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Short Form Video

Maturity Self-Assessment Tool

Industry leading creative teams invest in their people, processes and technology to increase their capabilities.    

Short Form Video is an increasingly relevant medium leveraging existing capabilities but also requiring new specialisms. This assessment will assess your capabilities across seven dimensions; Strategy, Capture, Infrastructure, Assembly, Verification, Content Velocity and Distribution.

The report and analysis will help you identify your strengths in these categories as well as prioritize focus areas.

Basic Identification

All responses will be kept anonymous, but may be used for benchmarking purposes.

SHORT FORM VIDEO

Maturity Self-Assessment Tool

This tool will enable you to identify your organization’s strengths and prioritize focus areas across seven capability categories.

The assessment will take approximately 10-15 minutes to complete. Upon completion, you will be able to view your results in real time and receive a comprehensive follow-up report.

Thank you for your time and we trust the results of the Maturity Assessment will provide valuable insight to your business.

  • Strategy

  • Capture

    The process of capturing video and/or audio content

  • Infrastructure

    Technology Infrastructure and IT Services

  • Assembly

    Creating an edited project from captured footage

  • Verification

    Idea generation, prototyping both visually and for technology and testing protocols.

  • Content Velocity

    Your ability to create content at speed and scale.

  • Distribution

    The asset lifecycle and the administrative aspects that surround it.

Strategy

We use video significantly in our communication with customers
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We create video for social media and the web—not just broadcast television
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Video we create is always professionally produced work that requires significant investment in time and money
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When we capture video, we use a shot-list and other planning documents to be sure we have all of the footage we are likely to need
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We have a documented process for logging footage into our workflow
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When we use a stock asset, we always know if it has been licensed for use
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We determine the need for supporting graphics based on what we can deliver quickly
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We have a process for planning and designing videos for use in social media and other non-broadcast means of distribution
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Before starting a video project, we have a process for determining the need for the video
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We research the target customer base for a video before we start developing the content
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Before we start creating a video, we determine criteria for success
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We use graphics to add branding and identity information to video projects
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Capture

The process of capturing video and/or audio content

We often shoot extra footage when we capture footage for B-Roll in case we change the direction of the project
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For outside, scripted, video capture, we have “go-to” locations we use
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When we capture footage via smartphones, we only use the phone's built-in capture apps
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Some of the videos that we use to tell a story are unplanned “in-the-moment” captures, the content of which was good enough to use no matter the overall quality of the source
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We story-board out each video before we begin capturing video
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Before we record a video, the team responsible will write and edit a script for the talent featured in the video
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When we capture video, we use a shot-list and other planning tools to be sure we have all of the footage we are likely to need
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100%

Infrastructure

Technology Infrastructure and IT Services

All employees are equipped with video capture devices and encouraged to use them for capturing video for use by the company
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All employees have an understanding of ways to capture effective video for a variety of project types
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We have a place set aside to use for recording video of people speaking or presenting
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100%
We use specific talent to present or speak for voice-overs in videos
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We have budget to acquire stock footage, audio, or other media for video projects.
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100%
To capture audio, we use a external microphone (as opposed to the built-in microphone on a camera)
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We have rigs to hold capture devices as a way to stabilize the video
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For voice-over video, we use a teleprompter or similar software
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We have a lighting set-up that we use for inside video capture
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We have a tool for adding metadata to footage as we ingest it into the workflow
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Most of the video is done in-house, by mix of generalist designers and video professionals
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We have a dedicated video team
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Assembly

Creating an edited project from captured footage

We use a rough-cut of existing footage as a story board for editing
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We frequently have more than just video professionals edit a video project before it is complete
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Most of our video is edited on a single timeline, rather than breaking scenes onto individual timelines
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Captured footage needs to be transcoded or converted to a supported file format before we can add it to a timeline/project
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Most of our video projects include a voice-over track for at least some of the video
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We use ambient soundtrack music for most of the scenes in the projects we create
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Our asset library includes a wide variety of sound effects we use for audio
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We adjust most of the audio we use within a video project to improve the way it supports the video
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Most clips on a video timeline will have a transition effect between clips
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We typically use overlay text as titles or subtitles within a video project
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Our videos use a “lower-third” (text and graphics at the bottom of the video) for branding purposes
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We would need to hire more expertise if we wanted to add animated effects to more projects
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Our team has one or two go-to effects experts for all but the most basic effects
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Two or more products are required to edit our video projects
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Verification

Idea generation, prototyping both visually and for technology and testing protocols.

We have a tool to review video
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Our approval cycle includes a review of the rough-cut of the video
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The review tools we use speed up the review process at various stages of assembly
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We use search optimization (meta data tagging) as a way to make our video “discoverable.”
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Content Velocity

Your ability to create content at speed and scale.

We use video from a variety of sources for any given project—not just professionally-recorded video from high-end cameras
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In some projects, we use stock video footage mixed with captured footage
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We often shoot extra footage when we capture footage for B-Roll in case we change the direction of the project
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We have a tool to share video
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It is easy to find footage from other projects to support the current project
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We can hand a project from one editor to another editor during the editing phase of creating video
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Once we distribute a video, it is very time consuming if we have to replace content within it because of a mistake or other issue
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We can build a new video project from “parts” of a previous project if we need to
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Editors edit the video work concurrently
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Distribution

The asset lifecycle and the administrative aspects that surround it.

We custom-create video for the distribution channel we plan to use
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We optimize each project during export for the distribution channel we will use to deliver it
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We have explored a variety of video formats to use for distributing video, for example GIF, MP4, others
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We limit our distribution to a few channels and focus on the quality of the content for those channels
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Any given video centers around the audience we are seeking
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We track all of our video projects for number of views, length of view time, etc.
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We do A/B testing with variable content in a video to test the effectiveness of different components of video (audio, poster frame, length, etc.)
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If we decide a video is not successful, we remove it and replace it completely
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Removing a video takes careful coordination among the variety of channels we might use to host it
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100%

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The data, valuations, assessments, and recommendations are provided “as is” without warranty or guarantee of any kind, either express or implied, including without limitation, any warranties of merchantability or tness for a particular purpose. e recommendations provided by the Digital Experience Management Self-Assessment Tool and the accuracy of the assessment are estimated projections of possible outcomes and do not constitute a prediction of actual outcomes or results. e recommendations and assessments are based on available data, including but not limited to, information provided by you or your company, information provided by other organizations, and assumptions that are subject to change. e Adobe Digital Experience Management Self-Assessment Tool cannot account for all risks and other factors that may affect results or performance, or for changes in your business practices or operating procedures that may be required to realize results or performance that are projected or implied in the projections.

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