Agency Guide: Running Approvals Across Many Creators

When an agency manages a campaign with many creators, approvals can quickly become the bottleneck. Dozens of videos arrive at different times, the client wants to see everything, feedback comes from several people and versions multiply. Without a clear process, deadlines slip and creators get frustrated. This guide outlines an approval workflow agencies can use to keep multi-creator campaigns moving.

Why approvals get messy

Common causes:

• no single source of truth for the brief,
• feedback from multiple client stakeholders that conflicts,
• creators receiving notes directly from the client and the agency,
• unclear versions: which file is the latest?
• no review deadlines, so deliveries sit waiting,
• tracking spread across email threads and chat messages.

A good workflow addresses each of these.

Step 1: One brief, one owner

Before creators start, agree a single, final brief with the client. Name one person at the agency as the owner of that brief and the creator relationships. All instructions to creators come from this owner. If the client wants changes to the brief mid-campaign, they go through the owner, who decides how to communicate them and whether they change scope.

Step 2: Agree the approval chain with the client

Before content arrives, agree:

• who on the client side reviews content,
• who gives final approval,
• how long the client has to review each batch,
• what the client is reviewing for: brief compliance, brand guidelines, legal claims,
• how many revision rounds are included.

Put this in writing. It protects the timeline and the creators.

Step 3: Use staged reviews

Large campaigns benefit from stages:

1. Concept check (optional): creators share hooks and a short outline before filming. This catches misunderstandings early and is especially useful for complex briefs.
2. First version review: the agency reviews each video against the brief before sending it to the client.
3. Client review: the client reviews agency-approved videos in batches.
4. Revisions: consolidated notes go back to creators.
5. Final approval and delivery.

The agency's internal review is critical. It filters out obvious issues so the client sees stronger content and fewer rounds are needed.

Step 4: Batch client reviews

Instead of sending each video to the client as it arrives, group them into batches, for example every few days. Batching:

• respects the client's time,
• makes comparison easier,
• reduces the number of separate feedback threads.

Set a clear deadline for feedback on each batch.

Step 5: Consolidate feedback

Never forward raw client comments to creators. Instead:

• collect all client feedback,
• resolve conflicts with the client,
• separate must-fix items from preferences,
• translate notes into clear, specific instructions with timestamps,
• send one consolidated message per creator per round.

Our guide on giving creators better feedback covers how to write useful notes.

Step 6: Version control

Version confusion causes real mistakes, such as approving an old file or posting the wrong cut. Simple rules help:

• a consistent naming convention, such as "Client_Creator_Video1_v2.mp4,"
• one shared folder per creator or per deliverable,
• moving superseded versions to an archive folder,
• marking approved files clearly, such as with "APPROVED" in the name or a status column.

Step 7: Track every deliverable

Use one tracker, such as a spreadsheet or a project tool, listing each deliverable with:

• creator,
• deliverable type,
• due date,
• status: in production, delivered, agency review, client review, revisions, approved, delivered to client or posted,
• version number,
• notes.

Review the tracker daily during active campaigns. It answers "where are we?" instantly for both the team and the client.

Step 8: Communicate status to creators

Creators often wait in silence while content is reviewed. A short status update, such as "your video is with the client, feedback expected Thursday," reduces anxiety and follow-up messages, and builds goodwill.

Step 9: Handle scope creep

When client feedback introduces new requirements, flag them. Decide with the client whether to:

• treat them as new scope with additional fees and time,
• apply them to future content only,
• drop them.

Protecting creators from unpaid scope creep protects your roster. Our guide on revision expectations explains where to draw the line.

Step 10: Close out properly

When the campaign ends:

• confirm every approved file has been delivered to the client,
• record usage rights and expiry dates,
• confirm creators have been paid,
• gather learnings for the next campaign.

Common approval mistakes

• Letting the client contact creators directly with conflicting notes.
• Sending unreviewed content straight to the client.
• No deadlines for client feedback.
• Tracking in scattered message threads.
• Unclear file versions.

In practice: a weekly rhythm

On a typical multi-creator campaign, an agency might run reviews like this: creators deliver throughout the week; the agency reviews each delivery within a day; on two set days the agency sends the client a batch of approved videos; the client returns consolidated feedback within an agreed window; and the agency sends revision notes the same day. A predictable rhythm lets everyone plan, and it makes late feedback visible quickly.

Frequently asked questions

Should clients review every video? Usually yes for final approval, but the agency should filter and review first.

How many reviewers should the client have? Ideally one decision-maker, with others feeding into them.

What if a creator misses a deadline? Check in early, adjust the batch schedule if possible, and record it for future casting decisions.

Unresourced helps agencies manage creators, deliverables and approvals across multiple clients. Open a free agency account to streamline your next campaign.