Joint Ventures In Video Content Creation

by Dave Toole  8 June 2016

Joint ventures in video content creation involve two influencers, thought leaders, or brands collaborating to create a video. Working together to generate video content allows each party to share its best resources to serve its own target audience while bringing exposure to the other brand as well. Joint ventures present inherent challenges, even under the best of circumstances. However, the value these ventures create far outweighs the drawbacks.

Better division of labor

While digital technology has made video creation easier and more affordable than ever, it can still be a time consuming process. Splitting the responsibilities among two influencers or brands gives your company more flexibility over the allocation of the work. You may decide to place a small number of employees on a video project, freeing up resources for other tasks. Alternatively, it may be preferable to split the video work among a larger group of employees so everyone has a small portion of the responsibility. You’ll keep employees from burning out and utilize a greater knowledge pool to capitalize on your available resources. Regardless of the division of labor you choose, strive to make collaboration fit naturally into employees’ work flow. For examples, if certain employees now have access to video tools on the company server, these tools should be accessible with the same usernames and passwords the employees use for other work tasks.

Greater creative input

Bringing new partners to video content creation allows for a wide range of creative input. For example, a thought leader in your industry who has extensive experience with multiple brands in the field may be able to provide a unique, refreshing spin on your products or services. This perspective may raise the visibility and quality of your offerings, ultimately driving more revenue. As you embark on a joint video collaboration, beware of potential conflicts in work styles and the danger of having too many leaders. It may take time to determine which partnerships are best for your video content collaboration and within those partnerships, which individuals bring the most to the process. Focus on recruiting individuals with similar work styles who are comfortable assuming and sticking to varying roles in video production. Having assigned roles for a like-minded group of collaborators increases productivity, allowing the video to come together efficiently. Finally, as you consider your video content team, make sure to recruit multiple stakeholders. When both parties have representation, it’s more likely key decisions made during the content creation process will benefit both parties. Encourage stakeholders to recognize their strengths and to leverage their experience to maximize the video content. When both parties are equally invested in the project, there is also a stronger motivation to finish the video on or even before the projected completion date. When you’re brand new to joint ventures in video content creation or you’re facing major challenges in the midst of a large video project, it’s easy to get overwhelmed or discouraged. Focus on the outcome of the content. The new exposure, relationships, and audiences for both brands and the insights, innovation, and solutions the brands and their audiences gain from the collaboration exceed any setbacks you encounter along the way.

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