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Felicity Richards doesn't build content around products. She builds it around people.
As Social Media Manager at FroPro, she's helped turn relatable moments into one of the brand's biggest competitive advantages. Whether it's an April Fools prank convincing thousands that a protein pizza cheesecake was real, or pulling content ideas straight from comments and DMs, her philosophy is simple: entertain first, sell second.
In this week's Q&A, Felicity shares why shares matter more than views, why brands need to stop chasing virality, and the underrated workflow habit that keeps everything on track.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
Focusing on universal, relatable content first, then weaving the product into the conversation instead of leading with it. Anything that feels too promotional or ad like is an instant scroll so hooking people with a relatable moment first has been a game changer.
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
It’s hard to pick just one but I always come back to our April Fools post where we took our viral protein cheesecake and “launched” it as a Peri Peri Pizza Cheesecake using one of our protein pizza flavours. The concept was simple, fun and believable enough that so many people genuinely thought it was real. It worked because it tapped into curiosity and encouraged people to share and tag their friends, and it ended up being one of our best performing posts.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
I think one of the biggest mistakes is not using your comments and DMs as a content strategy. Your audience is literally telling you what they want to know, and some of our best performing content has come directly from answering those questions.
4. What’s the metric you care about most and why?
Shares without a doubt. If someone is sending your content to a friend you’ve done something right. it’s the biggest sign the content actually connected with people instead of just getting a quick like or view.
5. What’s the best piece of advice you’ve ever been given about content or creativity?
Create for people first and algorithms second. If people are watching, sharing and sending it to their friends the algorithm usually does the rest.
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6. What’s the worst advice you followed for way too long?
Thinking success was all about going viral. You’re much better of creating content people save, share and actually remember than chase millions of views for the sake of it.
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
Any podcast with Simon Beard.
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
My google calendar (literally everything is in there) I would be so lost without it.
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
Entertain first, sell second.
10. What’s something about working in socials that doesn’t get talked about enough?
People think it’s just making content, but it’s community management, analysing performance, keeping up with trends, managing creators and constantly adapting. Plus there’s the pressure of feeling like every post has to be the one that takes off.
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