Content creators in action at Creative Season (Photo: Walla! System, Yaron Other)
Meta Israel hosted last week some of the prominent brands that left Israel on their way to becoming unicorns, giants such as Wix, Fiverr, Lemonade or Monday sent representatives to gather together with other customers defined as disruptors, in fact Tech companies that are considered prominent players and those to whom a large part of their marketing budget can find itself diverted To the worlds of creators, the content creators whose share of activity seems to swell from month to month, as the amount of content produced online by users (more or less professional) becomes uncontrollable.
The content creators, for their part, have made their own disruption to the creative and video productions, which turns from what was reserved for those whose hands reach, to production professionals, photography days and water girls - to the ability to improvise and upload stories while folding the electric scooter with one hand and pulling out rolling paper with the other.
The creators know how to come up with ideas and give them expression even without a team of writers, and even when they already have the help of teams - things are done at a much faster pace and with a generous tolerance for edits, finishes and mixes.
Quite a few times they just take pictures, edit, upload, and move on to the next pan.
If it's 'that simple', and it works on swarms of followers who persist in chewing the content served to them, and are not lazy to feed their idols with calls of 'encouragement' or advice for the way, why marketers, who are looking for these audiences - won't adopt the lightness and what works?
This is what Meta thought, and decided to build, mainly for the relevant export customers - a 'machine' that would shorten the planning and execution time for them, that would defeat creative fatigue, save the bureaucracy that accompanies companies as they grow - and allow them to experience a quick process of generating an idea, production His and going up in the air, even in less than a day.
Yonatan Hefner, music producer, at Creative Season in Meta Israel (Yron Achar)
And this is how it worked: the representatives of the companies gathered in a large room together with the creators, to run through the brief and think together about ideas for the production.
In the second stage, they were divided into rooms, where each brand and content creator they were a member of was joined by representatives from Meta's Creative Shop, the commando unit run by Udi Avital, formerly of Cannes, which these days helps clients be creative, directs and advises, but does not actually produce.
This time, in preparation for the shopping holidays that gather towards the end of the year - the Israeli branch of Meta conceived the initiative to take an active part in driving the creative, called it Creative Season, hired professionals such as Yonatan Hefner, a music producer who is considered a rising star despite his young age, who demonstrated to me how he Juggling his editing software and forcing it to say things that his generation would adopt without batting an eyelid, in a rhythm that would probably roll smoothly on the rails of Instagram's Reels.
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Yonatan Hefner, a producer from the right generation (photo: courtesy of those photographed, Shai Shariv)
The 'machine' that Meta Israel prepared for the Disruptors (Photo: Walla! system, Yaron Other)
One session of this 'machine' only takes a few hours.
Come in the morning, eat (also the creative sandwiches) gather in the room, divide into teams, enter together with the creators and Audi's team into one of the specially designed studios - and leave with some assets that will go live by tomorrow.
Gathering with the creators in the room and 'warming up the engines' (Photo: Walla! system, Yaron Other)
Now, you have to understand: Meta picked up a smart move.
If the companies are not educated to move fast, you can take them and show them how to move things.
The desired result of Meta's move and goal, I suppose - will be for the clients to adopt the practice and start producing creative in a dynamic way, less "engineered" and bound by tedious logistical processes and approvals, and this is how fresh, frequently changing creative will look, that everyone will benefit from.
Consumers too.
But in terms of business, it seems that the guys at meta thought in a practical way themselves: if the creative doesn't change, doesn't refresh, doesn't renew and doesn't respond quickly - it will probably work less well.
If it works less well, the customers' satisfaction with the results will be accordingly.
Meta wants customers who have an interest in continuing to direct budgets to it, and the move that connects content creators with appropriate suppliers and with the Creative Shop people, who for their part collaborate with their colleagues and are based on insights derived from monitoring and analysis carried out in other departments at Meta - is a move that can bring new blood into campaigns, and also prevent spillover to other platforms.
This is what I said to
Nitzan Evron
, the manager of the business activity of the local market at Meta Israel, after explaining to me that "creative is not an exact science, and it is not always possible to predict which creative will catch on," and said that in recent years at Meta we have witnessed that a diverse creative that changes with high frequency is the key to the success of campaigns on the platforms that she is a conglomerate, and that's how they realized that they should start working together with the customers, on the cracking and the implementation, "training" them so that they know how to "activate" a machine that will work quickly and continuously.
Nitzan Evron, local market business activity manager, Meta Israel (Photo: Shalom TLV)
So you did a festival?
"Yes. This year, for the first time, we initiated the Creative Season festival in which we allow our clients, startups from a variety of industries, to come and create original campaigns at Meta that are tailored to their target audience together with content creators, who are the ones who filmed and edited the content that day on set. For the benefit of the festival , we 'clothed' 2 floors of our offices in different spaces, including a bedroom, an office, a living room, etc., and there we actually shot all the content; together with creative and production managers, alongside a soundman who produced original music for all the materials produced that day. Every day during the week, dozens were created Materials from which we continue to make more versions, so that we ended the week with hundreds of creative products for dozens of startups that already went live the next day."
And really, wandering around the offices it was impossible not to feel the atmosphere of the "set" and what I call 'creative joy', so I took some photos to try and convey it.
The Bed Room, the studio where everything happens, and fast (Photo: Walla! System, Yaron Other)
By the way, not only giants like Wix or Fiverr were hosted on Meta this week.
Also came startups like Luman, who developed a product that reads the metabolic system in our body with the help of a few breaths, tells us what is going on there and provides recommendations for activity, nutrition and more.
Their representatives, Rachel the creative director and Dodi the campaigner - also enjoyed the happening.
Luman, a local development that will tell us what is happening to our bodies (photo: Walla! system, Yaron Other)
And here is a sample product made in "rapid production" at one of the meetings:
Woojer (Meta Israel)
I assume that the initiative is part of a trend that will take shape as the content creators continue to dictate the audience's taste, at least on the social platforms that have adapted themselves to the ways of consuming (and creating) the content of generations who do not expect us to create anything for them.
They flow.
and flow.
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