Over the last year, my business changed dramatically – I shifted away from one-off projects and began focusing on longer-term contracts. With one-off engagements, I was always pitching clients and seeking out the next shoot. Building pitch decks and negotiating contracts ate up a lot of my time. It also meant that I ended up building shallow relationships with clients.
These shallow relationships didn’t give me a lot of creative freedom. And because they were centered around individual projects, there weren’t opportunities to grow the relationships and do better, more effective work over time. I wasn’t happy, and my clients weren’t getting the full value of my expertise.
So I changed how I worked. Instead of being a video producer, I positioned myself as a strategic partner. This is very different from the traditional production business model. By building long-term contracts, I had the opportunity to become a trusted advisor and not simply a contractor.
There are a million little details that go into doing video marketing for your clients. To keep all of the pieces in place and your client informed along the way, it’s important to set up a standardized workflow for interacting with your clients and producing your video content.
Having a formal process allows you to onboard new team members more easily, optimize how you do business, and give your clients a consistently positive experience. From planning to execution, here are 6 best practices to guide you as you build your system.
Wistia: What are some qualities of an effective social video?
Ian: Everyone’s feed these days is inundated with visual media vying for attention, so the key is to stand out. Especially in a video’s opening, you have to really quickly establish why someone should stop scrolling and pay attention to your video.
As a visual medium, the first step is making sure those visuals are top notch. Everyone has a camera that can make a good-looking image, so your content has to look great from the start. For me, this means that I spend a lot of time in production on B-roll, especially shots that establish where we are and what’s going on.
Autoplay is the norm on social, so we have to use that opening shot to introduce the viewer to our content and quickly give them a reason to engage. Because of autoplay, I avoid having logo bumps or slow moving introductions on social.
While they might offer some branding consistency, social moves too quickly for that, and you have to start providing value to your audience immediately. They’re not going to wait for your fancy logo to finish animating.
Looking for an experienced speaker to talk about video? Let’s talk!
I like giving workshops and presentations focused on connecting business objectives to video and how to show video ROI. I love helping creatives understand how to work best with businesses and vice versa.
Over the years, I’ve worked on projects big and small from national Super Bowl campaigns to launching local businesses. I currently oversee the video marketing efforts at Brightcove, a global technology company building the best video delivery platform.
Check out previous speaking appearances here.
Ian is the video manager at Brightcove, the most powerful digital video platform. Before that, he was an agency producer, a video strategy consultant, a documentary filmmaker, a photojournalist, and a professional ballet dancer.
Ian helps national brands, startups, and mission driven organizations tell better stories with video. He also founded the video marketing education website, videostrategy.org.