Video creative approval process — Niklas Dorn // Filestage

Niklas Dorn, CEO of Filestage, talks about effective ways to get customer feedback faster. With so many marketing channels to cater to nowadays, only the big companies can afford to have an expert for every channel. In response, smaller companies have become more creative in their efforts to develop an efficient process to produce video content at scale. Today, Niklas discusses the video creative approval process.
About the speaker

Niklas Dorn

Filestage

 - Filestage

Niklas is CEO of Filestage

Show Notes

  • 02:58
    The current landscape of video marketing
    Nowadays, your content has to serve different channels and segments within social media. This needs to be done with half the budget youd have had 10 years ago, so you need to develop an efficient process to produce video content at scale.
  • 05:30
    The changing quality of the production process
    Currently, we have access to technology that allows us to produce high-quality videos at a low cost. Consumers are also less demanding of studio-quality video as long as the content is interesting to them.
  • 06:39
    Ways to create high
    First, determine your target audience, their interests, and questions and develop a plan to answer those questions. When your content plan is ready, then you can consider how you want to produce the content.
  • 08:39
    The right process for filtering through content
    Its all about having the right people in place with relevant experience in content. You also need to have an overview of all the relevant content so that its easier to select the right pieces and move them forward.
  • 09:50
    How to ensure content is formatted appropriately for different channels
    You need to know what you want to share with the audience and experts who understand the different channels. Then, its about developing a format for each channel and adapting your content for each.
  • 11:43
    Creating the right format for each marketing channel
    You can choose to work with someone who has expertise in several different channels and can adapt content appropriately. Alternatively, you can go after the channels for which you have the in-house expertise or use freelancers to adapt content for channels occasionally.
  • 13:42
    The video approval process
    The process begins with figuring out your target audience and the questions you need to answer for them. Then, you need to consider who should be part of the process and when to bring certain stakeholders into the review and approval process.

Quotes

  • "Today, when you look at content and video, companies have started to produce a lot and turned marketing into media production firms within the company." -Niklas Dorn, CEO, Filestage

  • "The amount of content that you produce is a lot higher than five years ago and a thousand times higher than 10 years ago." -Niklas Dorn, CEO, Filestage

  • "You don't have the budget that you had 10 years ago to produce that big spot. This means you have to start to produce a lot more efficiently. Maybe you have to produce 200 videos with the same budget." -Niklas Dorn, CEO, Filestage

  • "You need to come up with an efficient process to produce video content on scale. You also need to be clear about how to make small changes in order to fit the right social media channels for your audience." -Niklas Dorn, CEO, Filestage

  • "People are less obsessed with seeing stuff produced in the studio. It can look a bit shabby and it's still fine as long as the content is interesting to them." -Niklas Dorn, CEO, Filestage

  • "You need experts that really know their channels. Along with those experts can also be one expert that knows a couple of channels, like how to produce for LinkedIn or YouTube." -Niklas Dorn, CEO, Filestage

  • "Nowadays in marketing, you have so many channels and only the big brands can afford to have an expert for every channel. So, I think all the other ones have to be creative." -Niklas Dorn, CEO, Filestage

  • "Instead of going to 20 different channels, sometimes it's better, I take my piece of content, do it well in the original version, and then go for 1-3 other channels where I have the expertise in-house." -Niklas Dorn, CEO, Filestage

About the speaker

Niklas Dorn

Filestage

 - Filestage

Niklas is CEO of Filestage

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