Studio insight series : Essential guide : Moving content creation in-house?
Introduction
Part 2 in our Studio Insight Series.
Creating a new Content Studio is a big undertaking and can be fraught with challenges. For Brands that currently outsource all, or a percentage of Content Creation, and are considering a move in-house there are some crucial factors to consider.
Kevin discusses some conversations to be initiated with your third party content providers in the video below. (Duration 3mins).
Studio Workflow founder Kevin Mason discussing the challenges of bringing content creation in-house.
We can dig a little deeper in this supporting post. Lets jump in….
Why Consider a New Studio or Content Creation Process?
Brands that don’t deal with 100% internal content creation either operate
a hybrid model,
outsourcing elevated high touch content or basics for PDP, for example packshot items, and product for international markets
or
full outsource model
all content is created by third party provider, normally a single external studio.
There can be real benefits to using a third party, but both models can add complexity to workflows, increase costs, and contribute to a loss of ownership in brand curation.
The Impact of Outsourcing :
These factors may lead to conversations at the brand level of a greater desire for control, and moving to an in-house content workflow.
Negative factors causing desire to leave a Hybrid or Single Point Model
Cost of content creation (third party can be expensive).
Ability to flex and adapt (requests out of initial scope hard to fulfil).
Delivery times of current content (being held to a outside schedule).
Challenges with meeting agreed Content Demands (Creative).
Risk during Peak as third party providers may be handling several large accounts.
Flagging items such as reshoot and reject can be a frustrating process.
These would fall into the bucket of Control.
Positive factors causing desire to leave a Hybrid or Single Point Model
Increased sales (leading to budget growth for Content Creation).
Request for more diverse Content Creation.
Greater understanding of creative direction in-house.
Increased confidence in developing Content Creation team.
Greater brand knowledge.
These would fall into the bucket of Growth.
Its useful to separate these out, as the motivations can impact the outcome of the journey towards content creation spaces and the type of building and model that will emerge. (Covered in later posts).
Conversations for moving In-House :
What to Do When Committed to Setting Up a New Studio
Established third-party content creation studios can bring considerable expertise and efficiency, they often handle a myriad of behind-the-scenes processes to cater to a wide range of client needs.
If you're leaning towards setting up your own studio, it’s worth engaging in a healthy dialogue with your current provider. (Assuming contractually it's possible to do so).
Such conversations unearth valuable insights about hidden challenges in your own process and solutions. When handling your Product its in the interest of the third party provider to absorb the bumps along the way in the content creation journey, but when you move to an in-house model these will become your problems to fix. These could include areas such as
gaps in Style Guide
incorrect / missing / delayed delivery
poor style library / sample management
reshoot and reject reasons
model casting / approval
Stills / Video workflow (colour mgmt in particular).
ad hoc requests
Peak and low volume flex (third party can easily add freelancer headcount).
Risk Management
There can be a real danger (and a missed opportunity) for Brands who do not tell the third party about a desire to leave until really far into the process of scoping out a new plan and proposal. The third party may be absorbing the churn of poor client side process, internally managing complex challenges and delivering multiple content outcomes.
What should happen during the Discovery stage?
To help answer this, we looked at our own experiences with client projects establishing a new Studio:
Here are the topics we hope a client would come prepared for, or be happy to explore at a first series of meetings.
Current Challenges:
Identifying the primary obstacles with the existing content creation process.
How does a new space solve those challenges or seek to minimise them?
Is a new studio going to be a single point for Content Creation, or part of hybrid model?
Third party, satellite studios and Vendor imagery intake all impact internal studio process, QA and potentially layout for areas such as Inbound, Style Out, Outbound.
Content types / Channel
Content growth will happen, but what is the goal?
Is it omni channel? PDP and Elevated will really impact space, headcount, skillset.
Are we looking at multiple samples, large Styling Libraries, Prop Storage, Video sets, flexible Inbound and Outbound spaces?
How long are samples held on site?
Data and Process / Workflow
What data is in place to support the decision ?
How much historic/forecast data is available to calculate space needs?
Data for Headcount / Job Role (Volumes / Product Categories / Cost per SKU)
What workflow software will be used from Intake to Upload?
Other Factors
The list isn’t exhaustive and in later posts we will dig further into :
Cost and Timeline
Site Location Considerations
Building Specifics
Org Charts / Talent
Process Flow
Summary
Choosing to set up a new studio is a significant decision with many factors to consider.
Weighing the pros and cons is crucial in making an informed choice that aligns with your business goals but there will be many areas that remain hidden from view when content is produced by third party providers.
Third parties have the ability to throw resources, headcount, additional sets, change working hours, and even outsource to fulfil client requests. Consider also Product integration such as software systems, this is far easier at a third party level than the IT / Security approval, DAM access, 24/ support etc that may be required when bringing in-house.
Honest conversations allow brands to reflect on these points and consider how a new studio aligns with the complexity of any future vision.
Ready to Take the Next Step in Studio Creation?
We are experienced at facilitating the steps required to expand in-house services. Reach out to us for personalised advice and solutions tailored to your brand's needs. We hope our 'Studio Insight' series will continue to provide valuable insights for your journey.