Template sites like Canva may seem appealing as they are low cost and do the work for you. The reality is template marketing damages your brand.
Here's why:
Overused Templates: While you browse Canva's template catalog, so do millions of other people. That means the public is seeing a lot of template rehashes of already bland designs.
Consumers reject generic material. This is risky because 73-95% of purchases are emotionally driven. Don’t risk the emotional disconnect in your livelihood’s material.
Reduces Authenticity: Audiences "feel" genuine content. Generic designs are impersonal and uninspired. If authenticity isn't a key factor in your content, viewers won't connect.
Fails to Reflect Your Brand: Templates don’t capture your unique voice, style, or personality, making it harder to connect with your audience.
Misses Personalization: Engagement thrives on tailored content. Templates don't allow the flexibility needed for audience-specific messaging.
Hurts Algorithm Reach: If content isn’t eye-catching or engaging, it leads to fewer likes, comments, and shares, reducing visibility.
Lower Visual Impact: Pre-made templates lack creativity resulting in missed views. They can't love you if they don't see you.
Let’s illustrate with a recent social piece I created for a client. I used the same card image and copy in a template.
Which would you be more likely to engage with? You don’t even need to like the design, but which would grab your attention?
Additionally, a proper designer can offer things like custom QR codes to further increase engagement.
Keep these things in mind when collaborating with someone to help you get better material and better engagement.