Social Butterflies: Bayly Shelley on the Demand for Authenticity

Bayly Shelley is a dynamic creative professional with a diverse background in content creation and brand marketing. Currently serving as the creative content lead at The Kitchen North America within Kraft Heinz, he leads the creative content direction for renowned brands including Kraft Mac and Cheese, Philadelphia Cream Cheese, Oscar Mayer, and many more.

Beyond serving up food content, he also has served up fashion content, having successfully founded and managed a drag photography business (@DragFiles), earning recognition and features in Vogue, Paper Magazine, and Deadline. Bayly continually pushes the boundaries of what exceptional Gen Z social content can be, setting new standards for creative excellence in the digital realm.

LBB> What’s the most significant development or trend shaping the social space right now?

Bayly> One of the most significant trends shaping the social space right now is the demand for authenticity.

Audiences today are incredibly savvy and can quickly detect when content feels overly polished or forced. The key to resonating with them is creating content that mirrors the way users naturally create on the platform—whether that’s through handheld phone footage, trending sounds, or unscripted moments that feel real and relatable.

Even when content is planned or scripted, the presentation needs to feel genuine and spontaneous to truly connect with viewers. Platforms like TikTok and Instagram Reels thrive on this style, rewarding content that feels more personal and less like traditional advertising.

At The Kitchen, when we create for brands like Kraft Mac and Cheese or Oscar Mayer, we focus on making interactions feel real, even if they’re thoughtfully produced. We lean into relatable, everyday moments—whether it’s showing families cooking together or friends sharing a backyard barbecue.

By embracing conversational tones, incorporating occasional imperfections, and reflecting the real-world dynamics that people experience in their own lives, we create content that feels like an organic part of their social media experience.

The goal is always to break down barriers and present the brand in a way that feels as authentic as the content audiences are already consuming.

LBB> Every platform functions so differently - and the way they function evolves over time and there’s a lot of fun to be had on social, from shoppable livestreams to AI filters - so where are you finding the most satisfying or exciting creative opportunities right now?

Bayly> There are so many ways to be reactionary and tap into cultural moments in today’s social space, and each platform offers its own unique opportunities to do so. Whether it's responding to a viral trend, creating content that plays off current events, or leveraging user-generated content, brands have a chance to be nimble and relevant in how they show up online.

What’s exciting is that this can take multiple forms—from quick, meme-driven posts that go live in minutes to more interactive and engaging experiences that encourage audience participation, like shoppable livestreams or creative challenges. This flexibility allows brands to stay plugged into the conversation while offering a range of ways for users to connect.

One standout example is our Oscar Mayer 3D printable phone case campaign, inspired by the Hailey Bieber Rhode phone case trend. Rather than just jumping on the trend with a simple post, we took it a step further by providing users with 3D printable files to create their own Oscar Mayer phone case that holds a hot dog. This campaign was not just a reaction to a trending moment but an invitation for users to engage with the brand in a fun and tangible way.

By blending customisation, humour, and a cultural reference, we were able to create something that felt fresh, shareable, and uniquely Oscar Mayer. It’s a great example of how being reactive doesn’t always have to be fleeting—sometimes it’s about turning a trend into a lasting experience that connects with audiences on a deeper level.

LBB> Social media is a space for brands to be a bit more human - but how do you walk the line between personable and twee?

Bayly> Social media offers brands a chance to feel more personable, but maintaining the right balance between approachable and overly cute can be challenging. For Philadelphia Cream Cheese, we focus on providing attainable yet unique recipes that speak to people who love hosting gatherings.

Our content aims to help them create impressive, shareable dishes that wow guests without being complicated. To ensure we’re speaking the same language as our consumers, we often highlight viral recipes and trends, tapping into the latest food crazes and snack hacks.

This allows us to stay relevant and connected to what our audience is already engaging with, while showcasing Philadelphia Cream Cheese as the secret ingredient behind these buzz-worthy creations.

By aligning with trends, we position the brand as both a trusted kitchen staple and a source of creative inspiration, keeping the tone authentic, relatable, and exciting.

LBB> What does ‘craft’ mean to you in a social context?

Bayly> In a social context, craft means understanding the core elements of content creation and using them with intention.

It starts with knowing the different building blocks: first, you choose your format—whether it’s a skit, POV, voyeuristic 'caught in the act' moment, using a Snapchat UI, or following a trend.

Next, you decide on your hook tactic—something that grabs attention quickly, like shocking imagery, appetite appeal, quick cuts, or the Gen Z shake effect.

After that, you select your engagement bait—a technique to prompt interaction, such as purposefully mispronouncing a word, using a random object as a prop, or adding something happening subtly in the background.

Finally, you add an attention-retaining tactic—quick cuts, a voiceover to guide the viewer, or building curiosity around a reveal.

While content can feel formulaic, real craft comes from how you adapt and combine these building blocks to create something that feels fresh, engaging, and unique.

LBB> Organic, paid, influencers, social search - how do you approach figuring out the best way to reach audiences?

Bayly> When deciding how to best reach audiences across organic, paid, influencers, and social search, it’s all about understanding the strengths of each channel and aligning them with both the campaign goals and the audience’s mindset.

Organic content is where we build authentic, long-term relationships by engaging with our community and tapping into real-time trends, while paid content allows us to strategically target specific demographics and ensure our message reaches the right people at the right moment.

Influencers offer a unique opportunity to deliver our brand message through a trusted voice, but the key is in finding the right partners who can tell our story in a way that feels natural to their followers.

Social search is often an overlooked piece of the puzzle, but optimising for discoverability ensures our content finds the people already looking for inspiration, recipes, or products in real time.

The real art is in weaving these pieces together—creating content that feels natural and engaging in an organic sense, while strategically amplifying its reach through paid and influencer partnerships. Each channel is part of a larger ecosystem, and the key to success is understanding how they interact to form a cohesive and impactful strategy.

LBB> Social media can be brutal - on a personal level how do you deal with that aspect of the role and helping your teams on the front line?

Bayly> Social media thrives on momentum, and in such a fast-paced environment, content can feel almost disposable. Overthinking one piece can mean missing the moment, so it’s crucial to stay reactionary, constantly creating and keeping the content flowing.

However, for content creators—many of whom also star in their own work—this churn can be overwhelming, and burnout is a very real issue. The constant pressure to keep up with the relentless pace of social media is unlike any other role, and dealing with brutal feedback adds another layer of challenge.

At The Kitchen, we help manage this by training our content creators through fake anonymous feedback sessions in content team meetings, helping them build resilience and prepare for the kind of comments they might face.

But we also recognise the importance of keeping feedback to a minimum to avoid overwhelming them as well as remaining as agile as possible. Speed is everything in this business. Keeping them inspired is crucial, and we do this by constantly training them on new content types—whether it’s photography, videography, or fresh editing styles.

We also provide them with various content tactics to experiment with, giving them the tools to reach audiences in different ways. This not only keeps their work dynamic and exciting but also helps them avoid burnout by staying creative and engaged with the content they’re making.

LBB> Social media has been accused of driving polarisation and spreading misinformation, while others call it the marketplace of ideas. Whether or not that’s the whole truth, it is certainly shaping discourse and is one of the key venues for culture war-ish behaviour. What’s your take on the role of social media in society and what responsibilities do brands and individuals working in social have?

Bayly> For brands and individuals working in social, the responsibility is immense. At The Kitchen, we are highly mindful of how we engage, ensuring that our content is inclusive, diverse, and representative of the communities we serve.

We take care to ensure that our brands have an authentic reason to participate in trends, avoiding the pitfalls of appropriating or choking culture, which can easily happen if brands force themselves into spaces where they don’t belong.

Instead, we prioritise only engaging in moments where the brand truly has a place to play. Beyond that, we believe in giving credit where it’s due. We make sure to pay creators and attribute their work by tagging them, ensuring we’re not just borrowing their contributions to culture but elevating and amplifying their voices. This way, we actively support the creative community and ensure our involvement in trends is both responsible and meaningful.

It’s about fostering positive, inclusive conversations and creating a more connected social landscape without contributing to the noise or division.

LBB> What are the biggest missteps you see brands making most regularly on social media?

Bayly> One of the biggest missteps I see brands making on social media is jumping on trends without a genuine reason to participate. While it’s tempting to try to be part of every viral moment, if the connection to the brand isn’t authentic, it often feels forced or opportunistic, making the brand seem out of touch and even leading to backlash.

Another common mistake is the attempt to hero CEOs or executives as the face of authenticity. While the intention is good, many times the CEO is disconnected from the day-to-day workings of the business, and their presence can feel more corporate than personal.

This can unintentionally dehumanise the brand, making it seem out of touch with its own culture.

It’s often more effective to highlight employees or creators who are more connected to the brand’s journey, as this brings a relatable, inside perspective that audiences find more engaging.

Additionally, brands often over-curate their content, and in today’s social media landscape, people crave authenticity and realness. Overly polished content can feel disconnected, and embracing a more casual, human tone—along with the occasional imperfection—is key to keeping audiences engaged.

LBB> Inevitable AI question! How are you applying AI in your day-to-day role and what have been your key insights/observations about the best way to approach it in the campaigns you’ve worked on?

Bayly> AI has been a game-changer in creating interesting social posts and helping us stay agile as the speed of culture continues to evolve.

A great example of this was our Met Gala-inspired campaign for Kraft Singles, where we used AI to generate looks inspired by melty cheese. This allowed us to quickly create visually compelling and on-trend content that played into the fashion-forward buzz of the event, all while keeping the tone light and fun.

However, it’s becoming evident that many consumers don’t fully appreciate AI-generated content. There’s a perception that AI takes opportunities away from smaller creators or replaces paying someone to create original art, which can lead to a negative reaction. While AI has been invaluable in allowing us to produce content at the speed required to stay relevant in social conversations, we’re mindful of these concerns.

The key is to balance using AI for speed and efficiency with maintaining a human touch, ensuring that the creative integrity and value of the content are never compromised. It’s about finding ways to use AI as a tool to enhance creativity, not replace it.

LBB> Thinking longer term, where do you see the biggest risks and opportunities when it comes to AI in social?

Bayly> Looking ahead, one of the biggest risks with AI in social media is the potential to lose authenticity, which is the foundation of social platforms.

Social media thrives on genuine connections, real voices, and relatable content, and if brands become too reliant on AI-generated material, there’s a danger that the content will start to feel impersonal or formulaic.

Audiences are quick to spot inauthenticity, and in a space where users value raw, unfiltered moments, overly polished or AI-driven content can feel disconnected.

As AI continues to evolve, there’s a temptation to use it to generate content at scale, but if brands aren’t careful, they risk creating a cookie-cutter presence that lacks the unique, human touch that makes social media engaging. Consumers could start to feel like brands are prioritising efficiency over real connection, and this could lead to erosion of trust and loyalty.

The challenge will be to use AI in a way that enhances creativity and helps respond to trends quickly, while still maintaining that crucial sense of genuine engagement that makes social media so powerful. Balancing speed and personalisation with true authenticity will be essential to staying relevant and trusted in the long term.

LBB> When you’re not working, what social platforms and content do you personally enjoy engaging with and why? What creators, influencers and social communities do you really love?

Bayly> When you work in social, you’re pretty much always working—even when you’re not. What some might call doom scrolling, I’ve rebranded in my mind as inspiration searching.

With that said, TikTok is my go-to platform for raw, unfiltered content. The spontaneity and authenticity of TikTok really resonate with me, and it’s where I often find the most creative sparks. Whether it’s a new format, a viral meme, or an unexpected trend, TikTok constantly triggers ideas that can be reimagined for fun, unique brand content. It’s the perfect place to see how real people are engaging with content in the moment, and that’s what makes it such a valuable tool for inspiration.

Some creators I draw the most inspiration from would be @Nyane in the beauty community because she has created her own trends and formats while maintaining her own specific voice and brand. Another creator I love is @Jessechrisss who uses her skills in aftereffects to create dynamic native looking but surprising content.

LBB> What advice would you give to people who are looking to get into social, whether as creatives, strategists or producers?

Bayly> My biggest advice for anyone looking to break into social—whether as a creative, strategist, or producer—is to stay curious and adaptable.

The social landscape is constantly changing, with new platforms, trends, and algorithms popping up all the time, so you need to be ready to pivot quickly and experiment with new ideas.

Don’t be afraid to get hands-on and start creating content yourself. Whether it's producing TikToks, Instagram Reels, or YouTube Shorts, having firsthand experience will give you a much better understanding of what works and why.

Another key piece of advice is to pay attention to the data. Creativity is essential, but understanding how to measure success and tweak your approach based on insights is equally important. Social is a blend of art and science, and those who can balance both will thrive.

Lastly, remember that authenticity is everything. Whether you’re working on personal projects or building content for brands, staying true to your voice and your audience’s values is critical. Social media users are highly tuned into what’s real and what’s forced, so always focus on genuine engagement over chasing trends for the sake of it.