In a world overflowing with data, platforms, and shifting consumer behaviors, how can creatives and brands find their way?
Chris Burkard, renowned photographer and adventurer, recently shared an observation on the podcast that resonates deeply with the current creative landscape: “Today, creatives are being asked to give direction to a destination that doesn't exist.” This succinctly encapsulates the challenges faced by brands and creatives alike as they navigate a rapidly shifting marketing and storytelling environment.
The Changing Creative Landscape
In the past, creativity followed clear guardrails. A project brief outlined expectations, success metrics were straightforward, and success felt linear. As Burkard reflects, “There used to be a very linear path to finding success and knowing that you nailed it.” Today, the proliferation of platforms, data points, and shifting consumer behaviors has created a paradox of choice and ambiguity. Creatives often face the task of charting paths for brands in territories undefined by clear objectives.
For brands, this shift brings both opportunity and complexity. The ability to connect with audiences on a personal level has never been greater, yet the abundance of tools and metrics has diluted focus. Burkard notes, “Just because something is getting views or likes or impressions does not actually equate to sales. Does it equate to value? I don’t know.”
Challenges in a Destination-less World
- Ambiguity in Objectives: Many brands struggle to define what success looks like beyond vanity metrics. Burkard describes this struggle: “More often than not, people don’t really know what they’re looking for... people in creative or marketing roles... it becomes more challenging than ever to define if you’ve hit the mark.”
- Homogenization of Content: The race to produce content often sacrifices originality, as brands play it safe to minimize perceived risks. Burkard highlights, “People don’t want to lose their jobs... they don’t want to take the risk... and that’s what leads to homogenized content.”
- Overwhelming Deliverables: Creatives are expected to adapt content for numerous platforms, often without clear strategic direction. He adds, “The deliverables have now doubled, tripled, because you’re having to do cuts in every variation.”
Solutions for Creatives
- Start with the Why: As Burkard suggests, begin every project by asking, “How do we define success?” This fosters alignment and reduces ambiguity. “I start every conversation the same way: How do we define success in this relationship?”
- Advocate for Authenticity: Challenge briefs that feel disconnected from the brand’s identity or audience. “When a brand is not authentic... they’re trying to glob onto somebody’s authenticity because they don’t have it... the consumer sees through that.”
- Invest in Research: Dive into the brand’s mission, audience, and existing content. Understanding these elements helps build a strategic foundation. “I’ll spend a couple of hours scrolling through their Instagram feed, looking at what people are responding to... understanding what’s missing.”
- Own Your Expertise: Don’t shy away from proposing solutions beyond the immediate ask. Burkard advises, “People want to be hired because you bring something to the table... as a creative, you want to be heard.”
Solutions for Brands
- Simplify Goals: Define clear objectives that focus on outcomes, not just outputs. What do you want the audience to feel or do? Burkard notes, “It’s really tough when the goals are unclear... that’s where the ambiguity sets in.”
- Empower Creatives: Offer guidance, but allow room for creative exploration. “The best brands let creatives play and collaborate. You want to give room for them to stretch and bring new ideas to the table.”
- Take Calculated Risks: Avoid creative paralysis by remembering that bold, innovative ideas often deliver the greatest impact. “The brands that excite me are the ones who take risks... they’re willing to make bold moves and stand behind them.”
- Use Metrics to De-Risk Creative: Metrics, insights and data are your friend but they aren't meant to be a crutch. Use the tools at your disposal to deeply understand your audience, channel opportunities and content gaps and then create initiatives that create lasting connections, like grassroots events or community engagements. Burkard emphasizes, “To me, the goal should be creating an experience, not just another piece of content... the experience leaves a lasting impact.”
I think Chris sums it up pretty well as we consider how to move forward. “Success in this realm isn’t always about having a map—it’s about confidently creating one.”
If you work at a brand and need help creating effective video content - reach out and say hi.
