How The Goat Agency Produces Award-winning Influencer Content for our Clients

What Makes Award-Winning Influencer Content?

We’re all inundated with content on a daily basis, absorbing so many stories and messages. More than ever, brands are challenged to deliver content that cuts through and delivers their own. But with more than 1 billion people using standalone AI tools each month, the role of influencers as a media channel becomes more important than ever. Audiences are following people that create influence, and shape culture: human media.

The best influencer content is human content. Leveraging the real voices, platforms, and sentiments of their audiences. Whether it’s a beauty influencer sharing how a new product fits seamlessly in her daily routine or taste testing a new flavour snack entering the market, the content feels familiar, relatable, and trustworthy. At Goat, we produce influencer content strategically to build brand presence and engage with our target audience – driving measurable results for our clients. 

But the key to getting highly targeted content is its placement. Each audience is different so why would the platforms they consume on be the same? The leading influencer content is tailored by platform – user consumption habits, lifestyle – ensuring it doesn’t stop. Connected media ensures that content goes further, and builds a cohesive ecosystem of content. Creative relevance and strategic reach power our influencer content. 

The Goat Agency’s Production Team 

Joe McGeehan, Senior Campaign Production Manager

“At Goat, we have worked to build a world class team, experts in their field, who bring their passion and creativity to every single project. Working on projects of diverse scale, from supporting influencer content to full studio shoots, no matter the brief we are ready to bring it to life.

At our core is the Human Media Revolution, championing the people and stories behind the content. Blending this with our in-depth working knowledge of all our clients and their brands, each piece of content is built from data, designed for results and retains the human, authentic feel.”

How Goat Get the Best Influencer Content

The best way to explain our production process is to ask one of our social-first production experts. Here’s Video Producer Charlotte Beaumont’s 5 step strategy for getting the best content.

• Briefing

The brief defines the purpose of the content, the audience it needs to reach and the role the videos will play in a wider marketing strategy. Without clear objectives at this point, even the most engaging content can fail to deliver meaningful results. Aligning on this early allows the production process to stay focused, efficient and results-driven ensuring the final content not only looks strong in-feed but delivers against clearly defined performance.

• Platform strategy

Social media videos has become a core part of modern marketing, but consistently producing content that performs requires more than just creative ideas. Our production team sits within our wider campaign delivery department meaning we have seamless collaboration with our Paid Media team and the wider campaign Delivery teams. Social media isn’t a one-size fits all and videos should be made with the platform and audience in mind. This means considering aspect ratios, video lengths and behaviours for each channel. For example, vertical, fast paced content works better on TikTok, whilst LinkedIn favour professional, value-driven storytelling content. 

As an agency powered by Data, we use both our proprietary tool IBEX, and exclusive access to WPP Open to enhance our client’s strategy. Our recent partnership with YouTube grants us first-in-market access to their API, allowing us richer creator and video insights. This means we can ensure content performs natively, maximises engagement and reach across channels, and is built for purpose.

• Creative Response 

We begin to translate those objectives into ideas that will capture attention and drive engagement. This involves exploring content angles, pushing our clients to explore new ideas, reacting to trends, always maintaining that social-first approach and combining this with telling the story in a way that aligns with the brands identity and campaign goals. Content hooks, pacings and visual styles are also considered here to maximise impact in those first few seconds. Strong ideation provides a clear blueprint for planning and executing the content.

Abi Mieszczak, Senior Campaign Producer 

“The Goat Agency’s production team crafts social-first content built to stop the scroll and create meaningful connections. We prioritise authentic, human-centred storytelling, combining impactful creative with insight-led strategy to deliver content that evolves with the feed, moves with the moment, and performs where it matters most.”

• Building the story

Supported by both IBEX and WPP Open, we begin building each campaign’s story. Translating our creative concepts to what we will see and hear on screen. This will map things such as, scripts, shots, framing, graphics and voiceovers. This differs from project to project. By having these it gives the client and team a visualisation of what we are trying to achieve and it will reduce revision in the post production process too. Pre-production planning is where strategy and creativity are turned into an execution plan. This stage usually involves locking in logistics, resources, locations, props etc, as well building a clear shooting schedule and production checklist.

• Production

Production is where everything you’ve been planning for starts to come to life. Efficiency and adaptability are key at this stage. Clear audio, lighting and strong framing are prioritised to ensure the content feels native and engaging to the audience. You also have to shoot with edit flexibility in mind, shooting multiple hooks, cutaways and alternative/multiple takes to ensure the final content is the best it can be. 

• Post-Production

Editing focuses on pace and impact to make sure that the content holds attention from the very first frame. This process includes selecting the strongest takes, building the edits, adding graphical elements as well as subtitles and captions and any branding assets. Music and sound effects are chosen carefully and colour grading is done meticulously to elevate the content further.