What happens when an established well-spoiled shiny star enters into the wild world of of the imperfect homemade contents and the new generation of social applications?
I would like to share some of my experience about the switch and the difficulties that our company has to deal with.
Perfection vs speed. Entertainers who came from a different era of publicity got used to a particular setup of people and well-practised procedures where everything is in place for getting the best out of “The Creation”. Make-up artist, lighting director, sound engineer, cameraman, copywriter… all these professionals represent a lot of effort in the name of perfection. Still, these established methods are prolonged compare to that chilling youngster who takes a selfie and posts it instantly or the self-thought singer who just start to sing live on Instagram through a mobile phone. It is really a hard leap to make for many people.
To accept a very different kind of perfection is more than just difficult; it requires a very different approach regarding quality.
I worked with A-class pornstar, who was afraid to take a selfie for her Instagram story- she instead organised and paid a photographer! Similarly, the multi-platinum selling pop star had real trouble with singing the whole song for Youtube in full -even she sang that song on stage perfectly million times. Not to mention the brilliant public speaker who did not want to record anything without planning and preparation, and it took dozens of taking to find the “right angle”… It needs hard work to convince these clients to produce content differently, but after they experienced the incredible freedom and the sweet speed of this new kind of perfection they started to glow and grow and our work at Trendfingers just got a whole lot easier.
Feedback and vanity metrics. If you do content marketing or growth-hacking long enough, you understand the difference between vanity metrics and numbers that really matters. Still, the client probably has no clue about such things. Hence, I say that even the most challenging client needs to learn the basics of digital marketing (for companies it’s worth to organize a workshop) this conversation must be done, better sooner than later.
Not only because it helps to clarify what is the goal, which content converts well, where is our target audience, what activities should be done more, which bits must be dropped, and so on…
It will save You a lot of time from explaining why particular numbers don’t matter and why You are not doing something that he or she really enjoys, or the old followers really liked. If the client understands that “It’s all about the conversion”, then we all sleep better and sip that morning coffee in the office with a happier face.
Keep things going. Maybe this is the easiest part of the transition if you are in a good relationship with the celebrity who needs help. You only need to find out why is she/he do “it” and be a constant reminder of that core reason. In rare cases when there is no crystal-clear motivation, you have only two choices; either to incetify or sadly say goodbye to that burnt star and work with someone else who has reason to create value to the world.
I hope it doesn’t happen with You, dear reader but when it is, I think it’s ok to quit pushing it.
There are so many mind-blowingly exciting people out there who want to stay relevant beyond the artificial spotlight and ready to work hard with the stardust of this beautiful digital age. As a great example, please check out one of my favourite singer-songwriter Attila who just started to record great covers for Youtube. (Feel free to follow the project and see how it grows into a completely new business)