Implementing Clever Levels: How to Help Content Creators Maximize Their Creativity Without Burnout
The Creative Burnout Struggle
Social media directors everywhere face a common challenge: maintaining a constant flow of fresh content without burning out their team. Content creation is demanding, and in a fast-paced digital world, it's easy for your creators to feel like they're running on empty. If you're a director managing a team, the big question is: how do you help your content creators allocate their creativity in a way that keeps them inspired and energized while producing effective, meaningful content?
The answer? Implementing clever levels into your content strategy.
What Are Clever Levels?
Clever levels aren’t about how creative your content is—they’re about how much creative energy should be spent on each piece of content. Not all posts are created equal. Some posts just need to be made, scheduled, and posted with minimal effort. Others require deep thought, planning, and time to execute. The key is to break down the importance of each post, helping your team understand where to pour their creative energy and where they can pull back.
Here’s the reality: If your team spends 100% of their creative energy on every single post, they’re going to hit a wall—and fast. Clever levels help your team allocate their creativity wisely, making sure they have enough energy left for the content that truly matters.
The Power of Long-Form Content
This is where the concept of clever levels shines. Your highest level of creativity and effort should be reserved for long-form content—pieces that have a longer shelf life and can be repurposed in many different ways. Think videos, blogs, or even documentary-style pieces that can live on platforms like YouTube and continue to attract views for weeks, months, or even years.
These longer-form projects are the ones where your team’s creativity will pay off the most. Instead of burning through their energy on quick social posts, they should be focusing on creating content that can stand the test of time. Once that long-form content is created, it can be broken down into shorter, easier-to-create pieces like clips, graphics, or quotes—giving you a continuous flow of content that doesn’t require fresh creativity every time.
Allocating Creativity Wisely
So, how do you empower your content creators to allocate their creativity well? It starts with understanding that not every post demands the same amount of effort. As a director, you can guide your team by setting clear expectations for each post’s clever level.
For example, you might divide your weekly content strategy like this:
10% of their creativity goes to quick, simple posts that keep the feed active.
70% of their creative energy goes to the longer-form, evergreen content that requires planning and attention to detail.
The remaining 20% can be spread across posts that fall somewhere in between—something that’s worth a little more effort but doesn’t need to be groundbreaking.
This way, your team can pace themselves, knowing when to go all out and when to reserve their creative juices for the bigger projects. It also helps them stay mentally and emotionally engaged with their work, preventing burnout and creative fatigue.
Empowering Your Team with Clever Levels
At the end of the day, social media directors have the responsibility to help their teams thrive—not just survive. By teaching your content creators how to allocate their creativity using clever levels, you’re not just improving the quality of your content—you’re giving your team the tools to manage their workload more effectively and avoid burnout.
Clever levels allow your team to see the bigger picture, understanding that their work isn’t just about churning out posts. It’s about being strategic with their creativity, focusing on what matters most, and knowing when to step back to refill their cup.
So, the next time your team starts planning a content calendar, ask yourself: Are we pouring our creativity into the right places? Are we reserving our best for the content that has a longer shelf life? By focusing on clever levels, you’ll create a more sustainable, empowering environment for your content creators, ensuring that both your team and your strategy stand the test of time.
