Inner Sircle

On this episode, I offer my POV On how to think about creative for social media right now. On a weekly basis I hear: 1- Some brands want all stylized studio content 2- Some brands want all UGC/PGC real-user content 3- Some want only video because video gets consumed more 4- Some only want videos and photos, but no graphics The truth is that it is never so binary. You need all of these asset styles in your arsenal AND you need a social media (agency/stack/internal) manager, that knows what they are talking about and isn't a one-trick pony. My advice: 1- Stay away from content-only shops that create visuals (sizzle) but lack depth and strategy (steak). Ask them to explain their social strategy, execution, usage cases, etc., and see if they have smart answers. = CREATIVE ALSO NEEDS SOCIAL MEDIA CHOPS! 2- Stay away from the jack-of-all-trades master of none agencies. Don't have your branding and creative firm (big idea/macro) get in the weeds on your day-to-day social media and community management (in the tren