The Unspoken Truth About Cringey Content
As a seasoned creative director at Envy Creative, I’ve had the privilege of working with numerous brands across various industries, and I’ve come to realize that there’s an unspoken truth that many brands don’t want to acknowledge: they’re afraid of creating cringey content. It’s a fear that’s rooted in the uncertainty of how their target audience will react, and it’s a fear that’s holding them back from truly connecting with their customers.
I still remember working with a local Simi Valley business that specialized in outdoor gear. They wanted to create a promotional video that would showcase their new line of camping equipment, but they were hesitant to take any creative risks. They kept telling me, “We don’t want to be too cheesy or over-the-top.” But what they didn’t realize was that playing it safe would result in a video that was forgettable and, quite frankly, boring.
The Problem with Playing It Safe
When brands play it safe, they’re essentially creating content that’s generic, unoriginal, and uninspired. It’s like they’re trying to appeal to everyone, but in the process, they’re not resonating with anyone. I’ve seen it time and time again – a brand creates a video that’s so focused on avoiding cringe that it ends up being a sterile, soulless piece of content that fails to evoke any emotion.
The problem is that when you play it safe, you’re not giving your audience anything to latch onto. You’re not giving them a reason to care, to laugh, or to cry. You’re not giving them a reason to remember your brand. And that’s exactly what happened with the outdoor gear brand I mentioned earlier. Their video was well-produced, but it was so boring that it failed to make an impact. It was like they were speaking to a fictional audience, rather than the real people who were actually watching the video.
Embracing Authenticity and Creativity
So, how do brands avoid creating cringey content? The answer is simple: they need to embrace authenticity and creativity. They need to be willing to take risks, to push boundaries, and to try new things. They need to be willing to be themselves, even if that means being a little quirky or offbeat.
One of my favorite examples of a brand that’s embraced authenticity is Dollar Shave Club. Their YouTube ads are hilarious, relatable, and memorable. They’re not afraid to poke fun at themselves, and they’re not afraid to be a little crass. But what makes their content so effective is that it’s genuine, it’s authentic, and it’s true to who they are as a brand.
Another great example is REI’s “Opt Outside” campaign. Instead of creating a traditional Black Friday ad, REI decided to shut down their stores and encourage their customers to get outside and enjoy nature. It was a bold move, but it paid off in a big way. The campaign went viral, and REI became the hero of the outdoor community.
Finding Your Unique Voice
So, how do brands find their unique voice and avoid creating cringey content? Here are a few tips that I’ve learned over the years:
* Know your audience: Don’t try to appeal to everyone. Focus on understanding your target audience, and create content that resonates with them.
* Be authentic: Don’t try to be someone you’re not. Be true to your brand’s values, mission, and personality.
* Take risks: Don’t be afraid to try new things, even if they might not work out.
* Collaborate with creatives: Work with writers, directors, and producers who understand your brand and can help you bring your vision to life.
Why Quality Matters
When it comes to video marketing content, quality matters. A lot. You can’t just throw together a quick video and expect it to perform well. You need to invest in high-quality production, writing, and directing. You need to invest in equipment, lighting, and sound design. And you need to invest in editing and post-production.
I’ve seen too many brands try to cut corners when it comes to video production. They’ll hire a freelancer who’s never worked on a project like theirs before, or they’ll try to DIY it themselves. But what they don’t realize is that low-quality video content can actually hurt their brand. It can make them look amateurish, unprofessional, and cheap.
At Envy Creative, we pride ourselves on our attention to detail and our commitment to quality. We’ve invested in the latest equipment, and our team of experts has years of experience in video production. We know what it takes to create high-quality content that resonates with audiences, and we’re passionate about helping brands achieve their goals.
Creating Content That Lasts
When you invest in high-quality video content, you’re not just creating something that will perform well in the short term. You’re creating something that will last, something that will continue to resonate with your audience for months, even years, to come.
I still remember working on a video campaign for a local Simi Valley business that specialized in sustainable energy solutions. We created a series of explainers that showcased the benefits of solar power, and how it could save homeowners money on their energy bills. The videos were well-researched, well-written, and beautifully produced. And the results were astounding – the videos performed incredibly well, and the client saw a significant increase in leads and sales.
But what was even more impressive was that the videos continued to perform well long after the campaign was over. They became a valuable resource for the client, something that they could use to educate and engage their customers for months to come.
