What's the Right Amount of Creative Control to Give to a Digital Producer?

Do brands/agencies tell the producer “exactly” what they expect from them and risk limiting their usual creativity and natural filming process resulting in low quality content, or do they keep it vague and thus risk the producer actually hitting the mark and delivering what they need?

We’ve touched on this before in the blog “How to Deliver Briefs to Producers” but here we’ll expand on why giving producers a modest amount of key messaging and letting them create their work around this is best.

Brands/agencies will most likely have approached a producer because they already see them as a good fit for working with their brand. Maybe their values align, their demos are the perfect audience or maybe even the producer already uses their product and has been posting about it in the past. Either way it should mean that the producer is being considered because their tone and style is already sensitive and in tune with the brands ethos and aesthetics.

So we ask brands and agencies to be aware of the asset you’re asking for, don’t try and cram 100 words into 1 Insta story, 500 words into an Instagram video/image caption or spend 20 minutes just explaining how something works in a YouTube video. If you can supply a handful of points and allow the producer to communicate this in their usual funny, informative, light-hearted or relaxed tone then you’re on the right track to getting the best content possible.

More info can also be found in our blog about how to feature your product/brand in content to achieve the best results.