I like to pay attention to advertising.
Figure out the message the company is trying to tell.
The vibe.
The story.
Are they doing it right?
Am I the audience?
Am I getting it?
Do I buy into it?
I think one of the best places to see it is on Instagram.
They know they do not have your attention for long.
Scroll, scroll, scroll.
What are they doing in the first second to keep me?
There are lots of companies that have this down.
Namely, designers.
Cherry LA.
https://www.instagram.com/reel/DB1jC-jSXiC/
Amie Leon Dore.
https://www.instagram.com/reel/DA5wH0lRHgP/
…And the KING, Jacquemus.
https://www.instagram.com/p/C9u4a8uN770/?img_index=1
They have posts that are so engaging that I will watch them multiple times.
The creativity.
The timing.
The thing I find the most interesting?
99% of the time, they do not show the product.
They show their aesthetic.
They do not have to show the product.
If they do, it is secondary.
In the background.
They are focused on the story.
I wish I could sit in on a meeting.
It would be fascinating.
There is one meeting I would not like to sit in on.
A meeting between a bike company and its agency.
The launch of a new bike.
The launch of a new line of bike clothing.
I know the conversation.
‘Do we have the same twelve photos every other bike company has?’
‘Do we have the same model?’
‘Do we have the same location?’
‘Do we have the same photo angles?’
‘Do we have the same poses?’
The answer to all these questions is yes.
Everything in the bike world is done the same.
It is so lazy.
They do not even try.
It seems to be every week you read about a bike company in ‘trouble.’
They blame it on the pandemic.
It is far bigger than the pandemic.
Systemic.
It is the only industry I know of that only looks in on itself for ‘inspiration.’
I mean, all they have to do is scroll one down on Instagram.
Scroll down to a launch that has nothing to do with cycling.
Instantly outdone in every way.
Sell us more than the bike.
Sell us what you are all about.
Tell us your WHY.
Tell us your story.
The story of why you are doing what you are doing.
This is the story that will set you apart.
‘This is the story that will sell.’
Insert bookmark emoji here.
‘There is another way to ride.’