Paige Tapp, Senior Social Media Manager at BÉIS, discusses the importance of building genuine connections over chasing virality in social media. She shares insights from her career as a professional athlete and how those experiences shape her brand's flexible, creative approach to social media strategy.

Duolingo's creative approach to social media, particularly on TikTok, leverages witty copywriting and cultural moments to engage users and drive brand visibility. The establishment of a writers' room has enabled the team to quickly develop and execute original content ideas that align with the brand's voice, resulting in significant social media growth and virality.

Virality is driven more by emotional connections than by algorithms or scientific formulas. Understanding the emotional triggers that resonate with audiences can significantly enhance content's shareability and impact on social media. Fostering genuine emotional responses in content can lead to greater engagement and virality.

Trendjacking is a marketing strategy where brands leverage viral cultural moments to increase visibility and engagement. While it can boost reach and brand awareness, careful consideration is necessary to ensure the trend aligns with the brand's values and audience. Successful trendjacking requires creativity, timely execution, and an understanding of the trends that resonate with consumers.