.png)
Tess Maystone doesn’t chase trends, she tests them.
As a Head of Social who believes growth lives in the uncomfortable, Tess has built a reputation on taking calculated risks, backing her team, and protecting the one metric that actually compounds: trust. From 5.8 million-view TikToks to hard truths about snarky brand behaviour, her approach blends creative instinct with long-term brand thinking.
In this Q&A, Tess unpacks why niche risks pay off, why “edgy” isn’t the same as effective, and why loyalty might be the most underrated force in social media.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
Taking calculated risks. There is so much growth to be found in the uncomfortable, and trying something new has always paid off.
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
A Tiktok we did for Krispy Kreme SA doing the "Eat a doughnut without licking your lips challenge" - it was a simple little idea, a trend everyone was doing, but it got 5.8 million views and 133k reactions.
It captured a natural moment when Charlotte our content creator failed the challenge almost instantly, realised what she'd done and reacted, and I think seeing that in real time is why it resonated with people.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
The "edgy" snarky community engagement that just comes off as rude. It's not killing reach but the damage it does to relationships is not worth the eyeballs.
4. What’s the metric you care about most and why?
Trust. Customers' trust in the brand. But most importantly our clients' trust in us.
5. What’s the best piece of advice you’ve ever been given about content or creativity?
Not everyone is going to get everything. Take a risk on a niche reference and the reward will be all the better when it finds your audience.
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 early access today.
Get Early Access!6. What’s the worst advice you followed for way too long?
Be innovative for the sake of it. Just being different doesn't mean it's better.
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
If Books Could Kill Podcast, hosted by Michael Hobbes and Peter Shamshiri. Social Media is not just about social media, it's about the world we live in and listening to these guys talk smack about the popular literature that a lot of people are consuming makes me feel sane. It helps my critical thinking skills and my vocabulary and most importantly makes me laugh.
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
Collaboration and teamwork. We can achieve so much more when we work cohesively and that requires open minds, kindness and a "yes, and" attitude.
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
Imagine you're having a face-to-face conversion with one person. Try to find the spark that makes their eyes light up and lean into that.
10. What’s something about working in socials that doesn’t get talked about enough?
Loyalty.
When one team has been the voice of a brand for years, there is so much invested in that brand's online personality and history. Moving agencies or hiring someone new can be a dramatic disruption to that personality and the negative effects can be immeasurable and long-term.
Sked's tools are designed to streamline your workflow, enhance team collaboration, and deliver exceptional results for you and your team.
Get Started
