Do you want authentic video content that truly resonates with your audience? Within your own organization lies a wealth of untapped potential! By collaborating with your own employees, you not only create meaningful content but also strengthen internal engagement. With the right approach, your team can produce impactful video content within 2-4 weeks that perfectly aligns with your communication objectives. In this guide, you’ll discover how to implement this collaborative model step by step.

Why co-creation works: better corporate videos through collaboration

The traditional model where external professionals produce all your video content is increasingly being replaced by a more dynamic alternative. In the co-creation model, your own employees provide the raw content, while professional editors take care of the finishing touches. This combines the best of both worlds: the authenticity of internal voices with the quality of professional production.

Recent research shows that corporate videos featuring real employees generate 34% higher engagement than content with actors. Additionally, viewers appreciate the authenticity – 72% of B2B decision-makers indicate having more trust in content where real employees speak. This approach not only works better externally but also strengthens internal engagement as employees feel valued as ambassadors of the organization.

“A professional editor can create good content from amateur footage, but no editor can add authentic engagement to polished but soulless videos with actors.”

Essential preparation: tools and planning for video co-creation

Before you start filming, thorough preparation is essential. The good news: you often already have the most important tools in-house. For successful co-creation, you need these basic requirements:

The time investment varies per project. A simple video message can be recorded within half a day, while an extensive company report may require multiple recording days. For beginning filmmakers, calculate approximately 30% extra time than you initially estimate. With the right film training for companies, your employees can quickly develop the basic skills.

Step 1: Identify talented employees for video projects

Not everyone will be equally enthusiastic or suitable to be in front of the camera, but hidden talents exist within every organization. Start by identifying employees who are natural communicators. Look for colleagues who:

• Present easily and engagingly during meetings
• Radiate natural authenticity
• Show passion for their field
• Are open to new experiences

Create an inclusive approach by making an open call within your organization. Organize an informal introductory session where you explain the concept and discuss the benefits. This not only creates support but also helps discover unexpected talents.

For future projects, it’s valuable to build an internal ‘talent network.’ Maintain a database of employees who have participated, their specialties, and any feedback. This way, you gradually build a pool of internal content creators who become increasingly skilled.

Step 2: Develop a clear creative briefing process

A good video starts with a clear briefing. Many beginning filmmakers feel insecure without clear direction. Therefore, develop a structured creative briefing that even employees without video experience can follow:

Include examples of successful videos that illustrate the desired style. This gives employees a concrete frame of reference. Organize a short briefing session where you personally explain the vision and answer questions. This reduces misunderstandings and increases participants’ confidence.

Step 3: Train employees in basic video recording techniques

Effective film training for companies doesn’t need to be complicated. Focus on these essential techniques that immediately raise the quality level:

Framing and composition

• Use the rule of thirds: place important elements at the intersections
• Keep sufficient ‘headroom’ above the heads of filmed people
• Always film interviews at eye level, not from above or below

Optimizing lighting

• Position people in natural light, with their face toward the window
• Avoid harsh shadows by using indirect light
• With existing light: turn on all available lights for even lighting

Improving sound quality

• Film in a quiet environment without background noise
• Keep the smartphone close to the speaker (1-2 meters maximum)
• If possible, use a simple clip-on microphone

Organize a practical training of 2-3 hours where employees can immediately practice these techniques. Have them make small practice recordings and provide immediate feedback. The focus is on simple, achievable improvements that make a big difference in professional appearance.

Step 4: Collect and organize raw content efficiently

A structured system for collecting and organizing video material prevents chaos and frustration. Implement these essential elements:

• Consistent file naming: [ProjectName]_[Content]_[Date]_[Version]
• Centralized storage location: Use one fixed cloud solution with a clear folder structure
• Metadata information: Always add context to uploads such as location, participants, and purpose

For larger teams, it’s effective to appoint a content coordinator who oversees the collection process. This person checks the quality of uploads, ensures the right metadata, and serves as a link between the filming colleagues and the editing team.

Implement a feedback mechanism for initial reviews. This can be as simple as a shared document where comments about the raw footage are shared, or a more advanced system with timecodes and specific adjustment requests.

Step 5: Transform raw footage into professional videos

In this phase, the magic of co-creation truly comes to life. Professional editors transform the raw footage from employees into high-quality content that fully aligns with your brand identity. This process includes:

• Selection of the best fragments from the raw material
• Adding consistent design elements such as intros, outros, and intertitles
• Color correction for a professional look
• Sound mixing to ensure consistent audio quality
• Adding subtitles for accessibility

Important here is maintaining authenticity. A good editor enhances the natural qualities of the employees without losing spontaneity. The result is professional but retains the human touch that makes the co-creation model so valuable.

The combination of authentic content by employees with professional post-production delivers videos that are both credible and high-quality – a combination that is difficult to match with traditional production methods.

Expert techniques: 7 professional tips for high-quality co-creation

To take your co-creation process to the next level, implement these advanced strategies:

1. Develop a visual style guide specifically for video with examples of desired shots, perspectives, and color palettes
2. Invest in mobile filming accessories such as simple stabilizers, external microphones, and clip-on lenses
3. Implement remote-directing techniques such as pre-recorded instructions or live video guidance for important recordings
4. Create a preparation ritual that helps employees relax in front of the camera (breathing exercises, short energizers)
5. Organize peer learning sessions where experienced internal filmmakers share tips with newcomers
6. Use story-boarding techniques for more complex videos to have a clear visual plan
7. Introduce A/B testing by creating different versions and analyzing which performs best

Solving common problems: troubleshooting guide

Even with good preparation, you may encounter challenges. Here are solutions for the most common problems:

Inconsistent video quality

Cause: Different devices or settings between employees.
Solution: Plan multiple takes and encourage speaking naturally rather than memorizing scripts. Warm up employees with informal conversations before recording.

Time management problems

Cause: Underestimation of required recording time.
Solution: Create a technical checklist to go through before each recording. Always bring a power bank, extra storage space, and a spare microphone.

Taking co-creation to the next level: advanced implementation

When your team becomes familiar with the basic co-creation process, you can implement these strategies to further develop the model:

• Cross-departmental collaboration: Have departments work together on more complex productions where each department contributes from their own expertise
• Content hubs: Develop thematic content hubs where different videos around one topic are combined
• Integration with other channels: Develop a strategy where co-created videos are systematically integrated with other communication channels
• Measurable objectives: Implement KPIs specifically for co-created content to measure and improve effectiveness

By strategically integrating co-creation into your broader content marketing strategy, you create a sustainable model that scales with the needs of your organization. This not only ensures consistent content but also builds an internal video culture that becomes increasingly valuable.

Your co-creation action plan: start creating better videos today

You now have all the elements to successfully start with co-creation. Follow this step-by-step plan to achieve immediate results:

1. Identify 3-5 potential internal talents for your first project
2. Develop a simple but clear briefing for a specific video
3. Organize a short training in the basic principles of good filming
4. Plan a structured process for collecting and evaluating recordings
5. Work with professional editors to create the final product

Start small with a simple project and build from there. The first video may not yet be perfect, but each new production improves the process and the skills of your team. Through consistent feedback and training, you build an increasingly stronger internal video capacity.

With co-creation, you combine the best of both worlds: the authenticity and knowledge of your own employees with the technical expertise of professional video makers. The result? Engaging, credible content that resonates with your audience and an efficient production process that scales with your needs.

Start today – your first co-created video success is waiting!