How to Create a Video Production Workflow That Maximises ROI

In today’s video dominated world, it is crucial to modernize your video production workflow from ideation through to publishing, and back. Building an efficient and effective video workflow not only frees up time and resources, but also improves your team's ability to think creatively, execute at a high level, and iterate based on real-time performance analytics.

How did we get here?

Brands are scrambling to ramp up their video strategy to engage and convert their customers who are demanding more video content than ever before. As of now, 48% of marketers create a video every week, with 27% creating a video every four days, and that’s just for marketing. 83% of businesses say that video content (internal comms, marketing, training, sales, and more) gives them a great ROI.

No longer can brands get away with making one-off videos. Video needs to be baked into your content strategy on an ongoing and ever-increasing basis – that is, if your workflow can handle it!

Mo video, mo problems

64% of marketers see video as the most difficult content to create.

Wipster CEO Rollo shares how to create a successful repeatable video content strategy

With all the video that needs to be made, the old, cumbersome, and expensive video production workflow is no longer possible. Simply put: If your company is unable to produce video easier, faster, and cheaper then your team will put video in the ‘too hard to create’ content basket and fall behind your competition.

To manage this ever-increasing demand for video, you need to start building a modern and efficient workflow. One that dramatically brings down the cost-per-video, while ensuring quality video content is being produced at the right time and hitting all the right metrics. Because juggling multiple team members, freelancers, clients, and internal and external stakeholders, while producing stellar videos on an ongoing basis can get difficult.

The modern video workflow (and how to create one)

A modern video workflow is more connected, collaborative, and efficient than ever before. It provides a transparent and systemized process where every team member knows exactly what needs to be done, and when it needs to be done by, across multiple projects at once. Communication is clear, all the information can be found easily, and it seamlessly connects distribution and analytics to help ensure the final video is hitting all the right targets.

A modern video production workflow is the foundation of a truly scalable video strategy that allows your brand to create videos quickly and effectively, without breaking the bank.

Here’s how you can design a video production workflow that works for your brand:


Before you embark on your video production journey, strategize. Figure out your video goals.

  • Who’s the target audience?

  • What are you trying to achieve?

  • Where are the videos going to live (publishing)?

  • When are you going to publish them? How often? How many videos per month?

  • How are you going to measure success?

Taking time to strategize, and agree on the objective and what success looks like will help guide your team when making important decisions when considering style, budget, and distribution.

Systemize the process (Pre-production, Production, Post-production)

Create a repeatable process that can scale. This not only saves time and money, but also frees up your team to do their best work.

1. Have someone own ‘video workflow’

  • This is an important responsibility that can become a serious competitive advantage. Who is going to be the hero and bring dramatically more video (and ROI) to your business?

2. Make the process repeatable (wherever possible), from briefing through to delivery.

  • Whether it’s a brand video, social media clip, or internal announcement, make the process as systemized as possible so people know what steps to take, who to talk to when, and where to store and name the files. Don’t worry about getting it perfect the first time as this can always be iterated on and improved.

3. Batch video content creation

  • This is an easy win! Do the pre-production planning and shoot a bunch of videos at once. This saves on production costs and time, allowing you to shoot multiple videos in one sitting that could give you a month’s worth of content.

4. Turn it into a series

  • If you have a formula or style that works, then turn it into a series. This way you can standardize many aspects of the video production workflow (from pre to post) to save time and money. This should not affect quality, but give your creatives’ constraints to do their best work – plus the audience LOVES it!

5. Do review and approval in the cloud

  • When you're churning out video content, you don’t have time to coordinate team meetings or sort through long messy email chains. Wipster Flow will add serious efficiencies (on day one) and is a joy to use for everyone in the team.


6. Bring analytics into the creative workflow

  • Don’t forget about the objective of each video and make sure to keep a close eye on the performance. Create a workflow that brings analytics into the creative workflow to learn and iterate.

7. Store all your video in one place

8. Use a platform that can do it all!

  • Use a single tool to connect your pre-production, production, and post-production video processes seamlessly together to save time, cut costs, and scale content creation.

Introducing Wipster: A Video Workflow Platform That Can Do It All!

It’s time for your brand to create a video production workflow that will maximize your investment in video and scale with you as you grow. With one easy to use platform that can do it all, this is much easier than you think!

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Wipster is used by thousands of video teams around the world – from leading brands such Shopify, Shimano, Deloitte, Trivago, and Time Inc – and is a proven solution for teams wanting to streamline their video workflow, and produce better video content, faster.