The Media Leader Podcast
How do brands keep up with social trends? It’s a perennial question in an era marked by the sheer speed at which social media moves.
But as brands continue to lean further and further in to advertising on platforms and with creators, it’s important to understand best practice for driving positive outcomes, especially as metrics like views and impressions become less valuable than building and speaking to online communities.
Melissa Chapman is CEO of Jungle Creations, a publisher-powered social and influencer agency home to brands such as Twisted, VT and Four Nine.
She joins Jack Benjamin to discuss how brands are challenged to reach young, increasingly niche and community-focused audiences across different platforms.
The pair chat about Jungle Creations’ diversified business strategy, the future of the creator economy, the relative importance of brand safety and how a recent ADHD diagnosis has given her a new perspective on work-life balance and leadership.
She argues: “I think in the future, brands are not going to be like: ‘How can I work with creators?’ It’s going to be: ‘How can I become a creator?'”
Listen now by hitting the play button or use the appropriate entry point into Spotify, Apple or Google Podcasts:
Thanks to our production partners Trisonic for editing this episode. Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience.
Highlights
4:04: Chapman’s business strategy and leadership style
15:41: Why measuring views matters less than building community
22:40: How can brands work better with influencers?
26:28: Brand safety and managing risk
31:11: The future of the creator economy: AI, long-form content and optimising performance
43:50: Supporting neurodiversity in media
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Previous episodes
Why consistency is key for brand success — with Specsavers’ Ian Maybank
Can social media be a force for good? With WeAre8’s Laura Chase
Alan Rusbridger on the future of news and Prospect’s growth
