Any advice at how to look at doing socials for an account with some fresh and springy optimism? I’ve been doing it for a year and it’s getting harder to come back to the ol’ drawing board of ‘what will get the most likes’. I really want to write scripts and get into storytelling. I was drawn to advertising to because I love being clever, witty, very stupid, and just having fun. It’s not a problem most days, but I just want to stave off any jadedness for as long as I am able.

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Posting as :
works at
You are currently posting as works at

Instead of treating social as just posts, start to think about them more through a big idea lens. Things that would require a simple shoot to get the idea across where you can work on your script writing

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Try to leave social as soon as possible

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Try to find people in the agency who can advocate for you to get onto bigger projects.

Also try writing some short videos for social. There’s a lot you can do beyond just an image with asset copy, take full advantage of the media and what it allows you to do.

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Client has said time and again they don’t want to do video. If anything is more work for them with legal/compliance or if it costs more, they immediately say no.

I love looking at very distant markets (tiny communities, small cities on the other side of the world) and diving in and consistently following their socials and other media. A sort of spin-the-globe approach. It’s like taking a journey, but also lets you take a fresh look at some of the bigger underlying messages and modes of messaging that move people, regardless of where they are.

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Love this idea. Would I just search for “popular local brands in [country/city]”?

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Try asking your manager for a stretch assignment that gets you out of your comfort zone and builds some new skills that get you interested again.

I also think the other commenter has a good idea around how do you build larger concepts that span multiple posts? Can you work with a strategist to build an A/B test to learn something additional about the work. Learning how to write a learning plan is a killer skill for a jr copywriter.

Clever only gets you so far in this business and you’re feeling that with the experience you have now.

Is it an account where the juniors do the social and more senior creatives do “bigger” things? I

That’s a helpful way to think of it! It’s a difficult account so I’m treating as proof that I can consistently make hard clients happy with the work while inching them slowly but steadily to making slightly edgier and more creative work. None of it is close to what I would say is worth of being in my book, but gotta take the wins where I can get them.

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Try chatgpt

You social people killed storytelling

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