It’s all good and dandy to have analysis and reports of what’s going on; what works best, where are audiences clicking, what platforms are performing better and so on. What’s not so good is spinning that data into channel-driven thinking to produce your campaigns.
No matter what existing or yet to exist mediums claim to do in such reports, they are still mediums. They are there to showcase your creativity, messages, screwups, and whatever else you want to put out there.
Wanting to produce a carrousel ad or being excited about posting a story is not a thing unto itself; you must first think of what your objective is and how you want to communicate it. Unfortunately for the channel worshipers, it will always be that way. Look around you. For every success a brand achieves through using the right channel at the right time with the right message, you can spot tens of other brands just filling media space with hardly any reward for their effort.
Every day, hundreds of creative people are pushed to fill up channels with lackluster work because of this skewed perspective. The suits ask for “pieces for channels”, as if ordering food from an app, before sitting to discuss objectives and ideas! The damage this entails is not limited to squandered resources but it extends to missed opportunities in the form of passing on great creative ideas that may require a channel different from the one on the menu.
Media has always been an integral part of the creative process, and rightfully so. True, your idea may be inspired by media but just that, inspired and not dictated.
Think of it this way. If you were a Chef, would you choose the plates you intend to serve in before creating your recipe?