What we learned about creativity from digital and social media trainer Andrew Miles Davis

I like to break up my ongoing exploration of creativity with more practical episodes, about the business side of things because it's important to enable creativity with good structure and practice.

This week I talked to the fantastic Andrew Davis who has seen it all when it comes to social media and digital marketing. He was here from the start, a key part of MySpace's success long before any of our grandparents had been radicalised through Comic Sans-laden memes. He's seen what works, what doesn't, what lasts, and shares golden advice about the fundamentals of online promotion of our creative work.

Here are 5 key takeaways:

Remember the keyword: 'social!'

We've all been guilty of pumping out the content and waiting for engagement riches. But that would be like walking into a pub or cafe to meet friends, shouting everything we have to say, turning around, and leaving. Conversation requires listening too, and active participation. This is true of broader creativity. Isn't it better to ask questions, seek feedback, offer value, and create a two-way ecosystem in which we all feel a sense of purpose and belonging, populated by people who care about who you are and why you're making what you make?

Behaviour and technology change, but the fundamentals don't

No matter how things advance online, the basics remain the same. We still create content, we consume content, and we need to persuade those our work is for to take action. Great creativity follows suit, it must still sing, be authentic, and be an extension of the self to some degree. Otherwise, we have automation and mere decoration. In terms of social media, Andrew says it best:

"Social media is simple. It's not easy, but it is simple. This is why we have 15-year-old millionaires."

So how we plan and promote online, like our creativity, must be done per our personalities, strengths, and weaknesses for it to truly resonate. Quantity, frequency, when, and where can all be determined this way and we'll be happier for it.

Organisation, structure, and planning enable creativity, and will maximise time spent marketing

Spontaneity benefits our creativity, but first, we must create the structure and conditions for that to happen in a way that will not waste our time. Andrew speaks of scheduling time to engage on social media, to post, talk, listen, and respond. I've been a victim of hours going by and just drifting between my work and social media. Isn't it better to recognise when you're at your best in both areas and set aside dedicated time without dilution on both fronts? This comes from knowing yourself, designing behaviours, and maximising your chance of great creativity AND effective promotion.

Technology is not going to shoot you!

This was something then D&AD president Andy Sandoz said to me in our interview. He spoke of the fear of tech, and how it's better to explore it and stay aware of it without the need to master it. Then it is in our thinking as we behave, make decisions, and create. To be aware of the potential is to stay current, and grow with it.

Personality remains the only compass

The online world is overwhelming. It's hard to know where to be, and what we should be doing, when. It's good to learn the platforms, see what works, but the shape of the content and the voice driving it must be yours. If it is done in a way that leans too much into trends, just like creativity, we'll lose interest and so will our audience!

The Creative Condition book is out now: Paperbacks here, e-books here. Audiobook coming soon.

Listen to the podcast here.

For Andrew's superb show, In (a)i Nutshell, head here!