DTC POD Jenn Jennings On Creative Strategy

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"Adaptability in Creative Situations: "I think that was like the best first experience as a creative because I got to kind of just get thrown into the craziest lighting situations, location situations, timeline situations, too. Sometimes you're running from one place to the other. And so I think that's what kind of gave me that foundation to be super flexible, that I can look at any environment and say, okay, I know I'm going to shoot this. I know I'm going to set the lighting. I know how I'm going to put my angles, like, exactly how I want it to look that kind of gave me that foundation to be able to do that."

"The Power of Content Creation: "It's really what it takes is spending some time understanding what it is that you want as a brand and why. And that is like taking a really hard look at your current content and what's performing. Because sometimes the things that do really well are not things that seem that obvious to someone who maybe doesn't come from a creative background."

"The Power of Specificity: "I like very specific instructions and I would think most people probably do appreciate that. So I kind of like to have a breakdown of, number one, where's this content going? Is it going to be on TikTok, Instagram? Is it going to be for paid ads?"

"Setting Expectations for Content Creation": "The best thing you can do is really share examples of what you're thinking so that they can look at that and say, okay, how long is this going to take me? Do I need to purchase any props? Do I need to travel? What is that going to look like? Because they can then give you a proposal that's going to make sense to them for the level of effort that it's going to take."

"Streamlining the Content Creation Process": "I want to create, I want to get a product, I want to get a brief, and I want to go execute on that. And so the fact that it is sort of taken out that beginning portion and you guys are basically doing all the pitching for us right at Trend. And I love that."

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01:13 Creative director transitioned from healthcare to creating content for CPG brands, food, beverage, beauty; found Trend to connect with brands.

05:17 Filming weddings is unpredictable and requires creative skill to create beautiful content.

10:47 Expectation level determines cost of content.

14:30 Create a brief to understand content performance.

18:01 Specific instructions needed for content creation to achieve objectives, including environment, lighting, audio, and call to action.

21:10 Create content with voiceovers to prevent frustration and fix issues quickly.

25:15 Evaluate content quality, aesthetics and alignment with brand.

27:31 Effort determines cost.

29:58 Rates for photos: $50-$200; videos: $100-$1000 depending on complexity.

35:06 Time saved in pre-production and streamlined content creation process for brands and creators via Trend.

❇️ Key topics and bullets

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Topic 1: Creating a Brief - Spend time understanding what it is that you want as a brand and why - Take a hard look at current content and what's performing - Put together a brief of what's performing well
Topic 2: Content in the First 3 Seconds - What's happening in the content in the first 3 seconds - Environment and lighting used - What customers might be resonating with
Topic 3: Aesthetics - Aesthetic that customers are drawn to - Utilizing themes in the brief
Topic 4: Other Considerations - Environment should not be cluttered - Wear either dark or bright colors - Spell out what is desired in the brief

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