My work is not flashy either. I don't create effects-filled videos or run contests where the winner is given money, a sportscar, or one of the smaller European countries.
But I think that my work has substance to it. (It's possible I do as well. Although, again, maybe not compared to the larger produce items.) The content I create with my clients is material that is solid, posts that are worth sharing, posts that resonate with people.
And I think that should count for something. Substance is rare in social media. Flash is everywhere. There are platforms like Snapchat that are nothing but flash, quick bursts of bells, whistles, and graphics. And to be honest, that bores the hell out of me.
Also, I am not looking to upstage my clients. I think some social media consultants are though. They are all about the flash and they grab the spotlight whenever they can. It is one of the reasons that they are so great at promoting themselves. But if there was any competition for coverage, I think some of those guys would shove their client into a support beam.
I on the other hand am happy hanging out in the background… or even the produce section.