# Q&A with Camille Safadi
> Canonical: https://skedsocial.com/blog/q-a-with-camille-safadi  
> Last updated: 2026-05-07  
> Author: Lach Bradford
There’s a lot of content being made right now. Most of it looks the same. Same formats. Same ideas. Same AI-assisted variations of what’s already worked for someone else. Camille Safadi’s approach is a bit different. Find what resonates, double down on it, and evolve it instead o
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](https://www.linkedin.com/in/camillesafadi/) 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?"

**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.