Most brands think social media success means more followers and more views.

Shelley Strater says that’s completely wrong.

Shelley has spent 15+ years working across social media, digital marketing and content strategy, helping brands understand the real drivers behind audience growth — human behaviour, emotional connection and community.

In this episode of #seen, we talk about what actually moves the needle online and why chasing vanity metrics like follower counts and views can lead brands in the wrong direction.

Shelley breaks down how she thinks about engagement, audience psychology, storytelling and platform strategy, and why smaller creators with tight communities often have more influence than accounts with hundreds of thousands of followers.

We also get into the realities of working in social media — including burnout, algorithm pressure and staying creative in an industry that never switches off.

In this conversation:

• Why engagement matters more than follower counts
• The biggest mistakes brands make on social media
• Why views don’t necessarily mean your content is working
• How to build real communities online
• Why small creators can outperform big influencers
• How to survive working in a 24/7 social media industry

If you work in social media, marketing, content or brand, this episode is packed with practical insights from someone who’s spent more than a decade inside the industry.

This podcast is sponsored by Sked Social.

Sked helps social media teams plan, schedule and analyse content across Instagram, TikTok, LinkedIn, Facebook and more — all in one place.

If you’re serious about social media, Sked makes it easier to stay organised, collaborate with your team and understand what content is actually working.

Start your FREE 14 day trial now.