Keeping up with social media developments while creating compelling content for brands requires a fast-moving strategy. To help marketers engage with social media platforms, Ayzenberg’s SVP of Social and Digital Media, Rebecca Markarian, sat down with Dennis Todisco, head of digital creator community for Twitter’s Niche platform—which provides social analytics and for creators on a variety of social channels and helps them monetize content—at the [a]list summit presentation titled, “How To Be Creative at the Speed of Conversation.” In it, Todisco offers valuable advice and insight to help brands achieve superior results from their social media campaigns.

In the talk, Markarian asks how brands can move at a fast enough pace to stay relevant with ever-changing trends. Todisco explains that creators are on top of trends, and they know what’s up. A creator won’t make a “Damn, Daniel” video right now. At the same time, they’re also making trends themselves. One example is how a creator recorded a video of himself playing a song while smiling, which turned into a huge trend. Another successful campaign is a sitcom that was put on Snapchat to promote Starbucks Rewards.

But how do companies work with creators so that they don’t damage the brand, or be seen as off-brand? Todisco states that, “when you think of creators as transactional, that’s when you’re not going to get good results.” Niche works with creators as partners, and is a creators-first platform. That vision is explained to brand partners, and many of them are very forward-thinking, so they also regard creators as partners.

As an example, Todisco refers to an Amazon campaign around the Super Bowl and Final Four, where clients were actually in the field, working with creators on the ground, to make sure the content was on-brand but also authentic to the creator. This was described as, “moving at the speed of real-time,” without emails or texts back-and-forth, or having a playbook. “Being in the field makes a world of difference, and the content speaks for itself.”

Markarian also asked about what the best strategy was for engaging with a global audience. Was it better to pick one big global influencer with pull across all channels, or to try to go more micro, creating pockets that are relevant to different cultures?

“The key to success is creating content that’s language agnostic, and creating content that symbolic and universally understood,” said Todisco. As an example, he cited how Coca-Cola did a big campaign in Brazil, and one creator of that content was based out of Whales and the other Minnesota. The content was iconic, since they were both artists, and one of them painted something while the other did an amazing stop-motion piece.

Finally, following the adage of having to listen, create and share—with the key part being listening, and following creators as they make content and trends—Todisco was asked to list three creators to keep a close eye on.

His picks were:

Zack King, who is probably the top magician social media right now, and his campaign for the Comcast Xfinity X1 Box.

Robby Jayala, who did the Bend the Rules campaign for HP, which features a fun Vine where a person breaks a laptop by bending it backwards to turn it into a tablet.

And Clau Marra, who is  a stop-motion artist based out of Mexico. She made an amazing piece for Lancôme using different tones of make-up being applied to a person’s face.