Social Butterflies: Fabienne Tyler on Authenticity and AI
Fabienne Tyler's role as social lead at JustSo involves working across a wide roster of clients to grow the social side of the business, both retained and new. As storytelling is key within the the work at JustSo, Fabienne's opportunity to embrace this through the heart of social is something she's extremely passionate about, to help connect brands with their audiences in meaningful ways.
LBB> What’s the most significant development or trend shaping the social space right now?
Fabienne> I really don’t want to be another person to say the word AI, but it is AI. There seem to be a lot of moving parts within this space, it’s hard to keep up! Definitely a lot of creative opportunities here, but also kind of scary… I’m thinking creators and humans built with AI when I say this. It’s definitely another layer for social creatives and brands to be challenged on in addition to everything else when it comes to ideating content.
I read the other day that ByteDance is looking at a new text-to-video generation tool called ‘Jimeng Ai’, which enables users to create short videos via AI written on based prompts. It’s been discussed that ByteDance is looking to incorporate this into TikTok, which could lead to a lot of new creative trends, response to music, and approach with creators etc. It will be interesting to see what happens here, and the response it gets!
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 (and can you give an example of a campaign that demonstrates that)?
Fabienne> I hark on about this all the time, but community management can be extremely effective when it comes to social strategy; especially on platforms such as TikTok and Instagram. It’s low-lift, but can generate powerful brand presence. It’s not just about the content on your channel (although that is important!), but how you engage with your community, and use this as an opportunity to reach wider audiences.
It’s also incredible how many brands have created content off the back of what their audience is saying. Listen to what they want. This can be via commenting, or, what we know our target audience is talking about, and behaviours. From observation this has definitely been a contributing factor to the success of brands that have done well on the likes of TikTok, for example, Duolingo.
Shout out to Vinterior, who do this in a fun, clever way. I love this series that they do on their Instagram.
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?
Fabienne> I think creators are quite an interesting space here, and how brands work with them. They can be powerful when it comes to connecting with wider audiences, but it’s so clear to see when a creator is posting a brand video that doesn’t align with their tone of voice.
It comes down to, how can a brand craft a piece of content with a creator that fits the brief, but aligns with the style the creator has on their own channel? A few creators I’ve spoken to feel they lack creative freedom when it comes to working with brands, so how can they be better at (yes, I will use this phrase) bridging the gap between bringing in their brand presence whilst still maintaining the authenticity of the creator.
LBB> What does ‘craft’ mean to you in a social context?
Fabienne> Probably storytelling, thinking about the emotion first when concepting ideas. How would you want to make someone feel? I feel, unlike before, it doesn’t really matter what the length of your content is, creating successful content is all about focusing on the story, and what reaction you want to gain from your audience.
LBB> Organic, paid, influencers, social search - how do you approach figuring out the best way to reach audiences?
Fabienne> It’s a good question. It’s very dependent on a brand's overall strategy, and what they’re trying to achieve; is it awareness, engagement, community building etc. Each does its own job in a different way and has its own purpose, but I’d say testing and trying multiple approaches until you discover what your audience really wants. There’s no right or wrong way when it comes to trialling. Don’t be disheartened if something flops.
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?
Fabienne> As my job is being in tune with all things social basically… most days, it’s important to take a step back and switch off from it, when I can. Social is such an incredible tool in so many ways, but there is a fine line between using it from a personal point of view vs work. When I’m not working, I’m scrolling my own socials in the evening, responding to people. It’s always on. So taking these breaks from technology when I can is important to me as a reset. I’d say this to any of my team.
When it comes to using social, following content which serves my best interests is key. There’s a lot out there, but I've learnt it’s important for my own mental health to have content on my feed about things I want to see. It’s sometimes easier said than done though, as platforms are starting to serve ‘discoverable’ content in numerous ways.
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?
Fabienne> I think it comes down to the old saying: don't trust everything you read online. But also, this is where AI also causes another layer when it comes to misinformation. It’s good platforms are starting to now introduce tools that explicitly call out if something is generated via AI, but it’s not always obvious.
As brands and creators, we should always be aware of what conversation is going on in social; whether that be positive or negative, but also as brands or individuals, using our platform as a voice to support meaningful conversations.
LBB> What are the biggest missteps you see brands making most regularly on social media?
Fabienne> I think being too promotional within content is a main one here. Especially working with creators, too. I’ve seen a lot of brands shape their content to be extremely product heavy, to the point it becomes too sales-y, which will automatically lose the viewer's attention.
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?
Fabienne> I am yet to utilise complex AI tools fully within a project… but I always seek ways AI tools that are built in-app(s) can be integrated prior to posting, for example, the accessibility text to voice AI feature on TikTok. If they’re there in front of you, trial them out. I’m always keeping myself up to date with any AI in-app developments that come through, and looking for where they can be used. A big challenge for brands will be when it comes to being authentic when ideating.
LBB> Thinking longer term, where do you see the biggest risks and opportunities when it comes to AI in social?
Fabienne> Risks, a higher increase of false information online. This could harm the protection of brands, so it’s our responsibility as social experts to identify how this can be prevented as much as possible. Especially thinking of the younger generation here. When it comes to opportunities, finding ways AI can be used for good. How can social platforms implement more AI functions for accessibility purposes? Or how can we connect social AI for the better in our day to day lives.
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?
Fabienne> I do really like a bit of TikTok, and have discovered so many creators in-app which bring me utter joy and entertainment. I love how it’s a platform that really celebrates creativity and encourages people to be their authentic selves. So many people have been discovered within this app, and have gone on to do big things.
I also still very much love the gram. I think Instagram is such a powerful platform for community building.
Two of my favourite pages are:
Stories Behind Things: Absolutely love this page. Founded by Jemma Finch, Stories Behind Things is a community that’s been built sharing stories on sustainability, climate and consumption. Easy digestible, and visually engaging content that focuses on our planet and environment.
GUAP Mag: I first discovered GUAP when I attended a talk by one of the founders, Ibrahim Kamara, who spoke about how himself and his business partner built GUAP from the ground up, and the reason behind starting it. It’s a media platform that’s dedicated to discovering and celebrating emerging diverse creatives. Love the branding, love the initiative, and the art direction within the magazine is beautiful. Definitely check it out!
LBB> What advice would you give to people who are looking to get into social, whether as creatives, strategists or producers?
Fabienne> Network. Go to talks, grab coffee, ask questions, build up as much knowledge as you can. If you show you’re passionate about what you want, you will get it. One of my favourite places for networking in the industry is The Dots.
I’d suggest starting to build a portfolio of your own ideas, this can be for any brand of your choice. It’s nice to show people your thinking and that can be super beneficial for creatives.
I’d also say to those who are in the industry, to give people a chance. I hired a few people at previous agencies that had little to zero experience in this space, they were just super passionate and keen to just do. They ended up being incredible team members!
