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Eloise Vodicka is proof that you don’t need perfect lighting, glossy edits, or trend-chasing tactics to make content land.
As a Social Media and Content Specialist, Eloise has leaned hard into unpolished storytelling this year — grainy photos, phone-shot videos, and deeply human moments that prioritise connection over aesthetics. In this Q&A, she shares why relevance beats polish, why shares matter more than likes, and how some of the most powerful content comes from simply showing up, being human, and trusting that real stories will always outlast trends.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
This year, I’ve doubled down on authenticity over polish. While I naturally lean towards clean, aesthetic content, what’s performing best is unpolished, real storytelling - grainy images, phone-filmed videos and honest moments. Our audience connects far more with real people and real experiences than perfection, and leaning into that has driven stronger engagement and more meaningful connection.
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
Our most shared post this year was surprisingly simple - a spotlight on handmade bandanna dogs created by a dedicated fundraiser. It was cute, heartfelt and deeply human. What made it work was how strongly it resonated with our core Facebook audience, largely women aged 65+. It was a good reminder that while we can spend hours perfecting high-production videos, what truly lands is real stories of care, creativity and support. We knew it hit because the shares kept climbing - people weren’t just engaging, they were proudly passing it on.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
One of the biggest mistakes I see brands making is prioritising polish over relevance. Perfectly styled content can look great in a grid, but it often lacks a reason for people to stop, feel something, or engage. Audiences are craving relatability and value - not perfection. When brands over-curate, they risk blending into the scroll instead of standing out in it.
4. What’s the metric you care about most and why?
This year, I’ve been paying closer attention to shares. A like or save is personal, but a share signals alignment - either “this made me think of you” when sent to a friend, or “I fully back this” when shared to someone’s own audience. I’m focused on creating content people resonate with deeply enough to pass on, because shares show not just engagement, but genuine connection and belief in the message.
5. What’s the best piece of advice you’ve ever been given about content or creativity?
Your content doesn’t have to tick every trending box. Chase the algorithm if you want, but real stories from real people last - human connection and emotion don’t fade like trends do, and when you focus on that, the metrics usually follow.
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Comienza GRATIS6. What’s the worst advice you followed for way too long?
The worst advice I followed for way too long was “the more content, the better.” Showing up consistently matters, but I got to a point where I kept asking myself, “does our audience on this platform actually care about this?” Since then, I’ve focused on audience-specific content - fewer posts, higher quality, and much stronger results.
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
Something that always surprises people is my love of pop punk music (Stand Atlantic, Neck Deep, Paramore). I love how honest and raw it is. The songs often tackle heavy emotions and real-life struggles, but they’re delivered with total confidence and heart. I think that subconsciously reminds me to lean into emotion in my own work, and not shy away from content that’s real, vulnerable, or deeply human.
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
Reward myself with chocolate and a walk after finishing a content plan.
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
My strategy is basically: show up, be human, and tell stories that people want to share, save, or remember.
10. What’s something about working in socials that doesn’t get talked about enough?
People think social media is all fun, trends, and likes — but the emotional weight of the stories we share is often overlooked. Behind every post is a real person, sometimes a really vulnerable moment, and as the communicator of their story, I navigate a lot of emotional brain gymnastics to share it in a way that’s thoughtful, respectful, and still scroll-stopping.
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