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There’s a certain type of marketer who can spot the difference between content that’s technically “good” and content that actually makes people feel something. Hana Block sits firmly in the second camp.
As a Marketing Campaign Manager, Hana thinks deeply about internet culture, audience behaviour, and why some posts cut through while others disappear five minutes after publishing. In this Q&A, she talks about building content with a real point of view, why brands are relying too heavily on AI-generated ideas, and the importance of creating work specific enough that the right people instantly feel seen by it.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
Looking back at the data.
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
It was a Scene Report reel (a bi-weekly series breaking down one pop culture topic from a marketing lens).I think they've been working so well because the content had a point of view. The topics weren’t always trending or mainstream, but they were specific, culturally relevant, and rooted in genuine interest and human analysis.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
Using AI to come up with the idea for you first, instead of using it to refine the idea after you've already formulated it.
4. What’s the metric you care about most and why?
Trial starts. It's all about the Benjamins 💰
5. What’s the best piece of advice you’ve ever been given about content or creativity?
"They will accept you if they see that who you are is authentic" - Andre Leon Talley
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Get Access!6. What’s the worst advice you followed for way too long?
Be realistic.
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
Everybody Writes by Ann Handley - Great read for reshaping how you think about writing.
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
Start the day off working from the cafe! (it forces me to get out of the house, which I'd forget to do otherwise working from home)
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
Create content specific enough that the right people feel like it was made for them, then build systems that let it stretch further.
10. What’s something about working in socials that doesn’t get talked about enough?
Despite everything, I still think the internet is one of the best places to find people who see the world the way you do.
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