Why ‘Just Social’ Is an Insult to Advertising

I recently started a dream job, heading up the design and content team for an agency that has literally been created to be social-first (it’s in the name). It feels like the ultimate power move in my career, which has been built on one core belief: social media is not an add-on, it is the centre of the creative universe.

For too long, the craft of designing for social has been trapped under the label of ‘just social’. This implies simplicity, or a lack of thought. Social might not always have the budget of above the line ads, but it’s far from the easy option, or something that anyone can do. In fact, the best social creatives are often multidisciplinary powerhouses.

Years in traditional advertising teach patience and craft, but social teaches the ability to adapt and improvise at light speed. Design and content creation on social is an evolution. It requires roles that didn’t even exist when my own career started, with a new kind of creative mind; one that requires resourcefulness and a relentless focus on platform-native craft. It’s what initially drew me in when I joined Leo Burnett as their first social-content hire two years ago; and during that time the team grew to 25 people - a testament to how essential this skillset has become - and how in-demand social is now.

‘Just social’ is a slur to me. We need to redefine what designing for social truly means. Yes, things can be LoFi, but that is a conscious decision, a choice of aesthetic that takes a trained eye to execute effectively. The people who can ideate, direct, film, and edit content at speed, delivering the kind of immediate, culture-shaping work that many big productions simply can't. And I’m going to hold your hand when I say this, but social is a group project. There’s never ‘just the intern’ behind that viral post you liked.

We need to build spaces where social-first creative, editorial, design and production teams operate in harmony. Part of this involves bringing through the next generation of talent - they are the people who will shape the future of what we do. As social teams become increasingly intertwined, those who are immersed in online culture, while having an open mind to collaboration in a discipline-fluid culture will thrive. And with the speed of change on social, the landscape shifts every few years, let alone with every generation.

I’m just a girl, who happens to do what she loves, bringing passion and personal drive for all things innovation and craft. Working in advertising is tough, it takes grit and resilience, but it should also be (let’s shout it) FUN. Every day, we get to be in a creative environment, surrounded by incredibly talented people who all want to make the kind of work that stops people in their tracks, shifts culture and changes behaviour.

It’s time to retire ‘just social' for good. I’m proud to be creating work that sets the standard in the world’s most influential media ecosystem.