Creative people are under a lot of pressure. They not only have to come up with new ideas for these reactive and proactive campaigns, but they also need to get involved in the production process and ensure that the delivery meets the deadline. This is no mean feat as creative workflows are often a long, drawn-out process dictated by silos, disconnected processes, and tightened budgets. As a result, scaling visual content production has become a growing issue for creative teams.
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Automate to Create
The solution to this problem is a reimagining of the wider creative process. It has long been viewed as something that requires a lot of manual creative thought and work to resolve, with creativity flowing from the human brain to the hand. But we are living in an era where machine-assisted creativity can align creative variety with demand.
Creative automation is a process that uses technology that allows marketers to scale visual content production and reduce repetitive tasks, manual work, and bottlenecks, allowing for a much bigger space for creative ideas. In practice, it can help companies and their teams make edits and auto-generate creative work, A/B test campaigns to understand which variety performs best in which format, all while speeding up the process. That way, you can focus on coming up with memorable campaigns that are on-brand and get noticed.
Of course, this isn’t about automating creativity because that is a trait that defines humans. Ideas will always come from people – or good ones, at least. But, by adopting technologies that allow for creative automation, companies can start to unclog their workflows.
Speed, Scale, Similarity and Save
In the face of fluctuating consumer demands and the evolving landscape in which brands communicate, creative automation allows brands to bring their campaigns to life quickly and consistently when the market changes.
Design platforms are a great way for creatives to reduce the time they spend on design iterations manually while also making sure campaign designs stay consistent through size, format, text, and language without errors. This means that you can scale your work regardless of the size of your team and without requiring more resources, whether it’s hiring new people or increasing your budget.
The creative process can become unwieldy, taking up more than planned for costs as small changes take up time and multiple versions move around different teams. Automation is a great way to cut down those costs by providing a single source of truth where teams can store, manage, oversee their assets.
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Virtual Collaboration
With the likelihood of remote working becoming ingrained in our business models for the foreseeable future, real-time collaboration tools will be essential for keeping teams aligned remotely.
Big brands have well-established creatives behind their work, most of them freelancers from different continents and time zones. They work with advertising agencies, influencers, micro-influencers, and development teams and use digital tools that keep everyone connected.
Automation can assist in streamlining the production phases of creatives. Many parties usually review campaigns, from strategists to marketing heads, which often results in friction between the relevant stakeholders as each seeks to provide feedback in relation to their requirements and preferences. Creative automation’s role here is to streamline this approval process, allowing users to leave real-time feedback in the same place while still relying on that all-important human eye for approvals.
Automation doesn’t eliminate human and manual intervention in the production process, but it does reduce the time spent on repetitive tasks. This allows teams to focus more on the ideation and design stages. It is a sure-fire way to make your creative process smarter – although ‘better’ is still up to the talent.
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