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Sophie Sue Forsythe sits at the intersection of brand, events, and content, which means she doesn’t have the luxury of guessing what works. Her approach is simple but intentional: make it look good, make it feel real, and make sure it actually lands with the right people. Whether she’s producing immersive events, leading marketing strategy, or creating content herself, Sophie leans into product-first storytelling, high-quality visuals, and a deep understanding of audience behaviour to drive results that cut through.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
In corporate I'm putting more time into high quality imagery and investing in video narrative.
In terms of creative across the board, I'm focused on product-centric content. I feel like viewers prefer to see an item without so much fluff so they can make their own judgements.
In events, timeline and community engagement is the most imporant for strategy, and as a creator in general its most important that you understand your audience and know exactly how your content will land. Authenticity is key!
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
My best performing post was a reel I made for an event I curated, FOZZA presents: Respite, an experimental electro experience featuring DJs and sonic visuals. It was a collaboartive reel involving new media art and dynamic visuals created by a range of visual artists who collaborated on the event with me.
The idea was to introduce the event, show our community what they can expect in terms of atmosphere and art, and drive a strong promotional asset for all involved.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
Not caring enough about graphics. I'm all about the detail! I see so many missed opportunities for branding. I think its so important for creatives to put effort into curated aesthetics. Knowing what appeals to your target market, and what they think is desireable is absolute key.
Oh and not taking out the em-dashes and obvious emojis in your ChatGPT descriptions...
4. What’s the metric you care about most and why?
Corporate: Calls, leads, sales
Creative: Views, shares, followers
Events: Reach, sales
Content (general): Likes, comments, saves, shares, explore page!
5. What’s the best piece of advice you’ve ever been given about content or creativity?
Take note: If it's not on the internet did it even happen?
KISS (Keep It Simple Stupid). Content is king, an image is worth a thousand words and there is always opportunity if you are willing to look for it.
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Get Access!6. What’s the worst advice you followed for way too long?
I never followed bad advise for that long.
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
I really like listening to Grace Beverly's podcast "Working Hard". Most noteable book is of course "How to Win Friends and Influence People". An oldie, like a reaaal oldie, but a goodie in terms of principle.
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
10am matcha and a deep focus minimal tech house playlist.
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
Ensure your content is authentic and you'll be sure to engage the right people.
10. What’s something about working in socials that doesn’t get talked about enough?
Constantly chasing more content. Does anyone else feel like they have buckets of content until they don't?
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