Social Media Strategy vs Social Media Management: What’s the Difference?
If your brand is showing up on social media but not seeing real business results, you’re not alone. One of the most common gaps we see is brands investing in management without a clear strategy behind it.
They’re not the same thing - yet they work hand-in-hand to deliver social media success.
In this article, we break down the difference between social media strategy and social media management, why both are important, and how to ensure you’re investing in the right support at the right time.
What Is Social Media Strategy?
The Blueprint for Success
Social media strategy is all about planning before posting. It defines why you’re on social media, who you’re targeting, what you’re saying, and how you’ll measure success.
Think of it as your roadmap - without it, your content is just “filler” with no clear purpose or goal.
A Strong Social Media Strategy Covers:
- Your Business Goals: What are you trying to achieve? Sales, awareness, leads, community growth?
- Your Target Audience: Who are you speaking to? What do they care about? Where do they spend time online?
- Platform Selection: Which social platforms make sense for your brand (and which don’t)?
- Content Pillars: What themes, messages, and topics will position you as the go-to in your niche?
- Tone of Voice & Visual Guidelines: How should your brand sound and look to stay recognisable and relatable?
- Posting Frequency & Timing: When and how often should you post to maximise visibility?
- Engagement Tactics: How will you build two-way conversations and community loyalty?
- Paid Ads Strategy: How can you boost your reach with a smart, cost-effective ad plan?
- Success Metrics: What does “good” actually look like, and how will you measure it?
Without this foundation, you’re flying blind—risking time, budget, and your brand reputation on guesswork.
What Is Social Media Management?
The Execution Engine
Once you have a strategy, social media management brings it to life. It’s the doing part - the day-to-day execution that keeps your brand showing up, sounding consistent, and engaging your audience.
Social Media Management Includes:
- Content Creation: Crafting posts, captions, graphics, and videos that align with your strategy.
- Scheduling & Posting: Publishing content at the right times to reach your audience when they’re active.
- Community Management: Responding to comments, DMs, and building genuine relationships with followers.
- Paid Ad Management: Setting up and optimising social media ads to drive traffic, leads, or sales.
- Ongoing Reporting: Tracking performance data to see what’s working and refining your approach over time.
Management without strategy is like baking a cake without a recipe—you might get something, but it’s unlikely to deliver the result you were hoping for.
Common Mistake: Posting Without Purpose
We see it all the time - brands posting for the sake of posting, just to “keep the feed active.”
But without a clear strategy, you end up with:
- Mixed messages
- Unclear value propositions
- Low engagement
- Followers who don’t convert into customers
Worse, you risk damaging your brand’s credibility by showing up inconsistently or off-brand.
Why You Need Both, in the Right Order
Here’s the thing - strategy and management are both essential, but they work best when you start with strategy.
A great strategy sets the foundation, giving you clarity on what to say, who to say it to, and how to drive results. Management is the engine that keeps your strategy moving forward, building visibility, engagement, and ultimately - business growth.
Start with strategy. Then manage with purpose.
✅ What to Look for in Social Media Strategy Services
Not all strategies are created equal. When choosing a partner to develop your strategy, look for:
- Real industry experience
- Data-backed insights
- Clear, actionable recommendations
- A focus on YOUR business goals—not generic advice
- A team who can manage it for you, if you don’t have the resources internally
At Melbourne Social Co, we specialise in done-for-you social media strategies tailored to your brand, audience, and goals. Whether you need a strategy only, or full execution and management—we can help.
Ready to Build a Strategy That Actually Works?
Don’t waste time (or budget) posting without a plan.
👉 Book a Free Discovery Call with Our Team
Let’s map out a social media strategy designed to deliver real business results.
Want to know more about us? Follow us on TikTok.
The True Cost of Hiring a Social Media Manager vs a Social Media Agency
If you’ve ever found yourself searching "social media manager vs agency", you’re not alone. It’s one of the most common questions we hear from business owners and marketing teams looking to improve their online presence.
Social media is no longer a nice-to-have—it’s a business-critical marketing channel. But choosing who should manage your brand’s voice online isn’t always clear-cut. Do you build an internal team, or outsource to the experts? And what’s the true cost of each approach?
Let’s break it down.
The Real Cost of Hiring an In-House Social Media Manager
On the surface, hiring an internal Social Media Manager feels like the logical step. Someone who knows your business inside out, sitting just down the hall (or on Slack).
But here’s where many businesses get caught out.
In Australia, the average salary for a skilled social media professional with 3+ years' experience sits between $75,000 – $100,000+ per year. And that’s before you factor in:
- Superannuation (11%)
- Annual Leave (20 days)
- Sick Leave (10 days)
- Payroll tax (if applicable)
- Hardware and software costs
- Training and development
- Onboarding and management time
When you add it all up, the real cost of a full-time social media hire often exceeds $120,000 per year.
And that’s for one person. One person expected to be a strategist, content creator, copywriter, community manager, ads expert, and analyst. Realistically, very few professionals can excel in all of those areas.
What You Get When You Hire a Social Media Agency
While partnering with a social media agency often starts from $4,000 – $10,000+ per month, the value stretches far beyond just “posting content.”
Here’s what you get:
Access to a Full Team of Experts
Instead of one generalist, you get a team of specialists:
- Strategists who map out how to meet your business goals.
- Content Creators who produce on-brand, scroll-stopping assets.
- Videographers who bring your story to life on TikTok and Reels.
- Paid Ads Managers who optimise your budget for real results.
- Community Managers who keep your audience engaged.
- Data Analysts who track performance and optimise accordingly.
Proactive, Data-Led Strategy
Agencies work across multiple industries and brands, giving them front-row seats to what’s working right now. You benefit from that collective knowledge, applied to your business before trends go mainstream.
Tools and Tech You Don’t Have to Pay For
No need to invest in scheduling platforms, reporting tools, premium editing software, or content production gear. Agencies bring their own toolkits—saving you thousands per year.
Flexibility to Scale With You
Unlike an employee, an agency can scale your package up or down as your needs change, without you needing to hire, train, or restructure your team.
Which Option is Right for You?
If your business is just starting out on social, and you have the resources to train and manage an in-house team member, hiring a Social Media Manager could work.
But if you’re looking for high-quality content, multi-platform strategy, and a full team of experts that can plug in and start delivering results right away - partnering with a social media agency offers far greater value for your investment.
Ready to See What Working With an Agency Looks Like?
At Melbourne Social Co, our packages are tailored to your goals and budget, with all the benefits of a full team, minus the overheads.
👉 Book a Free Discovery Call to chat with our team today.
How We Onboard New Clients to Set the Relationship Up for Success
(Spoiler: it’s not just a welcome email and a handshake)
At Melbourne Social Co, we’re big believers that how you start a relationship often determines how it plays out. So when a new client signs on with us, we don’t just jump straight into content creation. We take the time to set the foundations for a successful, collaborative working relationship - because trust, clarity and communication matter just as much as the creative.
Here’s a look at how we do things differently when onboarding new clients at MSC.
We start with people first
We recently introduced a new role at MSC: Head of Client Success (or HOCS for short). This role was created to elevate our client experience from day one. The HOCS leads the onboarding process, ensuring everything runs smoothly, expectations are aligned, and our new clients feel supported and excited from the get-go.
From there, our Account Manager is introduced early - often from the first call - and is deeply involved in the strategy process. This means the person running your day-to-day has context from the very beginning and isn’t just handed a strategy to execute. It’s a hands-on, invested partnership from day one.
Strategy comes before content
We don't do "set and forget" campaigns. Every new retainer starts with a strategic phase. We work with our clients to map out goals, tone of voice, key content pillars and upcoming campaign dates - all before a single post is scheduled.
Our Business Development Manager (the person who you first spoke to) doesn’t disappear once you sign on either. They stay closely connected and check in quarterly to review progress and ensure your retainer still aligns with your needs. Flexibility and responsiveness are part of our DNA.
Our Welcome Pack isn’t just for show
Once you're officially onboarded, you'll receive a beautifully designed Welcome Pack and a detailed onboarding checklist that guides you through exactly what we need to hit the ground running.
Some of the things we ask for upfront:
- Access to brand assets (logos, fonts, guidelines)
- Your preferred communication style and cadence
- Key campaign dates or product launches
- Social platform logins and ad account access
- Product delivery details for content shoots
- Google Drive access so we can collaborate easily
It’s a small thing that makes a big difference. Our clients often tell us how refreshing it is to know exactly what’s happening and when.
“It’s not just about gathering assets—it’s about showing clients from day one that we value their time and want to make the process seamless.”
— Shelley Friesen, Founder at MSC
Onboarding isn’t a one-time task
We see onboarding as an ongoing process. From our first WIP meeting to the first post that goes live, we're constantly refining how we work together. We check in. We ask questions. We adapt.
Because what sets agencies apart isn’t how they win a client - it’s how they keep one.
“When you get the onboarding process right, it builds trust. That trust leads to better creative, faster approvals, and longer-term partnerships.”
— Industry insight from Campaign US
Whether you’re a marketer looking for agency support or a fellow agency founder thinking about your own systems, we’ll leave you with this: a solid onboarding process isn’t just good admin - it’s a brand-building move.
Because how you make your clients feel at the start?
That sticks with them.
Want to know more about working with Melbourne Social Co? Get in touch today.
2025 Social Media Trends: What to Expect
As we approach 2025, social media platforms continue to change at a rapid pace, bringing new opportunities—and challenges—for brands aiming to stay relevant. Social media marketing is no longer about simply posting content and waiting for engagement; it’s about creating personalised, meaningful interactions. Here are the key trends to watch for in 2025.
1. Hyper-Personalisation: Meeting Your Audience Where They Are
In 2025, one-size-fits-all content will no longer cut it. Today’s audiences expect personalised experiences, and brands that fail to deliver will find themselves falling behind. Thanks to advances in AI and data analytics, companies will be able to deliver hyper-targeted content based on individual preferences, behaviours, and interests.
As Shelley, founder of Melbourne Social Co, puts it: "Your audience expects content that speaks directly to their interests. Personalisation is no longer optional."
This trend will see brands integrating more dynamic, tailored content in their social media strategies, from customised product recommendations to personalised ad campaigns. Hyper-personalisation is about creating an experience that feels unique for every user, and in 2025, brands will be leveraging this to build stronger connections and enhance customer loyalty.
2. Short-Form Video: A Continued Dominance
In recent years, short-form video content has exploded in popularity, thanks in large part to platforms like TikTok, Instagram Reels, and YouTube Shorts. By 2025, short-form videos will continue to reign as the most powerful content format, especially for capturing attention in a world of fleeting digital interactions.
Shelley emphasises the importance of this format: "Short-form video isn’t just a trend—it's the best way to capture fleeting attention spans."
Consumers are consuming more video content than ever, and brands will need to embrace creative, engaging short videos to cut through the noise. Whether it’s behind-the-scenes footage, tutorials, or product demos, brands that master short-form video will see improved engagement and brand visibility.
3. AI and Automation: Streamlining Marketing Efforts
Artificial Intelligence is transforming every aspect of digital marketing, and 2025 will see even more brands adopting AI-driven tools to streamline content creation, social media management, and campaign analysis. AI tools can now automate content scheduling, generate creative assets, and even help brands personalise messages at scale.
Rather than relying on traditional marketing methods, AI allows brands to be more efficient, proactive, and data-driven. It will enable them to fine-tune their strategies, optimise customer experiences, and stay ahead of emerging trends. In 2025, we expect to see more brands leveraging AI tools for everything from chatbots to predictive analytics. Just not for AI generated content! Creativity is still key here and audiences can spot a fake a mile away.
4. Influencer Marketing: A Shift Toward Authenticity
Influencer marketing is far from a passing trend; it’s become a staple of social media marketing strategies. However, in 2025, the focus will shift from influencer mega-stars to micro-influencers. With smaller, more engaged audiences, micro-influencers offer brands an opportunity to connect with consumers in a more genuine, authentic way.
As Shelley puts it: "The future of influencer marketing lies in authenticity, not just numbers."
Consumers are increasingly wary of influencer partnerships that feel too commercialised. Brands that choose influencers who authentically align with their values and messaging will be more likely to build trust and increase conversions. In 2025, the key to successful influencer marketing will be collaboration with voices that resonate with specific niche communities.
5. Social Commerce: Shopping Directly from Social Platforms
The integration of e-commerce features into social media platforms has already begun, but in 2025, it will be fully embedded into the social media experience. Social commerce—buying products directly from platforms like Instagram, TikTok, and Facebook—will be an integral part of brands’ social media strategies.
This shift toward in-app shopping will make it easier for consumers to purchase products without ever leaving their social media feed. For brands, this offers a seamless, frictionless path to conversion. By 2025, social commerce will be an essential strategy for businesses looking to drive direct sales through their social media presence.
Final Thoughts: The Future Is Now
As we look toward 2025, the future of social media marketing is filled with opportunities for brands willing to innovate and adapt. By embracing hyper-personalisation, short-form video, AI-driven automation, influencer authenticity and social commerce, brands will be able to create more meaningful interactions with their audiences.
As Shelley wisely puts it: "Staying ahead of the curve means being adaptable and willing to embrace the next big thing. The brands that succeed in 2025 will be those that innovate, connect, and build lasting relationships with their audiences."
To stay ahead of the curve, businesses must keep an eye on these trends and incorporate them into their strategies. Social media is evolving, and those who understand how to adapt will reap the benefits of deeper connections with their audiences and greater brand success.
Partnering with Melbourne Social Co in 2025 means working with a team that understands how to navigate the fast-changing digital landscape. With our deep expertise in hyper-personalisation, influencer marketing, AI-driven strategies, and social commerce, we can help your brand stay ahead of the curve. Our experience in building authentic connections with audiences across platforms ensures that your brand will thrive, adapt, and grow in an ever-evolving social media environment.
Let’s create the future of social media marketing together. Get in touch today.
Social Media Updates You Need to Know: November 2024 Edition
At Melbourne Social Co, we’re always keeping our finger on the pulse of social media trends so our clients stay ahead of the curve. Here’s what’s new and noteworthy across your favourite platforms:
WhatsApp Steps Up with Voice Note Transcripts
Finally! WhatsApp is rolling out voice note transcription, making it easier for users to consume audio messages when they can’t listen. This is a big win for accessibility and productivity. If your brand uses WhatsApp for customer engagement, this update could simplify communication for your audience.
Threads Testing Default Feeds
Threads is now letting users select any feed as their default, including the chronological Following feed. This is a game-changer for brands looking to build stronger connections, as it could make content from followers more visible without being buried under the algorithm.
B2B Influencers on LinkedIn Are Power Players
LinkedIn’s latest insights reveal that 67% of B2B buyers engage with influencer content during the consideration phase of their journey. For brands in the B2B space, this is a clear signal to prioritize partnerships with industry thought leaders.
“At Melbourne Social Co, we know how to leverage influencer marketing to build trust and drive results. B2B brands have a huge opportunity to stand out by aligning with authentic voices,” Melbourne Social Co's Founder Shelley Friesen explains.
TikTok’s Next Move: A Shopping App
TikTok is reportedly developing a dedicated TikTok Shop app to rival e-commerce giants like Amazon. With 67% of TikTok users saying the platform inspires them to shop (even when they didn’t plan to), this move could change the game for e-commerce brands.
“TikTok continues to blur the lines between content and commerce. Brands need to think creatively to meet consumers where they’re spending time,” Shelley advises.
Threads Boosts Search Features
Threads is testing advanced search options, allowing users to search by date or specific accounts. For brands, this means content could become even more discoverable with the right keywords and strategy.
Instagram Upgrades DMs
Instagram has rolled out several new DM features, including nicknames for friends, location sharing, and new sticker packs. These updates are all about personalisation, making conversations more engaging for users—and brands.
“DMs are a direct line to your audience. These updates are a reminder to make your messaging strategy as engaging as your feed content,” Shelley says.
YouTube Launches 2024 Music Recap
YouTube’s take on Spotify Wrapped is here with its 2024 Music Recap. If your brand has a presence on YouTube, this could be a great moment to connect with audiences by reflecting on their year in music.
TikTok Shares Festive Shopping Insights
With the holiday season in full swing, TikTok shared stats revealing that 67% of users are inspired to shop by the platform, even when they weren’t planning to. If you’re running festive campaigns, TikTok is clearly a channel you can’t ignore.
“TikTok’s ability to turn inspiration into action is unmatched. Brands need to lean into this platform for their holiday marketing,” Shelley adds.
What’s Next for Your Brand?
Staying ahead in the fast-paced world of social media is no small feat, but Melbourne Social Co is here to help. From creating scroll-stopping content to crafting full-funnel campaigns, we’ll make sure your brand stays top of mind.
Got a question about any of these updates or want to explore how they can work for your brand? Let’s chat! 🚀
Why UGC Is the Secret Sauce for Your 2025 Marketing Strategy
User-generated content (UGC) is one of the most authentic, impactful ways to connect with your audience. Why? Because it’s real people talking about your brand, and in 2025, authenticity is everything. With customers craving relatable content and brands looking for fresh ways to stand out, UGC is no longer just a nice-to-have—it’s a must-have.
At Melbourne Social Co, we’ve seen firsthand how UGC can transform a brand’s social media presence. Let’s explore why it’s so powerful, the trends shaping its future, and how we can help you make it a core part of your strategy.
What Is UGC and Why Should You Care?
User-generated content is exactly what it sounds like—content created by your customers, fans, or followers. Whether it’s an Instagram post, a glowing review, or a creative video, UGC is inherently more relatable and trustworthy than traditional ads.
“UGC is like a friend recommending a product they love,” explains Shelley Friesen, founder of Melbourne Social Co. “It’s real, it’s honest, and it resonates on a deeper level because it comes directly from your audience.”
Why UGC Works
- It Builds Trust
People trust other people more than brands—simple as that. Seeing real customers enjoying your product or service makes your brand more credible and approachable. - It’s Highly Engaging
UGC is content that appears as though it's made by your audience, for your audience. That relatability naturally drives more likes, comments, and shares. - It’s Cost-Effective
Let’s face it: creating content can be expensive. UGC gives you fresh, high-quality material without the need for a big production budget. - It Drives Conversions
Customers who see UGC are more likely to hit “add to cart.” Why? Because they can picture themselves using your product, thanks to the real-life examples they’ve seen.
2025 Trends: What’s Next for UGC?
The way we use UGC is constantly evolving. Here’s what to watch for in 2025:
- Short-Form Video Takes the Lead
Instagram Reels and TikTok are driving UGC trends, with bite-sized, creative videos leading the way. - Collaborations With Micro-Influencers
Smaller creators are being recognised for their authentic voices and loyal audiences, making them key players in UGC campaigns. - Interactive Content
UGC campaigns with hashtags, challenges, or polls encourage your audience to actively engage and create their own content for your brand.
Why Melbourne Social Co Is Your Go-To for UGC
UGC isn’t just about collecting content—it’s about strategically integrating it into your marketing plan. That’s where Melbourne Social Co comes in.
“We’ve helped so many brands transform their social media with UGC,” Shelley says. “From sourcing and creating UGC style content, to running campaigns that encourage your audience to create, we know how to maximise the impact of user-generated content.”
Whether you’re looking to spark conversations, boost engagement, or drive sales, we can help you create a UGC strategy that works.
Let’s Get Your UGC Strategy Started
Ready to dive into UGC but not sure where to start? You’re in luck! Melbourne Social Co is here to help you refresh your content strategy for 2025.
Whether you’re a small business or a big brand, we’ve got the tools and expertise to elevate your social media game.
Don’t wait—we have limited capacity. Let’s make 2025 your most engaging year yet!
How to Boost Instagram Engagement in 2025: 5 Expert Tactics from Melbourne Social Co
Building a community on Instagram is all about engagement—it’s what keeps your followers coming back for more and, ultimately, converts them into loyal advocates for your brand. But in 2025, where trends move at the speed of light, how do you create content that stands out and drives meaningful interactions?
Here are five handy tips to boost your Instagram engagement in 2025.
What is Instagram Engagement (and Why It Matters)?
Engagement is the heartbeat of Instagram. It’s how your followers interact with your content—likes, comments, shares, saves, and even Story responses. But it’s more than just a metric.
“When your audience is engaging with your posts, it shows they’re invested in your brand,” explains Shelley Friesen, founder of Melbourne Social Co. “And when the algorithm sees that engagement, it rewards you with more visibility, which means more people discovering your brand.”
1. Turn Followers Into Friends With Stories Stickers
Instagram Stories aren’t just for sharing snapshots—they’re an engagement powerhouse, especially when you use interactive stickers like polls, quizzes, and questions.
“We love using Stories to spark conversations,” says Shelley. “Hosting an AMA or throwing out a fun poll is such an easy way to connect directly with your audience—and every interaction counts as engagement.”
Give it a go: Ask your audience something lighthearted (“What’s your go-to coffee order?”) or even product-focused (“Which colour should we launch next?”).
2. Memes Are Still an MVP of Relatable Content
If there’s one thing Instagram users love, it’s a good meme, or content piece that speaks to 'shared experience'. They’re funny, easy to share, and give your brand a playful edge. Plus, when followers repost your meme to their Stories, your content gets in front of a whole new audience.
Memes might seem casual, but they’re a serious engagement driver. We often recommend them to clients because they humanise your brand and create those ‘me too’ moments that everyone loves.
3. Don’t Sleep on Reels
Video isn’t going anywhere—in fact, it’s bigger than ever. Instagram Reels are one of the best ways to get your content in front of new eyes, thanks to their algorithm-friendly format.
“We’ve seen Reels work wonders for clients, even without fancy production,” Shelley says. “It’s all about relatability. Think quick tutorials, behind-the-scenes moments, or hopping on trends that align with your brand voice.”
Pro Tip: Use captions with trending keywords, and trending audio to increase your chances of landing on the Explore page.
4. Carousel Posts Are an Engagement Goldmine
Want to triple your chances of engagement? Try carousel posts. Instagram’s algorithm often resurfaces carousels multiple times in your followers’ feeds, giving you extra opportunities for likes, comments, and shares.
“Think of carousels as mini-stories,” says Shelley. “Each slide should add value—whether it’s educational content, a product showcase, or a feel-good story. It’s about keeping your audience swiping till the end.”
5. Nail Your Call-to-Actions (CTAs)
Sometimes, all you need to do is ask. Including a simple CTA in your caption—like “What’s your favourite?” or “Tag a friend who needs this!”—can be incredibly effective for driving comments and shares.
“And don’t forget to use your bio strategically,” Shelley adds. “A great link-in-bio tool can drive engagement beyond Instagram, leading your followers straight to your website, blog, or product pages.”
Engagement Is Just the Beginning
At Melbourne Social Co, we know engagement is the foundation for building strong, lasting relationships with your audience. But it’s also a springboard for showcasing everything else your brand has to offer—whether that’s new products, campaigns, or even deeper conversations about your values.
“Ultimately, engagement is about showing up for your audience in a way that feels authentic and valuable,” Shelley says. “When you do that, the results speak for themselves.”
Ready to take your Instagram strategy to the next level? Let’s start a conversation! Reach out to Melbourne Social Co to see how we can help you build a thriving online community.
Why Black Friday Matters and How Brands Can Stand Out with Authentic Content
Black Friday has become one of the most critical sales periods of the year, where customers flock to find deals and brands compete to grab attention in a crowded marketplace. But why is Black Friday so crucial, and how can brands make the most of it?
The Importance of Black Friday for Brands
- Consumer Spending Boost
Black Friday kicks off the holiday shopping season, often accounting for a significant portion of yearly revenue for many brands. Shoppers are primed to spend, motivated by discounts, and looking to complete their holiday shopping early. - Customer Acquisition Opportunity
With heightened interest, Black Friday is a golden chance to reach new audiences who may have been previously unaware of a brand or waiting for a reason to buy. Offering valuable deals can convert these potential customers into long-term followers. - Creating Brand Awareness
With an increase in shopping activities comes a surge in online traffic. Black Friday campaigns, if crafted strategically, can increase visibility and enhance brand recognition, creating an ongoing impact well beyond the sale period.
Standing Out with UGC-Style Content
With the fierce competition during Black Friday, it’s not enough to simply promote discounts. Shoppers today are looking for authenticity. They’re more likely to engage with brands that resonate with real, relatable experiences over polished ads. That’s where user-generated content (UGC) comes in.
UGC-style content brings a level of trust that’s hard to achieve through traditional advertising. It presents your products or services in an approachable, down-to-earth way that feels more like a recommendation than a sales pitch. Especially in 2024, audiences crave this authenticity—they want to see how a product fits into real life, not just how it looks in a studio.
Melbourne Social Co’s Exclusive Black Friday UGC Offer
At Melbourne Social Co, we know the power of authentic content. That’s why we’re offering a special Black Friday deal on our UGC-style videos: 10 videos for $2,500, a 50% discount on our regular rate. Our team collaborates with a trusted network of UGC creators who align with your brand, making content that’s both relatable and effective.
By booking this package, you’re ensuring your brand shines during the holiday season, standing out with content that consumers are excited to engage with. Limited packages are available, so don’t miss out—book before November 30th to secure your spot.
Let’s make this Black Friday unforgettable for your brand with the authentic, engaging content your audience loves.
Want to chat to our team about your holiday content strategy? Get in touch today.
Want to see what UGC style looks like? Check out a mini showreel of our work for Adairs, Lifely and Lululemon here.
Why Brands Need to Be Targeting Gen Z as Part of Their Social Media Strategy
Gen Z: they’re the generation that’s rewriting the rules of social media, shaking up digital marketing, and reshaping how brands connect with consumers. If your brand isn’t already focusing on this dynamic group, you’re missing out on a powerful audience that values authenticity, creativity, and innovation.
At Melbourne Social Co, we work with clients every day to help them understand and connect with Gen Z. Here’s why we believe they need to be a central part of your social media strategy.
1. Gen Z is the Future of Consumer Spending
Let’s start with the numbers: Gen Z (born between 1997 and 2012) is quickly becoming a driving force in the global economy. They’re entering the workforce, making their own purchasing decisions, and influencing their families’ spending habits.
If you’re not engaging Gen Z now, you’re not just missing out on today’s sales—you’re losing out on building long-term brand loyalty with tomorrow’s biggest spenders.
Tip: Start by understanding what matters to Gen Z and tailor your messaging to align with their values. Don’t underestimate the impact of building relationships with them early on—they’re likely to stick with brands that resonate with their ideals.
2. Authenticity is Everything
Gen Z doesn’t just want to buy products—they want to buy into values. Unlike older generations, who might respond well to polished, aspirational branding, Gen Z craves authenticity and realness. They’re not interested in perfectly curated ads or traditional marketing tactics; they want to see brands that are transparent, socially conscious, and real.
This generation is skeptical of anything that feels too “salesy” or staged, and they’re quick to call out brands that don’t align with their values. Whether it’s social justice, sustainability, or mental health, they expect brands to take a stand on the issues they care about—and to do it in a genuine way.
Tip: Make sure your brand’s messaging is authentic and transparent. Share your values, show behind-the-scenes content, and most importantly, live up to the promises you make.
3. TikTok is Their Playground (and Brands Should Play Too)
If there’s one platform that defines Gen Z, it’s TikTok. With its raw, unpolished content and endless stream of trends, TikTok has captured the attention of Gen Z in a way no other platform has. It’s not just about watching content—this generation is creating and engaging with it on a massive scale.
What does this mean for brands? It’s time to get on board. TikTok offers a unique opportunity for brands to connect with Gen Z in a fun, creative, and highly engaging way. It’s not about traditional ads—it’s about becoming part of the conversation through authentic, viral content.
Tip: Get creative on TikTok! Use challenges, trends, and authentic storytelling to engage with Gen Z where they’re already spending their time.
4. They Value Community and Connection
For Gen Z, social media isn’t just a place to consume content—it’s where they build and participate in communities. This generation values connection and wants to engage with brands that foster a sense of belonging. They’re looking for two-way conversations, not one-way advertising.
Brands that want to resonate with Gen Z need to focus on building community and offering value beyond just products. Whether it’s through interactive content, user-generated campaigns, or meaningful collaborations with creators, creating a sense of community is key to winning their loyalty.
Tip: Make sure your social media strategy isn’t just about broadcasting—it’s about engaging. Encourage user participation, respond to comments, and build a community around your brand.
5. Short Attention Span, Big Expectations
Gen Z has grown up in a world of instant gratification, and their attention span reflects it. Studies show that you have about 8 seconds to capture their attention online, so your content needs to be quick, engaging, and to the point. But here’s the thing: once you’ve got their attention, Gen Z is incredibly loyal to the brands that deliver value.
This means that your social media strategy needs to focus on high-impact, visually engaging content that resonates right away. Whether it’s a short, snappy TikTok video or a bold Instagram Story, your content has to be eye-catching and meaningful in a very short time frame.
Tip: Focus on bite-sized, impactful content that immediately grabs attention. Don’t be afraid to experiment with new formats like short-form video and interactive posts to keep your audience engaged.
Gen Z isn’t just another generation—they’re a cultural force that’s transforming how brands connect with consumers. Their values, preferences, and behaviours are reshaping the future of marketing, and brands that want to stay ahead need to start incorporating Gen Z into their social media strategies now.
By focusing on authenticity, embracing platforms like TikTok, building communities, and creating content that resonates, brands can build long-lasting relationships with this powerful generation.
If you’re not already targeting Gen Z, now is the time to start.
Reach out to our team today and we can assist with a social media strategy for your brand.
Two exciting new staff appointments at Melbourne Social Co following a strong quarter of growth
Melbourne Social Co is thrilled to announce two new staff appointments, following a very successful quarter for the agency, and a number of marquee new client signings.
The agency is thrilled to welcome Ebony Coatsworth, as a Social Media Executive. Ebony has carved out a really successful personal brand, marketing community and podcast series in ‘Can I Buy You A Coffee’ over the past few years, and we are thrilled to welcome her to the agency.
We also welcome Amy Torpy this month. Amy comes from a PR agency background and joins Melbourne Social Co as an Account Manager, bringing a wealth of experience across property and hotel portfolios.
We are thrilled to welcome both Ebony and Amy, and look forward to this experienced pairing working on key new client signings such as Oates, Epzen and Essano.
