WHITE PAPER: Why Your Business Struggles with Creative Production in the Tiktok era (and what to do about it)

Abstract: Targeted at founders, C-suite executives, middle management, business owners, and team leaders, this white paper provides an analysis of the multifaceted challenges and opportunities that contemporary brands and businesses encounter in the realm of creative production.

Set against the backdrop of the rise of TikTok and the creator economy, the explosion of vertical video formats and the opportunity presented by today’s interest-based algorithms, the paper investigates the mounting demand for creative content and its consequential pressure on the resources and capabilities of internal creative teams in Western markets, particularly the USA and UK.

Drawing upon financial and business metrics, the paper sheds light on the complexities affecting creative production.?

The paper takes a 360-degree approach to understanding the systemic forces shaping the creative production landscape, ranging from cultural to economic dynamics, including factors like geography, time zones, cost of living, and currency strength.

Our comprehensive analysis aims to equip brands with actionable insights, derived from a blend of publicly available information, credible secondary sources, and expert evaluation.?

The goal is to explore innovative strategies that significantly impact profit margins, by leveraging geographical advantages and societal factors, striking a harmonious balance between efficiency, quality, and timely content delivery in the face of unprecedented challenges.

This white paper is part 3 in a DTC Live Special Series and follows on from

Part 1: How to save ￡375,000 and get 10 million views on Tiktok (I did it and you can too)

Part 2: What REALLY happens when you go viral?

The fall of traditional media and the rise of the ‘attention economy’

At the outset, it is instrumental to review just how much the business models of TikTok, Facebook, Google (YouTube), Snapchat, and Twitter have revolutionised the media landscape.?

These platforms have democratised media to an unprecedented extent, giving every brand and business the opportunity—or challenge—to become a media brand themselves.?

In today's so-called ‘Attention economy’, the ability to capture and maintain people's attention becomes a crucial and competitive advantage for individuals, businesses, and organisations.

As more information is being generated and made accessible through various digital platforms, attention has become a precious commodity that is fiercely sought after.

In the attention economy, various entities, including companies, social media platforms, advertisers, content creators, and even individuals, compete for a finite amount of attention that any individual can allocate throughout their day.?

This competition is intensified by the constant stream of content and notifications that individuals encounter on their smartphones, computers, and other devices.

The attention economy has led to changes in consumer behaviour, content consumption patterns, and even business strategies.

Businesses and content creators are incentivised to craft attention-grabbing content that resonates with their target audience, as capturing and retaining attention can lead to increased visibility, brand recognition, customer engagement, and ultimately, revenue.?

This shift in focus from merely providing information to actively engaging and captivating the audience has reshaped marketing, advertising, and content creation strategies.

The attention economy has also given rise to phenomena like viral content, influencer marketing, and personal branding.

Viral content spreads rapidly because it captures people's attention and compels them to share it with others.

Influencer marketing leverages individuals with substantial online followings to promote products or services, relying on the influencers' ability to attract and retain attention.?

Personal branding involves individuals curating their online personas to create a strong and engaging presence, which can lead to increased attention and opportunities.

Although a landscape of fragmented media, rising production costs, and declining workforce productivity provides challenges for some, there are numerous examples of brands and businesses that have leveraged these shifts to create substantial value and impact.

The attention economy is not just a buzzword; it's a fundamental shift in the way brands and businesses operate.

Mastery of creative production and social media channels are not just about vanity or keeping up with trends; they are critical factors that lead to significant financial success and shareholder value.?

The landscape is complex, but the opportunities for those who can navigate it are immense.

The Talent Equation: Navigating the Employment Landscape in Creative Industries

In the UK, the creative industries have been growing at a rate twice as fast as the UK economy as a whole, contributing ￡116 billion in Gross Value Added (GVA) in 2019.

Employment in these industries mushroomed by 30.6% over the past decade, compared to the UK average growth of 10.1% during the same period.?

As of 2022, the UK has almost 2.3 million creative industries jobs, accounting for almost 7% of all UK jobs.

One of the most transformative changes has been the rise of vertical video formats, particularly popularised by TikTok.

Brands are now in a race against time to produce high-quality, engaging vertical videos that can capture an audience's attention in mere seconds. The demand for such content is insatiable, and the pressure on creative teams to deliver is immense.

This is reflected in the job market, where the employment of film and video editors and camera operators is projected to grow faster than the average for all occupations.

According to LinkedIn, some of the fastest-growing job sectors in the country are directly related to social media and digital marketing. Roles such as social media coordinator, social media manager, content strategist, growth hacker, digital marketing specialist, marketing strategist, brand specialist, and chief marketing officer are increasingly in demand.?

A report by Marketing Week highlighted that the top three fastest-rising jobs in the UK are all in the realm of social media.?

Specifically, the role of social media coordinator has seen an increase of 19%, community manager roles have risen by 18.1%, and social media assistant positions have grown by 16.5%.

This data paints a vivid picture of the shifting landscape of employment in the creative and digital sectors, particularly in the UK. Brands and businesses are not just contending with the challenges and necessity of content production; they are also navigating a rapidly evolving job market that is increasingly tilting towards roles specialised in social media and digital marketing.

The rapid rise in demand for specialised skills in a job market often leads to a series of cascading effects. One of the most immediate consequences is an increase in salaries and compensation packages as companies vie for top talent.?

Additionally, the multifaceted nature of these roles often demands skills beyond just social media management.

Proficiency in video editing, copywriting, graphic design, and motion graphics are increasingly becoming essential competencies.

These skills are not only essential for content creation but also add layers of complexity to both recruitment and the roles themselves, making them both challenging and rewarding.

These production-related skills are integral for creating compelling content that resonates with audiences and effectively communicates a brand's message.

The Perfect Storm: Intersecting Challenges in Creative Production

Whilst insufficient talent due to the rapid rise in demand is a factor, there are other broader challenges at play which mean for many businesses and brands in the UK, keeping up the demand of creative production required in 2023 and beyond to leverage digital media for business growth will in fact drive significant cost into most operations, thereby reducing profitability.?

The cost of living crisis is a pressing issue that has significantly impacted the UK, making it increasingly difficult for individuals to sustain themselves on existing salaries.?

Understandably, many employees in most Western nations are requesting higher pay to cope with these financial pressures.

The decline in productivity is another factor affecting the creative industry.?

According to a report by CNN, US labor productivity tumbled by 7.5% in the first quarter of 2022, marking the largest decline in worker output per hour since 1947.

Several factors have contributed

• Pandemic Impact: The COVID-19 pandemic has led to disruptions in work environments, affecting productivity. In the UK, total factor productivity fell by up to 5% during 2020-21.

• Changing Career Paths: The gig economy is on the rise, with 1 in 6 adults in the UK currently working a gig job at least once a week. This shift towards non-traditional employment options has led to a fluctuating workforce, affecting long-term productivity.

• Mental Health: Burnout and mental health issues are increasingly prevalent, especially among young professionals.?

Mental health challenges are particularly prevalent in creative industries, a trend that has been substantiated by various studies.?

According to a report by TBWA, creatives are more susceptible to experiencing workplace burnout, which is thought to be because creative? roles often involve high levels of emotional labor, tight deadlines, and a constant pressure to innovate, all of which can contribute to stress and eventually, burnout.

A 2021 survey by McKinsey & Co. and LeanIn.org revealed alarming statistics: 42% of women and 35% of men in creative professions reported feeling burned out "often" or "almost always."

This high incidence of burnout among creative professionals is not just a matter of workload but also the nature of the work itself.?

Creative jobs require a constant output of novel ideas and solutions, which can be mentally exhausting. The "always-on" culture, prevalent in many creative agencies, further exacerbates this issue, leaving little time for mental recuperation.

The Multifaceted Challenges Brands Face in Today's Digital Ecosystem

It is clear that in today's rapidly evolving digital landscape, brands and businesses find themselves navigating a series of interconnected challenges that go far beyond the capabilities or shortcomings of any individual team member.

The multifaceted forces at play include:

• Fragmented Traditional Media: The decline and fragmentation of traditional media have paved the way businesses to need to serve the demands of multiple social media platforms, which are now primary channels for brand communication and advertising.
• Rapid rise of New Channels: Platforms like TikTok are leading the charge in the ever-increasing demand for creative content. Video, in particular, poses a unique challenge due to the expertise required to produce high-quality content at a rapid pace.
• Talent Shortages and Rising Salaries: Despite the popularity of roles in social media and creative production, the demand for these positions is outpacing the supply. This imbalance has led to a surge in job openings and, consequently, rising salaries. At a household level, individuals are rational to request higher salaries as a result of global inflationary factors and the cost of living crisis

• Alternative Career Paths: The allure of becoming a content creator or influencer offers a compelling alternative for young people, adding another layer of competition for traditional employment roles.
• Global Economic Factors: The cost of living crisis, exacerbated by global events like the war in Ukraine, has put upward pressure on salaries.?
• Declining Productivity: Factors such as the COVID-19 pandemic and a rise in mental health issues have contributed to measurable reductions in productivity.

In the following section, we will delve into various solutions that have emerged in the market to address the complex challenges outlined above.?

From in-house creative teams to outsourcing and technological innovations, we will evaluate the efficacy of these approaches.?

Solution 1: Investing in Creative Production

The financial commitment to creative production by brands and businesses, particularly in the UK, is both substantial and growing.

The Creative Industries contributed ￡116 billion in Gross Value Added (GVA) in 2019 and accounted for 2.3 million jobs from July 2020 to June 2021, figures that underscore the significant financial commitment that brands and businesses are making in this space.

One notable investment trend is the move towards in-house creative teams, a shift is often driven by the need to control costs and streamline production.

But? does this investment in creative production actually pay off??

For some brands and businesses, particularly those with the resources to invest in top-tier talent and technology, the move to in-house creative teams has proven to be beneficial.

These brands have successfully navigated the complexities of creative production, reaping rewards in terms of brand engagement and financial returns.

However, for others, the investment has not yielded the expected returns. The challenges of managing an in-house team, coupled with the strains of operational costs and the rapidly evolving digital landscape, have made it difficult for other brands to realise a good return on their investment.

Navigating Resource Management: A New Terrain for Product-Based Businesses Building Creative Teams

One of the most pressing challenges brands face today is resource management, particularly in the realm of creative production. This is not just about allocating financial resources but also about managing human capital effectively.?

For many leaders, especially those world of product-based businesses (brands), the concept of resource management— in terms of human capital—may not be as familiar as it is for those in service-based businesses.?

In businesses focused on manufacturing or selling physical products, the metrics are often straightforward: units produced, sales volume, profit margins, and so on.?

In service-based sectors, resource management is a well-established discipline. Key Performance Indicators (KPIs) often revolve around human capital benchmarks like output, efficiency, and the elusive 80% capacity rule.?

These metrics are designed to ensure that service based teams are working at an ‘optimal’ level, balancing both quality and quantity of work. For product-based businesses making their first foray into the world of creative production, these concepts may be relatively new and even somewhat foreign.

And when these businesses venture into building creative teams, they enter a realm where the benchmarks for success are not as easily quantifiable.

Unlike a product that comes off an assembly line, creative output is not easily measurable.

It's not purely about how many videos are edited or how many graphics are designed; it's also about the quality, impact, and relevance of that creative work.?

The nonlinear, unpredictable nature of creative work complicates the straightforward efficiency metrics that may work well in other contexts.

For product-based businesses building creative teams, understanding and adopting these service-based principles of resource management can be a steep learning curve. However, it's a necessary one in order to adequately protect margin and value.?

The Resource Allocation Balancing Act and The Productivity-Creativity Paradox

Brands are constantly walking a tightrope, trying to balance the need for high-quality creative output with the risk of employee burnout and inefficiency.?

In service-based industries, a common benchmark for optimal productivity is that staff should work at around 70 - 80% capacity.?

However, achieving this 70 - 80% capacity is easier said than done. As we have already stated, the KPIs and performance metrics designed to encourage higher productivity often clash with the realities of the creative process, which can be nonlinear and unpredictable.

In Western cultures, and particularly in the UK, the ‘ideal’ of having employees work at 80% capacity—long considered a benchmark for optimal productivity and quality—seems increasingly unattainable.?

This isn't merely a result of financial or operational challenges; it's also deeply influenced by cultural and societal factors too, adding another layer of intricacy to the already complex issue of resource management in creative teams.?

Especially when external trends are factored in.

One such trend has been the "silent resignation," a phenomenon where employees mentally check out from their jobs without formally quitting. This disengagement manifests in decreased productivity, lack of enthusiasm, and a general withdrawal from responsibilities, which contribute to the overall decline in workplace efficiency.

The brands that have successfully navigated the complexities of resource management in creative production often have a few things in common: a deep understanding of both operational and cultural factors, a willingness to adapt and innovate, and a commitment to employee well-being.

These organizations have been able to strike a balance between productivity and creativity, even in the face of societal and cultural challenges.

In this ever-changing landscape, one thing is clear: there is no one-size-fits-all solution.

Brands must be willing to invest in understanding the complexities of human capital, cultural norms, and the inherent unpredictability of creative work. Only then can they hope to optimize their creative output without sacrificing quality or the well-being of their teams.

Solution 2: Agile and Hybrid Resource Management

In the face of the challenges associated with building and maintaining an in-house creative team, many brands are turning to agile and hybrid resource management models. These models often involve a mix of in-house staff, agencies, and freelancers, creating a more flexible and adaptive approach to creative production.

The concept of a collaborative ecosystem involves a seamless integration of various stakeholders—brands, agencies, and freelancers. This approach allows brands to tap into specialized skills and resources without overburdening their internal teams, thereby meeting the ever-increasing demands for high-quality creative output.

However, this model is not without its challenges, which include?

• High Demand for Freelancers: The gig economy has exploded, and skilled freelancers are in high demand. This can make it difficult for brands to secure reliable and high-quality freelance talent without paying a premium.
• Affordability and salary margins: Agencies are masters of resource management, but their services come at a cost. They need to add a margin to maintain and elevate their own profitability. While specific data on the financial burden of agencies on brands is limited, it's worth noting that agencies have faced declines in revenues and struggled to close new business deals, especially since the pandemic, indicating a cautious approach from brands towards agency partnerships.?
• Fragmented Resources: Agencies by their very nature allocate resources across multiple clients. This fragmentation can be problematic for brands that need dedicated, full-time resources to meet their creative demands.
• Agency Productivity Challenges: While agencies have to be adept at assembling high-output teams, they also face the same challenges affecting all businesses when it comes to productivity among their own staff. Factors like the rise in mental health issues, the impact of global events, and the struggle for work-life balance can impact the overall efficiency of agency teams.

The reality is that while agencies are experts in resource management, their very business model requires them to add a margin and fragment resources.

This comes at a time when brands and businesses need more dedicated, full-time resources to cope with the increasing demand for creative output and to cut costs.

In summary, agile and hybrid resource management models offer a promising solution for brands looking to optimize their creative output and indeed is a solution favoured by many brands.?

However, these models come with their own set of challenges, primarily related to the high demand for freelancers, the possible burden of agency partnerships for some businesses, and the productivity challenges faced by agencies themselves.?

Solution 3: Radical creative restructure using offshore teams and edit squads.

In an age where meeting the sheer demand of production to serve today's multitude of channels is paramount, brands are realizing that such a transformation requires more than incremental gains—it demands a fundamental shift in approach.

In an era of grappling for even incremental gains, some businesses and brands are considering a radical rethink and restructure of how creative is resourced.?

They are building alliances with offshore teams of creatives, or building their own offshore teams, enabling them to radically reduce the cost of creative, both giving real-time margin improvements and allowing cost savings to be put towards additional production capacity.?

The pursuit of optimal business outcomes, both from a profit and value perspective, has prompted this approach.?

The Benefits of Offshore Creative Teams

In the pursuit of resolving the clash between Western production norms and the relentless and growing demand for creative output, the strategic adoption of offshore production has emerged as another innovative solution worthy of consideration for contemporary brands and businesses.?

By relocating creative production to overseas regions, brands can not only alleviate the economic burden but also tap into several key advantages offered by the nature of their location and time differences.?

Moreover, the integration of advanced technology and communication tools has blurred the geographical boundaries, giving the offshore team the potential to be an integral part of the overall creative ecosystem.

This approach introduces a range of compelling benefits that not only reshape cost structures but also enhance creative output and operational efficiency.

Cost Decreases

One of the primary advantages of offshore creative teams is the potential for substantial cost reduction. By operating in regions with lower labor costs, brands can achieve significant savings. This cost optimisation enables brands to reallocate resources strategically, thereby improving profit margins and bolstering their financial resilience.

Increased Output

Offshore creative teams hold the potential to turbocharge production output. This surge in productivity can be attributed to several factors inherent to offshore operations including access to ambitious talent with a focus on efficiency (offshore teams and individuals often prioritise efficiency as a means of optimising their own output and income).?

Offshore teams can also be accustomed to adapting to different working styles and requirements, a trait that can lead to agility in tackling a wide range of creative projects.?

Time Zone Efficiency

The time zone disparities that separate Western countries and offshore regions can also be leveraged to optimise results.

While the brand's primary team rests, the offshore team can take the reins, ensuring that work progresses ahead of office hours in the UK.?

This inherent time zone efficiency enables brands to maintain a competitive edge by meeting tight deadlines, engaging in real-time collaboration, and delivering high-quality creative content to their target audiences.

This effectively expands the available production time and output capacity.

Creative Capability: A Global Perspective

However, questions remain from UK businesses as to whether or not offshore teams can ever be ‘as creative’ as their British or American counterparts.?

The notion of creativity is a complex interplay of various factors, and while education undoubtedly plays a role, it is not the sole determinant of creative capability.?

Unlike certain skills that are heavily influenced by education and birthplace, creativity is a multifaceted trait that is shaped by cultural influences, personal experiences, innate talents, and access to resources, among other factors. As such, it is important to recognise that creative potential is not limited by geographical boundaries or educational backgrounds.

It's tempting to attribute creative capability solely to formal education, assuming that individuals from regions with advanced educational systems might possess a higher degree of creative skills.?

However, creativity often flourishes outside the confines of traditional educational frameworks. Many individuals from diverse cultural backgrounds and varying levels of formal education have exhibited exceptional creative talents that transcend conventional notions of academic qualifications.

The Universality of Human Creativity

Human creativity is not bound by borders. Creative insights, innovative ideas, and artistic expression are found in every corner of the world, irrespective of the level of education provided. From remote villages to bustling metropolises, individuals from all walks of life contribute to the rich tapestry of global creativity.

In conclusion, creativity is a universal trait that transcends educational backgrounds and geographical boundaries.?

While education can provide a foundation, creativity flourishes when nurtured by diverse experiences, a supportive environment, and an open-minded approach to embracing the unique perspectives that individuals from around the world bring to the creative table.

The 99designs Success Story

One notable example of the potential success of this model is the journey of 99designs—a platform that revolutionised the way businesses access and leverage creative talent in which everyone emerged a winner.

Founded in 2008, at its core, 99designs serves as a digital bridge connecting businesses with a global network of freelance designers. This revolutionary approach tapped into a diverse pool of creative talent from around the world.?

The platform's ability to facilitate collaborations between businesses and designers regardless of location propelled its rapid growth and relevance and in 2015,? the platform caught the attention of Vistaprint, which recognized the immense value it brought to businesses seeking design solutions and acquired 99designs for a reported sum of $99 million showcased the tangible value that bridging the creative production gap can yield.

Creativity vs Production in the Age of TikTok

While brands have traditionally placed enormous emphasis on the 'creativity per se' as the cornerstone of their digital success, the advent and meteoric rise of platforms like TikTok are pushing for a reevaluation of this strategy.?

It goes without saying that creativity—the style, look, and feel of digital assets—must be elevated. However, TikTok's algorithm has introduced another equally important variable into the equation: the steady beat of publishing or 'production.'

The Evolution of Algorithm Opportunities

In my own entrepreneurial journey, with ventures such as Talk to the Press, Luminositie, and Bold Digital, I've witnessed how brands could capitalize on what I term as 'algorithm opportunities.' Whether it was SEO, PPC, or platform-specific strategies, riding the algorithm wave at the right time provided these brands with a significant competitive edge.

For instance, Facebook advertising was the 'magic bullet' from 2017 to 2021.

Fast-forward to 2023, and the algorithmic opportunity has shifted, particularly with the impact of TikTok.

Its interest-based algorithm has been so impactful that even stalwarts like Netflix have to acknowledge its competitive edge.

This is where brands need to marry 'creativity' with 'production.' The regularity of publishing has become an unavoidable requirement, thanks to TikTok's algorithm, which rewards not just quality but also the frequency of posts.

We wrote about this in detail in part 1 of this Three part special series.

Production: The New Frontier

The advent of TikTok and similar platforms has made one thing clear: while creativity remains invaluable, production has become an equally vital metric of success.

This is precisely where offshore creative teams shine.?

Our experience with the Notting Hill Company, for instance, leveraged this insight to great effect. From a standing start in three months, we used our Edit Squad—comprising offshore editors trained and synced with all the latest e-commerce trends—to generate nearly a million video views, and even open a shop on Portobello Road.?

This high pace of production could not have been achieved without offshoring our creative talent hubs and allowing us to maintain high production at acceptable cost.

The dialogue around TikTok and its algorithm has broader implications: it challenges us to think of 'production' as not just a backend operation but as a frontline strategy, almost at par with creativity.?

Brands need to be agile, and they need to adapt not just to compete but to thrive In an era where media is increasingly fragmented.

Challenges of Offshore Creative Teams

The benefits of offshore creative teams are undeniably alluring, but they come hand in hand with a set of intricate challenges that brands must navigate to ensure success. These include?

• Recruitment and Management: While the allure of lower costs is compelling, finding skilled talent in offshore regions can be a daunting task. Cultural nuances, language barriers, and different work norms must all be taken into account during the recruitment process. Effective management requires understanding these complexities while maintaining open channels of communication to ensure that objectives are aligned and expectations are met.
• Navigating Offshore Team Dynamics: Managing creative teams spread across different geographies introduces its own set of challenges. Team dynamics, collaboration, and coordination can be intricate to orchestrate when team members are separated by time zones and physical distances. Brands must implement streamlined communication tools and establish efficient processes to bridge the geographical gap and foster a cohesive work environment.
• Cultural Considerations and Attitudes: The attitudes toward offshore workers can be influenced by cultural perceptions and biases. Ensuring a harmonious work environment that promotes integration and equality among both onshore and offshore teams is a priority. Building trust, mutual respect, and a shared sense of purpose can mitigate challenges arising from cultural differences and help forge strong, productive partnerships.

In an era when platforms like Upwork and PeoplePerHour simplify the process of recruiting global talent, and tools like Asana, Slack, and Zoom facilitate seamless communication and project management, one might assume that setting up and managing offshore teams is a straightforward task.?

However, the reality reveals a more nuanced picture.

Individuals within UK companies embarking on offshore ventures must develop a nuanced understanding of various facets, including training, communication, cultural subtleties, and remote work dynamics.?

Cultural differences can profoundly influence the success of offshore teams. It's not just about the operational side but also about respecting diverse perspectives and approaches to work. UK companies must be sensitive to cultural norms, holidays, and practices, understanding that successful collaboration transcends time zones.?

Where to locate your Offshore Teams and ROI Analysis for Video Editors

In this section, we delve into a detailed ROI analysis, comparing different offshore locations to the UK's in-house team scenario for video editing.

By understanding these insights, you'll gain a clearer picture of how offshore teams can offer substantial advantages in terms of both cost savings and increased output.

The UK In-House Video Editing Team Scenario:

• Average Monthly Salary for a Mid-level Video Editor in the UK: ￡3,000
• Average Monthly Salary for a Senior Video Editor in the UK: ￡4,500
• Total Monthly Cost for a team of 1 Mid-level and 1 Senior Video Editors: ￡7,500
• Output: Produces 20 videos per month

Offshore Team in the Philippines:

• Average Monthly Salary for a Mid-level Video Editor: PHP 40,000 (~￡640)
• Average Monthly Salary for a Senior Video Editor: PHP 55,000 (~￡880)
• Total Monthly Cost for a similar team: ￡1,520
• Output: Produces 60 videos per month

Offshore Team in Serbia:

• Average Monthly Salary for a Mid-level Video Editor: €1,000 (~￡850)
• Average Monthly Salary for a Senior Video Editor: €1,500 (~￡1,275)
• Total Monthly Cost for a similar team: ￡2,125
• Output: Produces 60 videos per month

In the UK scenario, the monthly cost is ￡7,500 for an output of 20 videos, making the cost per video around ￡375.?

In contrast, in the Philippines, you'd spend ￡1,520 per month for 60 videos, making the cost per video approximately ￡25.33.

For Serbia, the cost would be ￡2,125 for 60 videos, resulting in a cost per video of about ￡35.42.?

Assuming the quality of work is comparable, the offshore teams offer significant cost advantages.?

These calculations are simplified, averaged and do not include other costs like shoots, creative direction, recruitment, training, and software tools.?

Neither do these calculations account for further efficiency driven by AI based software tools and the impact of detailed.

By understanding these factors and performing a similar ROI analysis tailored to your specific and unique circumstances, you can make a more informed decision when considering the location for your offshore creative team.

Quality Control in Offshore Creative Production

Although this paper has extensively discussed the high-quality output achievable through offshore creative production, it is imperative to underline the quality control mechanisms that make such output consistent and reliable.?

As with any team, quality can vary, but this variability can be further magnified when dealing with cross-cultural, remote teams. Here are some key strategies for maintaining quality control:

Onboarding and Training Editors

The initial phase of integrating an offshore creative team is critical. Onboarding isn't merely about introducing team members to the tools they will use; it's also about aligning them with the onshore company's culture, expectations, and quality standards. Comprehensive training modules can help set the tone for the expected level of output.

Time for Skill Development

Editors, like all creative professionals, require time to acclimate to the particular demands and standards of a new project or employer. Providing this time can result in higher-quality, more consistent work in the long run.

Ongoing Training by Onshore Teams

Training isn't a one-time event but an ongoing process. Regular training sessions led by experienced team members from the onshore teams can provide updated insights, introduce new technologies or tools, and foster a consistent understanding of evolving quality standards.

Processes for Maintaining Quality

Systematised quality assurance processes can help mitigate the challenges posed by distance and different time zones. This might include regular check-ins, peer reviews, or multi-stage approval processes to ensure that the final output meets the required quality standards.

Talent Redundancy and Ongoing Recruitment

Quality control doesn't stop at ensuring that current team members are up to par; it extends to future-proofing your talent pipeline.

Accepting that not all offshore team members will work out due to various factors—ranging from cultural differences to individual capabilities and other factors that you cannot see or expect simply because you are not together with this person in real life —makes it vital to maintain a larger pool of talent than immediately needed.?

By investing in these quality control mechanisms, companies can build a more robust, reliable, and efficient offshore creative production model.?

The strategies mentioned above are not just about maintaining quality; they are about elevating it to a level that aligns with global best practices. Therefore, quality control in offshore creative production isn't merely an operational requirement but a strategic imperative.

The Economics of Integration: A Win-Win Arrangement?

By operating in a conducive time zone and escaping the constraints of regular meetings, offshore teams can dedicate more productive hours to creative tasks. This collaborative approach enables brands to maintain an impressive output rate while capitalising on cost efficiency.?

Additionally, the remote workforce benefits from competitive wages in their local economies, cultivating loyalty and commitment that further bolsters the partnership.

This symbiotic arrangement presents a win-win solution: clients receive top-tier creative content at reduced costs, while editors enjoy well-compensated work that exceeds local averages.?

In conclusion, the strategic shift toward offshore production is not merely a response to economic challenges; it represents an innovative paradigm in creative production, offering an avenue to alleviate the challenges faced by many businesses and brands, resulting in a mutually beneficial solution for brands and the overseas workforce, effectively aligning the realities of production with the demands of the digital age.

By embracing this integration, brands and businesses can effectively navigate the complexities of modern production demands while fostering a global community of creative professionals working collaboratively across borders.

Closing Thoughts

The necessity to produce creative content at scale is driven by the fast-paced nature of today's digital markets, marked by the ascent of platforms like TikTok, Instagram, and YouTube. These platforms require a constant stream of quality content, and businesses that fail to adapt risk not just falling behind but becoming irrelevant.?

In this context, not solving the problem of publishing at scale is not an option; it's a recipe for obsolescence.

As media continues to fragment and social platforms gain ever more influence, brands that want to remain competitive will have no choice but to adapt.?

For many, the offshore model could provides not just a lifeline but a competitive edge in this ever-changing landscape, resulting in a future that is as economically rational as it is creatively rich.

The Edit Squad

It was in response to my own experience and observation with the above dynamics, set against the goals I hoped to achieve, that I orchestrated an extensive overhaul of our video production and created what we now call The Edit Squad - an international team where only the top 20% of applicants are accepted, ensuring unparalleled proficiency in video editing, integrating AI and using cutting-edge technology to amplify our editors' capabilities and radically increase briefing, feedback and sign off times.

The offshore team, guided by our Learning Management System and AI tools, can deliver up to 200 video assets per month at a cost lower than a single full-time team member in the UK.

This is not just about outsourcing but giving ourselves the opportunity to smartly leveraging the new interest based algorithms currently powering Tiktok, Youtube Shorts, Facebook Reels and Instagram Reels.

The opportunity is there for the taking. The question is, how will you ensure your brand or business is able to fully capitalise on it?

Resources

The Edit Squad

This article is part of a special series by DTC Live.

You can find the full series below.

Part 1: How to save ￡375,000 and get 10 million views on Tiktok (I did it and you can too)

Part 2: What REALLY happens when you go viral

Part 3: WHITE PAPER: Why Your Business Struggles with Creative Production in the Tiktok era (and what to do about it)