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6. Traditional :30 spots are all but gone unless you are a big brand with lots of money (media $$).
7. 6 above is being replaced by “online video” (YouTube ads) and streaming 15s. This is different than linear tv because of the skippable format so the rules are not the same
8. Creatives need to know so much more about tech platform best practices for paid and organic content. Meta, Google, TikTok, etc all have different formats and nuances. Not knowing these is a big problem if you want a job in the future.
9. Paid social will be half your clients media budget soon. Get ready to do 7-12 second shorts that need product and messaging up front - oh and somehow make this interesting.
10. Retailer media will continue siphoning ad dollars out of traditional and newer channels like 8/9. This is a whole other platform and best practices to learn
11. Salaries are going down more. They have been in nominal dollars for 15+ years and will get worse if the market continues to be flooded with amazing talent.
12. AI - nothing to say here that you don’t already know (good and bad)
13. The talent that knows the modern media platforms best and can prove effectiveness of their creative will be most valued. This is all clients care about now believe me.
14. Bright spot in all this gloom is for brands that want to invest - long form storytelling is still something humans love (how many of us got hooked on a YouTube pre roll that ended up being an hour and we watched all of it)
15. In real life brand connection will always be important (experiential events, surprise and delight, every day human problems solved by brands in ownable ways, stunts, etc)
If you made it this far, have a good day - and don’t take this job too seriously - we might all need new careers in the next 5 years 🍻🕺
People have been announcing the death of TV for 20 years…
Social video has been important for years, and knowing social channels for creatives has been critical for creatives for years. Remember Vine? How is this news for creatives? The retailer platform point is a definite need for media folks to lean into and learn. Everything is Ecomm today.
I’m a pretty senior level person with 25+ years in the industry. We aren’t all lazy or luddites. Some of us keep up on tech and inspire and lead our teams to do the same.
Fuck best practices
Hold cos are not going anywhere especially as the industry moves towards advertising being more data driven and AI produced . The Indy / boutique market is completely oversaturated with too many small player fighting over small creative projects with low margin - it’s not sustainable.
Look at you being an oracle. This is something I was talking about the other day. Agree completely about the graphic design title.. what do you think should replace it? Graphic design is turning into a hybrid position.
I think designers across the industry have been forced to morph into a hybrid art director role. theres stuff that they can DIY as traditional graphic designers still, but more and more this role also requires conceptual abilities, and also HOW to get work done if you cant do it yourself. Specifically for video content. If you are a designer and you are not working on video, that is a problem. Unfortunately there needs to be traditional art director skills added to the skillset beyond just graphic design. It's communication design and art direction.
This is worth all the garbage thinkpieces on LinkedIn x10
Kudos
You starting an indie, OP? Would love to chat. Me and my art partner in NYC (senior team) are sick of our holding company overlords, and you seem to know what’s up without sugar coating it or going full blackpill over it.
You’re right about shorts, i went to a conference in may 2024 and they mentioned shorts are the future. Future is here
Meanwhile my book full of video and conceptual and the west coast is full of figmajockey / designer roles instead, ha.
Figma jockey.
Agree with all of this except for #4. Good graphic design skills are more important than ever. Singular, shape and great looking design, even if that means schlocky internet standards, is still needed. You can churn stuff out faster today but you need to now how to wrangle it. This is coming from constant frustration in hiring designers to get the work done right.
I agree - and to clarify, the traditional designer role who only does print and digital work is changing to require applying those skills to a whole host of other things (like film, 3d, motion, product design, etc). If your social team can just whip up some posts in canva/figma, they don’t need you to do it anymore if that’s all you bring to the table.