Ahead of a packed panel – Data-Driven Success: Mastering Social Media Insights – at the first Social Media Masters event, Laura Damm, senior marketing and communications specialist, talks to RetailX Events about blending hype with meaning.
How do you stay ahead of changing social media algorithms to ensure your content remains visible and engaging?
Algorithms are unpredictable, so instead of chasing every change, I focus on what always works—creating content that people genuinely want to engage with. Community interaction is key because the more people comment, share, and save your posts, the more the algorithm pushes them forward. I am also a fan of mixing up formats, balancing short-form videos, interactive stories, and live sessions to keep engagement fresh.
Collaborating with creators and encouraging user-generated content helps, too, since people trust content from real people more than traditional ads. Testing is also essential—we always experiment with different posting times, captions, and interactive features to see what sticks. At the end of the day, brands that build real connections will always perform better than those trying to hack the algorithm.
What strategies have you found most effective for driving brand awareness on social media in a highly saturated retail space?
Cutting through the noise is about creating moments people want to talk about. Pop-up concept stores, immersive brand experiences, and visually striking OOH campaigns that connect back to digital all generate organic buzz. I also believe in hyper-targeted social campaigns—big reach is nice, but reaching the right people is better.
And when it comes to content, storytelling beats selling every time. Instead of just showing a product, I want to show why it matters—who it’s for, how it fits into their world, and why they’ll love it. The brands that win are the ones that create an emotional connection, not just another ad.
How do you balance short-term campaigns (e.g., seasonal promotions) with building long-term brand loyalty on social platforms?
It’s about blending hype with meaning. Seasonal drops, flash sales, and collabs are great for driving urgency, but if a brand only shows up when they want to sell something, people won’t stick around. The long game is about building trust and making people feel like they’re part of something. That means showing up consistently, telling stories beyond just the products, and making sure every campaign has a deeper connection.
For example, if we’re launching a limited-edition collection, can we tie it to a cultural moment or a cause that resonates with our audience? Short-term wins bring people in, but long-term loyalty keeps them coming back, and both need to work together.
How do you approach balancing customer engagement with the dual objectives of brand building and driving sales on social media?
People don’t follow brands just to be sold to—they want inspiration, entertainment, and real connection. That’s why I always lead with engagement first and trust that sales will follow. Instead of a constant “shop now” approach, I focus on showing the product in a way that feels natural—styling tips, behind-the-scenes moments, real customer experiences.
A brand’s social presence should feel like a conversation, not just a storefront. That means responding to comments, interacting with followers, and making them feel seen. At the same time, it’s crucial to make sure that when someone is ready to buy, the process is seamless—shoppable posts, easy links, and a frictionless path from discovery to checkout. The best sales happen when people feel connected to the brand, not pressured into a purchase.
With social commerce on the rise, how do you create a seamless shopping experience through social platforms?
Shopping on social should feel as effortless as scrolling. The fewer steps between “I love this” and checkout, the better. That’s why you need to be fully optimised with Instagram Shops, TikTok Shop, and seamless in-app purchases. Live shopping events are also a great way to blend entertainment with commerce—real-time styling sessions, Q&As, or product demos create excitement and urgency.
User-generated content plays a huge role too, because people trust real reviews and organic styling over traditional ads. If someone sees a product in action—on someone they relate to—they’re way more likely to buy. Personalisation also makes a difference, whether it’s curated product recommendations or chat-based shopping assistants that help guide the experience. The brands that get this right make shopping feel effortless, not transactional.
Damm will be joined by Karla Hernandez Zaldivar of Booking.com and Naomi Horan from Cloud Nine on the panel at Social Media Masters on 14 May 2025. See the full agenda here.
Social Media Masters is part of RetailX Events’ Spring Festival, which also includes the return of CustomerX, SubscriptionsX and SustainabilityX, as well as the introduction of Digital Marketing Evolution and Amazon Sellers Summit. Registeration is open now.
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