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Most brands are still playing the volume game. Natalie Lasance is not. As Founder and Creative Director at The Meaningful Social Club, she’s doubled down on deep creativity, world-building, and visual storytelling to cut through a feed flooded with low-effort AI content.
In this Q&A, she breaks down why quality beats quantity, how one visually-led TikTok reached unexpected viral heights, and what brands keep getting wrong when they chase trends instead of understanding them.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
One strategy that we've implemented across the board has been to focus on deep creativity for our clients, particularly on Instagram. We've leaned into world building and visual branding on this platform to increase views and engagement for our clients. We've found that many brands have seriously upped their game in terms of the investment in visual branding, video content and creative thinking. I believe this is in response to the increased competition and flood of low-effort ai created posts across the board.
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
Our best performing post of the last few months was a TikTok to promote one of our clients Luxury Bali retreats in 2026. Our crowning achievement was that Harry Styles' mum even shared it to her stories! We didn't expect this one post to go so viral, but the reason it was popular is that is was extremely visually engaging and tapped into the desires of our clients' target audience - to go on a luxury holiday in Bali!
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
The most common mistake I see brands and founders make is they try to copy a viral post or top performing account without asking themselves WHY that account is doing so well. Often they are trying to emulate an account that has been popular for years, when they should be looking at what smaller, emerging accounts are doing successfully.
4. What’s the metric you care about most and why?
Comments, saves and shares! If people have really enjoyed a post and wanted to send it to a friend, that's the biggest sign it was a great post!
5. What’s the best piece of advice you’ve ever been given about content or creativity?
Like many creatives, The Artist's Way really formed my creative practice. There are a couple of ideas from that book that stay with me to this day - and I read it 10 years ago! In particular, I love blocking out periods of time that are purely for creative thinking.
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Comienza GRATIS6. What’s the worst advice you followed for way too long?
"Post every day." I followed that advice for way too long — both for my own brand and early on with clients. The idea that consistency equals volume is one of the most damaging myths in social media marketing. What the algorithm actually rewards is quality and engagement, not frequency. Ten mediocre posts a week will never outperform three brilliant ones. The moment I stopped obsessing over posting cadence and started obsessing over whether each piece of content actually had something to say, everything changed.
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
This is Marketing by Seth Godin is the bible for marketers. If you haven't read it, order it today! I can't even explain how important this book is. I learned more from this book that I think most people learn in their marketing degrees!
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
We document everything within our agency using a task manager. I'm constantly nagging everyone to keep full witten notes and keep the tasks updated. When you need to work as a team on multiple clients, it's absolutely essential that all knowledge and resources are shared with everyone. We also use ai meeting notes and save these to our task manager so absolutely nothing from client meetings is forgotten about! We also keep a "client bible" for each client to ensure key information is saved in one handy place. That way, when we get a new team member or freelancer, they should know everything there is to know about each client.
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
Have a deep understanding of who you are talking to and what they care about, then create content that reflect that.
10. What’s something about working in socials that doesn’t get talked about enough?
Burnout - most people go to social media to relax. It's impossible to relax and have a cheeky scroll when this is your job. Whenever I try to turn off my brain, I see something that reminds me of one of my clients and then I end up thinking about work.
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