Some of the leading minds in the digital marketing space came together to share insights into how brands are successfully navigating the evolving landscape of social media and community building.
The discussion took place during a recent panel discussion at FUTR Europe, moderated by Charlotte Greenman, social media director at Bauer Media Group. Panelists Mila Hrisimova, head of social media at lastminute.com; Emily MacKinnon, senior strategic account manager at Dash Social; Siobhan Mulcahy, social media associate director at Savills; and David Kelly, e-commerce & marketplace director at PZ Cussons tackled the key issues facing brands today: consumer sentiment, content strategy, and the shift from followers to building a sense of community.
The Power of Community Engagement
Greenman kicked off the discussion by highlighting how important it is for brands to not only listen to their consumers but to actively engage with them. This means taking the initiative to respond to every comment and review, which creates an opportunity to build relationships and invest in their community.
According to MacKinnon, the most successful brands today are those that adopt a “community-first” mindset. She explained that brands are increasingly using social media comments to guide their content and are placing community at the forefront. By letting their audiences in and actively engaging with them, these brands create an environment where success can really take off.
Storytelling: The Key to Organic Content
Mulcahy shared an insightful example of a recent campaign with Savills, emphasizing that when brands put the consumer first and let them tell the story, the content performs better. This aligns with the growing trend of creating organic content that resonates emotionally with audiences. Hrisimova noted that understanding what the target audience wants to see — whether it’s humor or educational content — helps them create intentional content that’s truly meaningful.
Mulcahy also stressed the importance of making an impact in the first few seconds of your content. Social media is no longer just about selling; it’s about telling a story in a way that feels authentic and engaging. “Consumers are smart, and they can sniff out a promotion,” she said. Showing behind-the-scenes footage or creating content that blends seamlessly with platform trends can help create a more natural connection.
User-Generated Content: A Trust-Building Tool
Kelly talked about how user-generated content (UGC) is one of the most powerful tools for brands looking to build trust with their audience. He shared how PZ Cussons’ brand Childs Farm encourages real-life examples and consumer stories to help them build a community of advocates. “Consumers want to hear from other consumers. Their stories become the brand’s story,” he said.
Mulcahy added that UGC is most effective when used strategically and authentically. It’s not just about sharing anything; it’s about understanding your brand’s voice and incorporating UGC when it aligns with your messaging. Both Mulcahy and MacKinnon agreed that UGC is a great way to save on content creation while simultaneously building trust with your audience.
The Importance of Experimenting and Evolving
One of the most insightful points of the discussion came when MacKinnon talked about the constant need to adapt and experiment. Hrisimova expanded on the point by sharing how lastminute.com does AB testing with organic social content to identify what hooks, captions, and types of content resonate with their audience. This iterative approach allows the brand to adjust based on performance and ensures that its content is always relevant and engaging.
She echoed the same sentiment as MacKinnon, explaining that brands should take advantage of new platform features as they emerge. “Failing forward” and learning from these experiments is an integral part of staying ahead in the ever-changing digital space.
The Shift From Followers to Community Building
One of the biggest shifts that has occurred in recent years is the move from focusing on growing followers to building a community. MacKinnon discussed how TikTok changed the game back in 2020 and how social media platforms have evolved since then. In today’s digital world, users expect to see content relevant to their interests, and they know they’ll be served that content repeatedly, even if they don’t follow a brand. This shift is forcing brands to rethink their social strategies.
“It’s no longer about growing followers,” said MacKinnon. “It’s about growing a community.” The key is understanding what drives positive sentiment and using that insight to fuel content strategy. Brands that can focus on a sense of belonging among their customers will have the edge in 2025 and beyond.
As the conversation made clear, the social media landscape is no longer just about pushing out messages and promotions, it’s about belonging. Winning brands today are those that don’t just chase followers but build genuine communities rooted in trust, shared values, and two-way conversations. By leaning into storytelling, authenticity, and continuous experimentation with an open mind, marketers have the tools to turn short-term, superficial engagement into lasting loyalty.
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