{"id":161128,"date":"2026-04-13T15:44:49","date_gmt":"2026-04-13T20:44:49","guid":{"rendered":"https:\/\/www.dacgroup.com\/?post_type=podcasts&#038;p=161128"},"modified":"2026-04-13T15:44:50","modified_gmt":"2026-04-13T20:44:50","slug":"social-new-role-brand-discovery-to-loyalty","status":"publish","type":"podcasts","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/podcasts\/social-new-role-brand-discovery-to-loyalty\/","title":{"rendered":"Social\u2019s New Job: From Brand Discovery to Loyalty"},"content":{"rendered":"","protected":false},"featured_media":0,"menu_order":0,"template":"","meta":{"content-type":""},"podcasts-service-type":[],"podcast-category":[],"class_list":["post-161128","podcasts","type-podcasts","status-publish","hentry"],"acf":{"publish_date":"20260413","expert_source":"contributing_experts","author":150415,"duration":"16 minutes","title":"Social\u2019s New Job: From Brand Discovery to Loyalty","hero":{"type":"video","hero_image":null,"hero_video":"https:\/\/youtu.be\/5rP2GMh5RLc?si=coVqWmU_tA047vlv"},"podcast_iframe":"<iframe style=\"border:0; width:100%;\" height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https:\/\/player.cohostpodcasting.com\/b346d4a9-6f98-4737-b240-d3f07fbf4a92\/ffa57ce0-f68d-427f-aad5-14777957bdd1\"><\/iframe>","promotional_listen_text":"Listen now on your favorite platform","content":"<span data-contrast=\"auto\">If social media used to be about visibility, what is it really driving today?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n&nbsp;\r\n\r\n<span data-contrast=\"auto\">In this episode of\u00a0<\/span><i><span data-contrast=\"auto\">Shift Happens<\/span><\/i><span data-contrast=\"auto\">, host Nasser Sahlool is joined by Jessi Wood, Senior Content Strategist at DAC\u2014along with her social media star pet pig, Juice\u2014to explore how social has evolved from an awareness channel into a driver of connection,\u00a0trust\u00a0and loyalty.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n&nbsp;\r\n\r\n<span data-contrast=\"auto\">They unpack the shift from broadcast content to audience-first ecosystems, where users\u00a0don\u2019t\u00a0just discover brands\u2014they evaluate them. Jessi highlights the role of user-generated content,\u00a0creators\u00a0and consistent brand voice in building relatability at scale, with examples like GoPro and Duolingo.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n&nbsp;\r\n\r\n<span data-contrast=\"auto\">The episode also explores how organic and paid social work together, and why thinking in systems\u2014not isolated posts\u2014is key.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n&nbsp;\r\n\r\n<span data-contrast=\"auto\">The takeaway? Social media no longer just drives exposure\u2014it shapes\u00a0perception\u00a0and long-term brand affinity.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>","tips":{"tips_title":"Key takeaways","tips":[{"tip_image":155038,"tip_title":"Social is no longer just a discovery channel ","tip_content":"Brands that treat social as a broadcast platform miss its real role today. Audiences use it to evaluate, connect with and build trust in brands, making it a key driver of loyalty, not just awareness. "},{"tip_image":155038,"tip_title":"Consistency builds affinity, not one-off virality ","tip_content":"Jumping on trends without a clear point of view may drive short-term spikes, but it does not build trust. Brands that show up consistently and feel recognisable are the ones that create lasting relationships. "},{"tip_image":155038,"tip_title":"Strong social strategies are built as systems, not posts ","tip_content":"User-generated content, creators, brand storytelling and paid media must work together. When aligned, they create a compounding effect that drives deeper engagement and long-term brand growth. "}]},"transcript":"<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Welcome to\u00a0Shift Happens.\u00a0I\u2019m\u00a0Nasser\u00a0Sahlool.\u00a0Today on\u00a0Shift Happens,\u00a0I'm\u00a0joined by Jessi\u00a0Wood,\u00a0Senior\u00a0Content\u00a0Strategist\u00a0at DAC.\u00a0Jessi\u00a0helps brands create content\u00a0that feels\u00a0relevant,\u00a0human\u00a0and consistent across\u00a0social channels.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">In this episode,\u00a0we're\u00a0exploring how\u00a0social's role\u00a0has expanded beyond brand discovery.\u00a0It's\u00a0now a key part of brand\u00a0relatability, deepening connection\u00a0and creating the kind of loyalty\u00a0that turns followers into long term fans.\u00a0Welcome to the show,\u00a0Jessi.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thanks, Nasser.\u00a0I'm\u00a0so excited to be here.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And Jessi, I understand that\u00a0you bring a friend today.\u00a0A bit of a celebrity.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:\u00a0<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I have my own social media star.\u00a0Yes, this is\u00a0Juice.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Oh my God.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:\u00a0\u00a0<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0Juice\u00a0is my\u00a0eight-month-old\u00a0mini\u00a0pig, and he has quite the\u00a0Instagram\u00a0following.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I feel\u00a0very strongly about this\u00a0in a positive way.\u00a0Just looking at his face,\u00a0but\u00a0I'm\u00a0not sure how I feel about the fact\u00a0that this pig is more famous than you\u00a0or I combined.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I know, I know,\u00a0I'm\u00a0sure\u00a0he's\u00a0also going\u00a0to rack in the views too\u00a0for us today.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Absolutely.\u00a0Now, I think that\u00a0he does make me question\u00a0the choices\u00a0I've\u00a0made in my life\u00a0that\u00a0I\u2019m\u00a0being outdone in my career\u00a0by a pig. But there you go.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0Jessi,\u00a0I think that a lot of brands\u00a0still treat\u00a0socials as\u00a0a top of the funnel channel\u00a0and a place to get seen.\u00a0But today it feels like social plays\u00a0a much bigger role\u00a0in how people experience a brand.\u00a0Is that the shift?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Absolutely.\u00a0Social\u2019s\u00a0no\u00a0longer where brands just\u00a0get discovered.\u00a0It's\u00a0where users are deciding\u00a0whether a brand feels relevant, feels human, and worth\u00a0staying connected to.\u00a0And that really\u00a0matters, because\u00a0behavior\u00a0has changed.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Social\u00a0isn't\u00a0just influencing\u00a0awareness,\u00a0it\u2019s\u00a0influencing connection\u00a0and\u00a0ultimately\u00a0driving\u00a0purchases\u00a0too.\u00a0So\u00a0today's\u00a0consumers use\u00a0social as more as a search engine,\u00a0a review platform, and a trust signal all at one time.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0that's\u00a0interesting because\u00a0it's\u00a0about building relationships\u00a0and really building preference, right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Exactly.\u00a0And the brands that are\u00a0doing this well\u00a0aren't\u00a0just\u00a0chasing views and quick followers.\u00a0They're\u00a0really\u00a0cultivating\u00a0relatability, relationships and then ultimately loyalty.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0that's\u00a0interesting.\u00a0Let's\u00a0start at the beginning.\u00a0Or I mean,\u00a0maybe it's\u00a0not quite the\u00a0beginning\u00a0because the beginning, was platforms\u00a0like Digg and Delicious and Stumble Upon,\u00a0which\u00a0kind of sounded\u00a0a lot like this,\u00a0probably before\u00a0your time.\u00a0But\u00a0I'm\u00a0aging myself here a little bit.\u00a0Where did social\u00a0originally sit in the brand toolkit\u00a0when we look back a few years?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">First of all, I was when I was thinking\u00a0about the beginning, I was like,\u00a0oh,\u00a0that's\u00a0a lot of XX\u00a0Pro\u00a0and Valencia filters.\u00a0So that was my beginning.\u00a0But from the brand lens, for a\u00a0long time, most\u00a0brands treated\u00a0social like a digital storefront.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Really just\u00a0a\u00a0place to\u00a0post product, push campaigns,\u00a0maybe hop\u00a0on\u00a0a\u00a0trend here and there.\u00a0But it was\u00a0mostly one directional.\u00a0The brand\u00a0talks,\u00a0the audience watches, and success is\u00a0measured by\u00a0impressions\u00a0and follower growth.\u00a0Social was\u00a0important, but most often\u00a0used as a broadcast channel.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0the brand\u00a0was present, but the relationship\u00a0was\u00a0pretty transactional.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Exactly.\u00a0Brands were\u00a0speaking, rather than relating.\u00a0The goal was getting attention,\u00a0not building connection.\u00a0So\u00a0the job was\u00a0basically show\u00a0up,\u00a0look polished, stay active.\u00a0But\u00a0that's\u00a0very different\u00a0from\u00a0actually\u00a0building\u00a0a brand that\u00a0people want to follow\u00a0and stay engaged with.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And is that why you ended up\u00a0with these weird situations\u00a0where news would happen\u00a0and these brands would start interacting\u00a0with each other\u00a0and it all looked super gross and weird?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, it was\u00a0very\u00a0random, and\u00a0often seemed\u00a0out of the blue.\u00a0Brands would\u00a0jump on to\u00a0different situations\u00a0just\u00a0to be part of a conversation.\u00a0But not really thinking about\u00a0whether it related\u00a0back to who they were.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Okay,\u00a0so when did this shift start to happen?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0I'd\u00a0say it\u00a0started\u00a0when social stopped being just a channel\u00a0people checked and really\u00a0became\u00a0more of an environment that they\u00a0live in.\u00a0That really kind of changed the\u00a0rules.\u00a0So today,\u00a0people\u00a0encounter\u00a0brands\u00a0in between\u00a0texts\u00a0from friends, in between looking at memes, scrolling through\u00a0recommendations,\u00a0news\u2026\u00a0It all takes place in the same feed.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0the standard\u2019s\u00a0higher.\u00a0We're\u00a0not just competing with other brands\u00a0anymore,\u00a0we're\u00a0competing\u00a0with everything\u00a0that feels interesting, authentic, or worth paying\u00a0attention to.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">As somebody with a very authentic face,\u00a0I can say that brands\u00a0couldn't\u00a0just show up\u00a0anymore\u00a0polished and promotional, right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">No, you want to be relatable.\u00a0You want to give\u00a0users a reason\u00a0to keep coming back, turning to\u00a0you\u00a0and\u00a0conversing with\u00a0you,\u00a0more or less.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0could you give me an example, of this?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0a really\u00a0well known\u00a0example\u00a0I'd\u00a0say is\u00a0GoPro.\u00a0Years\u00a0ago\u00a0the brand\u00a0used social for\u00a0very cut and dry product marketing.\u00a0Here's\u00a0the camera,\u00a0here's\u00a0the feature,\u00a0here's\u00a0the ad.\u00a0Over time\u00a0though,\u00a0they've\u00a0really\u00a0evolved\u00a0into something much\u00a0more interactive.\u00a0So\u00a0their presence across\u00a0channels today, is powered really\u00a0by customer footage\u00a0first.\u00a0Creator perspective, interactive,\u00a0community challenges and\u00a0brand curation.\u00a0The audience no\u00a0longer just watches the\u00a0brand,\u00a0they\u00a0actually\u00a0participate\u00a0in it.\u00a0And that's, I think, the key here.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">In 2024,\u00a0I know that\u00a0GoPro reported 53.6\u00a0million\u00a0followers across\u00a0social platforms, and\u00a0close to\u00a05 billion YouTube views in one\u00a0year. That growth matters, but\u00a0what's\u00a0more interesting is\u00a0really\u00a0how\u00a0they built it.\u00a0By inviting the audience into\u00a0the brand narrative\u00a0itself.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0that's\u00a0a huge difference, right?\u00a0The product is still there, but the story\u00a0is bigger than the product alone.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Absolutely. And\u00a0that's\u00a0really\u00a0the sweet spot.\u00a0So\u00a0brands transition from being\u00a0just something\u00a0you buy to something you want to\u00a0be a part of.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0the job is now bigger than visibility.\u00a0It's\u00a0really about positioning.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Exactly.\u00a0And positioning is\u00a0different from\u00a0activation alone.\u00a0It involves feeling.\u00a0Does your brand feel recognizable?\u00a0Are you consistent? Are you distinct?\u00a0What sets you apart?\u00a0Do people know what to expect from you\u00a0and\u00a0actually want\u00a0to\u00a0keep hearing from you?\u00a0That's\u00a0what strong brands are really\u00a0building now\u00a0across\u00a0all\u00a0social platforms.\u00a0Not random\u00a0spikes of attention,\u00a0not coming out of the\u00a0ether\u00a0just to jump on a trend,\u00a0but repeated signals that cultivate\u00a0familiarity,\u00a0and then affinity.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0that's\u00a0where you come in, right?\u00a0Because that\u00a0has to\u00a0change the strategy.\u00a0Because you\u00a0can't\u00a0just build\u00a0that kind of affinity one post at a time.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">That's\u00a0exactly where I come in.\u00a0So\u00a0it becomes less, \u201cWhat are we posting this week?\u201d\u00a0or\u00a0\u201cwhat are we\u00a0posting in the moment?\u201d And more\u00a0so\u00a0\u201cWhat kind\u00a0of relationship do we want to\u00a0build over\u00a0time?\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0that's\u00a0actually an\u00a0interesting distinction,\u00a0because brands can confuse relevance\u00a0with randomness,\u00a0which is\u00a0kind of\u00a0what\u00a0we were talking about earlier.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Totally.\u00a0And audiences\u00a0can\u00a0pick up on\u00a0that\u00a0immediately.\u00a0If a brand hops on every\u00a0trend, again, with\u00a0no real\u00a0point of\u00a0view or a natural perspective\u00a0that relates\u00a0back to the topic\u2026\u00a0Sure, it might get\u00a0a\u00a0moment of attention, may even go\u00a0viral.\u00a0But it\u00a0doesn't\u00a0build sustainability\u00a0or cultivate any level of trust.\u00a0The brands that\u00a0remain\u00a0consistent and\u00a0coherent\u00a0are the ones that really\u00a0succeed.\u00a0\u00a0And even when\u00a0they're\u00a0playful,\u00a0they still feel like themselves.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0if the\u00a0presence is the goal,\u00a0how does that\u00a0actually come\u00a0to life\u00a0in\u00a0the content itself?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think\u00a0it's\u00a0usually through\u00a0a mix of different content type, playing with formats. Each that\u00a0do a different job. User generated\u00a0content or UGC is a big one\u00a0because it shows\u00a0the brand\u00a0in the most authentic way possible.\u00a0Through the\u00a0eyes and\u00a0experiences\u00a0of the\u00a0everyday consumer.\u00a0It adds proof,\u00a0relatability, and credibility.\u00a0It answers the question\u00a0for the user\u00a0and the social viewer of\u00a0\u201cDoes\u00a0this brand\u00a0actually fit into my life?\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Influencer or larger creator\u00a0partnerships\u00a0I\u2019d\u00a0say\u00a0really matter too.\u00a0Creators\u00a0drive\u00a0trust, platform\u00a0fluency..\u00a0They know how to make\u00a0the brand feel\u00a0really\u00a0native\u00a0to the space.\u00a0Whether\u00a0we're\u00a0talking\u00a0about TikTok\u00a0or Instagram, instead\u00a0of\u00a0dropped in\u00a0randomly.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Of course.\u00a0Brand, and native\u00a0content is still critical because\u00a0that's where voice, consistency and point of\u00a0view really\u00a0shine.\u00a0That's\u00a0often what tells the\u00a0user whether the brand understands\u00a0the platform\u00a0and the audience\u00a0they're\u00a0speaking\u00a0to, or\u00a0is just repurposing\u00a0assets and really hoping for the best.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So that\u00a0that's\u00a0cool.\u00a0Because, you know,\u00a0when we think of content often in social,\u00a0it's\u00a0an individual asset,\u00a0it's\u00a0an individual channel. What\u00a0you're\u00a0talking about here\u00a0is a much more of a systemic approach\u00a0to things.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Bingo. That is the perfect word.\u00a0The strongest brands\u00a0definitely build\u00a0an ecosystem.\u00a0Duolingo is\u00a0another\u00a0great example\u00a0of a\u00a0brand who does this well.\u00a0So\u00a0in their annual report, Duolingo\u00a0mentions\u00a0leveraging\u00a0social to\u00a0drive growth through entertainment\u00a0rather than promotion.\u00a0And often leans into UGC content.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">The approaches\u00a0had\u00a0real scale.\u00a0So\u00a0in Q1 2025, the company said its Dead\u00a0Duo social campaign\u00a0generated\u00a01.7 billion\u00a0organic\u00a0impressions.\u00a0And drove\u00a0meaningful lift across both new\u00a0and returning users.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Now\u00a0I've\u00a0used Duolingo.\u00a0Have you used it?\u00a0Are you\u00a0one\u00a0of those impressions?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I\u00a0attempted\u00a0to\u00a0learn Spanish but after getting off my\u00a0streak,\u00a0I\u00a0just\u00a0\u00a0barely\u00a0got past\u00a0\u201cHola.:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Literally the\u00a0easiest language to learn.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I know, I know.\u00a0I'm\u00a0more fluent in social media.\u00a0What can I say?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Beautiful.\u00a0All right, so\u00a0that's\u00a0a smart model\u00a0because it makes the audience\u00a0feel like\u00a0they're\u00a0part of the brand story.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi<\/span><\/b>\r\n<span data-contrast=\"auto\">Right, and the scale of that participation\u00a0really\u00a0is\u00a0driven\u00a0by authenticity, and then the\u00a0relatability\u00a0of the brand\u2019s own\u00a0viewers and followers\u00a0is what makes it so\u00a0powerful.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0that's\u00a0a great example\u00a0of socializing\u00a0that's more than just awareness.\u00a0And\u00a0it's\u00a0cultivating belonging.\u00a0But the challenge with those examples\u00a0right,\u00a0Duolingo, GoPro,\u00a0they're\u00a0pretty engaging\u00a0brands by nature.\u00a0Can more\u00a0ordinary\u00a0categories expect the same results?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">You know,\u00a0that's\u00a0a\u00a0very fair\u00a0question.\u00a0Let me give you an example from the field.\u00a0\u00a0So\u00a0DAC\u00a0partnered with a brand\u00a0who found itself in a\u00a0category\u00a0that you\u00a0wouldn't\u00a0necessarily equate with\u00a0strong or\u00a0engaging social\u00a0stories\u00a0to tell its audiences\u00a0right?\u00a0But they were looking to develop\u00a0a\u00a0creator\u00a0content-led strategy to really drive and breathe\u00a0some life into\u00a0product awareness.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0DAC\u00a0helped\u00a0them partner with brand relevant,\u00a0already\u00a0established\u00a0content\u00a0creators\u00a0who had their own engaged audiences. Within eight months of\u00a0program launch, organic engagement\u00a0surpassed\u00a0both industry and platform benchmarks.\u00a0Then,\u00a0and get this add media\u00a0on top of that, and numbers\u00a0really skyrocketed.\u00a0With more than 90\u00a0million social views and engagement\u00a0rate\u00a0exceeding\u00a0more than\u00a018 times\u00a0industry benchmarks.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0what\u00a0you're\u00a0saying is\u00a0there's hope for people like me as well.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">There is hope for you\u00a0yet.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0tell me a little bit\u00a0about the role of media in this.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well, with a strong strategy\u00a0when it comes to social media\u00a0as a foundation, the next\u00a0step is for brands to really consider\u00a0amplification and how they can\u00a0supercharge impact\u00a0by aligning\u00a0organic\u00a0positioning\u00a0so\u00a0that the\u00a0stories that\u00a0they're\u00a0telling\u00a0and the\u00a0power of\u00a0paid media.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0basically\u00a0what\u00a0you're\u00a0saying\u00a0is that audience led\u00a0social positioning\u00a0elevates organic on its own.\u00a0But when the media is added to the mix,\u00a0audiences start discovering and flocking\u00a0to follow the brand in categories\u00a0they might never have done\u00a0so, in channels that they may only have\u00a0used to complain about them.\u00a0Is that right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">In a way\u00a0yes, but the principle holds\u00a0true for brands\u00a0of all shapes, sizes,\u00a0and categories across the board.\u00a0An engaging, organic\u00a0social strategy is\u00a0definitely\u00a0paramount\u00a0for long term, identity shaping\u00a0engagement,\u00a0and cultivating that loyalty.\u00a0But then you layer\u00a0in that paid media aspect, especially as it relates\u00a0to\u00a0user\u00a0generated\u00a0content and influencer partnerships,\u00a0that\u00a0helps brands reach\u00a0new, very targeted,\u00a0even\u00a0niche audience\u00a0members that organic\u00a0social alone might not\u00a0have ever\u00a0accessed.\u00a0The two engines\u00a0working together\u00a0create truly immeasurable results.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0what\u00a0should marketers that are listening today\u00a0take away from this?\u00a0What changes tomorrow for them?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0I'd\u00a0say\u00a0there's\u00a0three\u00a0main\u00a0things.\u00a0First, stop evaluating social media\u00a0only on visibility metrics.\u00a0It's\u00a0so much\u00a0more than that.\u00a0Yes, reach is important, but\u00a0it's\u00a0not the whole\u00a0story.\u00a0Brands need to\u00a0ask\u00a0whether their social approach is building\u00a0recognition, trust and repeat\u00a0engagement\u00a0over time.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Second,\u00a0I'd\u00a0say build\u00a0for behavior. Not\u00a0just your marketing calendar.\u00a0People use social\u00a0to\u00a0discover brands,\u00a0validate\u00a0them, and sometimes\u00a0purchase\u00a0directly through them, with\u00a0tools like TikTok\u00a0Shop.\u00a0If your content is only talking at people,\u00a0you're\u00a0missing\u00a0the\u00a0way\u00a0platforms are being\u00a0used and their ability to really create\u00a0that connection that\u00a0drives that\u00a0purchase.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And third?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Third,\u00a0think in systems, not isolated\u00a0posts. Your user generated\u00a0content, creator collaborations, community management, and then\u00a0native brand storytelling, should all\u00a0be reinforcing\u00a0the\u00a0same narrative or iterations\u00a0of\u00a0that narrative.\u00a0Then push those\u00a0stories\u00a0out to the world.\u00a0Organic sets\u00a0the foundation\u00a0and\u00a0long term\u00a0presence,\u00a0paid really\u00a0amplifies it.\u00a0That's\u00a0how social starts to compound.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0the real shift is that social\u00a0no longer just drives exposure.\u00a0It creates expectation.\u00a0Platforms can, of course continue\u00a0to drive discovery, but the brands\u00a0that really shine are the ones using it\u00a0to build familiarity,\u00a0affinity,\u00a0and a reason to keep coming back.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Now make it happen.\u00a0Follow\u00a0Shift Happens, leave us a review\u00a0and share this episode with your team.\u00a0If you have any questions for the podcast,\u00a0please email us at\u00a0<\/span><a href=\"mailto:shifthappens@dacgroup.com\"><span data-contrast=\"none\">shifthappens@dacgroup.com<\/span><\/a><span data-contrast=\"auto\">.\u00a0We'd\u00a0love to hear from you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Jessi\u00a0and\u00a0Juice, thank you very much for joining us today.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Jessi:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you so much for having us.\u00a0This\u00a0was\u00a0so much fun.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thanks for listening.\u00a0I'm\u00a0Nasser\u00a0Sahlool.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>","contributing_experts":[{"expert_source":"contributing_experts","expert":150411},{"expert_source":"contributing_experts","expert":3644}],"external_links":{"youtube_link":"https:\/\/youtu.be\/5rP2GMh5RLc?si=coVqWmU_tA047vlv ","amazon_link":"https:\/\/music.amazon.com\/podcasts\/ec3b53d6-881d-4c41-a030-997f22d95df4\/episodes\/28a18c51-b201-47cb-93ac-4bc37e7989e1\/shift-happens-social's-new-job-from-brand-discovery-to-loyalty ","apple_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/socials-new-job-from-brand-discovery-to-loyalty\/id1533975355?i=1000761114713 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