etc. – when they increase the value of your process.
Differentiate between necessities and perks. Continually assess what new variable adds to your core viewer’s watching experience.
Get the Right People in the Right Places
Forming a solid production team is easier said than done. Look for acumen but don’t forget attitude. Some of these technical skills can be taught but fit and cohesion are difficult to achieve.
Your team needs to be committed to accountability and communication every step of the way. This commitment will spare you from misunderstandings that may torpedo your projects. The real challenge is finding the balance between active communication and micro-management.
Team composition varies by company resources and ambition. Certain businesses may pass on the idea of an internal production squad and choose to outsource demands. Those launching in-house units might place responsibilities squarely on the shoulders of a relative few. Start small. Encourage team members to achieve competency in a number of production disciplines (e.g. sound recording, editing, lighting, etc.) and specializations. Here, teammates with a common fluency step in, collaborate, and work to find solutions when problems arise. Your project won’t be stalled because the sound person was sick that day.
Efficient leadership begins well before you ever start writing or filming anything. What are the benefits of your plans and strategy? How do your ideas improve upon existing processes? What can you do better now? How are you going to go about accomplishing that? As more colleagues buy in to your vision, you’re able to onboard teammates before delineating and delegating responsibilities.
