We’re proud to see Annie Harte, Audience Strategy Lead, featured in The Drum’s latest round of Agency Advice, where she shares her take on what it really means to connect with audiences in the constantly shifting world of social media.
“Being chronically online gets a bad rep in the wider world, but in social it’s a superpower,” Annie says. She believes the secret lies in going beyond surface-level trends and immersing yourself in internet culture as it happens. That means understanding the language, the rituals, the chaos, and not just as a passive observer. “Become fluent in internet-speak and rituals, not just as observer but as active participant.”
For Annie, the real opportunity is in going deeper, into the why behind online behaviour. “It’s about understanding why people care: what are they craving? Who are they mocking? What are they celebrating?” When brands pay attention at this level, it’s no longer about simply jumping on trends. It’s about insight. “It’s that human insight that creates content that lands.”
The most impactful work comes when brands are willing to embrace what she calls the messy, the specific and the unpredictable. “When brands take note of this depth, no matter how messy, specific or unpredictable, they unlock a new level of originality.”
We’re thrilled to see Annie’s approach recognised and shared. If your brand is ready to lean into the chaos and speak the language of the internet, Annie’s message is clear. Do it with insight, do it with intent and don’t be afraid to go deep.
Read the full article here.
