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Good chance the 15yo niece actually has better social ideas than your CD
Honestly that seems like a pretty cruel way of giving feedback.
The best way to get better is volume. Think of as many ideas as you can. Take a long break. Then look at your ideas again with fresh eyes and narrow it down to a select few.
Helping you get better is what your CD should be doing.
True but they are posting here for a reason if something isnt already happening
Horrendous feedback from your CD. Others have already said it — your CD is hurtful. And your CD isn’t guiding you or teaching you anything.
An idea based on something topical is called “borrowed interest.” It means that you are relying on something else that is interesting to drive the target’s attention, rather than the brand itself.
The biggest problem with borrowed interest is that it distracts from the brand. Your target audience might not even notice the brand at all.
Borrowed interest also tends to be the first ideas that advertising students or amateurs do. This is likely because untrained people don’t know how to use the brand itself to generate an idea, so they instead try to find ideas anywhere.
To get better at using the brand to be your starting point for ideas, use prompts. You can find prompts at https://deckofbrilliance.com
When going through prompts, don’t censor yourself. Allow yourself to think of the dumbest ideas ever. The goal is to get a massive volume of dumb idea seedlings. Try to challenge yourself to write down 5–10 dumb idea seedlings for each prompt. YES, THIS TAKES HOURS.
So after a few hours, you should have written down 200–300 bad idea seedlings. You’ll notice you can put them in buckets. Probably 5–7 buckets or so.
Boom, your brain will start to connect dots and piece together some of those seedlings. Now pick the best ideas under each bucket.
Congrats, you have 7 ideas. Now flesh them out a little bit. Pick the best 3–5. Flesh those out a little more. These ideas will almost always be decent.
This is about 100X easier if you do all of this with your art director partner, and your ideas will wind up being 5X better.
That’s how you do it. That’s the big trick to being consistently good at generating solid ideas — you have to put in the hours.
Good luck.
I respectfully disagree. It takes a master to do borrowed interest well. It’s more often a sign that the creative doesn’t want to do the hard work of making a boring product benefit interesting.
What’s the target audience demo?
Dance challenge!
Depending on the client your social may want to seem like it was created by your 15-year-old niece.
Also spend more time on social and see what actually works for other brands. Look at the brands that are crushing it, look at the comments to see how their followers are responding. Also look at how the (good) brands have different strategies and approaches for different platforms. Make your social ideas platform-specific and also something that makes sense for the brand. Not every brand needs to jump on every trend.
Honestly those are the best kind of ideas.
What are your topical ideas and what are they for?
I mean, did they at least give you an explanation for their comments… and well, you know, a direction to work in?
Do more research on your audience and the opportunities
CD sounds like a real knob.