Does My Creative Effectively Attract, Build and Sustain My Audience?
In the digital age, video content abounds. Not only are hundreds of cable networks running 24/7 content, online services like Youtube are seeing 24 hours of content uploaded every minute. What a wonderful time to be a consumer! Video content seems to be everywhere and getting better and better all the time.
On the other hand, for a content creator, this presents a constant challenge. How do I attract consumers to my content in this hyper competitive market? What used to be a slam dunk is now a prayer heaved up at a 50-foot high rim.
Some might say the answer lies in distribution (which we will cover later in this series). You may have a great distribution plan, perhaps one you pay a lot of money to execute. And yet, your video will still stall out if it doesn’t stand out creatively. So what makes a video stand out creatively?
Creativity is itself difficult to understand, yet once you do, you’ll have the key to making your videos stand out. For many, creativity seems like a kind of magic, and like Luke Skywalker, some people seem born with the Force flowing through their veins. Others have to console themselves with being Han Solo. If you are like most people out there, a Forceless Han Solo, you probably have work with these mysterious Jedi either in house with your team or outside with a creative agency.
The archetypal Creative seems to lead an odd life. While the businessperson carefully measures, runs tests, tracks Excel metrics to painstakingly arrive at solutions; the creative comes into work late in an odd get-up with strange hair, procrastinates, floats seat-of-the-pants-ideas that, mysteriously, work.
Only sometimes they don’t work. Sometimes they colossally fail, and it seems impossible to tell at the outset whether you have a home run or a strikeout. One need only look to Hollywood to see how this works at a multi-million dollar scale. This is frustrating, because it all seems so random. While there is always a degree of uncertainty with creative content and how it is received, understanding how it works can help you significantly limit your risk.
The truth is creativity is not magic. Done properly, it follows a process like anything else, and is not random. Over the next six weeks we'll share some guidelines to help understand how it works and how you can test the quality of your creative.