Global advertising spending reached more than $330 billion in 2019. And while companies continue to pump money into their ad campaigns, there’s still a daunting obstacle blocking its path toward success: people’s distaste for ads that are irrelevant to them and their interests.
According to HubSpot Research, 91% of people believe ads are more intrusive now compared to two or three years ago, and 79% believe they’re being tracked by retargeted ads. So, it’s not hard to imagine why people are pretty ad-averse these days. No one likes to feel like they’re just another part of some secret algorithm, another cog in the advertising wheel.
Here at Wistia, however, we actually don’t think advertising itself is the problem. It’s not that all ads stink — it’s just that the types of ads many businesses are running make people, well, cringe. We’re not suggesting you give up on ads altogether, but we are suggesting businesses rethink the kinds of ads they’re making, and ultimately, what they hope to achieve by running them.
Think about the last time you researched a product you were considering buying online. Maybe you were on the hunt for the perfect pair of rain boots and ended up spending some time checking out a nice, sleek pair on L.L. Bean’s website. Next thing you know, you’re distracted by a notification on your phone. You open up the Instagram app, scroll the feed a bit, and then see an ad pop up from who else? L.L. Bean. The boots you were just checking out only a few minutes prior are now hanging out amongst photos of your friends and cute puppies.
Chances are you’re either creeped out and annoyed by the ad or pleased to be reminded to go back and buy those beautiful boots. If we had to venture to guess, we’d say most folks fall into that first bucket.
Being followed around by a pair of shoes on the Internet for a few days is just one of the gripes people have with ads these days, but as it turns out, our aversion to ads has a lot more to do with psychology and our brain’s chemistry than one might think. As a marketer, understanding what turns people away can help you make better ads that actually engage and delight your audience in new ways. Let’s dig into the psychology behind why people hate ads so we can understand ourselves as humans a bit better!
“As a marketer, understanding what turns people away can help you make better ads that actually engage and delight your audience in new ways.”
As we just mentioned, retargeting can feel downright creepy and can easily rub people the wrong way when not done with care. The truth is, as humans, we don’t like to feel like our behavior is being tracked and analyzed, even if it is common practice these days thanks to digital marketing. When it comes down to it, advertising can sometimes feel like an invasion of privacy, or in other words, an infringement on our personal space.
In fact, two neurologists at the University of Caltech discovered there’s actually a structure in our brain that’s responsible for telling us where the limits of our personal space lie, and that’s the amygdala. The more time we spend online, the more the concept of personal space is translated from the physical to the digital. People want control over their own personal boundaries in their daily lives, and these days, that includes their online presence as well.
What you can do instead:
When ads feel way too personal, they can sometimes put people off from your product or service as a whole. Save retargeting for ads that promote your best, most valuable resources instead of hoping to just get your name out there with generic display ads. Once people give you an indicator that they want to hear more from you, whether they subscribe for a newsletter or watch a few videos on your site, you can feel more confident engaging with them again in the form of an ad that speaks to something they may be interested in learning more about (which isn’t necessarily specifics surrounding your product or features).
Fast-loading websites and apps have conditioned us to crave instant gratification. We expect to get what we want and when we want it (which is usually, right now!). However, when surfing the web, digital ads get in the way of that goal, triggering feelings of frustration.
Can you recall a time where you were half-way through watching a video on YouTube or Facebook when a mid-roll ad pops up to just completely disrupt your experience? Yeah, we’ve all been there. Nothing’s worse than ruining an emotional moment between you and a video of a dog being reunited with his owner than an advertisement.
What you can do instead:
Don’t put your audience in an immediate state of distaste for your brand with a random advertisement that adds nothing to viewers’ lives (and actually, takes away from it). Instead of slamming people with ads about your product, we recommend businesses try to build trust and good-will instead with engaging, creatively-driven content. How can you go about doing that with ads? Well, here at Wistia we think that adopting a Brand Affinity Marketing strategy is the best way to not only get people to know about your business, but to get them to actually like your brand.
Many brands have caught onto the fact that these days, people make purchasing decisions based on the connections they have with the businesses themselves through the stories they tell and the values they uphold. What do companies like Rothys, Avocado, Warby Parker, Patagonia, and Everlane all have in common? They’re devoted to their social missions, either as a core tenant of their business or just because it’s the right thing to do, and they showcase those values through compelling storytelling online.
“Many brands have caught onto the fact that these days, people make purchasing decisions based on the connections they have with the businesses themselves through the stories they tell and the values they uphold.”
Appealing to a niche audience and creating a positive emotional connection with them through storytelling is a far better use of those precious advertising dollars. Research shows that “ … positive emotions toward a brand have a far greater influence on consumer loyalty than trust and other judgments, which are based on a brand’s attributes.” Old-school display ads that encourage people to “Hurry up and buy now before it’s too late!” don’t make people feel the warm-and-fuzzies. In fact, ads that are bereft of any value, whether that’s in the form of entertainment or education, are a huge turn-off for folks who really care about the moral or ethical compass of the businesses they support.
What you can do instead:
We think businesses should lean into creative methods of storytelling through content and ads that actually create a strong emotional connection with viewers. And lucky for us marketers, creating a strong connection with your target audience (remember those Dove ads that left people in tears?) can result in tangible business benefits.
We experienced this firsthand here at Wistia with our original series, One, Ten, One Hundred. This was a docu-series we created that showcased the impact that constraints can have on creativity, and while we received a ton of qualitative love for the series, we also saw some quantitative indicators of success as well. While the average click-through rate for display ads is just 0.05%, 1.7% of the people who weren’t already in our database and watched our video series created a free Wistia account. It just goes to show that with the right creative, you can make a connection with your audience and even turn them into customers (without making them angry).
Every day, more and more people experience banner blindness, which is a psychological phenomenon that essentially makes certain digital ads “invisible” to web users. This isn’t a new finding by any stretch of the imagination — it’s been well documented for over 30 years — and it isn’t going anywhere anytime soon.
Ads these days tend to look and feel the same — remember how long the Tasty-style overhead shot was a novel concept? Not very long. The ads themselves are old and uninspired, and thanks to the abundance of best practices out there, they all look eerily similar. These ads are pretty boring, and it turns out us novelty-seeking human beings aren’t fans of more of the same. Novelty makes us happy, and brain research has shown that a rush of dopamine accompanies fresh experiences of any kind, so just imagine what’s happening in the brains of your audience when they see a banner ad from your competitor that looks just like yours? That’s right … not much.
“Ads these days tend to look and feel the same. The ads themselves are old and uninspired, and thanks to the abundance of best practices out there, they all look eerily similar.”
What you can do instead
According to research conducted by HubSpot, “A majority of our respondents agree that most online ads today don’t look professional and are insulting to their intelligence.” Pretty intense, right? Respondents in this survey not only think that most ads today don’t look professional, but they also feel that obnoxious ads give people a poor opinion of the brands behind the ads themselves and the websites that allow them to be there in the first place. The moral of the story is that if you’re going to run a bunch of ad campaigns, you might want to be sure to put some real effort into actually making them look and feel high-quality.
As marketers, the way we market our products and services through digital advertising has to change if we want to see success. Beyond that, the way we think about what our audience actually wants from us also needs to evolve with the times. When you combine the negative perception of ads held by most with a cluttered web, the downfall of digital advertising becomes all too clear. Now that you know the psychology behind why people don’t like ads, hopefully, you can set fourth down a new path that’s more beneficial for all — one that aims to provide value to viewers and treats audiences like the humans they are.
Podcasting Part 3: Tips for Conducting a Great Interview with Jay Acunzo
Whether you’re chatting with a casual friend or talking shop with an industry leader in your space, there’s nothing more important than conducting a compelling interview with your podcast guest. Being able to navigate an evolving conversation, find the most compelling and interesting stories, and identify key moments of reflection — all while, ya know, talking — is one tall order! But, it’s crucial to the success of your show.
If you’re new to the world of podcasting, constructing an engaging interview might sound like something reserved for podcast veterans with hundreds of episodes under their belts. Fortunately, like any other skill, great interviewing is something that can be learned and improved upon over time.
In this post, we’ve deconstructed an interview between Jay Acunzo, host of the 3 Clips podcast, and Sam Balter, one of the creators of the Weird Work podcast. Two podcasters talking about podcasts — what more could you ask for? Oh, and this post is the third (and final!) installment of our series featuring the Marketing Showrunners founder, Jay Acunzo. Thanks, Jay!
Your guests might feel just as nervous about joining your show as you do about interviewing them, especially if you don’t know them personally. Calm their nerves (and yours) by connecting with them at the beginning of your show or even before you hit record.
On this episode of 3 Clips — and on most episodes — Jay kicks things off by telling Sam why he wanted to have him on the show and what he genuinely admires about his work. Jay then goes on to play the theme song from Sam’s podcast, Weird Work, and shares that he thinks it’s one of the best jingles he’s ever heard. Sam then blushes (we’re imagining) and then graciously accepts the compliment, which prompts him to tell an interesting story about the origin of the song itself.
But, you don’t always have to build rapport on air. If your podcast is on the shorter side, you can do it beforehand. Kerry O’Shea Gorgone, the host of MarketingProf’s flagship podcast, Marketing Smarts, does 10-minute pre-calls with each of her guests, spending the first few minutes just getting to know them. This allows her to hit the ground running at the beginning of each episode.
“Building rapport will take, say, two-to-three minutes of talking about things that probably won’t make it into the final cut,” she says. “You don’t necessarily want to waste that interview time, so if you can get them to agree to a 10-minute prep call, it really makes a difference in how quickly you can get to it in the main interview.”
So, you’ve built up some healthy rapport, but now it’s time to go a layer deeper and make a real connection. Throughout Jay’s many interviews, you’ll notice that he constantly banters with his guests and shares emotional moments with them. He does this, in part, because it allows him to build a stronger connection, and a stronger connection often leads to more shared insights. Plus, let’s be real — badgering his guests with relentless questions would just be plain annoying for both the guest and the audience. Now, here are two foolproof ways to establish a solid connection with your guest throughout your interview.
Don’t be afraid to joke around
The main way Jay connects with his guests is through humor. For example, towards the middle of the 3 Clips episode about Weird Work, Jay and Sam discuss being okay with silence during interviews. Sam mentions how he sometimes doesn’t respond to his guests after they say something, which makes them feel a little uncomfortable, but it usually triggers another cool response from them. As a response to this, Jay stays silent for a few moments, then questions Sam — “You’re not gonna say anything cool here?” Sam naturally replies, “Nope, not anymore!” The two burst out in laughter.
This is just one example, but when it comes to being a successful podcast host and interviewer, humor is often one of the greatest possible connection-builders. It’s especially helpful when your subject matter is on the heavy side and could use some levity to keep moving along.
“When it comes to being a successful podcast host and interviewer, humor is often one of the greatest possible connection-builders.”
Talk about your guests’ personal passions
Kerry O’Shea Gorgone gets even more personal on her show, Marketing Smarts, that we mentioned before. On her show, she dedicates an entire segment to just learning about her guest’s hobbies. This not only builds rapport, but it also gives her audience a peek into her guest’s personal lives, which makes them more relatable to the audience and keeps her listeners tuned-in.
“It’s about opening yourself up [as a podcast guest] and being a little more vulnerable and letting people see the weird, quirky, nerdy things that you do when you’re not doing your main job,” she says in a Marketing Showrunners blog post. “Even opening up just a tiny bit, and laughing at a joke, or making a joke, or talking about some crazy thing that happened while you were doing your marketing research. That stuff makes you relatable, and it makes you memorable.”
The questions you ask your guests can take your interviews from good to great. Remember that the quality of their answers hinges on the quality of your questions. Here are three types of questions that Jay recommends asking your guests in order to get the most out of an interview. Let’s dig in, shall we?
“The questions you ask your guests can take your interviews from good to great. Remember that the quality of their answers hinges on the quality of your questions.”
Tell me about …
The human brain is hardwired to respond to narrative, but getting your guests to tell interesting stories in an organic way requires some tact. Jay finds that asking the questions, “Tell me about … ?” “What did you think it was going to be like?” and “What was it actually like?” can naturally elicit compelling stories about your guest’s work.
For instance, on this episode of 3 Clips, Jay says to Sam, “Tell me about how you’re justifying the existence of this very creative vehicle for a company that’s incredibly metric-driven.” Sam then tells three insightful stories about how he constantly educates his company about measuring podcast performance, how he stays data-curious instead of data-driven, and the metrics he uses to measure Weird Work’s podcast. Only one question pulled all of those narratives out.
How did it feel when … ?
Asking questions like “How did it feel when … ?” “What changed when … ?” and “What do you say to people who disagree with you on a certain point of view?” can create moments of deep reflection — they force your guest to think deeply about the situation at hand.
Jay plays the intro of an episode about an international pizza consultant and asks Sam how he feels about hearing his own voice on the podcast. Sam says that, at first, it was horrible. But at this point, he’s taken all the emotion out of the exercise and employs a purely rational approach to analyzing his narration abilities.
What’s an example of that?
Forcing your guests to spell out the details leads to more specific, interesting answers. The two questions Jay has found that can focus their attention on the nuances of their work are, “Can you give me an example?” and “What was the least/most/best/worst … ?”
For instance, Jay asks Sam what his three favorite episodes of Weird Work are. Sam brings up an episode featuring a hand model, where he learned that she hones her craft by recording herself opening hundreds and hundreds of bottles. Who would’ve thought being a hand model took that much practice? I’m sure Jay’s audience didn’t know about the life of a hand model, but that might be why they kept listening. The answer was specific and, more importantly, super interesting.
As the host of your show, your job is to lead your guests to the finish line — but you have to do it in a way that’s both graceful and direct. Otherwise, you and your guest could veer off track or even trip over each other’s feet. And if that happens, your audience likely won’t listen to you hobble to the end. So, the next time you do an interview on your podcast, start off by building rapport, then aim to make a deeper connection, and last but not least, ask some open-ended questions to get to the good stuff.
Remember that becoming a great interviewer takes a lot of time and practice, so don’t get discouraged if you’re not a pro right off the bat! Listen back to your recordings (even if you hate the sound of your own voice) and take notes on what you did well and where you can improve.
That’s a wrap! Thanks for reading our three part blog post series all about podcasts with Jay Acunzo. Check out part 1 and part 2 of the series, if you haven’t read them already.
How HubSpot Launched “Weird Work”—Their Strangest Podcast to Date
HubSpot — ever heard of ‘em? This tech-giant has built their brand over the years by dishing out practical, tactical advice on tons of marketing topics across their blog. And if you’re in the B2B space, chances are you’ve read at least a blog post or two of theirs, if not three or four, over the past ten years. Given their knack for creating engaging content, it may not come as a surprise that HubSpot has started to wade into the podcast waters as of late — in fact, they already have several.
These shows cover everything from stories about brands growing their businesses and fostering a great office culture, to what it’s like working at an agency and how to hone-in on your marketing, sales, and customer services skills. But, what if I told you they have yet another podcast that dives into the careers of, say, a professional dream analyst or a former contestant on The Bachelor? Yep, they do! It’s called Weird Work and it’s arguably one of the most interesting podcasts in the B2B space.
HubSpot has built its brand on a bedrock of pragmatic content. But, over the years, they’ve also realized that people crave creative, narrative-driven content and that crafting a truly original, fun show can benefit their brand and bottom line just as much as actionable guides can.
We sat down with Matthew Brown, HubSpot’s Senior Audio Producer, to learn about the story behind Weird Work and its impact on the business. Read on to learn how they launched B2B’s weirdest podcast and how you can launch an unconventional podcast of your own!
“Weird Work’s” inception
Before launching Weird Work, Brown and his team had been producing HubSpot’s flagship podcast, The Growth Show, for two years. Each week, they released a new episode and eventually built The Growth Show into a top business podcast.
Despite The Growth Show’s success, Brown felt the itch to try something new — something that focused less on traditional business stories and more on the unique ways people make a living. That’s when the idea for Weird Work hit him.
“As lead producer, I wanted the show to be entertaining, human, and irreverent. I wanted to normalize the cultural taboo about what’s considered ‘weird’ and celebrate the fascinating folks who have these incredibly interesting jobs,” Brown says. “Jobs like an international pizza consultant, an LSD microdosing coach, a professional hand model, etc.”
“I took the direction of the show somewhere that even today debatably straddles the proverbial business podcast line, which made ’Weird Work’ as much about culture as it is about business.”
Armed with a compelling concept and a track record for podcasting success, getting internal buy-in for Weird Work was relatively easy. But that doesn’t mean Brown didn’t come prepared with a business case for the show.
“I took the direction of the show somewhere that even today debatably straddles the proverbial business podcast line, which made Weird Work as much about culture as it is about business,” Brown says. “This opened up the sheer size of the potential audience while avoiding any cannibalization of The Growth Show’s audience.”
After HubSpot gave Brown the green-light to launch Weird Work, he felt confident his team could hit the ground running. They had already catapulted The Growth Show to the top of the business podcast charts — what were they going to run into that they haven’t already overcome?
Well, as soon as Brown placed his feet onto the starting blocks, hurdles that he had never encountered before started cropping up right in front of him.
The initial growing pains of launching the podcast
One of these hurdles was navigating the complexity of booking guests with unconventional jobs. “After coming from booking CEOs and company founders for The Growth Show, we figured booking more everyday folks would be easier,” Brown says. “Of course, that was foolish. A professional mermaid’s time is just as important as the CEO of a popular startup and equally as hard to lock down.”
Weird Work also pressure-tested Brown’s writing and storytelling skills. The podcast started out as an over-the-phone interview show, but it quickly evolved into a narrative-style podcast. So Brown adapted accordingly, shifting his focus toward storytelling and meticulously planning out each episode.
“If there’s one thing Karen Given, the executive producer of WBUR’s Only a Game and a two-time winner of the national Edward R. Murrow Award for sports reporting, has taught me, it’s that narrative doesn’t happen by accident,” Brown says. “So, whether that’s our English- and Japanese-language episode about a bowl of ramen that can help you find your dreams, or the story of the art world’s last television repairman for pieces from Nam June Paik or Andy Warhol, Weird Work has put my writing skills to the blade, and I think I’m all the better for it.”
Brown was now nearing the final stretch of Weird Work’s launch. But there was one last hurdle he needed to jump over before he could cross the finish line — promoting the podcast.
Promoting the launch of “Weird Work”
Drawing from his experience with The Growth Show, Brown knew that marketing Weird Work would be much more complex than marketing your typical ebook. So he and his team developed their own promotional strategy — one that wasn’t going to be found in any standard content-launch playbook.
To start things off with a bang, Brown and his team launched Weird Work at a co-sponsored event with The Moth Radio Hour at HubSpot’s annual INBOUND conference in 2017. This allowed them to associate Weird Work with the best of the best in storytelling and attract a like-minded audience.
Next, one of Weird Work’s first guests was Heather Feather, a popular ASMR-tist on YouTube, so Brown and his team sponsored one of her ASMR videos. She then mentioned Weird Work during the episode and linked out to the show in the description.
These co-marketing ideas paired with more traditional tactics — such as Overcast ads, ad swaps with other podcasts like Twenty Thousand Hertz, and sponsorships through NPR and Spotify — spread Weird Work to the masses. The show ended up securing a spot in iTunes New & Noteworthy category, got featured in The New York Times, and was named a top podcast by Inc. Magazine.
As a result, all of this press made it easier for Brown and his team to monetize Weird Work. But just like Weird Work’s marketing strategy, they took a much different approach to monetization than a typical podcasting team would.
The podcast’s impact on HubSpot’s bottom line
Instead of selling Weird Work’s ad placements, Brown and his team used them to promote other marketing initiatives that HubSpot had just launched, like one of HubSpot Academy’s new courses.
This innovative promotional strategy yielded tremendous results for HubSpot during Weird Work’s first season, generating tens of thousands of dollars in ad placement opportunities and producing conversion rates that were equal to or above those that HubSpot’s social team saw on Facebook.
“This innovative promotional strategy yielded tremendous results for HubSpot, generating tens of thousands of dollars in ad placement opportunities and producing conversion rates that were equal to or above those they saw on Facebook.”
After the first season of Weird Work concluded, plenty of folks reached out to see if they could sponsor the podcast. But Brown and his team decided to use this opportunity to give back to their customers instead of taking away their hard-earned dollars. So, before the second season of the podcast aired, they ran a contest for customers and gave the winners free sponsorship throughout the show’s upcoming second season — with host-read spots co-created with HubSpot’s podcast team.
“We really do try to put our customers first,” Brown says. “I’m constantly looking at how we can add value for our listeners instead of how we can extract value from them. If you’re only thinking about monetization, then your podcast is probably not worth listening to.”
Now, if there’s a way to help your customers grow better, which is HubSpot’s brand slogan, that’s how you do it!
The story behind Weird Work can inspire any creatively focused marketer to pitch, create, and launch a podcast at their company. But how, exactly, do you do that? To help you get approval and start crafting some truly creative work, we’ve extracted four key takeaways from Brown’s process.
1. Create a unique concept that can attract a niche audience
Rehashing your flagship podcast’s concept is one of the best ways to disappoint your audience — there’s a reason why most sequels are critically panned. Check out our guide on how to nail your binge-worthy content’s concept with a show positioning statement to avoid creating the podcast version of Basic Instinct 2.
2. Leverage your flagship podcast’s success
If you’ve already successfully created a podcast at your company, your higher-ups should have enough faith in you to launch a new one. However, if they think your new podcast idea is too “out there,” come up with a compelling business case for your podcast, just like Brown did. Jay Acunzo, founder of Marketing Showrunners, wrote an insightful guide on getting internal buy-in for your show — check it out if you need help making a business case for your podcast.
If you don’t already have a podcast or video series in your back pocket that you can point to, another way you can boost the odds of getting the green light is recording a test episode of your podcast. You’ll be able to give others a taste of the emotional experience your show provides by actually showing — not just telling — them what it will be about.
3. Hone your storytelling chops
Creating a podcast worth its salt requires strong storytelling. Check out our guides on story structure and podcasting (parts one and two) to start perfecting your storytelling chops today.
4. Leverage co-marketing opportunities to promote your podcast
Take a page from Brown’s podcasting promotion playbook and co-sponsor events with similar types of podcasts, sponsor your guest’s content, and do ad-swaps with other podcasts that you admire. If you want to explore more promotional strategies for your podcast, here are 11 other ways to grow your audience.
Weird jobs shouldn’t be limited to the likes of professional cuddlers or the Saturday Night Live bandleader. People with traditional 9-to-5 roles can and should carve out time in their schedules to do some weird work of their own. Because if HubSpot, the “how-to” brand of B2B, can pull off an unconventional podcast, you can too! Now, get recording.
4 Fashion-Forward Video Series to Keep Your Eye On
Who said videos about fashion were only made for the big screen? The Devil Wears Prada might be a pretty high standard to live up to, but in reality, tons of brands are already making innovative shows and video series to help move their businesses forward.
In fact, we recently stumbled upon four fashion-focused brands that are all creating entertaining, binge-worthy video series, that even Meryl Streep herself might be interested in watching. Businesses like Vans, Refinery29, Marc Jacobs, and Foot Locker stood out to us as top-dogs in the branded content space because their shows are so clearly focused on attracting a niche audience, which is a key part of executing an effective brand affinity marketing strategy. Plus, they’re just plain fun to watch!
Who doesn’t love a good surf video? Have you ever wondered what it really means to be a “sneakerhead”? Take a look at what these creative brands put out into the world and get some insights into what you can do at your business to make an awesome series yourself!
We bet you know someone in your life who owns a fresh pair of Vans. But if you’re not familiar with the brand, Vans is the original action sports footwear, apparel, and accessories brand promoting creative self-expression in youth culture across action sports, art, music and street culture.
Vans decided to showcase those company values with a video series called Weird Waves, which follows the gnarly journey of Dylan Graves as he introduces viewers to “the weirder side of surf culture and the characters who chomp weird waves.” In two seasons, he links up with people from the underground side of the surf scene to ride everything from waves in wintery Great Lakes to waves formed by falling ice in Alaska. This show is no joke — things get weird!
To successfully showcase what their brand stands for, Vans identified the perfect brand ambassador to be the host for an engaging binge-worthy series. While not everyone can relate to riding waves in unthinkable places like Dylan Graves and his friends, viewers can be entertained and identify with how Vans is a champion of creative self-expression.
In a more fashion-focused realm, Refinery29 is an online media and entertainment hub that appeals to young women who may be interested in style, health, careers, technology, and a whole lot more. To pique the interests of their target audience, they’ve created an award-winning video series called Style Out There exploring “the connections between clothing, community, and culture across the world.”
Style Out There features hosts Asha Leo and Connie Wang as they travel the world to learn more about “the ways clothing has given women a way to speak out, look within, and identify the forces that limit their potential.” In season one, watch Leo dig into Decora style in Tokyo and how it goes against the mainstream, or jump ahead to season three and learn about Afrofuturist fashion with Wang and why it’s more than just a costume for black women.
For someone interested in style, this series goes deeper than the outward appearance of an outfit or accessory. It shows the significance of fashion for people to express themselves around the world.
Now, if you’ve ever wondered what the inner workings of a high fashion label look like days before a runway show, check out Marc Jacobs’ The Making of RUNWAY.
This six-part series follows Marc himself, Joseph Carter, Creative Director of Runway, as well as many of the faces working to run the ship five days before Marc Jacobs’ February 13, 2019 show. From fittings and design meetings to set and music planning, they show you what it takes to make a fashion show a success.
Marc Jacobs is a world-renown brand, but the way they shot their behind-the-scenes footage could be pulled off by any company big or small. Whether you’re aspiring to work for Marc Jacobs or a fan of the brand, this simple series gives you an authentic look at the people, the work, and the creativity that makes Marc Jacobs what it is.
After seeing the ideas these brands have come up with, we hope you’re feeling inspired to start creating a video series of your own! Start by figuring out what makes your brand unique and what your current audiences like about you. The next concept for the perfect video series could be right under your nose!