Advice

News

Events

Jobs

Instagram

Twitter

Facebook

TikTok

Contact

Thinking

Kevin Kennedy is the Founder of Kennedy Law Firm and every social media manager’s dream. With his iconic suit collection, 

, he’s practically the courtroom’s answer to Ron Burgundy. Knowingly, Kennedy Law Firm have set up their TikTok account as Kev’s “personal” account to capitalise on their founder’s unyielding charisma (and 35+ year knowledge in law and legislation)

 has put her own spin on Q&A content. At home, Her son holds the camera and starts each video with “hey mum”. For example: “

Hey mum, what happens if your ex doesn’t sign the financial order?

Hey mum, what are 3 things I should know if I’m going through a divorce?

It’s a simple, repeatable format that adds a softer, more personable touch to what is usually a very stoic industry. As a result, she has over 550K followers on TikTok and a private 

"I’m Elle Woods and this is Bruiser Woods"

Across the legal-verse, we’ve also noticed a running theme of lawyers reacting to movies. Legal Eagle has created 

an entire playlist of laws broken in some of our favourite classics

lists everything that Harry Potter could sue for

attorney reacts to Elle Woods’ Harvard emissions video in Legally Blonde

What’s so impressive about these examples is that while they’re fun, they clearly demonstrate the depth of knowledge that these lawyers possess. Someone with a limited understanding of the legal system couldn’t tell you exactly which laws 

Willy Wonka broke in his chocolate factory

whether you can legally flip off a police officer

. It proves that your “educational”, “fun” and “product/service” content pillars can coexist in the same video.

Can lawyers talk about cases on social media? And more important q’s about law firms on social

This lawyer stitches videos on TikTok and answers the question “who’s viable?”

How can you say “shut up” in legalese?

What to avoid and what to focus on as a Law firm on TikTok

In the pool with…@thelegalqueen, Tracey Moloney

Tracey Moloney is a Solicitor and the Director of 

. On TikTok, you might know her as @thelegalqueen. 

What’s the biggest lesson you’ve learned since you started creating content?

The biggest shock to me was that people found solicitors to be really intimidating. And I was really kind of saddened by that, because I’ve been doing it for such a long time. But when you’re in it, you don’t really see these things do you? I thought 

wow, I didn’t know people felt that way

—just how unobtainable we seem, as solicitors, by the majority of the public.

But I’ve found that when someone can see my face, when they can hear me and they can scroll down and watch the videos, they are far more confident to then email me.

We love the videos of your son asking you legal FAQs at home. What was the thinking behind this?

Well, when I first started, I kept it quite conservative. I was in my office at home and I was dressed very formally. But when I started to get direct messages from people saying “you’ve just really humanised it” I figured I could go a little bit further.

So he would ask me questions while I was doing other things like folding the laundry or fixing the cushions. I thought, let them see me in my slippers! What I was trying to do was show people that, as solicitors, we’re not as traditional as one would think. We’re not as hoity-toity as one would think. We are everyday people as well. So there was a definite conscious decision to move the videos towards that at the time.


You have a really successful Discord community. Could you please tell us a little more about it?

The Discord community is fabulous. We have three forums: divorce, children and finance, and anyone can go there to ask questions. I think it enables people who are maybe embarrassed about their situation, or again, intimated by solicitors, to get the information they need.


We also do live sessions where people can ask me questions in real-time. If someone doesn’t want their voice to be recognised, or they’re too shy, they can DM one of my helpers and they’ll ask me their question anonymously on their behalf. We then record the live session and put it all 

From a business perspective, it’s great for us. My own clients will share information about costings and the format we use, which gives others a better understanding of what to expect. This ultimately brings in more clients. It’s a win-win for everyone, really.


What advice would you give to a law firm that’s new to creating video content?

Keep it really simple. And just be confident that people are interested. When you’re in a traditional profession, it can be difficult to think outside the box, because we’ve done it one way for such a long time. But I say embrace the change and know that most people will accept the change. The law is known to be convoluted and complicated, so keep your explanations simple and to the point.

Is there a character in a film that works in your industry? Create a reaction video to one of their scenes.

That concludes this week's blog on 'boring brands, having fun' on social media. Get ready for the next episode where we jump into another sector breaking the industry mould. 

These serious lawyers are seriously fun on social

The Octopus Energy social team knows how to zoom out and find content inspiration from other industries.

. Zaria Parvez took an owl mascot, merged it with TikTok’s signature “unhinged” humour and built one of the biggest brand accounts on the platform. Octopus Energy’s applying this same strategy to their own channels. Just look at their mascot, Constantine, being the main character in 

” series. Basing your content ideas on comedy skits that were written by professional funny people? Now that’s genius.

Ecotricity is committed to sustainable energy, and their social content makes that clear.

They’re not afraid to get political but they create reaction videos to keep it light. 

Like this one, in response to Rishi Sunak’s changes to the UK’s net zero policy commitments

When COP26 (the United Nations Climate Change Conference) was held in Glasgow in 2021, Ecotricity 

collaborated with Scottish stunt cyclist, Danny MacAskill, on a short film where he cycles on one of their renewable windmills

: Proving that fun content doesn’t always have to be short, funny clips.

Fun content is, at its core, entertainment that sells. But when the biggest carbon emitters in the world use it as a tool for greenwashing, it morphs into propaganda (we’re looking at you, 

 is a group of marketing and PR agencies that have pledged to not work with fossil fuel clients. So far, over 600 agencies have signed up.


The question is, who’s more responsible? Marketers? C-suite? World leaders? Or a mix of all? 

GE’s still got it with these employee takeovers

See how businesses in energy, utilities and services rank for brand sentiment

Creator, Will Hislop, parodies oil companies in this ad for Clean Creatives

We love the talkshow vibe of Heatable’s “Pat’s Chats” series

Why now is not a good time for earnest brand statements

3 brands using mascots in their social media marketing.

Sophie Sankey’s the Social Media Executive for Heatable, who install boilers and solar panels up and down the UK. From their Warrington office, Sophie takes care of all their content—like short, fun TikToks and longer YouTube videos.

Heatable’s TikTok bio says “We try to make boilers fun”—love that! How did this become a part of your content strategy?

We know how serious a lot of companies are within the utility and heating industry. We wanted to break the mould a little and find our own lane. We understand that buying a boiler isn’t a fun experience so we wanted to change that.

Which piece of content have you had the most fun making?

There’s been a lot of fun office antics, including office pranks and our very own edition of bake off. There’s also been a lot of solar instals that I’ve had the pleasure of filming and capturing the process of. We’ve just filmed one of our biggest solar instals to date so I would say this has probably been some of the most exciting content as of yet.

How do you manage to convince your teammates to get in front of the camera?

That’s not always an easy one. However, we have lots of fun spirits at Heatable and most of the team are always up for joining in with some fun.

What advice would you give to other social media managers in the energy/utilities sector who want to create more fun content?

Just because we work in a serious industry, doesn’t mean that you can’t have fun with things.

Our ethos has always been that we don’t take ourselves too seriously and we make all of our content and tone of voice light hearted up until the point of installation. From that point we understand that we’re installing high tech products, so it’s important to keep customers at ease.

What’s something you think energy/utilities companies often get wrong with social?

Traditionally energy and utility companies position themselves as ‘corporate’ and don’t have a good reputation amongst the general public. By continuing to let this come across in their content, they’re alienating a large pool of customers. We have an opportunity to educate on these platforms and with Tiktok becoming a search engine, it’s more relevant than ever.

Pick an article or headline related to your industry and create a fun reaction video with a trending sound.

Now we've covered Energy, Death, Finance. Which topic should we tackle next?

Add these brands to your “fun energy sector” folder

Monday.com is a customisable work management platform. And because it’s completely customisable, their target audience is wide.

So, how do you create content that speaks to everyone? Monday.com built a strategy around the one thing that all their customers have in common: office culture.

Let’s look at their “good morning to the person who…” series on LinkedIn. They highlight the people in businesses who keep it all together, like the 

only person in the office who knows how to use a printer

 sales rep that actually keeps the CRM up to date

. It’s a pat on the back for these workplace heroes (and a lighthearted jab for the rest of us). Plus, it’s crazy simple to execute. No videos, no photos—it’s literally a sentence.

We also love their “Work BFF” series on TikTok. Short, 1-minute videos where work besties discuss things like 

. It’s fun, it’s wholesome and it’s universally relatable.

 social media managers (which certainly helps when you’re trying to sell social media management software)

On their Instagram, you’ll find everything from 

. They’ve also ‘meme-ified’ their blog content. You won’t see a faceless screen recording of Later’s website. Instead, they’ll post a funny video about 

what it feels like when one of your Reels tanks

, and in the caption, invite you to read their “

” (link in bio). They’re adapting their content for the channels they use, and having fun with it in the process.

The Later social team have also mastered the subtle art of self-deprecation. They aren’t afraid to point out social media manager’s toxic traits, like 

scrolling through social media as a break from your “work” social media

debriefing about product issues that they don’t have the skills to fix

It’s a risk to make fun of your target audience, but the comments on Later’s content prove it’s a risk that can pay off.

Often, people see B2B as a hurdle for content. But, if anything, B2B brands have an immediate advantage. You’re a business. They’re a business. A lot of the day-to-day experiences you have, and challenges you face, are similar to those of your audience. And because you both share this common ground, you don’t have to explain the joke. Instead, you can just have fun.

Linktree’s “emoji combinations for X” is wonderfully simple (and fun)

HR cloud curate these hilarious retro training videos

Loom made an ad for their “cancelled meetings” candle

Watch the video to hear our thoughts on: 

Professionalism when you're a people pleaser

In the pool with…Social Media Consultant, Christopher Cox

Christopher Cox is the Founder and Principal Consultant of 

. He previously led social media efforts at 

. He’s currently based out of New York City.

How do you think TikTok (and TikTok culture) has had an impact on the way B2B/tech brands market themselves?

I think TikTok has completely changed how the B2B sector approaches marketing. Regardless of whether they are on TikTok themselves, short-form video is one of the most engaging forms of content across YouTube Shorts, Instagram Reels, and even on LinkedIn.

Broadly, the video trends and conversations that originate on TikTok have a ripple effect across other platforms and audiences. Melding pop culture with marketing has now become the norm, leading B2B marketers to feel like they have to push the envelope more often to stay relevant. It’s definitely made it harder to grab people’s attention with pure sales-y content. We’ve become far more focused on bitesize pieces of entertainment and value.

What’s one thing you think brands get wrong about fun social content?

I think that if you’re focused on chasing trends and hype on social media for engagement's sake, make sure you aren’t forgetting why you’re asking audiences to provide that engagement. What does your brand offer that will provide value to them beyond a chuckle on their feed? Most brands can’t rely solely on trend jacking to achieve all their goals. So, it’s also important that you’re locking down additional streams of content to show variety and deliver your key messages.


Which piece of content did you have the most fun making for one of your clients?

 and I made for fun for one of our clients, 

. I think it captures the resourcefulness of social media teams, because we thought of the idea as the Muni was pulling up and only had one chance to get everything in a single take. It ended up being Scoop’s most viral video. Creating content that feels fun, authentic, and spontaneous is the secret to success on TikTok.

What advice would you give to someone who’s a social media manager, but they’re camera shy?

I don’t think that every social media manager needs to get in front of the camera to be successful. If getting in front of the camera isn’t your passion, then you shouldn’t have to, especially if it wasn’t brought up as a core responsibility during your interview process.

BUT if you do have an interest in getting in front of the camera and don’t feel confident, I say it’s still worth giving it a try. You will improve over time! Consider this the beginning of your video portfolio. Have fun, don’t take it too seriously, and use your social media manager brain to test and iterate.

, share your “humbling experiences as a ______” and ask your audience to share theirs in the comments.

 Why don't you try and create something like this? 

And that's all we've got on social SAAS. If you're struggling to convince your team to get playful, hopefully we've provided some inspiration for you! 

The brands shaking up SAAS on social

January means one thing - predictions for the year head.

As we dive into 2024, the digital landscape continues to evolve and social media trends can shape the success of your online marketing. In this blog post, we explore some of the key social media marketing trends we predict will make a significant impact in 2024. From the rise of search-optimised social content to the nuances of social commerce, these trends offer a glimpse into how businesses can stay relevant and connected with their audiences.

This is going to keep growing as the popularity of social search increases. If you’re not using search trends to fuel your social media strategies, then now is the time to start thinking about this.

Gen Z + TikTok Shop is like Boomers and Timeshares. Insider Intelligence reported that US

 will surpass $100 billion by 2025. Although I have to say I’m intrigued as to how well this trend will be embraced by luxury brands.

Affiliate marketing powered by UGC creators

Influencers have been phenomenal at driving affiliate marketing in recent years and now UGC creators have been given the green light by brands. It’s insanely easy to make a creator showcase on TikTok.

As much as I hope we don’t see this, I expect we’ll see a rise in content generated by AI which feels generic and unauthentic. The brands that win will be those that use AI to better understand their customers and leverage processes to drive efficiencies.

Social media platforms are increasingly giving brands the capability to create small groups of ‘ultra fans’. Brands are already leveraging this to provide exclusive opportunities to smaller audiences. I predict we’ll see more platforms adopt this approach and see more features of this type released in 2024.

Remember, the landscape of social media marketing is constantly evolving. Therefore the key takeaway we have for businesses is to experiment. Because by leveraging these emerging trends, brands can create more meaningful and profitable connections with their audiences. But don’t forget, whatever you do, do it with authenticity. From there you can adapt and refine.


It’s a limited edition series which means we wait until we’ve researched and written killer content that we know will be invaluable for marketeers.

Swwim is a social media marketing agency that helps businesses grow through genuine collaborations. 

Social Media Marketing - 2024 Trend Predictions

I run a social media marketing agency and I struggle with my self-image.

A lack of confidence has been a personal issue for me since I was about the age of six or seven. Before the invention of social media. Arguably after the inception of the internet but the WWW had certainly not reached our modest home on Hayling Island by that point.

So I can’t say that without big bad Facebook, MSN Messenger or MySpace, I would be a shining example of sheer confidence. However there is a clear correlation between the trajectory of said confidence and the rise of social networking sites. This link is fairly well documented so I’m aware this is not a revelation.

What is curious to me is that I’ve somehow found my way into a career that’s quite possibly fuelling feelings of low self worth. One could simply suggest a career change. But instead, what would happen if I tried to fix it?

I love my job. It’s creative, collaborative and helps people in many ways. There’s just this one thing about it which feels misaligned with my personal values. So rather than accept the notion that social media will forever be undeniably bad for mental health, I’d like to challenge this idea and attempt to make it a better place for myself and for others too.

Here begins my investigation. I always fancied being a detective. Over the course of the next 10 weeks, I’m going to conduct my own research in an attempt to uncover some legitimate solutions to the modern world’s depleting mental health caused by social media.

Some of the questions I hope to answer are:

In what ways does social media negatively impact mental health?

Why does this seem to impact some people more than others?

Who is responsible for the negative effects of social media?

Are some social media platforms more harmful than others?

Can we identify some ways to make social media a better place?

Who is going to take the lead in making real change?


I am currently reaching out to professors of psychology, mental health research groups,  health and social practitioners, wellbeing experts and individuals with personal experiences relating to this topic. If you know anyone who might like to be interviewed, drop me an email on 

Is social media the root of all evil? An investigation by a social media marketing agency founder. 

Interviews 💦 Marketing Examples 💦 Social Media Trends 💦Content Ideas 💦 Useful Links

We find the best examples of brands making a splash on the internet, so you don’t have to. 

Sign up for the not-so-serious side of social media.

Latest Poolside

These serious lawyers are seriously fun on social

Add these brands to your “fun energy sector” folder

The brands shaking up SAAS on social

Social Media Marketing - 2024 Trend Predictions

Is social media the root of all evil? An investigation by a social media marketing agency founder.