Q&A with Stephanie Walsh

June 19, 2026

Most brands don't have a content problem. They have a content mix problem. Steph Walsh, Co-Founder of WiLF, believes the best-performing social strategies come from balancing branded content, creator content and UGC—then layering search intent on top. In this Q&A, she unpacks the shift towards social commerce, why paid TikTok is becoming a competitive advantage, and the mistakes brands are making that will leave them behind when TikTok Shop lands in Australia.

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