Holler’s mission is to “enrich conversations everywhere” and as part of that we strive to create content that is relatable to everyone. Our studio team, the creatives that supply our content, have a saying, “We don’t create your story, we help you tell your story.” Holler isn’t an avatar maker that allows you to create characters that look like you. Instead, we create stickers that are diverse and useful so every user can tell their own stories their own way in messaging.
We know how important it is to have a library of content that represents the people of the world. Here is our approach for that.
A Diverse Creative Team
First and foremost, the team that creates the content itself is diverse in its makeup. Having a diverse group of creative animators ensures that our stickers are representative of the real world. Our Holler Studio team act as internal sensitivity readers. Part of their job is to challenge each piece of content we produce, review it for inclusiveness, and look at any potential angles that could deem the content as inappropriate or offensive. We are very careful to avoid creating content that is even unintentionally triggering. We are also quick to respond when we make a mistake. We listen to our consumers and remove and revise content if we see something being used or portrayed as anything other than the original intent.
The Rule of 3
We also have what we call “the rule of three,” which means that for every topic we have content for some, content for many, and content for all.
This rule helps us to establish variety around specific terms, in order to create a wide lens of representation around that term. For example, this table below represents a range of representation for the term “construction worker.”
It’s important to note that “some” can represent millions or even billions of people,
and “many” can have a universal quality that allows people to abstractly relate.
This approach helps when a term requires or inspires some level of representation.
In this table below, you see this dynamic at work with the very broad topic of “hair,” or “hairstyling” and “haircuts.” This topic requires wide representation:
We Do Our Homework
Finally, when preparing for new content, we do extensive research on the topic we’re creating for. As an example, when we set out to create educational content for Women’s History Month, we started by diving into the full history of how exactly Women’s History Month came to be. Our team wanted to understand how it is celebrated and the best way to represent it on our platform.
Of course, we’re only human and we still make mistakes, but are constantly striving to improve. A few months ago we realized that a frequently used keyword “family” had very little content and even less diverse content. The team set out to solve the issue and ultimately added content for families of all make ups. If you search “family” within our platform today, you will see not only same sex families and racially diverse families but also families that are made up not of children, but of pets.
At Holler we look forward to continuing to use our platform to create content for all.