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Frankie Butler knows what grabs attention because she doesn't chase perfection. As a Social Media Project Manager and Content Creator, she's focused on building content that feels human, emotionally resonant, and worth stopping for. In this edition of the #seen Q&A, Frankie shares why personality-led content consistently outperforms polished brand messaging, the metrics she actually pays attention to, and why instinct is still one of the most underrated skills in social media.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
Leaning into personality-led content over polished brand messaging. The more human, slightly unfiltered, and story-driven the content feels, the better it performs. People don’t connect with brands anymore, they connect with energy, perspective, and identity.
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
It was built around a mood more than a concept, something visually strong but emotionally familiar. Clean, effortless, slightly aspirational but still relatable. It worked because it felt like something you’d want to step into, not just watch. I knew it hit when the engagement moved beyond likes into saves, shares, and people projecting themselves into the moment.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
Over-curating. Brands are still trying to look perfect instead of relevant. The algorithm doesn’t reward perfection, it rewards attention, & attention comes from content that feels current, opinionated, or emotionally resonant.
4. What’s the metric you care about most and why?
Saves and shares. They’re a signal of desire. If someone wants to come back to your content or send it to someone else, it’s done more than just exist…it’s landed.
5. What’s the best piece of advice you’ve ever been given about content or creativity?
“Make what you’d stop scrolling for.” It sounds obvious, but it cuts through everything. If it wouldn’t catch your attention, it won’t catch anyone else’s.
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6. What’s the worst advice you followed for way too long?
That everything needs to be perfectly polished. Some of the most impactful content comes from moments that feel effortless, slightly undone, and real.
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
Honestly, less one specific source and more observing creators who’ve built strong personal brands. The ones who treat content as an extension of identity, not just output. That’s where the real influence is.
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
I trust the first instinct. If something feels right creatively, I don’t overwork it. That balance between intention and ease is where the best content lives.
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
Make people feel something quickly enough that they don’t scroll past.
10. What’s something about working in socials that doesn’t get talked about enough?
How much of it is intuition. Data matters, but the best-performing content usually comes from understanding people, not just analytics. It’s part strategy, part instinct.
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