Navigating the Video Approval Process Maze

Image courtesy of @syinq via Unsplash

For video producers, navigating the labyrinth of corporate decision-making within large companies can feel like an uphill battle. Producing the video is just the first step; gaining client approval, especially within the intricate web of a sizable marketing division, often presents challenges. When multiple managers and stakeholders are involved, the approval process can become a bottleneck, causing frustration and delays. However, there are effective strategies to streamline this process and ensure that your creative vision gets the green light.

Identify Key Decision Makers Early

One of the pivotal steps in ensuring a smoother approval process is identifying the right decision makers from the onset. Engage with your client early on to understand their organizational structure. Identify the primary stakeholders within the marketing division who hold decision-making power. Establishing direct communication with these individuals or at least understanding the hierarchy helps in ensuring that your creative work aligns with their expectations.

Schedule Targeted Creative Reviews

Create a strategy that involves scheduled, targeted creative reviews. Rather than presenting to a large group where opinions might conflict and decisions become convoluted, strive to conduct smaller, focused sessions with key decision makers. This allows for more constructive feedback and ensures that the concerns of the most influential stakeholders are directly addressed. And whenever you can, have these review sessions in person.

Build Relationships and Communicate Effectively

Invest time in building relationships with your primary contacts within the marketing division. Understanding their preferences, expectations, and pain points can significantly influence the approval process. Effective communication is key. Listen to their needs and ensure that you are both aligned on audience, messaging, purpose, calls-to-action, and distribution. Clearly articulate your creative choices and the rationale behind them. Use visuals, storyboards, or mock-ups to convey your ideas effectively, making it easier for non-creative stakeholders to comprehend your vision. Confidently explain how your approach aligns with the client's objectives, helping decision makers understand the value of your ideas.

Establish Clear Approval Procedures

Set up clear and concise approval procedures right from the beginning. Develop a timeline that outlines each stage of the video production process, including review points and deadlines for feedback. Having a documented process in place helps manage expectations and minimizes misunderstandings, leading to a more efficient approval process.

The approval process can be messy and frustrating, but it can be managed with strategic planning, effective communication, and a proactive approach. What has worked for you to help make the creative review process more efficient? Leave your thoughts in the comments.