Let’s Start With A Guided Journey
- Your content looks amazing.
- You’re getting views.
- Maybe even likes.
However…
- Your phone isn’t ringing.
- Your bookings are flat.
- And your customers? Still not showing up.
Why? Because Creators Aren’t Always Marketers
More and more small business owners are hiring “social media experts” who know how to film, shoot, and edit. But that’s not marketing. Sure, they’ll hand you beautifully edited videos, crispy photos, and say, “This will help your brand.” Except it doesn’t.
While it might stop the scroll, it doesn’t start the sale. And if that’s what you hired them for, then you bought the wrong thing.
What Content Creators Get Wrong About Marketing
Let’s break this down. Here’s where most creators pretending to be marketers completely miss the mark:
- They chase view, likes, comments, not conversions.
- They’ll point to a reel with 20,000 views like it’s a KPI, but what it does’t tell you:
- Who saw it?
- Where is the viewer from, and do they even fit your market?
- What action did they take after they watched?
- Views/impressions are surface-level. Sales happen below the fold.
- They’ll point to a reel with 20,000 views like it’s a KPI, but what it does’t tell you:
- They don’t understand your customer.
- Everyone’s so obsessed with making your product look good, they forget to show why people should care.
- Is this the new “it” spot for a night out? Because people might not care about the food and drinks, and care more about being seen there.
- Is this the only bakery using locally milled flour from a 5th-generation farmer? If they are, it’s important to the business, therefore who’s the audience for that?
- Does this gym have a no-BS culture that actually supports a busy corporate executive’s schedule? Because this person might not effing care about all the hype reels of ultra-fit people.
- That’s the story. That’s the hook. That’s what makes your brand stick. But if your creator doesn’t understand marketing, then they don’t know how to build a brand. And they’re just making content for content’s sake.
- Everyone’s so obsessed with making your product look good, they forget to show why people should care.
- They recycle the same edit for every business.
- I’ve seen the exact same 15-second video format sold to:
- A pizza place
- A luxury restaurant that only does tasting menus
- A nail salon
- A mechanic
- A luxury remodeler
- Different audiences. Different goals. Same damn video pacing. And I hate to break it to you, this isn’t a “best practice” and it’s just called lazy, and/or inexperienced.
- I’ve seen the exact same 15-second video format sold to:
- They attract the wrong audience.
- Let’s talk real quick about thirst trap creative. Imagine a fitness coach trying to sell strength programs for women.
- But her engagement is full of dudes commenting 👀🔥😍
- Zero comments from her target customer.
- Zero sales to show for it.
- You don’t need “more engagement.” In fact, she needs less of it from online creepers and more of the RIGHT engagement.
- Let’s talk real quick about thirst trap creative. Imagine a fitness coach trying to sell strength programs for women.
- They sell social media management without understanding KPIs.
- Posting content on a cadence doesn’t automatically mean they’re managing a marketing strategy. Especially if your “creator/manager” can’t explain how your content helps with:
- Bookings
- Leads
- Foot traffic
- Reservations
- Revenue
- This means they’re not managing your social media. And they’re just keeping it busy.
- Posting content on a cadence doesn’t automatically mean they’re managing a marketing strategy. Especially if your “creator/manager” can’t explain how your content helps with:
Ask These Questions Before Hiring a Creator to “Do Your Marketing”
Before you hand over a retainer, ask them:
- Who is this content for?
- What action do we want the user to take?
- What platform is this for, and why?
- What happens after someone sees this post?
- What does success actually look like?
If they fumble with answering those very basic, tip of the iceberg questions, then they’re not your marketer, and they’re JUST your videographer or photographer. Nothing more, nothing less.
And do you know what? That’s okay because you’re the one that needs to understand what you’re buying. If you buy bad strategy, and marketing services, that’s on you, not the provider.
The Bottom Line
Stop trying to think creators should be marketers. I see it almost as often as businesses thinking designers should be marketers. Because the truth is, most aren’t. But they’re really good at translating marketing strategies set by a marketer into really freaking good creative.
Do You Need Strategy & Execution?
You might have a great creator, but you’re not getting results, and it happens more often than you’d believe. But pretty content without the backing of real marketing strategies is just a fancy car with no engine. People will look at it, but it’s going nowhere.
So if you’re a business owner tired of buying the wrong thing, or a creator who’s ready to grow beyond the surface level stuff, then hit me up.
Because making content look good is what creators are great at. But making it work? That’s where we come in at DRVN.
Plus, we offer our free 30 minute consultation to any business no matter the size. However, if you want more than 30 minutes, then you gotta be a client.
