When we have a good idea, we don’t want to hear how it could be better. However, feedback is the only way you can turn a good idea into a great one! Feedback, as we’ve previously discussed, should not be feared. Instead, feedback is valuable because it is an opportunity for improvement! In fact, improving your initial ideas is the key to creating a successful campaign.
So, if feedback is so great, how do we utilize it? To get the most out of feedback during the creative process, you must use feedback loops. To some of us, that might sound vague, but we promise they are simple enough to integrate. Let’s dive in!
The Feedback Loop
What is a feedback loop? Simply put, it is the process of asking for feedback, reviewing that feedback, making changes based on that feedback, and confirming that the changes worked. It is a cycle of asking, listening, acting, and asking again!
Feedback loops are most likely already a part of your creative process. Any time you ask a client for their opinions on your campaign, you are participating in a feedback loop. How? After you ask for your client’s thoughts, you revise your existing work to align with their expectations or goals. Then, you show them the campaign again for final approval. That is a basic feedback loop!
The point of a feedback loop is to make improvements, both to your content and to your workflows. Better processes increase productivity, which allows you to take feedback and make high quality campaigns. Everyone wins in the end!
Who do we ask for feedback?
Feedback, like most things, comes in many shapes and forms. When it comes to the creative process, there are three key types of feedback: team, client, and audience. Let’s take a closer look at each of these!
Team Feedback
Team feedback is exactly what it sounds like. Any opinions, constructive criticism, or suggestions you get from your colleagues is team feedback. This can be extremely helpful, as everyone is working towards a shared goal. In fact, this feedback can really increase motivation and productivity, as it will reinforce project expectations.
To make team feedback an intentional part of your creative process, you can have regular meetings or dedicated conversations throughout the campaign process. Focus on finding things that aren’t working well as well as what is going right. That way, you can ensure every process is set up for success. Additionally, this develops a workplace of listening, which makes everything and everyone more efficient!
Client Feedback
As most of us know, there is no final campaign without client feedback. Yes, sometimes it can be hard to meet every idea a client has, especially when you have deadlines and budget caps to consider. However, even if 98% of client feedback is unrealistic, that remaining 2% can be a gamechanger for the quality of your campaign.
Client feedback is a critical part of the feedback loop. This is how you understand the core project goals and client expectations. By centering these requirements in your work throughout the creative process, you are setting your team and campaign up for success. This will even cut down on revision time, which makes everyone happier!
Audience Feedback
Of course, there is no campaign success without an audience. Audience or customer feedback is important for every campaign, past, present, and future. When you understand how an audience member feels about your work, you understand how to make engaging campaigns.
You can get audience feedback from direct interactions like surveys, focus groups, and interviews. You can also gain valuable information from online reviews, social media, and engagement data. What matters the most is analyzing that information. Find common themes and apply those to your creative decisions. By customizing a product or brand to your audience’s needs, you are increasing the odds of engagement and retention. In fact, by consistently making work that resonates with your audience, you are building a good reputation for your product, brand, and company. Nothing could be better than that!
Tips for the Feedback Process
Mastering the feedback process takes practice. However, improvements will come quicker than you expect. If you consistently practice active listening and proactive communication, you’ll always find the motivation to implement changes. That makes the feedback loop super rewarding! Who wouldn’t want to use that during every campaign?
Speaking of practice, the most important thing is to see feedback as a skill. Rather than viewing feedback as an item to cross off your to do list, see it as a strength you want to build over time.
In addition to practicing your feedback skills, you also need to see feedback as an action item. Take constructive feedback and use it to make a difference. Whether it is in a workflow or a final product, feedback is most impactful when you use it.
The best way to reinforce feedback loops in the creative process is to standardize them. Develop a clear process for giving, receiving, and implementing feedback. This way, feedback loops are a natural action for you and your team, which allows you to focus your mental energy on making the most of every idea! In fact, define feedback objectives before any meetings, client reviews, or team conversations. You can stay focused and get detailed, actionable feedback, rather than surface-level opinions.
Finally, in order to make your feedback process effective, practice prioritizing feedback. It is not always realistic to make every suggested change. Instead, analyze feedback for what will impact your campaign’s success the most. Focus on the changes that will make your campaign more engaging or align your work with brand goals. After that, you can implement additional feedback according to your time and budget constraints. No matter what, though, you’ll have made the most important adjustments!
The Bigger Picture
At the end of the day, feedback is an essential part of the creative process. While building a video production workflow often puts feedback towards the end, it doesn’t only have to be used at the revision stage. Feedback can exist in big and small ways throughout the entire creative process. From casual conversations on set to emails with stakeholders, you can get valuable feedback from anyone at any time.
Feedback is valuable throughout your campaign because it reinforces iteration. As we’ve said previously, iteration is how you unlock your best ideas. When you embrace other perspectives and change, you will make your best creative work every time!
Lastly, implementing feedback loops throughout the creative process builds your adaptability. We all know that being skilled at adaptation is vital to surviving any creative industry. When you flex your adaptive muscles throughout every campaign, you’ll be strong enough to survive and thrive in any change. That’s what we’re all about at Plaid Pony Productions!
