In the world of content production, creativity and technical skills are the bedrock of compelling visual storytelling. Behind every stunning video, captivating photograph, or engaging design lies a team of dedicated professionals who provide expertise and passion for their craft.
When clients and leaders show appreciation for their hard work it’s not only a kind gesture, but also essential for fostering a positive, productive, and inspiring work environment. What can you do to make sure you’re expressing gratitude and recognition to the unsung heroes behind your content’s success? After working in content production for several years, I’m sharing these meaningful ways you can elevate and celebrate the invaluable contributions of your content production team whether they’re in-house or freelance creatives:
Use thoughtful words
Content production and digital marketing job postings are full of the same words: Rockstar, ninja, guru. Unfortunately I haven’t produced a rock album that’s at the top of the charts nor do I have a black belt or can claim to be a religious teacher. With online channels changing on a constant basis, it’s not possible to be an all-knowing, omniscient content producing guru.
When people use phrases like “Thanks for making the magic happen,” it might not seem harmful on the surface. However, it can be frustrating for the person doing the work to “make the magic happen.” It disregards the time and energy your content production team spent to arrange a photoshoot or craft a powerful video.
In the workplace I haven’t met any real life magicians who wave their wand and make things appear out of thin air. None of my current or past offices were at Hogwarts and I have yet to work with a colleague who can cast a spell and make a social media video instantly appear and go viral. The final result of any kind of content takes research, careful planning, and revisions. Throw in a review process with multiple stakeholders across the organization and your content production team will wish they had magical powers.
A more meaningful way to show acknowledgement is to recognize specific contributions and the hard work it takes to get content from ideation to execution. Below are some phrases from leaders and colleagues who made me feel like my work mattered:
So grateful for your commitment to this project. Great work team!
Thank you for sharing those images of the exhibition with us. The school kids who are coming to visit our galleries are excited to see the artwork in person.
I’m blown away by everything you’ve done for this project. The content is outstanding and you should be proud of it.
If you’re feeling at a loss for words, Indeed has some great ideas on phrases to use that inspire positivity and thoughtful recognition.
Understand what they need in order to do their work effectively
In an ideal world, everyone would be required to work each others’ jobs so they can understand what it’s like to be in one another’s shoes. Even though this isn’t possible, what is possible is having empathy for what you ask of your content production team. Content production can be demanding, requiring the right tools, clear guidelines, and a supportive environment.
What may seem like a simple addition to a video like voiceover or narration requires your team to hire an audio technician; cast a voice actor or find a staff member who is eager to record a voiceover; multiple equipment pieces including microphones, audio recording devices, sound blankets, and headphones; and a quiet space with no ambient noise. It’s a multi-step process that takes time to turn around and can lead to burnout if your team has to repeat this process regularly.
Working in video, I’ve learned there are no shortcuts or simple solutions for any part of the process. With each video project, I learn about my organization’s legal and union regulations, requirements for booking spaces, and which departments need to know including facilities, security, and many more. All of the creative elements and logistics ranging from storylines to contracts to the amount of crew and equipment have to be considered before filming even begins.
Asking a videographer to add content that wasn’t captured or take the storyline in a different direction isn’t possible when editing begins. You may have never been involved with video production, but you’ll be glad you didn’t assume a video shoot only involves one person with a camera or a cell phone when a 7-person crew arrives with three truck loads of lighting, sound, and camera equipment.
Respect their expertise
Although content production might seem as easy as recording, editing, and posting a TikTok video in a matter of seconds, it can’t be done by just anyone. The content production team and freelance creatives you hired bring a wealth of experience and specialized skills to the table. Respecting their expertise and giving them creative freedom fosters innovation and high-quality work.
Developing any kind of content whether it’s motion graphics, photos, or a video commercial takes time and people who can get into the mindset of your audiences. In order to do this effectively, you need a team who spends time with your brand and putting themselves in your audiences’ shoes.
When you’re passionate about something, it can be easy to look at everything from your perspective and get stuck on why an idea matters to you and not the audiences you want to engage with. When your content production team doesn’t respond to your idea in the way you wanted, it doesn’t mean that they don’t understand you. It means that they are taking the time to understand how your audiences might respond and the best approach to engage with them. A highly-skilled content production team can anticipate potential questions audiences might have or the confusion that might arise if you have a complex idea.
That’s why I think it’s important to involve your team early in the brainstorming and planning stages. Take time to listen to their input and be open to their ideas and suggestions. The content production team you hire are here to help your idea succeed and make the promotion for your product or service the best that it can be. Listen to them.
Step in when they need your support
There are times when higher level questions need direction or someone to back up your team’s recommendations. At some point in the workplace, a team will need their leader to step in and advocate for them. Whether it’s explaining what the team needs from other departments or sharing more information on why the team is moving in a certain direction, giving support when they need it matters.
When it comes to content production, there are always plenty of opinions and comments on what the strategy should be and what to include in messaging. Having leaders, managers, and co-workers both on the team and in other departments who support your content production team’s efforts makes a huge difference and can lead to better collaboration. Colleagues who provide me with opportunities to take the lead on a project and trust my experience inspire me to create strong content.
Remember, a grateful and appreciated content production team will be more motivated, dedicated, and productive. By fostering a culture of appreciation, you not only enhance their job satisfaction and productivity but also strengthen your professional relationships and the quality of the work produced.
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