Diluting Your Feedback Will Dilute Your Video Shares

How does the feedback loop for video work in your organisation?

Does it have a full understanding of the production process as well as the need to increasingly push the envelope in terms of video content?

Or is it governed by fear? This is usually fear that the boss may not approve — which leads to a video made by consensus. And videos that are made by consensus nearly always end up as bland affairs which don’t really get shared very much.

If you have confidence in your production team and your writers, then trust them throughout the process. At the outset, establish a clear feedback loop — and don’t swerve from it. Sure, sometimes events may have an impact or an idea may not quite pan out the way everyone intended and changes may be required. But on the whole, the videos that make a real impact are usually the work of a small, close group who understand and respect each other’s functions.