Can you tell me a bit about your background?

I've been working in social media for over 8 years now, with experience spanning in-house roles, agency environments, and freelancing. My journey has given me a diverse perspective on what makes content resonate across different industries and audiences. A big turning point for me was starting my own TikTok account—growing that platform not only helped me connect with a vibrant community but also gave me the opportunity to jump into freelance work, which expanded my skill set even further.

Working in social media has also opened my eyes to the broader digital marketing landscape. Social isn't just a channel—it's a driver of brand perception, community, and impact, and being part of that has given me a well-rounded view of how digital marketing strategies come together to create meaningful campaigns.

How has the world of TikTok/Paid Social changed over the last few years? How do you think that could impact employers?

The world of marketing is always evolving, but social media marketing has undoubtedly been the fastest-moving part of the puzzle. In just the past few years, TikTok has completely transformed the way we consume content. It’s become a space where we learn, discover new things, share moments, and connect through humor and relatable communities.

The biggest impact TikTok has had is on brands. It’s changed how brands position themselves, stay relevant, and participate in pop culture—all while giving them new opportunities to connect with their customers and online communities in more authentic ways. TikTok has allowed brands to shed their corporate facades and embrace a more human, informal approach, which is crucial for connecting with younger audiences like Millennials and Gen Z.

In terms of paid social, we've also seen a huge shift in how people respond to advertising. Audiences today don’t want to be sold to in an obvious way, and they’re becoming less receptive to highly polished, overly produced content. This means brands have had to change how they approach paid social—focusing instead on content that feels organic, offers value, educates, or promotes a lifestyle or experience rather than just a product.

Not only has consumer behavior evolved, but the landscape of targeting has too. With scandals like Cambridge Analytica and an increased focus on privacy regulations, the level of precise targeting has become more restricted. As a result, brands need to be more creative and strategic with their content, leaning more on strong storytelling and community engagement than on the once-granular targeting capabilities.

It seems things are changing quicker than ever, how do you keep up yourself?

It almost feels like a crime for me not to be present on social media, so the easiest way for me to keep up is to stay active myself. Being part of the platforms, experimenting with content, and interacting with trends keeps me up to speed with the latest changes and nuances. Staying on top of updates is essential—it’s what helps me do my job well and have a deeper understanding of the shifting social media landscape.

Beyond that, I’m an active user of LinkedIn and follow a number of fantastic social media marketing creators. People like Sophie Miller (Pretty Little Marketer), Matt Navarra, and Grad Girl Marketing share bitesize, easily consumable updates on all things social, and they’re a big help in staying current with what’s happening across platforms.

What are your predictions for TikTok/Paid Social into 2025?

Looking ahead to 2025, I think we’re going to see TikTok continue to challenge the longer-form content space currently dominated by YouTube. We can expect TikTok to expand into content that’s 10 minutes or longer, which will not only encourage more brands to advertise on the platform but also contribute to better financial rewards for creators producing quality content.

I also predict that TikTok will introduce pre-roll and mid-roll ads as part of its monetization strategy. This could open up more opportunities for brands, but it will also mean creators will need to adapt how they keep audiences engaged through those interruptions.

For paid social, brands will need to keep evolving to meet the expectations of modern consumers. That means ads that are less about hard selling and more about entertaining audiences, sharing relatable experiences, and embodying values and aesthetics that resonate with their target communities. The focus will be on building connections rather than just pushing products.

Who is really setting the standards in TikTok/Paid Social? Who should we be keeping an eye out for?

TikTok has really leveled the playing field, allowing even small brands to find incredible success thanks to its algorithm and the raw, creative nature of the content that works best on the platform. Some of the brands that are absolutely killing it on TikTok right now include Curry's, Scrub Daddy, luxury fashion brand Marc Jacobs, Joe & The Juice, Ryanair, Pan n Ice, and even local gems like Urban Tandoor.

These brands set themselves apart by not just understanding trends, but actively participating in them. When they do that, it reveals a more human side—showcasing their personality and keeping them relevant in the fast-moving world of social media. Staying authentic while keeping up with trends is what really makes them stand out and continue to set the standard in the TikTok and paid social space.