Social Creatures

With over 800 million followers across their socials(!), National Geographic is a bonafide powerhouse in the world of media. Since their first published issue over 100 years ago, Nat Geo has blended a passion for nature and conservation with a deep understanding of their follower base to capture curiosity and inspire action. Tulani André is the VP of Social Media at the company, and she has been using her passion for community building to not just grow the following of National Geographic, but also to tell stories directly to the audience and help them to engage with their content, whether that's offering advice on how to maintain a healthy diet or sharing videos about the daily lives of penguins in the arctic. Tulani shares how the synergy between Nat Geo's socials on different platforms contributes to their success, and also why building a loyal, active community can be more impactful than pure follower numbers.

V Spehar has redefined what it means to engage with social media, using platforms to create authentic, community-driven conversations around news and culture. Whether it's their viral TikTok videos delivering concise, informative updates with a dash of humour, or their commitment to amplifying diverse voices and perspectives, everything V does feels refreshingly real. V's journey on social media took off when they began using it as a tool to break down complex issues into accessible, bite-sized content. As the host of Under the Desk News, V seamlessly blends advocacy with levity, earning trust with a loyal audience that looks to them for both information and a sense of community. In this episode, we sit down with V Spehar to dive into how they use social media to cut through the noise, build authentic connections, and cultivate a space where followers feel informed and empowered. V shares their insights on how to keep the non-stop news cycle relevant to their audiences, and how the pandemic has changed creator culture.

Oatly have changed the game in plant based milk, whilst redefining what it means to market their products with authenticity, humour and boldness. Whether it's their tongue in cheek ads like ‘It's like milk, but made for humans' or their innovative approach to turning controversies into opportunities - everything they do is anything but conventional!  Sarah Sutton, Global Media Director at Oatly has been overseeing their unique approach and ethos since she joined the company in 2021. She joined at the time when they just spent 90% of their marketing budget at that year's Super Bowl, in which they ran an old advert of their CEO singing “wow, no cow”.  Sarah chats to us about how Oatly believe their product is the purpose and so wrap their brand messaging around this. This enables Oatly to be seen as disruptors and that enables Sarah to choose humour and creativity, above all else, when creating content. When talking about social media in general, she believes that if you are on the right side of history and doing the right thing as a brand, then the community will step in and fight battles for you.

If you're ever having a bad day, the Happy Doggo socials are where you need to be. With over 1.5 million followers across platforms, this animal welfare charity aims to fix the global street dog problem by raising awareness of the issue and promoting the success stories of the dogs they rescue. Its founder, Niall Harbison, founded the charity in 2021 after a near-death experience, and has gone on to utilise social media in gathering support for important causes which is making a substantial global impact. Niall chats to us about the importance of authenticity in brand marketing, and the legacy he hopes to leave in the animal welfare community.

Patagonia is a global brand known not only for their leading outdoor fashion lines, but also for their focus on authenticity when connecting with their customers. Lauren Henshaw, Community & Digital Impact Manager at Patagonia, has been overseeing their social media in Europe and has had huge success in building environmental activism and outdoor communities through socials. Lauren chats to us about how to build a pathway to action through social channels, how to define engagement across platforms, and how to earn the trust of your audience by building safe communities to interact with.

“Sticking to your brand identity, sticking to that brand message is your secret sauce. It's the only thing that's gonna drive loyalty” Pujah Shah from Architectural Digest has one of the most exciting jobs in social media. As Global Director for Audience Development, it's her role to help showcase the world's most beautiful designs for people to admire and be inspired by, all whilst building their online presence and profile. Architectural Digest released their first publication in 1920, so naturally conversation centred around preserving the brand legacy and signature but in today's fast paced way of life. Listen to learn more about recognising how different geographic audiences have different appetites for content, tricks to showcasing beautiful spaces on small phone screens and listen to Pujah talk about measuring engagement for success.

“I believe in a world where the social network mimics your personal network, and when you're a little bit depleted, you can just go and interact like in real life”.  Ramzi Rizk is someone who is sitting at the intersection of technology, psychology and human connection. He is an angel investor, advisor, mentor and founder of multiple businesses. Ramzi's latest venture is Dunbar. This is a professional networking platform which allows its users to share contacts to help others build relationships, meet goals or achieve career success. Listen to learn more about Ramzi's journey and how to build successful meaningful connections in today's social media landscape. 

In the competitive world of social media, even major brands struggle to connect with their audience. Elfried Samba, who Cat enthusiastically proclaims as the 'king of social,' helped Gymshark grow its following from 1.5 million to 20 million in just seven years. Now, as founder for his own social media agency Butterly 3ffect, he shares his insights on creating engaging content, leveraging market trends, and thriving in today's social media landscape. Join us to learn from his journey and discover how to stand out in the crowded digital space.

The race to see who will make it to number one in the UK Christmas charts has always been a hotly contested battle. But by 2009, Simon Cowell's X Factor winners were the dominant force, with four consecutive wins under their belt. Enter Jon Morter, a social media hellraiser who was out to cause chaos in the charts. Using every social media trick in the book, Jon inspired a movement which toppled the X Factor from its number one spot and catapulted a 1992 Rage Against the Machine single right to the top. Since then, Jon has used the power of social media to achieve more chart success, campaign against the closure of BBC Radio 6 station and influence polls for a popular fast food outlet. In this episode, Jon reveals his secrets behind using social media to influence popular opinion, how his campaigns have got the attention of Foo Fighters front-man Dave Grohl, and his advice on whether brands should be taking more social media risks to achieve content success.

When it comes to going viral on social media, the introduction of TikTok changed the landscape for how creators produce content, and how we consume it en masse. Nowhere is this more clear than with Garron Noone, an Irish star who went from starting 2023 with a few thousand subscribers on the platform to having his videos regularly reach millions of followers weekly. His unique brand of Irish comedy has captured the hearts of fans all over the world, and his relatable content always has viewers in stitches. We chatted to Garron about how his unintentional rise to fame came about, his opinion on whether you need to have great video editing skills in order to be a content creator, and the top secrets behind keeping viewers engaged with your social media content as an influencer. 

With over 10 million followers across their social platforms, Boiler Room has been dominating the online music scene since their inception in 2010. Their promotion of sets from underground dance artists via live streams has highlighted some of the finest acts in techno, jazz and hip hop from across the globe. Boiler Room's social strategy has created a new way for audiences to connect with music from around the world from the comfort of their own homes.  Kicking off Season 3 is Fabiana Pacini, Senior Global Marketing Manager at Boiler Room. We discuss how the company has used social to expand internationally, how the strategy of the company has changed since Covid, and what really happened during THAT viral Fred Again moment.

The internet is buzzing with social media success stories, and we're back for another season of Social Creatures. We'll be exploring the secrets behind some of today's biggest social media wins, as well as uncovering some of the key successes behind the rise in influencer popularity.  This season, we'll be talking to all sorts of people, whether it's about going viral, driving business results, influencing public opinion, and even setting up a social media platform from scratch. You'll hear exclusive interviews, actionable tips, and behind-the-scenes insights that will help you navigate the ever-evolving social media landscape. So, buckle up, social media enthusiasts! Join our host, Cat Anderson, as we dive into Season 3 of Social Creatures, a podcast from Sprout Social. Subscribe now wherever you get your podcasts, and get ready to become a master of social media!

In 2017, Fyre Festival captured the world's attention. For a moment in time it was the hottest ticket in the world and founder Billy McFarland built its initial worldwide excitement and buzz entirely on social media. But the festival dramatically fell from grace when the terrible execution of the event shocked the world, resulting in Billy being convicted of fraud and owing roughly $27 million dollars to his investors. When reality hit, it was also social that documented the downfall of the festival and ultimately Billy's reputation.  In our season 2 finale, Billy McFarland explains what actually happened with the Fyre Festival's social media campaign. We hear where it went right and wrong, as well as his thoughts on the future of social and how to stay ahead in captivating the attention of followers. Brace yourself for a candid exploration of the power and perils of harnessing social media for marketing, as we uncover the lessons learned from one of the most infamous and notorious events in recent history.

Harnessing the power of social marketing to unite people to tackle climate change is a formidable undertaking, and Too Good To Go is paving the way. It's estimated that a third of all food produced in the world is wasted and 10% of world greenhouse gas emissions come from food waste alone. This impact is greater than of the aviation industry and plastics combined. Too Good To Go is the world's largest food waste app and it's revolutionising the battle against food waste. The app lets you rescue unsold food at your favourite spots from an untimely fate, and provides people with the tools and resources so they can feel empowered to have a tangible impact.  Co-founder Jamie Crummie's takes us on a deep dive into how Too Good To Go leverages social platforms to spread their message, engage users, and mobilise communities to take action. Jamie shares invaluable insights into the art of leveraging social media to ignite a global movement, and how you can contribute to the cause. Join us in this illuminating conversation and be inspired to make a difference in the world of food waste, one meal at a time.

Despite the progressive nature of the contemporary art industry, there had never been a huge presence of these artists in the social media space. That is, until Unit London exploded onto the scene in 2013 with a range of pop-up locations highlighting a new group of diverse, unrepresented artists whose talent was to be celebrated in a non-discriminate way. Its founders, Joe Kennedy and Jonny Burt, endeavoured to advance the contemporary art scene by taking a more accessible and inclusive approach to exhibitions, putting community and connection at the heart of everything they do. This strategy has been hugely successful and has led to the gallery having a massive global following. In today's episode, we chat to co-founder Joe. Joe takes us through how, at 22 years old, he took his marketing experience and applied it to an industry which tended to favour those with greater access and financial means to succeed in the art world. Joe utilised social media platforms such as Instagram to champion undiscovered artists and to allow fans to watch Unit London's journey progress from a small pop-up in West London to a globally renowned gallery with over half a million followers.

Over the past two decades, the world of social media has undergone a remarkable evolution, reshaping the way we connect, communicate, and consume content. As a seasoned consultant, Matt Navarra has stood as a vigilant observer and an active participant. He's not only witnessed the shifts but has also been at the forefront of guiding brands and institutions through these seismic changes.  In today's episode we speak with the seasoned social media consultant, Matt Navarra. With a career spanning over two decades, Matt brings a wealth of experience to the table, sharing captivating stories and insights on the ever-changing landscape of digital platforms. Matt's success is a testament to adaptability, innovation, and the power of staying ahead in a rapidly shifting industry.  Join us as we delve into an array of fascinating stories that have shaped the digital sphere, guided by a trailblazer in the field.

The emergence of luxury fashion houses during the 19th Century marked a transformative moment in history, birthing legendary brands that would shape the landscape of fashion, and define style, trends and sophistication. These exclusive high fashion luxury brands captivate its followers with their exquisite designs and impeccable attention to detail that epitomise desirability.  For the majority of their audience, their products are unreachable. So in an industry that defines trends and isn't aiming to sell to the masses, how does the high luxury fashion industry navigate social media?  In this episode we speak with Maxime Bicard. With a brilliant career working across the top brands in the industry, Maxime brings a wealth of insights and expertise to the table. In this episode we uncover the secrets behind how the high luxury fashion industry utilises social media in a distinct manner, and why it sets itself apart from most other industries.

From its humble beginnings in 1984, Ryanair has grown to become one of Europe's leading airlines. It has established itself as a prominent and influential brand, known for its innovative approaches to engaging with customers through social media platforms. With a strong emphasis on building a vibrant and humorous online presence, Ryanair has effectively utilised social media channels to connect with their audience, drive brand awareness, and deliver exceptional customer experiences. In this episode we speak with Michael Corcoran head of social and creative content at Ryanair. We unravel the secrets behind RyanAir's social media triumphs and uncover the key ingredients for building a compelling online presence. We'll also explore their unique and playful strategies, creative campaigns, and the impact of their social marketing initiatives on their overall success.

Innocent is a fruit juice and smoothies brand that aims to be Europe's favourite little drinks company.  Well known for their ability to create emotional connections with people over social media, the premise of Innocent is to ‘leave people better than we found them'.  They have mastered the art of emotional marketing, bringing humour and meaning into the customer experience; making people choose their offline product because they've made them feel something online. As a B Corp, they believe in balancing purpose and profit. They dream big; looking beyond the sales of healthy drinks, they run hugely impactful social campaigns that sit at the intersection of social media and life offline. In this episode we speak with Marcus Dean, social media manager for Innocent drinks UK. We discuss authentic emotional marketing; why maintaining a consistent, relatable tone of voice throughout the entire workforce is a central pillar to their success; and why creating a work culture where creatives are permitted to take risks is one where they will flourish and bring results.  

Building a large following on social media is often key to the success of many companies. But building a trusted online social community is at the heart of the success of Riley; with honest and realistic promises central to their progressive marketing. They've taken the world of period products by storm, combining a health and wellness approach with direct customer-centric social media marketing with a simple message: ‘why should your period be a pain?' In this episode of the podcast, we speak to Fiona Parfrey, Co-Founder of Riley. We discuss how Riley broke onto the scene, in a market that's been controlled by a few major players, with something completely different that really resonated. Fiona tells us how the business takes the mystery out of the health of people who menstruate by creating a trusted social community that focuses on breaking down the stigma often associated with the topic. We discover how they are disrupting the market, and bringing their community along with them, by nurturing their consumers.

Faced with challenging economic times and global inflation, businesses across all industries are working hard to get the best return on investment.  As marketing is often the first channel to suffer when it comes to budget cuts, in today's episode we investigate how to maximize marketing with a small social media team.   Capturing the cultural zeitgeist is generally a difficult task for most marketing companies, and even more so on social media. Trends, cycles, consumer tastes, and that elusive cool factor are something that most of us spend a lot of time chasing. But today's guest are world renowned for not only knowing what's cool, but for actually defining what's cool. We are delighted to catch up with Carina Torres, Social Media Manager of the Austin based art and tech festival, South by South West (SXSW). 

Discover how Oxfam blend fashion, celebrity and social media for Second Hand September to show how sustainable clothing can be chic and good for the environment. More of us are becoming conscious of the impact the modern fashion industry has on the world around us. One of the easiest ways to reduce the impact our fashion choices are having on the environment is by following the 5 R's of sustainable fashion; reduce, rewear, recycle, repair and resell. In this episode, we speak with Emma Fabian from Oxfam. Oxfam have been at the heart of eco-friendly clothing for many years, although we may not have realised it. In today's podcast we discover how they leverage social media to market sustainable fashion and homewares all over the UK and Ireland. 

Social media is a place where any user can be connected to celebrities, influencers, and any public figure in an instant, but sometimes that connection can come at a cost. One of the most pressing ongoing topics on social media is how to address toxic behaviour and internet trolling, with one particularly prominent group at the forefront of that conversation – professional athletes. This is where FIFPRO comes in. FIFPRO is a representative body that works with FIFA to advocate on behalf of professional sportspeople. They've been working hard on researching and developing ways to make social media a more kind and friendly place for everyone.  In this episode, we're joined by Alejandro Varsky, FIFPRO's Head of Communication. We discuss the types of online trolling and toxic behaviour he sees online, its effect on professional athletes and regular users alike, and how in a world where having a public presence online is so important for businesses we can navigate the negativity.  Thanks also to Scott Sloan from the Safe Sport Unit at the International Olympics Committee for his contribution to this episode.

Sitting somewhere between an employee and an influencer, workfluencers are on the rise. Rather than just curating articles on professional milestones and triumphs, workfluencers are known for being more open and honest about day-to-day work life, and consequently are favoured because they provide an authentic look at professional life. As their popularity with audiences grows, brands are increasingly understanding that these workfluencers can generate more engagement and express the brand better and more authentically than corporate accounts.  The home of the workfluencer is undoubtedly LinkedIn, and so we're delighted to be joined by LinkedIn's Head of Community, North America, Katie Carroll. We get her insight on where this new role has come from, why workfluencer marketing is so successful, and crucially, why this type of content is important for the professional world. To find out more about this episode, or any of our previous episodes, head to sproutsocial.com/socialcreatures

Social media marketing is a constantly evolving space, and with new trends, topics, and tactics seemingly emerging overnight, it's sometimes hard to know what to do. That's why we're here to help with our social media marketing podcast for professionals like you!  After all the exciting conversations we had on season 1 of Social Creatures, we're back with a new crop of the best and brightest social media marketers from around the world. This season we're speaking to the minds behind some of the most intriguing social media campaigns, dynamic power users, and innovative brands on social media strategies to get audiences talking, engaging, and sharing. Subscribe wherever you get your podcasts so you never miss an episode. You can look forward to social media marketing tips from brands like LinkedIn, Oxfam, Riley, and so much more.

Mob is a salivatingly delicious food platform which makes cooking cool. But beyond the tasty meals and branding - Mob is a collective with a conscience, dedicated to educating young cooks how to make exciting and nourishing meals on a budget. Tune in to find out how they've utilised social media to blend coolness with conscience, as well as land impressive partnerships with industry giants. And of course, you can connect with @Mob to see them cooking up a storm for yourselves. This is our last episode of Series 1 of Social Creatures, but Sprout's social media agony Stacey will be dishing out some final Sound Advice to a cocktail bar taking business on the road. Keep sharing your social media dilemmas via soundadvice@sproutsocial.com for Series 2 of the podcast.

Fanbytes are making digital waves with their award winning social media campaigns for some huge global brands. Their secret weapon? Gen Z influencers and unique data insights to what makes consumers stop scrolling. Ocean Clarke, account director at Fanbytes, shares how their data tools are matching brands with both creators and their social media audiences, whilst Stacey, Sprout's dedicated social media agony aunt, helps a clinic balance content creation against privacy-conscious customers. Get in touch with Stacey with your own social media dilemma by emailing soundadvice@sproutsocial.com, and continue the conversation with Fanbytes by connecting via @Fanbytes across all social media channels.

ATG is the driving force behind 32 regional theatres across the UK, and many more around the world. Chris Welton, Head of Social and Content, shares how social media is a key tool in theatre marketing, selling some of country's most beloved shows to millions of audience members, and in supporting the producers and theatres behind them. Hear what advice Sprout's social media agony aunt Stacey has for community groups looking to make best use of social channels, and if you have your own social media predicament, you can ask for Stacey's help by emailing soundadvice@sproutsocial.com. See how ATG part in creating showstopping content via @ATGTickets on Twitter and Facebook, or @ATG_Tickets on Instagram.

There are some events that feel made for social media. The Paralympics are undoubtedly one of them. But beyond the thrill of event, the victories and the losses, ParalympicsGB is a social account making huge inroads to change the perception and visibility of disabled athletes, and disability in general, right across society. With the largest social media following amongst international Paralympic social media accounts, we are delighted to hear from Kevin Crowe who is at the helm of the ParalympicsGB social accounts. We also hear from our social media agony aunt Stacey, who helps a growing business weigh up multiple social media accounts. You can write to Stacey with your own dilemma on soundadvice@sproutsocial.com, and see what our British Paralympians are up to using @ParalympicsGB and @ParalympicsGB_Official for Instagram

Let's face it, there's fewer of us hanging around the water cooler these days. So much of our chit chat now happens on social media, something that TV bosses and their socials team understood a long time ago. But how are they capitalising on social users' desire to react, share, connect over TV shows? Enter Owen Williams, MD of the social media agency Siml, and former Head of Editorial Strategy at the BBC. Discover how publishers are curating creative content that stimulates and resonates with social media users, and learn how to tackle social media advertising with our social media agony aunt Stacey. To see Owen working his magic online, connect with him on Twitter @OwsWills. You can also email soundadvice@sproutsocial.com with your own social media dilemma. Sprout's own social media agony aunt Stacey is on hand to help you out!

Wine drinking, shenanigans and hams - they're all in a day's work at the Royal Academy. We speak to Fionnuala Deasy, social media lead at the renowned institution and longest established art school in Britain, to hear how its collections have inspired conversation and creativity for over 250 years. Discover how the RA has balanced its ardour for the arts with a dexterity for the digital to blend entertainment with education perfectly on their social channels, and find out how to be top of the class at Twitter by listening into some Sound Advice from Sprout's own social media agony aunt Stacey. Share your own social media dilemma by emailing soundadvice@sproutsocial.com, and see what the the RA is up to by connecting using @RoyalAcademy on Twitter and via @RoyalAcademyArts on Instagram.

One of the UK's most respected PR companies, FRANK's award-winning 2021 Weetabix x Heinz campaign went to new levels – sparking global controversy on social media and even heated debate amongst MPs in the House of Commons. Discover FRANK's unique recipe for creating brand pile-ons, and learn how to become a TikTok master via some Sound Advice from our social media agony aunt Stacey. You can continue the conversation with FRANK PR on Twitter on @WelcomeToFrank, and you can send us your own social media dilemma by emailing soundadvice@sproutsocial.com

Where does Anderson Paak converge with the West Midlands of yesteryear? At the Black Country Living Museum, an open-air museum that uses TikTok to entertain and educate followers about life in the region throughout history. Emily Smith, Audiences and Communications Manager - and the actress who plays the 1940s lady at the BCLM - shares how the museum found fame during the pandemic and why their videos have helped bring beef dripping sandwiches back into the modern age. Brush up on your social media dos and don'ts by joining Sprout's social media agony aunt Stacey, as she resolves another of your pressing social media concerns, and get in touch with one of your own social media dilemmas by emailing soundadvice@sproutsocial.com. Connect with the BCLM on TikTok via @BlackCountryLivingMuseum or on Twitter and Instagram on @BCLivingMuseum.

The Eurovision Song Contest is world's biggest live music event, with over 180 million viewers tuning in to see who will win the yearly competition. But how does this iconic event keep the magic alive all year round? With event-based social media, of course!  Communications Lead Dave Goodman shares what it takes to promote this gigantic event online, and delves into how social media might just be able to help you predict the winner!  We'll also be joined by Sprout's social media agony aunt Stacey, as she resolves another of your pressing social media concerns. Connect with Eurovision on all social media channels via @Eurovision and get in touch with one of your own social media dilemmas by emailing soundadvice@sproutsocial.com.

Orkney Library is a small library off the northeastern coast of Scotland. It's also the darling of British literary X (formally Twitter) with a following of almost 80,000 users. How, you wonder? The answer lies in a unique (and just a little bit silly) passion for books, balls and wordplay. Tune in to discover the rest of their magical formula, and to hear some Sound Advice from our social media agony aunt Stacey.  You can also get in touch with your own social media dilemmas by emailing soundadvice@sproutsocial.com.   Connect with Orkney Library on Twitter and Instagram using @OrkneyLibrary.

Anu Hautalampi is the Head of Social for UN Women. A global entity with millions of followers, UN Women's mission is to work towards gender equality and women's empowerment. It's a big mission – so where on earth do you start? How can social media activism affect actual change? And is it possible to have some smiles along the way?! Find out first hand how the UN Women team manages its social media strategy and listen in to some Sound Advice from our social media agony aunt Stacey. You can also get in touch with your own social media dilemmas by emailing soundadvice@sproutsocial.com. Connect with UN Women on Twitter and Instagram using @UNWomen.

#Sprinklegate was the biggest, loudest and most furious hashtag to make international headlines in 2021. When Trading Standards investigated the Leeds-based bakery 'Get Baked' over its use of illegal sprinkles, owner Rich Myers took to social media to rail against the controversy, and the business shot to stardom.  Find out how Rich made the best of a bad situation and his unique style of social media authenticity. Hear some Sound Advice from our social media agony aunt Stacey. You can also get in touch with your own social media dilemmas by emailing soundadvice@sproutsocial.com.   Connect with Get Baked on Instagram @GetBakedUK or on facebook.com/getbaked/

Join us as we chat with some of our favourite social media accounts, to explore their success and share the secrets behind their social media strategy. Got a social media dilemma? Email our in-house agony aunt at soundadvice@sproutsocial.com