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Matt Box is the kind of strategist who reminds you that good social media should feel shared, not forced. As a Strategy Director, he’s built a sharp lens for what actually cuts through, from fake partnership stunts to pretending to launch an OnlyFans just to land a job. He’s big on ideas people would genuinely send to a mate, sceptical of lazy trend-chasing, and knows the real magic is turning numbers into insight clients can actually understand. Equal parts clever and practical, Matt’s approach is proof that strategy doesn’t need to be boring to be effective.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
Unexpected partnerships (even if they're not real).
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
Me pretending to launch an OnlyFans to get a job.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
Lazy trend/sound following.
4. What’s the metric you care about most and why?
Comments that make me laugh.
5. What’s the best piece of advice you’ve ever been given about content or creativity?
Turning a metric into something insightful - "you've got to do the work" to explain why it's relevant to a client. I call it 'thinking around corners'.
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6. What’s the worst advice you followed for way too long?
That you should stay in a job for your CV.
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
The Screen Rot Podcast - I do some design for a couple of comedians that roast influencers and it's interesting to see an outside perspective of our industry.
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
Exercise and sleep - I need to lift heavy things at least twice a week and things always look better in the morning.
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
Trying to make things you'd actually send to a mate in a groupchat.
10. What’s something about working in socials that doesn’t get talked about enough?
The clients tend to more junior so need extra help selling things in to their bosses who know nothing about social.
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