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Most brands still treat social media like a broadcasting tool.
Donella Beckton sees it differently.
As Head of Business at CELOTTI MARKETING, Donella has leaned hard into something a lot of companies still overlook: letting the real people behind the brand show up on camera. Not polished spokespersons or overproduced campaign videos — actual team members explaining how they think, how they solve problems, and what makes the business different.
The result? Content that doesn’t just generate reach, but conversations, enquiries, and trust.
In this Q&A, Donella breaks down why behind-the-scenes video is outperforming “agency aesthetic” content, the quiet mistake brands are making with AI-generated thought leadership, and why the only engagement metrics that really matter are the ones that lead to real conversations.
If you want a reminder that the most effective social strategies are often the most human ones, this is worth the read.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
Video content with in house staff.... getting to really know the people behind our brand has helped us so much.
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
One of our best-performing posts was a behind-the-scenes style video with one of our internal team members talking candidly about what we actually do differently.
It wasn’t polished. It wasn’t scripted. It wasn’t “agency aesthetic.”
It worked because it was real. People could see the personality, the passion, and the practical thinking behind the brand. It hit because the engagement wasn’t just likes — it sparked conversations, DMs, and actual enquiries. That’s when you know it’s working. Reach is nice. Revenue conversations are better.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
Trying to look like everyone else.There’s so much copy-and-paste thought leadership and AI-generated fluff that sounds smart but says nothing. The algorithm might tolerate it, but audiences won’t connect with it.
If your content could be posted by any other brand in your industry without anyone noticing… that’s the problem.
4. What’s the metric you care about most and why?
Meaningful engagement that leads to conversation.
Not vanity metrics. Not just impressions.
I care about saves, shares, comments, DMs - anything that signals someone stopped scrolling and actually cared. Ultimately, content should move people toward action, not just visibility.
5. What’s the best piece of advice you’ve ever been given about content or creativity?
If it feels slightly uncomfortable to post, it’s probably honest enough.”
The posts that stretch you a bit — that feel less corporate and more human — are usually the ones that resonate most.
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Get Access!6. What’s the worst advice you followed for way too long?
“Stay consistent and just post more”
Consistency matters, but volume without clarity is just noise. Once we focused on positioning and message over frequency, results improved dramatically.
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
Building a StoryBrand by Donald Miller.
It reinforced that my brand is not the hero - our customer is.
Once you genuinely understand that, your messaging shifts from “look at us” to “here’s how we help you win.”
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
Everything lives in a system.
Templates. Style guides. Structured workflows. Clear briefs. If it isn’t documented, it becomes chaos.
Creative freedom works best inside operational structure.
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
We show people exactly who we are, how we think, and how we solve problems - so when they need support, they already trust us.
10. What’s something about working in socials that doesn’t get talked about enough?
The emotional load.
You’re constantly analysing performance, trends, perception, tone, timing - while trying to be creative on demand.
It’s strategic work disguised as “just posting”The best social strategy isn’t random. It’s calculated, tested, and intentional.
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