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For Lisa Galway, founder of Femi Socials, great content starts long before the camera starts rolling. While many brands obsess over aesthetics, trends and production value, Lisa believes the real advantage comes from understanding people. In this week's Q&A, she unpacks why connection should lead every social strategy, the mistake she sees brands making with Gen Z audiences, and how a deep understanding of community can turn content into something far more valuable than engagement: trust
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
Connection is number one - creative is complimentary.
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
We ran a campaign for a NZ Events business and did a guided walk through of the event space + features of the event but prioritised community connection first. It worked because it was consumer psychology based with creative to compliment. The event sold out, we saw multiple brands jump on board to sponsor and the engagement from the community was a resounding indication that the creative connected.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
They’re prioritising creative over consumer psychology. With Gen Z leading the movements marketing now, many brands/agencies haven’t adapted their approach. Gen Z don’t want perfect - they want memorable, unique content that connects.
4. What’s the metric you care about most and why?
Reshares are so overlooked! This isn’t just someone liking, leaving a comment or sending something to their group chat - this is someone attaching your content to their profile. This is content that connects and builds long term loyalty.
5. What’s the best piece of advice you’ve ever been given about content or creativity?
Know your community inside and out - vague messaging produces mediocre results.
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6. What’s the worst advice you followed for way too long?
Your colours, fonts and graphics are more important than imperfect pieces of connection. Most brands have become aesthetic empty shells in an attempt to be taken seriously. They unfortunately end up neglecting consumer psychology and subsequently disconnect themselves from their community.
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
As a woman anchored in Christian faith, that has shaped content and creative for me more than any podcast, book or creator ever could. I think it’s important that we remember that ‘views’ are humans and they’re seeking something on social media that they’re lacking in their lives. When we come from a place of service for others, content becomes effortless and connection becomes inevitable.
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
I don’t just have a daily/weekly structure - I have a monthly one. This allows me to ensure client content is done in advance and allows me to stay connected and present within my own business without burning out.
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
Human first, creative second.
10. What’s something about working in socials that doesn’t get talked about enough?
You need to learn how to compartmentalise so you don’t get stuck in the doom-scroll. Know the different between ‘market research’ and overconsumption. Overconsumption diminishes unique creative and dilutes a brands natural style/message.
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