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Most brands don’t have a content problem.
They have a decision problem.
What to double down on. What to ignore. What’s actually working vs what just looks good on the surface.
Camille Safadi has a clear take on all of it.
From rehiring creators who’ve already proven they resonate, to pushing back on the flood of AI-generated sameness, her approach is grounded in one thing: do more of what works, and make sure it actually means something.
This Q&A breaks down what’s cutting through right now, what’s quietly killing engagement, and the simple question more brands should be asking before they post.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
Working with influencers who we’ve worked with before and rehiring them for a strategic extension of the content they previously created. When a creator has already proven they resonate with the audience, doubling down with an evolved follow-up concept often outperforms starting from scratch.
2. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
Using too much AI generated content. Getting inspiration from other brands and spinning off their own version of the post but there's nothing uniquely identifiable from the brand.
3. What’s the metric you care about most and why?
Engagement. If a piece of content is great, people will share, comment, like and go above and beyond to engage with it regardless of follower size, aesthetic, time spent, etc.
4. What’s the best piece of advice you’ve ever been given about content or creativity?
Ask yourself "why would people care?"
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Get Access!5. What’s the worst advice you followed for way too long?
You have to work at a company for at least 3 years to grow.
6. What book, album, podcast, or creator has quietly shaped how you think about your work?
I love Rachel Karten's newsletter, link in bio.
7. What’s a habit or rule in your workflow that keeps you sane and consistent?
Apple reminders with time stamps. Google sheets and quicken for expenses. And my google drive for organization. I also love uploading files and work to specific AI folders so that it learns and is able to analyze/self reflect the work that I don't have time to reflect on.
8. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
I turn brands into people others want to spend time with then create content that earns attention, builds trust, and teaches them something.
9. What’s something about working in socials that doesn’t get talked about enough?
How it takes a village to do it effectively. Even if you have multiple skills - copywriting, strategy, design, project management - the best socials are produced by more than one resource.
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