As a media producer, you have a creative vision for your work, but you also have to meet the needs and expectations of your clients. How do you balance these two aspects of your job without compromising your quality or integrity? In this article, we will explore some tips and strategies to help you navigate this challenge and deliver satisfying results for both yourself and your clients.
Before you start any media production project, you need to understand who your client is, what they want, and why they hired you. Do your research, ask questions, and listen to their feedback. Try to align your goals and expectations with theirs, and communicate clearly and frequently throughout the process. Don't assume that your client knows or shares your artistic vision, or that they will be happy with whatever you produce. Be respectful, professional, and transparent, and show them that you care about their needs and preferences.
Most of the times, a client has hired you to convey a message to a particular audience. Understanding the message and working out a vision to convey that in the video is what works for the client. As long the messaging is clear and constant in the video, chances are that the client will give you creative freedom. Of course one shouldn’t go overboard with artistic creation when planning a commercial video - corporate or on social issues for documentaries. An innovative start to the video with the main subject in focus is enough to catch the attention of the client and then he would be ok with the rest of it.
Managing Client Expectations in Content Production for social media: Initiate with Questions: Begin by asking the client, "What does success look like for you?" Assess Visibility: If they lack a significant social media audience, inquire about their advertising budget. Can it realistically generate the desired sales? Provide Projections: Offer them a spectrum of outcomes - both a conservative estimate and an optimistic one. Clarify Uncertainties: Explain that while we use proven methods for content creation, the market's reaction is unpredictable. Sometimes, high-effort content may underperform, while unexpected pieces can go viral. Our aim is quality and consistency, but results can vary. Be a realist rather than over promising.
While it is important to be flexible and adaptable, you also need to know your worth and stand up for your work. Don't let your client dictate every aspect of your media production, or undermine your expertise or creativity. You are the one who has the skills, experience, and knowledge to produce high-quality media, and you deserve to be paid and treated accordingly. Set realistic and fair rates, contracts, and deadlines, and don't be afraid to say no to unreasonable requests or demands. Be confident and assertive, but not arrogant or defensive.
Its very easy to get carried away when you get a new project and one can end up agreeing to everything the client says or wants. He may want the video done by a particular date, or may not be aware of the expenses involved. So, always work out the deadline according to your estimate and if the client wants you to speed up work, only agree if you are willing to or can do it. Insist on an advance and work out a timeline for payments. Factor in time for client approvals as that may also be delayed. Insist on a one point person for interaction so that you don’t have many people giving feedback! Ultimately the client will respect you for your professionalism and keep coming back to you because of that.
Balancing art and client expectations can be stressful and exhausting, especially if you have multiple projects or tight deadlines. You need to know your limits and boundaries, and respect them. Don't take on more work than you can handle, or compromise your health or well-being for the sake of your media production. Learn to prioritize, delegate, and outsource tasks when necessary, and don't be afraid to ask for help or support. Take breaks, rest, and recharge, and don't let your work consume your life.
Under. Promise. Over. Deliver. Be upfront and build in margin for yourself. I’ve never had a client be upset that I’ve had a longer lead time if I’ve made the deadline, but I’ve definitely burned a client or two by not being upfront or underestimating the work. I like to set checkpoints along the way rather than a single deadline at the end. Something like this: Checkpoint 1?? - 15% Vibe check - are we heading the right direction with regards to tone/pacing/etc. Checkpoint 2?? - 50% Draft #1 - the heft of the story is in place, so we can get a good sense for where we’ll end up. Checkpoint 3?? - Full draft - full story assembled but, we’re getting close and there will likely be some final feedback. Checkpoint 4?? - Delivery ??!
Another factor that can affect your media production is the audience that will consume your work. You need to consider who they are, what they want, and how they will react to your media. You need to balance your artistic expression with the market demand and the cultural context. You need to be aware of the trends, standards, and expectations of your industry and niche, and adapt your media accordingly. You also need to be sensitive and respectful of the diversity and values of your audience, and avoid any content that might offend or alienate them.
Balancing art and client expectations is an art itself. After years in the field, I've learned to prioritize my creative vision. I perfect my work privately, ensuring it aligns with my standards before client review. Clients hire for your expertise; let them appreciate it. Welcome minor changes, as they can enhance the project. Trust in your skills, and in the end, prioritize meeting your own expectations over the client's. It's your reputation on the line as much as anyone's.
One of the most crucial aspects of balancing art and client expectations is getting and giving feedback. You need to be open and receptive to constructive criticism, and use it to improve your media production. You also need to be able to give honest and helpful feedback to your client, and explain your choices and reasoning. Feedback is a two-way communication that can help you and your client reach a mutual understanding and satisfaction. However, you also need to be selective and discerning about the feedback you receive and give, and not let it overwhelm or discourage you.
My experience has always been that if you get the client to agree to a shooting script, which is more or less final in concept and vision, then you can avoid adverse feedback at the end of the project. I always do a detailed reccy of the project and take time to prepare a script which is editorially final and get it approved in writing from the client. I lost a major project where I could have travelled to four countries because I insisted on a reccy, but the client was not ready to pay for my trip twice. Instead he wanted me to hand over the project to local producers and compile it myself. But If I had done that I would not have been able to control the messaging.
Finally, balancing art and client expectations is an ongoing learning process that can help you grow as a media producer. You can use every project as an opportunity to challenge yourself, experiment with new ideas, and discover new possibilities. You can also use every project as an opportunity to build relationships, network with other professionals, and expand your portfolio and reputation. You can learn from your successes and failures, and use them to improve your skills and confidence. You can balance art and client expectations by embracing them as part of your media production journey.
In tvc/ content production, always present the storyboard edit before trying to push an artistic directors cut If you only present the directors cut, then the client rarely see’s the progression of the journey to a better place.
Managing Client Expectations in Content Production: Initiate with Questions: Begin by asking the client, "What does success look like for you?" Assess Visibility: If they lack a significant social media audience, inquire about their advertising budget. Can it realistically generate the desired sales? Provide Projections: Offer them a spectrum of outcomes - both a conservative estimate and an optimistic one. Clarify Uncertainties: Explain that while we use proven methods for content creation, the market's reaction is unpredictable. Sometimes, high-effort content may underperform, while unexpected pieces can go viral. Our aim is quality and consistency, but results can vary. Be a realist rather than overpromising.