For our New Rules deep dive this week, we're taking a closer look into another type of creative that brands need to consider while briefing partners.

RULE 03: DECIDE WHEN YOU NEED A MIRROR AND WHEN YOU NEED A WINDOW
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MIRRORS

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We brief creators for Mirror Content when we know the exact framing messaging, and aesthetic needed and we want it reflected back. This typically works best when a brand needs content for their own use or if there’s a specific trend or story to tell.

Marketing strategist and creator of Future Social, Jack Appleby, recently highlighted this rule as one of his favorite points, stating:

“This is a more prescriptive angle for influencer marketing that’s gonna become an increasingly common ask from brands this year. Companies have taken notice that even the most brand-heavy creator content often outperforms a company’s owned social content...if your brand has a very specific message or story to tell, you’ll want to brief creators for Mirror content."

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‍He went on to site and example from a recent Fohr campaign for Dick’s Sporting Goods, which can be viewed here.

“It’s responsible, it hits the talking points hard, and it really makes the brand the star of the content.”

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WINDOWS

If Mirror Content is meant to tell a story the way the brand wants, Window content is about giving freedom to intercept that story through their perspective. It is about bringing creators to the table and collaborating with them, it moves the brand out of the directors chair and into the producers. Window content is best for entertainment, persuasion and trust.

Let’s look at a real life example of that.

When Shutterfly was looking for a way to highlight their higher end photo books we suggested working with film photographer Joe Greer. Joe has such a unique and focused point of view and we wanted him to tell the Shutterfly story in the way that felt most natural to him. He also doesn’t do a lot of sponsored content and we needed to make sure this branded piece would fit in naturally to the other story telling he does so well. He pitched a concept that would marry his love of film and craft and tell a narrative story about collecting and highlighting the memories and photos most special to him.

The brand reposted Joe's content from the Shutterfly Photo Books campaign and it immediately and significantly outperformed all of their organic social content → 43% more views on Shutterfly's channel. Check out Joe's work for Shutterfly here and here.

IN CLOSING

We talk a lot about “naming and framing” and Window vs Mirror content can help you and your teams be more intentional about what you need out of a piece of content, how you intend to use it and what creators are best suited to fit the different needs. An effective program will have a balance of both types of content, but trying to make a single piece of content do both will ensure you don’t get the benefits of either.

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Cheers,

James Nord

FOUNDER & CEO