The Underrated Skill for Social Marketers: Working Well with Creatives

The Importance of Working Well with Creatives

In the dynamic world of social media marketing, collaboration between social marketers and creative teams is essential for producing compelling content. However, one often overlooked yet crucial skill for social marketers is the ability to work effectively with creatives. Building a strong partnership with your creative team can significantly enhance the quality and impact of your campaigns. Here are some key DOs and DON'Ts to foster a productive and respectful relationship with creatives.

Clear Communication: The Foundation of Collaboration

Effective Briefing for Creative Projects

Clear communication is the foundation of any successful collaboration. As a social marketer, it’s essential to articulate your vision and objectives clearly to your creative team. Providing detailed briefs, examples, and context can help creatives understand the direction you want to take. When everyone is on the same page from the start, the creative process becomes smoother and more efficient.

Empowering Creativity Through Ownership

Encouraging Innovation and Creativity

Creatives thrive when they have the freedom to explore and innovate. Trusting your creative team and giving them ownership of their work can lead to more inspired and impactful content. Allow them to experiment and bring their unique perspectives to the table. This sense of ownership not only motivates creatives but also fosters a collaborative environment where great ideas can flourish.

Bridging the Gap: Learning the Creative Language

Basics of Design and Production Terminology

While you don't need to be an expert in design or video production, having a basic understanding of the creative process can go a long way. Knowing enough to speak the language of creatives helps you communicate more effectively and provides valuable insights into their workflows. This mutual understanding can bridge gaps and ensure smoother collaboration.

Respecting Creative Expertise

Valuing Creative Input and Feedback

Creative professionals bring a wealth of expertise and experience to the table. Respecting their skills and trusting their judgment is crucial. Acknowledge their contributions and value their input. When creatives feel respected and appreciated, they are more likely to invest their best efforts into the project.

Consistency in Creative Direction

Avoiding Frequent Changes

Consistency is key in creative projects. Frequent changes in direction or last-minute alterations can disrupt the workflow and lead to frustration. Once a plan is set, try to stick to it as much as possible. If changes are necessary, communicate them clearly and early to give the creative team ample time to adjust.

Clarity Over Ambiguity

Providing Specific Instructions

Ambiguity can be a major roadblock in the creative process. Avoid being vague about your expectations or goals. Clear, concise, and specific instructions help creatives understand exactly what you are looking for, reducing the likelihood of miscommunication and rework.

Efficient Task Delegation

Maximizing Creative Team’s Productivity

Respect the creative team’s time and skills by not delegating tasks that you can handle yourself. For instance, if simple edits or minor adjustments are within your capabilities, take care of those tasks on your own. This allows the creative team to focus on more complex and high-value work, optimizing the overall efficiency of the project.

Respecting Creative Specialization

Trusting Creative Professionals

Even if you have a strong creative vision, remember that the creative team is specialized in bringing ideas to life. Avoid assuming that your ideas are inherently better or that you know more about the creative process than they do. Collaboration is about leveraging each other's strengths, and respecting the expertise of your creative partners is vital for a harmonious and productive relationship.


Working well with creatives is an underrated but essential skill for social marketers. By being clear about your vision, allowing creatives to take ownership, speaking their language, and respecting their expertise, you can foster a collaborative environment that leads to outstanding content. Avoiding common pitfalls such as frequent changes, vagueness, delegating unnecessary tasks, and undervaluing creative expertise will further strengthen this partnership. By mastering these DOs and DON’Ts, social marketers can enhance their collaboration with creative teams, ultimately driving more successful and impactful social media campaigns. Remember, great content is born from great collaboration.

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