Best practice for brands and creators that want to build connection and community through their social content.

Ahead of peak campaign season, we’ve been researching and reflecting on the next ‘era’ of creator marketing. You might have read The Guardian report:‘Social media creators to overtake traditional media in ad revenue this year’ and wondered, what will that look like in practice?

With industry forecasts predicting that ‘the distinction between user-generated content and professional production is blurred’ here’s our hot takes on how brands and creators can build campaigns that bring meaningful connection Vs chasing vanity metrics.

Social is more social than ever: spark conversation, not just views
Social platforms are increasingly saturated. While we’re all guilty of passive scrolling , we’re also becoming more conscious of what we engage with. Audiences want content that speaks to their interests and invites participation. Therefore posts aren’t just something to watch, they’re a spark for conversations. Comments, replies, and user participation have become part of the content itself. Encouraging your audience to share their stories, experiences, or reactions can extend the life of your content and make it more meaningful.

When planning upcoming content, you could ask yourself:

• What could I create that inspires purposeful connection?
  Tip: refer to comments from previous posts or past DMs to understand what your audience wants to see.

• How can I actively involve my audience or encourage participation?
  Tip: ask for their opinion or perspective Vs asking for validation.
  

Multi-touch storytelling wins
Linear narratives are out; audiences want the full experience: the story, the backstory, and behind-the-scenes content. They want to be taken on the journey with you.

Hmmm. But how?

Consider how you can include your audience on your creative journey Vs building behind the scenes and expecting maximum engagement. Some examples:

• Plan your content as a series: break your story into multiple posts.

• Mix your posting formats: Reels, Carousels, IG stories.

• Show your behind the scenes: the moments that didn’t meet the polished post and, if you’re feeling bold - why! This will help you also build community and connection.

• Build closeness: with the broadcast feature and tease sneak peeks about what you’re getting up to.

Hyper-personal content resonates

We’re all about niche creators building niche communities (see our Roster for fabulous examples!) and industry forecasts reflect an increased demand for this. Posts made for just one person, or are highly specific still has potential to go viral because audiences are active in sharing what feels real and relatable. The task again becomes creating content that doesn’t just aim to impress, but aims to connect with audiences on a human level.

Creators often tell us that one of their key content goals is to increase their UK audience. So here’s how you can achieve this with hyper-personal content:

1. Lean into local culture:
   Lean into UK-specific content: think weather jokes, local slang, tea references, train delays. The more culturally familiar, the more likely it is to resonate.

2. Tap into UK moments
   Jump on national events, holidays, and pop culture - whether it's the Brit Awards, Glasto, Bonfire Night or a cheeky nod to Love Island (if that’s your show of choice!)

3. Collaborate locally
   Partner with creators who already have a strong UK following. Their audience = your audience, if the content lands right.

4. Use your voice
   Voiceovers are your secret weapon. Your accent instantly signals who you’re speaking to, and helps build trust with a local crowd.

5. Oh, and it sounds obvious but always include the location on your posts!

Social media isn’t just about posting, it’s about connection, experimentation and telling stories (at scale) that resonate.

It’s saturated, sure. However thoughtful, engaging content always finds its audience.