This Social Media Agency Made Content in Quarantine By Thinking Outside the Box

Like many companies, social media agencies like Likeable have spent the last few months adapting to the constantly changing rules and restrictions that come with the developing COVID-19 pandemic in the U.S. But like many agencies, the brands they work with can’t stop producing content just because the ways for them to do so had to change. From going remote to finding new ways to fulfill original content needs that involved talent on set to moving shoots outside, social media didn’t stop when the world went into quarantine and the agency’s VP of Content Heather Freiser shared how her team worked behind the scenes to adapt with each new phase of the pandemic.

What does Likeable do?
Likeable was established as one of the first social media agencies in the world, and it remains at the forefront of the ever-evolving industry. We service a range of clients in food, finance, and fun, and we have a full in-house creative studio that casts video and photo projects.

What is your role at Likeable? How do you interact or work with clients?
I’m the VP of Content here at Likeable, so I head up the creative studio. My team and I are constantly pitching clients new ideas at the speed of social and bringing them content that is smart, fast, and likable. 

What kind of work, especially casting and production, have you been able to do in quarantine?
Like most agencies and production houses, we had a quiet few months, shifting a lot of our strategy to things that could be accomplished at home, with animation, with existing assets, and without leveraging live talent. Around July, we started shooting outdoors only with models. I’m still hesitant to shoot inside with models or actors for the safety of the talent and my staff. 

The content creators’ guide to casting remotely.

What had to change about the process of planning, casting, producing, and shooting projects?
The past few months have forced us to think outside the box and abandon lots of our production norms. Our photographer was primarily shooting in her home, art directors on remote, and we put product over people in terms of the kinds of things we were shooting. Once restrictions eased up a bit, we began doing small shoots without actors. We rolled out safety protocols for shoots including temperature checks, mask-wearing, cleaning requirements, and guidelines around booking spaces and working with talent. We are currently not shooting in spaces we don’t know (i.e. Peerspace or Airbnbs). The goal is to minimize risk as much as we can, while still giving our clients what they need to succeed on social.  

What does your casting process look like generally? What about with the current restrictions?
We typically do a mix of model-actor and real people casting. We do a lot of real stories, narrative video, and content for moms, so when we can use real people with good stories for those situations, it’s ideal for us. When we need to use models or actors, we start with a discovery process with our clients based on their brand (What type of people are the right fit for this? How do we ensure we reflect the brand’s audience? What’s important for our talent to know?). We then begin looking for them and doing individual outreach, which we find is more effective than a blanket casting post. With current restrictions, we’re including our safety information in our outreach so we can gauge comfort levels of our talent.

Have you been able to find the talent that you were hoping to find?
Yes! Though it has taken a bit longer. I think there are some people who just aren’t ready yet. We get that. 

Has Backstage been helpful through your casting processes?
Definitely. I personally have been using Backstage for years, and it’s been very helpful to our whole staff here at Likeable. 

Have there been any surprises in the remote casting process?
Because of the speed of social, not too much has changed for us. We were often doing casting remotely (vs. having people come in for casting or screen tests). We’re lucky in that this wasn’t much of a pivot for us in the planning stage. Also, we’ve gone to people’s homes a bunch, making it a bit easier for them by shooting in their backyard, for example. 

How one director is safely returning to set.

Do you have any tips to share with others who are casting and producing remotely? 
Outline what safety standards you’re following and expect talent and staff to follow right from the start. Letting people know what’s expected of them will ensure everyone is comfortable and it’s a safe, smooth shoot. 

What advice do you have for talent who is looking to get work right now?
Be clear with crews upfront what you will and won’t do so it isn’t awkward later. Maybe you’re uncomfortable having a makeup artist touch up your face, but you’ve done your own makeup before for professional shoots. Tell us. Maybe you’re totally comfortable doing outdoors, but inside is a no-go. Tell us. Communication about comfort is key right now. We’re all navigating this together. 

Generally, what opportunities still exist during a time most in-person production is shut down? How are you taking advantage of those opportunities?
I think that brands have found new ways of creating content that they would have never thought of before (Zoom productions, anyone?). There’s still work to be had, it’s just going to be different than how it looked before. And in some ways, it makes it easier for talent. 

What should people in the industry know about moving forward at a time like this?
Move forward carefully. It’s easy to say yes to work during a time like this, but don’t do anything that makes you, or your staff, feel uncomfortable. 

Finally, tell us about any projects that you are currently casting (that you’re able to talk about). Are those projects you’re casting able to shoot?
Nothing in particular I can share, but I will say, we’re always looking for a diverse set of talent in the New York area. And we are SO looking forward to resuming shoots as normal when that day can finally happen.