Yesterday, I was writing copy for a paid search and social media campaign and, considering myself a creative content creator, the job made me feel really unhappy. As a guest blogger I’ve gotten used to writing articles with a 800-100 word count and since the start of the COVID crisis I’ve been video-recording keynote presentations with a duration of 10-15 minutes, but the guys from Google, Twitter, and LinkedIn were actually instructing me to start counting c-h-a-r-a-c-t-e-r-s. Even worse, each of the respective media platforms impose their own length limits. For some fields you can use up to 150 characters, but other ones only allow 30 for conveying a similar message. As a result, I had to trim all content separately, manually, and repeatedly.
Of course, I will get a bit of creative compensation when crafting the infographic, video clip or white paper to be linked to the social media post or to be hidden behind a lead generation form. Though a click-through rate of a few percent is not always a huge motivation.
Video killed the radio star and – in my humble opinion – digital is killing (part of) human creativity. I know we’re living in the internet age and that paid social media is a good lead generation tool, but I would be happy to leave this ‘copywriting’ to the AI robots. They don’t have a heart or a soul, but these aren’t necessary qualifications for this kind of tasks.