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Creator Production vs. Traditional Production
Creator Production vs. Traditional Production

Overview of how creator-driven production differs from traditional methods at each stage of the content creation process.

Updated over 2 months ago

1. Briefing Process

Traditional Method

In the traditional model, the briefing process was often a lengthy and meticulous affair. Brands would typically:

  • Work with agencies for months before production

  • Prepare extensive briefs detailing every aspect of the project

  • Spend significant time and resources on pre-production planning

This approach, while thorough, often led to inflexibility and delayed response to market trends.

Creator Production Method

The modern approach prioritizes agility and efficiency:

  • Customer complete simple platform briefs in minutes

  • Focus is on communicating only the most important and relevant production details

  • Rapid turnaround allows for more timely and responsive content creation

2. Pre-Production

Traditional Method

Traditional pre-production was a complex, resource-intensive process involving:

  • Model scouting

  • Prop sourcing

  • Set design

  • Hiring a large crew

  • Detailed art direction

This approach required significant time and budget investments.

Creator Production Method

The creator-led model streamlines pre-production:

  • Booked creators manage their own models, locations, and styling

  • Utilization of existing resources and networks

  • Reduced need for extensive pre-production planning

3. Production

Traditional Method

Traditional production aimed for broad appeal:

  • Large teams of creative professionals assembled on set

  • Focus on creating generic, globally appealing content

  • Staged sets designed to look like idealized lifestyle scenes

This approach often resulted in polished but potentially inauthentic content.

Creator Production Method

Modern production emphasizes authenticity and relevance:

  • Local, skilled creators shoot in real-life settings

  • Content naturally aligns with specific markets

  • Nothing is staged, ensuring genuine representation of lifestyle and product use

4. Talent

Traditional Method

The traditional approach to talent was centralized and uniform:

  • Extensive review of model look books

  • Aim for "perfect" talent with universal global appeal

  • Reliance on stylists and on-set coordinators

This method often led to a homogenized representation across markets.

Creator Production Method

The new approach celebrates diversity and local relevance:

  • Work with a variety of local people in target markets

  • Creators collaborate with friends and family for authentic appeal

  • Emphasis on relatable, market-specific talent

5. Proofing

Traditional Method

Traditional proofing was often a bottleneck:

  • Lengthy review processes

  • Full retrospective and feedback calls

  • Multiple rounds of revisions

This could significantly delay content delivery and increase costs.

Creator Production Method

Modern proofing leverages technology for efficiency:

  • Streamlined platform proofing

  • Time-stamped video feedback and precise markups

  • Enhanced collaboration with editors

  • Faster turnaround times

6. Optimization

Traditional Method

Content optimization was often an afterthought:

  • Cutting down original footage to fit different platforms

  • Building extra frames into production for flexibility

This approach often resulted in compromised content quality across platforms.

Creator Production Method

Platform-specific content is now the norm:

  • Shooting original, custom footage for each platform

  • Ensuring seamless user experience and platform nativity

  • Optimized content from the outset, rather than as an adaptation

7. Localization

Traditional Method

Traditional localization was often superficial:

  • Taking global assets and updating language

  • Adding local packaging onto stock photos

  • One-size-fits-all approach with minor tweaks

This method frequently failed to resonate with local audiences.

Creator Production Method

Modern localization is built-in from the start:

  • Filming bespoke, locally relevant content from scratch

  • Featuring local people in the market interacting with the product

  • Creating authentic, market-specific content that truly connects with the audience

Creator production not only offers more agility, effectiveness, and cost efficiency, but it also significantly improves marketing results. We've helped brands substantially reduce their paid media costs by introducing more relevant and engaging content to their diverse audiences, thereby boosting both the effectiveness and efficiency of marketing campaigns. This approach has proven to deliver superior ROI compared to traditional production methods.

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