The video arrives in five days and goes live five weeks later. The bottleneck is almost never the creator, it is the internal approval round, and it usually costs more than the whole production.

The rounds that cost more than the video

Every pass adds days and, above all, removes believability. The first correction fixes something real. The second softens. The third turns a human sentence into a slogan. You end up with an agency ad shot on a phone, the worst of both worlds, and late on top.

Who should actually sign off

One person with the final call and, if the product is regulated, someone from legal purely on claims. Nobody else. In many Spanish small companies the founder approves everything out of habit, which works until there are eight videos a month. From there you either delegate or accept the delay.

The two day rule

Everyone with a voice comments within 48 hours of delivery, in writing, in a single thread. Silence means approval. It sounds blunt and it is the only thing that stops the drift. Write it into the process before the first delivery, not during the first argument.

What can be corrected and what cannot

Correct: a wrong figure, a claim you cannot support, a product shown badly. Do not correct: the accent, an odd gesture, a slightly tilted shot. Those imperfections are exactly what stops viewers reading it as advertising.

The brief prevents half the rounds

Most corrections are wishes nobody wrote down before filming. A brief with three mandatory sentences, three forbidden ones and one visual reference removes almost all of them. Correcting in the brief is free, correcting in the edit is not.

Keep reading

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Frequently asked questions

How many revision rounds are healthy?

One, two at most.

Who should approve?

One person, plus legal if the product is regulated.

What if nobody replies?

Silence equals approval after 48 hours.

Should I correct the creator's accent?

No, it is part of what makes the video credible.