Social media was designed for many different purposes, with creativity at the core of its purpose. But as society evolves, how does creativity within social media evolve? How does the social media community make sure that evolution remains a priority – and how do we evolve our talent, infrastructure, relationships, technologies, operations and culture to make sure creativity reigns supreme in this ever-changing space?
In this interview, Grey’s Worldwide Chief Innovation Officer Dan Bennett chats with social media pioneer and content leader Casey Neistat about a transitional time for the creative community in this space. Social media once used to be led by the idea that “good creative=good results” but as the landscape shifted to become more transactional, reach and metrics started to dominate social media evolution. They’ll discuss how to balance between reach and numbers for short-term/gains, and strategic creativity for long term gains – for creators and clients alike. Ultimately, they’ll address how this balance can inspire work for a new generation of creator communities.