Sarah, Social Media Manager at ManyChat, has grown the brand's Instagram to over 600K followers as a B2B company — and she did it by leading with value instead of product pitches. In this episode of Beyond Social, Sarah joins hosts Chris Cunningham and Reggie Azevedo to break down the content strategy behind ManyChat's social growth and what it really takes to build an engaged audience in the creator economy.

Sarah covers why an 80/20 split between educational content and product promotion is the formula that actually converts, how ManyChat uses comment automations to drive massive engagement (and why their followers trigger keywords even when they're not asked to), and how she manages YouTube and Instagram with a lean but structured team workflow built inside Asana.

The conversation also gets into AI and where it actually fits in a social media workflow — as a brainstorming partner and efficiency tool, not a replacement for the creativity that makes content stand out. Sarah also shares her framework for evaluating what's working, from watch time and engagement rate to iterating on hooks that consistently outperform.

If you're a social media manager trying to grow a B2B brand without sounding like every other brand account, this episode is packed with actionable perspective.

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