An effective product video should give your potential customers a clear introduction to your product, including how it works and what features it offers. But as any project manager knows, the creation process for product videos is difficult to master. Luckily, this guide is here to help! So here’s the way to streamline your product video creation process.
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Why is it challenging to manage a creation process for a product video if a lot of stakeholders are involved?
Before we dive into the step-by-step video creation process, let’s identify exactly why a clear strategy is so important. It’s often very difficult to manage the creation of a product video.
1. You’ll often lack a single centralized file.
Due to the nature of video work, you’ll often struggle to offer a single version that everybody can access at any one time, in order to leave clear feedback. For instance, you’ll often find that you have multiple files on your server, and that some people won’t be able to access the most recent version.
2. File permissions can become an issue.
It’s important to make sure your product video and all the associated project files are stored in a secure location. This location is often your company network, which can cause a number of issues (in terms of permissions and access rights). In other words, some stakeholders might struggle to access your video.
3. Missing video players and codecs
The world of video is still relatively complex, and many people lack the technical knowledge to understand file types, codes, and video players. This complexity will often become a source of confusion and frustration for stakeholders who lack technical knowledge.
4. Long feedback rounds with many stakeholders
The more stakeholders involved in your project, the longer your feedback rounds are going to become. More voices often equal more confusion, which can cause your feedback rounds to push you beyond your deadlines. And endless email chains can often cause conflicting or overlapping feedback.
5. Version control becomes a challenge.
It’s often very difficult for project managers to maintain a clear bird’s-eye view over a product video project. Feedback can quickly spiral out of control, which can lead to versioning issues. Without a plan, it’s almost impossible for project managers to track which stakeholders have reviewed which files.
6. Information silos affect productivity.
Every project manager understands how difficult it can be to coordinate projects with lots of stakeholders. And every team member has his or her own responsibilities, vacation days, and sick days, which can affect his or her ability to leave precise feedback. This situation causes information silos, which means you might miss a critical piece of information or feedback.
7. Feedback is haphazardly delivered.
Every stakeholder working on your video project will have a host of other responsibilities and priorities. So you may receive drips of feedback at an unexpected rate. Therefore, project managers may spend lots of their time chasing stakeholders to get timely and high-quality feedback.
8. Localization can create delays.
If you work in a multinational organization, you might find that different languages, time zones, and communication styles can cause significant delays. Scripts and subtitles will have to be appropriately localized, which can add significant delays and roadblocks to your product video.
9. Travel disrupts your team members.
Product videos will often require input and approval from senior members in your organization. In most cases, you’ll find that senior team members are often unavailable, due to travel and a host of meetings. This situation can lead to serious delays that can really put the brakes on your project.
Who’s typically involved in a product video creation process?
Phew! Creating a great product video isn’t easy! In the next section, we’ll jump into a step-by-step workflow you can use to avoid these common pitfalls.
But first, let’s take a look at the key stakeholders who will often be involved in the creation of a product video. This glimpse will help us organize our thoughts and structure our workflows.
The project manager is the maestro pulling all of the strings, in order to make sure the product video workflow is as straightforward and productive as possible. The project manager is responsible for coordinating the other members of the team and delivering a product video that fits the creative brief.
The marketing team within the company is responsible for developing a clear brief alongside the product team. This team will work in harmony with the video production team, in order to make sure the video matches the creative brief and the marketing goals of the company.
Video production team or video production agency
In some larger businesses, the video production team might be an internal group. In smaller businesses, the project manager and marketing team are often responsible for finding an external partner for the product video. The production team uses cutting-edge software and techniques to create a product video that meets the creative brief.
The product team is responsible for providing key information about the product itself. They’re the stars of the product video! To articulate the key features of that product, the product team needs to deliver a finalized product and work alongside marketing.
What’s the ideal workflow for a product video?
Let’s dive right into a step-by-step workflow for product videos you can use to seize success. We’re going to look at each step below, according to these four key pieces of information:
- Who’s involved
- Who’s creating what
- Who needs to provide feedback
- How to know when each step is complete
Define your workflow steps
Before you start collaborating on the project and kick things off properly, you’ll want to do some important preliminary work behind the scenes.
Hence, you should clearly lay out the process steps of your product video creation process. A common way to structure this process is the following:
- Concept: Product > Marketing
- Briefing: Marketing > Video Production
- Approval: Video Production > Marketing
- Approval: Marketing > Product
- Approval: Product > Management
This protocol improves transparency, so everyone will get insight about what the process is going to look like.
1. Concept: Marketing > Product
With your groundwork in place, it’s now time for the first true step of a product video’s creation process. Here’s an overview of the key information that’s relevant to this stage.
- Who’s involved: The Marketing and Product Teams
- Who’s creating what: The Marketing Team creates a concept.
- Who needs to provide feedback: The Product Team needs to review the concept, request changes, and collaborate on the concept.
- How to know when the step is complete: A final concept has been approved by all parties.
This process begins when the marketing team identifies the need for a new product video. Once that need has been identified, the team will get to work creating a viable concept. This identification could become your initial idea.
The marketing team should then share that concept with the product team. To simplify cross-departmental file collaboration, they can use review and approval software. Content review tools like Filestage make it easy for members of both teams to review the concept, request changes, ask for clarification, and agree on a final version.
2. Briefing: Marketing > Video
Now that that concept has been agreed upon by Product and Marketing, it’s time for Marketing to hand that concept over to the video team. Again, here’s a quick overview of this stage.
- Who’s involved: The Marketing and Video Production Teams
- Who’s creating what: The Marketing Team creates a clear creative brief.
- Who needs to provide feedback: The Video Production Team needs to review the brief and add their input.
- How to know when the step is complete: A final brief has been approved by all parties.
Once the marketing team has the approved concept from the product team, it’s time for them to put together a detailed creative brief. This brief should outline all the key specifications related to the product video, including this kind of specific information:
(If you need more information about ways to put together a great creative brief, be sure to learn about the 10 points every creative brief must contain.)
The marketing team can once again share this brief with the Video Production Team. A content review tool like Filestage gives every team member the opportunity to review the draft and request any necessary changes.
It’s also easy for the Video Production Team to ask for clarification. This easefulness boosts transparency and ensures that the creative brief is as accurate and detailed as possible.
Once all the relevant stakeholders have approved the brief, it’s time for the Video Production Team to get to work.
3. Approval: Video > Marketing
As soon as the Video Production Team has worked its magic, it will need to secure approval from the Marketing Team. Here’s a quick overview of this stage.
- Who’s involved: The Marketing and Video Production Team
- Who’s creating what: The Video Production Team creates an initial version of the video.
- Who needs to provide feedback: The Marketing Team needs to provide clear and precise feedback.
- How to know when the step is complete: When the first version has been approved by all necessary stakeholders
The Video Production Team should have taken the creative brief and used it to create a great first version of the video. Then they should pass that first version to the Marketing Team for review.
Again, Filestage makes it easy for the Marketing Team to leave in-context feedback with just a few clicks. This easefulness expedites the review process, so the Video Production Team can quickly and accurately implement changes.
Once the finalized first version is completed, the ball is in Marketing’s court.
4. Approval: Marketing > Product
With the first version of the video in hand, the Marketing Team needs to share their amazing work with the Product Team. Here’s a quick overview:
- Who’s involved: The Marketing and Product Teams
- Who’s creating what: The Marketing Team uses the feedback from the Product Team to create an enhanced version.
- Who needs to provide feedback: The Product Team needs to leave feedback by using their insight and product knowledge.
- How to know when the step is complete: When the Product and Marketing Teams sign off on the updated version, it’s time for the final step.
The Marketing Team can use Filestage to share the first version of the product video. Moreover, this tool enables the Product Team to view the video and leave any necessary comments or edit requests.
Those comments and edit requests should be implemented by the Video Production Team under the guidance of marketing. This feedback loop should repeat until a final, polished version of the video is ready for approval by the Management Team.
5. Approval: Marketing > Management
Now that the Marketing Team has a final video in hand, it’s time for them to secure final approval from the Management Team. Here’s what that process looks like.
- Who’s involved: The Marketing and Management Teams
- Who’s creating what: The final changes must be implemented until the final version is ready.
- Who needs to provide feedback: The Management Team needs to provide feedback.
- How to know when this step is complete: When a final version of the video has been approved by all Management Team members, the project is complete.
It’s now time for the final review step. Marketing needs to share the finalized version of the product video with the Management Team. Content review tools such as Filestage make it easy for project managers to add internal and external stakeholders with just a few clicks. And its usability encourages your senior stakeholders to share their feedback with ease.
This valuable, clear feedback should be implemented, and the new version should be reviewed. This process will need to continue until every member of the Management Team gives their final approval for the video.
Streamline your product video creation process
We hope this guide helps you more effectively streamline the creation of your next product video. Going into the process with the right plan and the right tool (where you can easily share video online) can help you achieve success. So be sure to start your free Filestage trial and demo today.
Max is a SaaS enthusiast and loves actionable content that provides direct value.