Written by Eva Mitchell 

Earlier this month, I went to bootcamp, but forget dumbbells and drills, this was the fun kind!  

Delving into the state of play for social, the Sydney Brandwatch Bootcamp spanned everything from creating standout content to building stronger online communities.  

With attention spans on socials dwindling down to just two seconds, and the trends cycle faster than ever before, having a strategy that cuts through the noise is critical for brands.  

The message was clear. Social media must be more social – driven by human connection, authentic dialogue and bold creativity.  

After a fascinating day of talks and Q&As, here are IMPACT’s top four takeaways. 

#1 A social media strategy should never be “set and forget” 

Content pillars have been a fundamental guide for social media teams for many years, but in an age where platforms and conversations shift quickly, they can become outdated and irreflective of audience expectations.  

Instead, purpose should be at the heart of content development, whether through education, inspiration or entertainment, content needs to feel fresh. 

However, that doesn’t mean ditching content pillars altogether but rather treating them as living themes that evolve with your community.  

By keeping an eye on comments and engagement metrics, brands can understand what is resonating with their audience, which can then be tested and trialled as new content in turn.  

#2 Everyone in the company has a role to play in social content 

A strong content strategy allows social teams the flexibility to be reactive and creative yet equips them with clear guardrails on what areas might be too risky.  

To build this strategy and ensure a shared understanding across the entire organisation, it is important to proactively educate senior managers and executives on the purpose of organic social.  

Buy in from executives provides alignment but also clarity on what is considered brand safe.  

When senior leaders grasp both the potential and the pitfalls of social, it empowers content teams can build eye-catching content. 

#3 All brands can #trend, you just need to find what suits you  

With so many pop culture trends, viral crazes, and days of importance, there’s a slice of the social pie for everyone to capture. But don’t get greedy! Consider the platform, audience, and messaging carefully to ensure that the trend is right for the brand.  

Marketers must also consider if the brand is trends-based or trendy. Trendy brands are aspirational (think designer labels and sports cars) but just because they are premium, they can still tap into trendy content or moments. Otherwise, it’s about finding the trending content themes that fit the brand’s strategy.  

For IMPACT client, Merlin, trending content is helping to drive the home access solutions brand’s social strategy. From the current #UnfortunatleyIDoLove videos to #ThisAnd and April’s AI-generated action figures trend, these themes authentically align with Merlin’s territory of being able to address everyday life challenges.  

#4 Community engagement as a driver of reputation  

Social media should facilitate two-way communication between a brand and its audience. It is a reputational channel where your actions, tone, and interactions shape how audiences perceive you.  

Acknowledging, explaining, and resolving are the foundations of effective community moderation, helping brands show they are listening, transparent, and proactive. Getting these foundations right not only builds trust but also turns challenging moments into opportunities for brand advocacy.  

Engaging with community also allows businesses to show personality, and connect on a human level, rather than simply pushing messages.  

As we look towards 2026, the brands that win will be those that define a clear purpose and balance key messaging with what audiences crave most: genuine social connection. 

To learn how to make your brand stand out in the feed and build lasting engagement with your community, contact Trish McGee at trish@impactagency.com.au.