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"People connect with people, not logos." Ali Clarke breaks down why authenticity is outperforming polished content, how a simple founder story became one of her best-performing posts, and why brands should stop treating social media like a digital catalogue and start bringing their audience into the journey.
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This week’s Q&A features Nicole Watson, Fractional Social Media + Partnerships Lead, who believes the best-performing content is built around participation, not promotion. From creator collaborations that generated thousands of organic engagements to why brands need to loosen their grip on overly polished content, Nicole shares practical insights on what’s actually driving results in 2026.
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Emma-Jaye Zappacosta has spent more than a decade working in social media, and her perspective cuts through a lot of the noise currently flooding the industry. In this Q&A, she talks about why brands need to stop treating posting as the finish line, how comment sections have become one of the most important growth levers in social, and why the strongest content strategies are built on distinctiveness — not trend-chasing. It’s thoughtful, sharp, and full of the kind of insights that only come from someone who’s actually done the work.
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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 of starting from scratch. Because when something already works, the smartest move isn’t to replace it. It’s to build on it. Simple. But most brands still get it wrong.
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Sophie Hill doesn’t care about posting more — she cares about posting better. From turning 1-star reviews into standout content to doubling down on employee-generated content in a world of kiosks and online orders, her approach is simple: be human, be a little unserious, and only speak when it’s worth it. This Q&A breaks down what’s actually moving the needle right now — and what’s quietly killing your reach.
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Founder-led updates on LinkedIn. Fast-cut, problem–solution videos on TikTok. And a ruthless focus on answering one question: why should the audience care? Head of Marketing Kaitlin Howard breaks down the social strategies that actually drive traction, why repeatable content formats matter, and the biggest mistake brands make when trying to grow online.
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Donella Beckton believes the best social content doesn’t try to look perfect — it shows the real people behind the brand. In this Q&A, the CELOTTI MARKETING leader explains why authentic video, meaningful engagement, and clear positioning outperform polished but forgettable content.
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Sophie Lyall has doubled down on keeping content real in 2026 — resisting the urge to automate creativity and instead focusing on voice, instinct, and strategy. From caring about different metrics depending on the brand, to rejecting the ‘post every day’ myth, she’s clear on one thing: useful, relevant content shared consistently is how trust — and results — are built.
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