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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.
No se puede negar que Instagram (y las plataformas de redes sociales en general) son lugares poderosos para que jueguen marcas y negocios. Este canal de marketing de bajo costo puede dar a las empresas la oportunidad de llegar a nuevas audiencias, construir una comunidad comprometida e incluso convertir seguidores en clientes.
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Most brands are using AI the same way: Open ChatGPT. Type a prompt. Copy the output. Maybe edit it a little. Paste it into their scheduler. The result? Content that's technically fine but strategically worthless. It hits all the right formats—hooks, storytelling structure, call-to-action. It uses trending phrases and engaging language. It's not wrong.
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In this Q&A, Tess Maystone breaks down the mindset behind a 5.8 million-view TikTok for Krispy Kreme SA, why being “edgy” online can quietly damage brand relationships, and why trust — not impressions — is the metric that actually matters. From niche creative risks to the overlooked importance of loyalty in long-term brand voice, this is a candid look at what it really takes to lead social with confidence.
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We are thrilled to announce Sked Ideas: A dedicated, end-to-end creative workspace built directly into your publishing workflow. This is your new Creative Operating System. Let’s take a deep dive into how it works.
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In this Q&A, Social Lead Pamela Obeid shares why brand recognition matters more than short-term spikes, why younger voices in the room are often the smartest ones to listen to, and why the best content never feels like an ad — it feels like it belongs. From championing unified brand identity to embracing the “always on” reality of socials, her approach is simple: make content people actually care enough to engage with.
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This year, Eloise Vodicka stopped chasing polish and started doubling down on what actually connects: real stories, real people, and real emotion. From grainy visuals to heartfelt community spotlights, her most shared content wasn’t high-production — it was human. In this Q&A, Eloise unpacks why relevance beats perfection, why shares are her most trusted metric, and why the content that truly lasts is the kind that makes people feel something worth passing on.
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For Diana Mantsynova, the content that performs best isn’t perfectly produced — it’s honest. From personality-driven short-form clips to sharing real moments around wellness, Diana explains why connection matters more than polish, why saves are her north-star metric, and how creativity thrives with clarity and space, not pressure.
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