Head of @InstagramForBusiness Unlocks Secret to Growing in 2025

Summary

In this insightful discussion on social media marketing, Thomas shares key strategies for brands to thrive in the digital landscape. He emphasizes treating social media creation as a disciplined, dedicated task, and suggests that brands should focus on entertainment and shareworthy content to stand out. By fostering in-house skills, embracing memes, and leveraging platform trends rather than competitor analysis, brands can engage authentically with their audience. He also advises avoiding the pressure of going viral, focusing instead on consistent, small bursts of virality over time.

Takeaways

• 😀 Block out time for social media content creation—treat it like work, not an afterthought.
• 😀 Hiring in-house talent to manage social media helps build valuable skills within the company.
• 😀 Traditional ad agencies may struggle to keep up with social media trends, so consider hiring creative, non-traditional talent like comedy writers.
• 😀 Don’t stress about going viral. Instead, aim for consistent, smaller bursts of viral content over time.
• 😀 Memes are powerful marketing tools. Use them to effectively engage audiences and communicate messages.
• 😀 Stop doing competitor analysis. Instead, focus on platform analysis and bring successful content styles from other industries.
• 😀 Think of your brand as an entertainer. Every piece of content should entertain, engage, and keep the viewer interested.
• 😀 Create shareworthy content—if your audience finds it valuable, they will share it, expanding your reach.
• 😀 Focus on consistent content production and audience engagement to grow your following over time.
• 😀 Don’t worry about perfecting every detail like hashtags. Focus on creating content you’d enjoy seeing yourself.
• 😀 The key to effective social media marketing is authenticity—use what works for you, adapt it, and always keep it fresh.

Q & A

Why is blocking out time for social media content creation important?

Blocking out dedicated time for content creation ensures consistency and focus. It allows you to create multiple pieces in one session, avoiding distractions and making the process more efficient. By treating social media creation like work, you can treat it with the importance it deserves.

How does social media marketing differ when handled by employees versus an agency?

When employees handle social media content, they not only produce content but also learn valuable skills in-house. This creates long-term value for the brand as employees develop expertise, unlike relying on an agency where these skills are external and not owned by the business.

Why are traditional advertising agencies struggling with social media trends?

Traditional ad agencies often can't keep up with the speed and agility required in social media marketing. The fast-paced nature of social media and its trends demands a more flexible, in-house approach where content is created quickly and reflects current trends.

What kind of talent should brands look for when creating social media content?

Brands should consider hiring creative professionals who may not traditionally fit into marketing, such as comedy writers. These individuals bring fresh, entertaining content ideas that resonate well with social media audiences and can add a unique, engaging voice to the brand.

Why should brands aim for gradual virality rather than focusing on one big viral post?

Focusing on gradual virality means creating small, consistent wins over time, which can build a stronger and more sustainable following. A single viral post may bring short-term attention, but sustained, smaller moments of virality create lasting engagement and a more loyal audience.

What role do memes play in modern social media marketing?

Memes have become a powerful tool for engagement on social media. They allow brands to communicate in a relatable, humorous way and break through the noise of traditional marketing. Even government agencies use memes effectively, showing their widespread appeal.

What is the mistake many brands make when thinking about hashtags on social media?

Many brands overthink the use of hashtags and get overly focused on metrics like the number of hashtags. The real focus should be on creating content that is entertaining and valuable to the audience, as that’s what drives engagement and shares.

What is the difference between competitor analysis and platform analysis?

Competitor analysis often leads to copying or lagging behind the competition. Instead, platform analysis involves studying what’s working across various industries on social platforms and borrowing successful strategies, enabling brands to innovate and lead rather than follow.

How can brands become more entertaining without being over-the-top or gimmicky?

Brands can focus on making their content entertaining by ensuring it adds value and resonates with the audience. It's not about being over-the-top but about creating content that feels authentic, engaging, and in line with what their audience enjoys.

What does 'shareworthy content' mean, and why is it important?

'Shareworthy content' refers to posts that people find so valuable or entertaining that they want to share them with others. Creating content that is shareworthy helps increase reach and engagement, as it encourages organic distribution through word-of-mouth and social sharing.