Influencer Marketing for Brands: What YouTube and Instagram Can Teach You About the Future of Digital Advertising

© Aron Levin 2020

A. LevinInfluencer Marketing for Brandshttps://doi.org/10.1007/978-1-4842-5503-2_4

4. The Art and Science of Creativity

Proven creative strategies for Instagram and YouTube, the seven principles of word of mouth, and the secret to writing a perfect brief

Aron Levin¹ 

(1)

Stockholm, Stockholms Län, Sweden

 

Creative without strategy is called “art.” Creative with strategy is called “advertising.”

—Jef I. Richards, author and educator

Key Questions

How do you pick the right creative strategy for your influencer marketing campaign? What are the key elements of an effective brief? How do you create campaigns that are more likely to generate word of mouth?

Core Principles

1. Great marketing is both science and art. 2. Proven creative executions ...