In the digital marketing world, video production is essential for building brand identity, engaging audiences and delivering impactful messages. However, assembling an audiovisual team that is capable of meeting a variety of demands – from large institutional productions to quick content for social media – can be a challenge for marketing directors.
Silvertake Video understands this complexity and advocates the combination of a specialized production company and an in-house professional. While production company offers all the infrastructure, multidisciplinary team and technical expertise for larger scale projects, the Internal videomaker adds agility, in-depth business knowledge and adaptation to the company's needs.
Why integrate a specialized production company and an in-house professional?
The power of external experience
Video producer:
- Multidisciplinary Team: Professionals specialized in scriptwriting, directing, filming, editing, graphic design, animation and post-production.
- Equipment and Infrastructure: Access to cutting-edge technologies, varied locations and advanced resources, essential for highly complex projects.
- Optimized Processes: Consolidated methodologies, strict schedules and a network of contacts that facilitate the recruitment of talent and ideal locations.
- Success Stories: Projects carried out for major brands demonstrate the effectiveness and consistency of a production company's work, raising the standard of institutional videos.
The difference between an internal professional
In-house videomaker:
- Agility and Flexibility: Quick response to specific demands and production of daily or short content for social media and internal channels.
- Deep Brand Knowledge: Greater understanding of the company's values, culture and identity, allowing for aligned and authentic communication.
- Integration with the Marketing Team: It facilitates the exchange of ideas and rapid adaptations, contributing to a cohesive and personalized strategy.
- Innovation and Creativity: The in-house professional can propose innovative solutions and monitor market trends in real time.
Strategies for building an integrated audiovisual team
1. Carry out a detailed diagnosis of needs
- Content Types: Identify whether the company needs institutional videos, training, content for social media, testimonial videos or advertising campaigns.
- Production Volume: Evaluate how often new content will be produced and whether there is demand for one-off or continuous productions.
- Available Budget: Set budget limits for each type of project, considering production costs, equipment, rentals and service contracting.
This initial analysis will guide the decision on the ideal proportion of demands to be outsourced to a production company and those that can be managed by an internal professional.
2. Structure roles and responsibilities clearly
Define specific roles for each team member, avoiding overlaps and ensuring efficiency:
- Video Producer:
- Responsible for larger scale and complex projects.
- Responsible for pre-production (planning, scriptwriting, location definition), production (filming with a specialized technical team) and post-production (editing, visual effects and finishing).
- Acts as a strategic consultant, contributing with expertise and best market practices.
- Internal Professional (Videomaker):
- Focused on fast-paced demands and recurring content, such as videos for social media and internal communication.
- Works closely with the marketing team to ensure content aligns with the company's strategy.
- You have the autonomy to suggest improvements and adapt the narrative based on audience feedback and emerging trends.
3. Invest in collaborative and management tools
Integration between the external producer and the internal professional can be enhanced by the use of technologies that facilitate communication and project management:
- Management Platforms: Tools like Trello, Asana or Monday.com help you monitor the progress of each stage of production, defining deadlines and responsibilities.
- Communication Software: Use apps like Slack or Microsoft Teams to maintain continuous and efficient communication between teams.
- Budgeting Tools: THE Voiceover Calculator Silvertake’s is an excellent example of how to optimize costs. It allows for accurate estimation of voiceover service spending, helping with budget allocation and cost transparency.
4. Establish collaborative and feedback processes
A structured workflow is essential to maintain the quality and consistency of the videos produced:
- Alignment Meetings: Hold regular meetings between the internal professional and the production team to discuss the progress of projects, review scripts and align expectations.
- Production Checkpoints: Set approval steps throughout pre-production, filming, and post-production to ensure everyone involved is on the same page.
- Continuous Feedback: Encourage feedback from employees, customers, and the public. Critical analysis of results and adjustment of strategies are essential for continuous process improvement.
5. Enable and encourage knowledge exchange
To maximize your team's potential, invest in ongoing training:
- Workshops and Trainings: Promote training sessions that cover the latest trends in audiovisual production, editing techniques and technological innovations.
- Interdepartmental Integration: Encourage collaboration between your marketing team and audiovisual professionals. This synergy can result in more creative ideas and campaigns that are more aligned with business objectives.
- Participation in Events: Encourage participation in industry fairs, conferences and workshops so that the team stays up to date and brings valuable insights to projects.
6. Define metrics and evaluate results
To ensure that the adopted strategy is generating the desired results, it is essential to monitor performance indicators:
- Relevant KPIs: View rate, engagement, conversion and return on investment (ROI) are some of the indicators that can measure the success of videos.
- Periodic Reports: Create reports that analyze content performance and identify areas for improvement. This data will serve as a basis for strategy adjustments and for the continuous evolution of processes.
- Customer Feedback: In addition to quantitative data, qualitative feedback from customers and the public is essential to understanding brand perception and communication effectiveness.
Conclusion
Assembling an integrated audiovisual team that combines the robustness of a specialized production company with the agility and strategic vision of an in-house professional is a winning strategy for marketing directors looking to maximize the impact of their campaigns.
With a detailed analysis of needs, clear definition of roles, investments in collaborative tools and structured processes, it is possible to create a synergy that enhances brand communication and optimizes available resources.
Get in touch with Silvertake Vídeo and discover how we can help structure your audiovisual team, taking content production to a new level of quality and efficiency.
