Think about your favorite commercial or ad campaign. What do you remember most about it? Does the product stand out? Can you sing the jingle or hum the background music? Is there a slogan you think of every time?
Most of us can answer at least one of those questions about any campaigns we remember. For some of us, what stood out the most could be the people in the campaign. If you saw someone on screen who looked or acted like you, the chances are it stuck with you. That’s the power of good casting!
No matter how perfect your campaign plan is, it isn’t complete without the right talent. You need the people–or animals–in your campaign to really sell your brand or product. Why? Because talent is the bridge between you and your audience. If that bridge isn’t strong, your audience won’t connect with whatever message you portray. Of course, you want to do what you can to connect with your audience!
How do you know you’ve found the right talent?
The right talent must meet a few different standards. Obviously, your talent must match the creative vision for your campaign. Ideally, they resonate with your target audience and are believable in the story you tell. However, creative criteria are not the only thing you should base talent choices on. Logistics matter too!
Hiring and managing talent costs money. Even if someone seems perfect, if their cost doesn’t work within your budget, they are not the perfect fit. Talent is as much a part of the production process as gear, permits, and post-production. This means that, at the end of the day, they are tied to the resources at your disposal. The right talent won’t lead to budget overruns. In fact, they’ll fit nicely into the project budget, and maybe even save you money!
Another important aspect of the right talent comes from your client. Your campaign is, of course, made in collaboration with your client. If your choice of talent doesn’t match your client’s creative vision, this will cause problems throughout the production process. The mismatch of casting can lead to delays, conflict, and plenty of other issues. If you want to save time, money, and headaches, you’ll pick the talent that your client likes too!
Benefits of casting the right talent
When you watch a movie or TV show, you want the characters to be believable. If the actors don’t make sense, it can be hard to get into the story. Campaigns are no different! When the people you cast align with the story, environment, or product, your campaign will be believable. That, as a matter of fact, is critical to engagement.
Your target audience determines the success of your campaign. If they see themselves in the talent you cast, they will remember your video or photos. In fact, who you represent in your campaign will “change the attention paid to an ad.” Engagement comes from people paying attention, so you want to represent your audience well!
Moreover, the message you share will resonate more when the audience sees themselves in it. That’s why casting talent should focus on relatability. Ask yourself questions like “Who are we trying to connect with?” and “Who actually represents that message?” When you take the time to answer these questions, you will find talent that is authentic to your audience and campaign. This guarantees relatability, which guarantees engagement.
Lastly, when you cast the right talent, you will build a strong image and reputation for your brand. Picking people who represent your brand or product well leaves a lasting impression on your current audience and leads to good impressions on future audiences. Working hard to cast the right talent will lead to long-term benefits. Especially in the fast-paced world of digital media, setting your brand up for long-term success through every campaign is extremely valuable!
Impressions Matter
In the end, casting makes or breaks your campaign. You don’t want all of your great ideas to fall flat because you didn’t find the right people to portray them. The story you tell matters, so your storyteller matters too!
Whether it’s finding someone who aligns with your target audience or a persona to represent your brand over time, the effort you put into casting will pay off in the long run. Now that you know why casting leads to project success, you’re ready to nail your next casting call! We can’t wait to see the face of your next campaign!
