Evolving with social trends

The creative industry moves at lightning speed, and nowhere is that clearer than on platforms like Instagram. I was reading a thread recently that really hit home: strategies that worked just a couple of years ago now fall flat, while authenticity and intentionality have taken center stage. It reminded me that part of being a creative today isn’t just about design or storytelling, it’s about staying flexible and adapting how we share those stories.

The old “growth hacks” (posting 10x a day, sharing lists) don’t create real engagement anymore. People want fewer and better posts that feel human and relatable. They want to see behind the scenes, hear about mistakes and wins, and connect with the person behind the campaign. As someone who’s spent years building bilingual and multicultural campaigns, this resonates deeply with me. Audiences value honesty and cultural authenticity far more than volume or trends.

For me this change is truly fulfilling. Showing process sketches, sharing lessons learned from a campaign that almost didn’t work, or talking about experiments with new tools like generative AI are opportunities to connect with people on a human level. The industry is evolving, keeping curiosity at the core to turn it into meaningful, lasting connections is key.