.png)
Xavier Lynch doesn’t think social needs more polish — he thinks it needs more people. As a Creative Strategist, he’s leaning hard into employee-generated content that actually feels human, not staged. In a world drifting toward automation, Xavier’s work taps into the messy, unpredictable behaviours that make content worth watching. Whether it’s a throwaway TikTok that racks up millions of views or a simple internal moment turned cultural, his approach is clear: the stuff that feels real is the stuff that moves.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
Storytelling that makes use of your employees. I’m an advocate for EGC, but only if it’s done right. In a culture of automation, people crave the unpredictability that only comes from real human behaviours. Tapping into that is necessary.
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
“Best performing” is a tough metric to measure when you consider the organic VS amplified pipelines. A post that sticks out to me is a simple dance video from a TikTok I made for my agency - no commercial objective or brief. My best work friend and I did a dance and added a caption “when your coworker says they didn’t bring lunch either”. We’re no Charli Damelio - but the video has 2 million views and almost 200K likes today. People were asking to work at our agency, leading Aussie influencers left comments. It worked because it felt organic, authentic and honest. I knew it hit when the metrics showed us, and when our agency’s leadership took notice - encouraging us to make more. It was the kind of content that could shift the tide on perceptions of our agency’s leadership took, because it was so simple, yet so relatable.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
Doing what’s worked for everyone else. You have to pick something new. Duolingo was playfully threatening. Jetstar is self-aware and confrontational. Pick something that works for your brand. Don’t do what you think you’re supposed to. Do what’s authentically you. And trust someone who’s part of your target audience to define who you are - someone with enough objectivity to not have brand safety tainting their vision.
4. What’s the metric you care about most and why?
Honestly the best part of the best content on my fyp is the comments. Anyone can get views or likes or shares, but winning favour in the comments is the true measure of success (to me, at least).
5. What’s the best piece of advice you’ve ever been given about content or creativity?
The 70-20-10 rule. 70% of your work will be mediocre. 20% will be below average. 10% will HIT. It helped me pick my battles and gamble strategically.
Your new all-in-one workspace where brainstorms actually turn into content. Capture ideas when they hit, work with your team, fill the gaps in your calendar, and let AI handle the heavy lifting—from concept to publish. Get access today.
Get Access!6. What’s the worst advice you followed for way too long?
You’re only as good as the last thing you did. Why I disagree with it: because if something hits, it lives longer than you want it to. You’ll be irritated that so many people keep bringing it up. The game is a roller coaster… up and down is a given. Don’t let one dud define you.
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
Honestly, a troll like Trisha Paytas comes to mind. Also, a podcast like Ride, lead by Mary Beth Barone and Benito Skinner. One is about doing the things people have never considered in a way that guarantees people watch, playing a character you know resonates, for better or for worse. The other is about trusting your creative instincts, being yourself, and finding someone who matches your vibe enough so that both of you are amplified. A friendship that’s also strategic, but not so much that you’re aware of the capital gain - it feels authentic, to the point where you gain an audience who can’t help but buy into your idiosyncrasies.
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
Stepping away from a high pressure deck/deliverable for (up to) an hour, when it seems like it’s the critical hour, can give you the clarity you need to sell it, polish it, or defend it.
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
Stories from the people you’d meet on the street, and the ones they’d joke about at dinner with their closest friends.
10. What’s something about working in socials that doesn’t get talked about enough?
The tax of trends - or staying up to date with them. My screen time can testify, but there’s a real sacrifice to understanding what is and isn’t resonating, especially when it comes to the hypersaturated platforms we crave engagement from.
Sked's tools are designed to streamline your workflow, enhance team collaboration, and deliver exceptional results for you and your team.
Get Started
