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 found that nearly half of a company’s reputation and market value are attributable to the CEO’s reputation.


 say CEOs who have social profiles are better representatives for their companies than those who don’t.


 prefer working for a CEO who uses social media.


Undeniably, it’s beneficial for CEOs to be active on social, but what are some benefits of them creating 

People like people with a sense of humour

While “CEO” is a serious role, the person behind it doesn’t have to be serious all the time. Take Luxury Realtor, Mike Hege from 

Earlier this year, he posted a video captioned “

I asked my Gen Z employee to edit a video for me and she sent this back to me

That short video—a compilation of Mike’s “millennial pauses” and mid-sentence breathing—got 50 million views and 5 million likes in 

 followed shortly after—exposure any business would dream of!

And all of this came from a social media manager with a great idea and a CEO who wasn’t afraid to be the butt of the joke.

You can show the fun, human side of your business

If someone wants the inside scoop of a business, who better than the CEO to let them in?

 are experts on this type of content. Best friends, Leah and Yasaman, left their jobs to start a snack company and launch their “Hot Girl Pickles”. Here’s some of their content we think is super fun:

Instagram followers if any of them were in a pickle, and offered advice

reaction to a storm washing away their entire cucumber supply

deep-dive on their beloved illustrated characters—GiGi and Pick

We love that Leah and Yasaman are building in public and letting their best-friends-to-co-founders dynamic shine.

How Mike followed on from his viral “gen z edit” success

Wait, CEOs pay this musician to make fun of them?

How to get your CEO on a podcast (so they can show their personality)

Do people care more about the Founder than the brand?

In the pool with…Olivia Morris from Caroline Hirons

Olivia is a Social Media Manager who specialises in the beauty industry living in London. She previously worked with one of the biggest beauty retailers in the UK and now does incredible work for 

From your experience, how important is it for a CEO to have a personal brand?

In my experience, people crave human connection and want an authentic voice. We’ve seen many examples of companies that use their staff as the face of the brand and how well their community engages with it. It comes down to the passion a CEO has for the brand they’ve built, it radiates through the camera whether they have a personality that belongs in front of the camera or not.

Caroline’s voice and authority in the skin care industry are among the many reasons we can vouch for Skin Rocks. Her straight-talking tone, combined with the warmth of her personality, makes every discussion conversational. A very common comment from Caroline’s community is that they say, “It’s like talking to a friend” when listening to her. Caroline already had a community to speak to which made our job a little easier!


We wanted to have a new way to speak to, communicate, engage and educate Caroline’s community. As I mentioned, Caroline already had a very engaged audience, affectionately called “The Freaks” (self-titled). They already knew her personality, but this allowed them to see Caroline in a new avenue. Interacting with someone else, there is a bit of back-and-forth, Caroline is so quick on her feet, so it’s entertaining for both of us, and it’s a really fun way to give information.

Caroline loves a brew and her followers know that. Also, the pop culture reference to “tea” to spill the tea influenced the name. Everything Caroline tells us in Tea with C isn’t brand new information, her approach is refreshing and it can come across as she’s giving “insider info”.


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

 when we asked Caroline’s community to comment on what they’d ask Caroline if they got to do Tea with C. When we came up with the idea, both C and I had a glistening in our eyes because we knew what would happen in the community. The comments were so entertaining to read.


What’s your process for collaborating on ideas with Caroline?

Caroline is easily accessible. I only sit a few desks away from C in the office so it’s as easy as walking over to her or in our case just shouting at one another. Otherwise, we’re always on WhatsApp sending one another ideas and trends and planning to film when we’re next together.


What advice would you give to social teams with CEOs who are reluctant to go in front of the camera?

Find their niche, if they’re not confident in front of the camera find a topic that they can just talk, talk, talk about and they’ll be instantly more comfortable

Don’t force them to film when they’re not up for it, this will come across in the content and ultimately no one will be happy with the outcome

Adding personality to a brand is paramount. People don’t like to be “sold” to. Having a “normal” personality as part of a brand makes it a bit more relatable. More and more, we’re seeing the “rise of the office” personalities rather than influencers making a brand sought after.

And let's face it, people love to be nosey. Whether they want to admit it or not, everyone is nosey.

So simple! No lines. No rehearsing. The perfect entry video for a CEO making their content debut.

"Asking our non-strict boss hypothetical questions

Adds humour and relatability to your brand.

We're here to help make your social content more fun and engaging. 

Why CEOs should make fun social content

, everyone wants to make sure they’re getting a solid return on their investment (ROI). That’s where ROAS (Return on Ad Spend) comes in. It allows you to work out what’s driving profitable revenue so you know where to focus your efforts.

ROAS is a simple ratio that measures how much revenue you earn for every pound spent on advertising. It’s calculated like this:

For example, if you spend £1,000 on ads and make £5,000 in sales, your ROAS is 5:1 (or simply 5). This means that for every £1 you spend, you earn £5 back.

: It keeps your ad spend in check and ensures you’re 

investing in campaigns that actually deliver

: With clear targets, you’ll know when to tweak, scale, or hit pause on your campaigns.

ROAS Target = (Product Price – Costs) / Ad Spend

In this case, your target is 3:1, meaning you need to earn £3 for every £1 spent on ads to hit your profit goals.

: Test your campaigns with a lower budget before going all-in.

: Regularly monitor your campaigns and adjust as needed.

: If your customers are likely to buy from you again, factor that into your calculations. Higher LTV can justify a lower initial ROAS.

Calculating ROAS targets doesn’t have to be rocket science. By understanding your costs, defining your profit margin, and setting realistic goals, you’ll have a clear roadmap for ad success. And remember, marketing is all about testing and learning so don’t stress if you don’t nail it right away.

If you need help weighing up the costs and benefits of your social ads then 

calculating target return on ad spend at a laptop

Calculating Your Return on Ad Spend

In the world of digital marketing, especially when leveraging 

, adaptability is key. Meta has been shifting its focus towards Advantage+ campaigns while phasing out more 

. This shift marks a significant change from the long-standing best practice of segmenting data to create highly targeted and relevant ads.

While it's important to test and adapt to these new approaches, sometimes stepping outside the conventional playbook can yield remarkable results. Here’s how we recently did just that for one of our clients.

The Challenge: Optimizing Remarketing Performance

Meta’s Advantage+ promises simplicity and automation, but we wanted to explore whether a more hands-on segmentation strategy could still deliver value. Our goal was to see if dividing product types across ad sets would help the algorithm perform better and drive better results.

We segmented a single remarketing audience into multiple ad sets, each promoting a different product type at the ad level. For example:

Although the same audience was targeted in each ad set, the creatives and products displayed were specific to the ad set's product category. The idea? Allow the algorithm to learn how different segments of the audience interact with specific product types. This refined data analysis helps the system optimize performance on a product-by-product basis.

Conversion Rate: Increased by 2.43% month-on-month (MoM)

Ad Spend: This did increase by 40%, but the overall budget for this campaign remains low.

While some of this growth could be attributed to seasonality, the data suggests that segmentation played a crucial role. Even with the additional spend, the return on investment has been strong.

By splitting the product categories into separate ad sets, we allowed Meta’s algorithm to fine-tune its delivery. Even though the audience remained constant, the system could better analyse and optimise the performance of individual products.

Test, test, test: Don’t be afraid to experiment with campaign structures, even when platform recommendations lean towards simplicity.

Leverage segmentation strategically: Even with automated systems, breaking down your campaigns by product type or creative can unlock new opportunities.

Monitor and optimize: Analyse your data regularly to refine your approach based on performance trends.

 to explore how we can transform your PPC performance and drive measurable growth for your business. Let’s make your campaigns work smarter, not harder.

analysing ppc campaign performance following strategic segmentation changes

PPC Campaign Win: Boosting PPC Performance with Strategic Segmentation

Once upon a time, a single, grainy photo on Instagram could rack up hundreds of likes, while today’s audience expectations are quite different. Ironically, TikTok has recently started allowing single photo uploads, and they’re seeing surprisingly high engagement.

Ultimately, engaging content depends on understanding platform-specific trends and what resonates with each audience. Let’s dive into some of the most effective content formats for different platforms and explore how to choose the right content format for your audience.

Instagram remains a visual powerhouse, but the format of choice has shifted. Currently, the best content formats for driving engagement (and reach) on this platform are Reels and carousels. Reels offer a fantastic opportunity to reach new audiences, especially when they’re entertaining, inspiring, or aligned with trending sounds. Carousels (up to 20 slides) are ideal for 

, giving users a reason to swipe through multiple slides. To maximise content performance, consider experimenting with both formats and keeping an eye on emerging trends.

Originally a video-exclusive platform, TikTok now supports various content formats, including carousels and single images. Each format has the potential for virality, but short, captivating videos still lead in terms of engagement. Like all platforms, TikTok tends to prioritise new features, so jumping on the latest content format as soon as it’s released can give you a visibility boost. Finding the right content format here may require some trial and error, but it’s worth it given TikTok’s massive reach.

On LinkedIn, text posts accompanied by an eye-catching photo or value-driven PDFs perform especially well. With LinkedIn’s focus on professional engagement, choosing the right content format here often means emphasising educational and thought-leadership content. Recently, LinkedIn has become more video-friendly, even introducing a video tab on the mobile app that mirrors the explore page on Instagram Reels or TikTok’s For You Page. Experimenting with video formats on LinkedIn could potentially help increase content performance and 

Selecting engaging content formats for different audiences and platforms requires attention to platform-specific preferences and constant adaptation to trends. By testing a variety of formats and tracking engagement metrics, you’ll be better equipped to choose the right content format for your unique audience and goals.

If you’re looking for support with your 

phone showing instagram posts content formats that drive engagement

Content Formats That Drive Engagement

There’s something magnetic about a well-told story. It pulls you in, gets your heart beating, and keeps you on the edge of your seat - even if the “plot” is about something as simple as a product or brand. That’s the magic of storytelling in 

: it allows you to connect with your audience through their feelings.

At its core, brand storytelling isn’t about shouting from the rooftops about how great you are or telling people what they should buy. It’s about painting a picture where your audience can see themselves.

Think of storytelling like swimming in a strong current - if you try to force your message too much, you’ll struggle, and your audience will drift away. But if you move with the current, gently weaving your story to include both your brand and your audience, the message will flow naturally. It becomes effortless, carrying your audience along with you, right where you want them to be.

In content marketing, stories stick because they’re engaging and instead of bombarding your audience with data and generic sales language, storytelling gives your brand a human touch. It makes your audience 

 something, whether it’s excitement, curiosity, or even a bit of nostalgia.

The trick? You need to find the balance. Too much focus on your brand, and your audience tunes out; too much focus on them, and you disappear. That’s how you 

 that not only grabs attention but keeps it.

The process of crafting a compelling story

Storytelling might appear a little overwhelming at first, but in reality, it’s just a process - one that anyone can master with the right steps.

So, how do you take an idea and turn it into a story that 

, resonates with your audience emotionally and ultimately, drives engagement? Here are some pretty important steps you need to follow…

A good story begins with a purpose. Before you start drafting your story, ask yourself: 

Is it to introduce your brand, share a customer story or share your company’s story? The key is understanding the message you want your audience to take away at the end of your piece.

Like any great story, context is everything. So where does your audience come in? Frame the situation in a way that’s relatable to them - whether it’s a challenge they face often, an opportunity they desire, or a situation they can easily picture themselves in. It’s the hook that draws them into your story and makes them feel ‘seen’. For social media, this could be as simple as opening with a question or a statement that instantly resonates, like “Struggling with low views on your reels?” This sets the stage for your story to unfold.

For a story to be engaging, it needs to include a challenge, problem or tension. In content marketing, this is where you show your audience the obstacle. It could be a common frustration they face, or a struggle they’re dealing with. This is where your audience feels

For example, “You’ve been posting consistently, but your followers aren’t increasing. Frustrating, huh?”. This is the moment where your audience should think, “Yes, that’s me!”.

Now this is where so many brands get storytelling wrong - they make themselves the hero of the story. The mistake? A stranger doesn’t care about how amazing your brand is. They want to know how you can

them. So instead, think of yourself as the guide and position your product or service as the solution without making the story all about you. Remember, storytelling is a fine balance of making it about you and them. It’s like showing someone the right technique to swim through a rough tide, rather than bragging about how good of a swimmer you are. The goal is to make 

The stories that hit us the hardest, are the ones that make us 

something. Whether it’s empathy, vulnerability, humour or inspiration, emotional connection is the glue that holds your story together. Using metaphors, analogies, and real-life examples is a brilliant way to tap into those emotions. 

This is where you’ll tie everything together - ending with a clear call to action (CTA). This can be asking your audience to follow you, downloading a free guide or simply visiting your website. The key is to keep it direct but align it with the emotional tone you’ve built throughout the story. This isn’t the time to go in for a direct hard sale. Instead, think of it like reaching the end of a trail. You’ve led them through the twists and turns of your story, but now they need a clear signpost to know what to do next.

Here’s an example of how a clear call to action (CTA) can be incorporated into storytelling if you were a hairdresser…

"When Sarah first came to us, she was frustrated with her hair - struggling with dryness and breakage that no product seemed to solve. We took the time to understand her hair’s needs, and after a full consultation, we found the perfect solution. Now, her hair is healthier and shinier than ever, and she feels more confident every day. It wasn’t just about the products we used; it was about listening to her story and giving her hair the care it deserved.

If you’re ready for your own hair transformation, book a consultation with us today. Let’s find the right routine that works for you 

In content marketing, storytelling isn’t about selling - it’s about connecting. By following this process and focusing on your audience’s journey as much as your own, you can create a story that truly hooks and engages with your audience. Every post should be seen as an opportunity to take your audience on a ride, one that leaves them feeling a certain emotion and wanting more from you.

So, next time you craft a piece of social media content, remember; to start with the why, build the emotion and guide them through the waves. If you feel like you need a helping hand, then give us a shout! At Swwim, we specialise in all things content marketing so we can help get your brand floating. You can reach out to us via our 

woman working on storytelling content on a laptop

The Art of Storytelling in Content Marketing

Over the past 4 years, the influencer marketing space has grown dramatically. Its value for 2024 is predicted to be $22 billion, a significant increase from $9.7 billion in 2020.(Source: Statista via 

). To keep up with the growing industry, tracking influencer marketing campaigns has become crucial. It allows us to measure ROI, optimise performance, and make data-driven decisions. By monitoring key metrics such as engagement and conversions, we are able to assess the effectiveness of influencer partnerships and adjust strategies in real-time. This not only justifies marketing spend to clients, but also helps build stronger relationships with influencers and ensures compliance with campaign guidelines. In this blog, we are going to discuss the importance of campaign tracking and share our top software recommendation.

The Importance of Tracking in Influencer Marketing


Influencer marketing campaign tracking involves monitoring and analysing performance metrics to assess the effectiveness of campaigns and optimise their impact. Some key metrics that are often tracked include:

Engagement (Likes, comments, shares, saves)

However, tracking the above metrics manually by simply viewing the content from a social media account is not always possible. For organic campaigns, it's important to inform your clients that the creators you work with are not required to share any insights into their content. Additionally, recent Instagram updates allow users to hide the number of views and likes on their posts, further reducing our visibility.

Effective tracking enables data-driven decision-making. While it's common for clients or those outside the marketing field to judge an account solely by its follower count, deeper insights reveal that this metric isn't always the most telling.An account with a larger follower base may generate less engagement, link clicks, or conversions compared to an account with fewer followers if the latter has a more engaged audience or more compelling content. This insight helps prioritise collaborations with the right creators who align better with your brand or client's goals.

Tracking plays a crucial role in optimising ongoing influencer marketing campaigns, by providing real-time data on performance metrics. This data allows us to identify which aspects of the campaign are working well and which are not. By continuously monitoring these, adjustments can be made during the campaign, whether that means reallocating budget to more effective influencers, tweaking content strategies, or refining targeting criteria. This approach ensures that the campaign remains effective and aligned with its objectives, maximising overall impact and efficiency.

So what criteria should we look for when choosing an appropriate tracking software for our agency or client?

 Ease of use and user experience are crucial. Investing in software that is difficult to use or understand is not worthwhile.

 Evaluate what insights the software provides. Ensure it aligns with the KPIs you want to track.

 Ensure the platform can integrate with other marketing tools and platforms, if necessary for your client's needs.

 Pricing is often a key deciding factor, especially if the cost comes out of the client's budget rather than your agency's.

 Check if the software offers a live chat function or easily accessible support for immediate assistance.

The features you need in tracking software will depend on your clients' goals and needs. Here's what we typically look for in our tracking software:

 The ability to look up creators and use filters to find the right fit for the campaign.

 Providing audience and engagement insights for the creators we are considering working with.

 The capability to create campaigns and organise content and creators into each relevant campaign.

 This ensures we don't miss any content shared. It's also important to be able to add content manually that may have been missed (e.g., if the creator forgot to tag the brand in a story).

 Tracking likes, comments, shares, saves, impression reach, and $EMV for each piece of content shared.

Keep an eye out for a more in-depth blog post on these features in the future!

There are of course still challenges when it comes to tracking influencer content. One such being data accuracy. Even with in-depth analytics provided by software, without paying the creator for access to their in-app content insights, our data access is limited. Additionally, as new platforms emerge and gain popularity, tracking software often lags in incorporating these platforms, meaning we can't obtain as rich data as we can from more established platforms.

Previously, we used Tribe Dynamics for a client with a large budget and found it met many of our campaign tracking needs. However, when we recommended Tribe Dynamics to a newer client this year, we discovered that their prices had increased significantly following a merger. This made the software too expensive for our client's budget, and we no longer felt comfortable recommending it at such a high cost.

This led to us doing our own research on some other platforms, including:

Our research concluded that Mighty Scout was the right software for ours and our clients needs. With us being the primary users, it was also important that we enjoyed and could manage with ease the interface and user experience. It also gave us all of the features we were looking for and at a much more affordable price. Additionally they had a pay as you go option which meant when our campaign was over, our client could happily end their contract and easily restart for their next campaign.

While challenges such as data accuracy and integration with new platforms may continue, selecting the right tracking software can help navigate these issues. Our experience with platforms like Tribe and MightyScout demonstrates the importance of finding a solution that fits your specific needs, whether it’s ease of use, comprehensive features, or budget-friendly options.

Investing in the right tracking tools empowers your agency to deliver more impactful influencer marketing campaigns, ultimately driving better results for your clients. We encourage exploring different software options and considering the criteria we've outlined to find the best fit for your needs.

For more insights on optimising your influencer marketing strategy, feel free to reach out to us or explore our other blog posts.

Optimise Your Influencer Marketing Strategy: The Power of Tracking Software in Organic Campaigns

You pick a fun, repeatable idea (preferably one that doesn’t require too much heavy lifting) and you make 4-8 episodes. Your other content can stay the same. You don’t have to completely rebrand your business as “the fun one in your industry”—you only publish this one series. From there, you can decide if it works for your business. If it does, introduce more fun content to your social strategy. And if doesn’t, it was a fun campaign you tried that time.


18 fun content series examples from “boring” industries

SAAS platform, Monday.com, gets work bffs to interview each other

Monday.com also highlights workplace heroes with their “good morning to the person who____” series

Everyone’s favourite pool guy on TikTok made an ASMR playlist

Blendtec’s “Will it blend” series increased their sales by 700%

This channel is built on one content idea: putting everyday objects in a hydraulic press

Nude take to the streets to show first-time buyers how much sooner they could buy a home with a Lifetime ISA

Juno comments on trending articles around the topic of women’s wealth

Starling Bank partnered with creator couples to talk about joint accounts

This law firm translates legal jargon with their “legalese” series

When did your favourite movie characters break the law?

Step Bank puts money into context with their food-themed educATE serie

Octopus Energy react to mean green tweets

General Electric shine a spotlight on their people with this “Employee Takeover” serie

WIRED Magazine’s “Ask a mortician” mini-series blew up

This team ask their boss hypothetical questions``

Figma worked with bride-to-be Lauren to plan her wedding with their product (proving that it’s not just B2B

Tracey’s son asks her legal FAQs at home

Later Media build a community by seeking answers from social media managers (their target audience)

How to create a social media content series

This book explains why community is your currency

Who won “best social content series” at the Webbys?

5 content series ideas for brands in “boring” industries

In the pool with…George Wright from “Will It Blend?”

Remember the “Will It Blend?” series we spoke about in the last episode? The one that gained billions of views and skyrocketed Blendtec’s sales by 700%. Well, George came up with it. Here, he shares his knowledge on what it takes to build a content series that gets results.

How did you come up with the idea for “Will It Blend?”

Our engineers did product testing with all kinds of things. I saw them shoving wooden planks into blenders to try and break the motors. But of course, the motors didn’t break—the opposite happened. And I thought…this is amazing to see.

Why do you think “Will It Blend?” was so successful?

Because we did the hard work of marketing up front, before deciding on a tactic and a message. I had a clear picture of our audience and our objectives before we ever got to the idea itself.

We built our strategy around two, very distinct, audiences.

Audience 1: My employees. We had, at the time, around 200 people who worked at Blendtec. Every one of them knew they made an amazing product, but when they’d go home at night, they’d struggle to explain why their blender was so much better than the $30 blender you could buy at Walmart. They didn’t have a simple way to explain that to their family. I knew if I made something compelling for my employees, then they’d share it. And that was my objective: to give them an easy way to explain what made their job so cool.

Audience 2: People who had previously bought our product. They got it a while ago, but after some time, it ended up in the kitchen cupboard along with all the other forgotten kitchen gadgets. I wanted to show them the possibilities of the product, to compel them to put it back on the worktop. My hope was that they’d do in-house product demonstrations for their family, friends and neighbours.

So we took this strategy and made a website. It was split into two sections: “Try this at home” (e.g. how to make snow from ice cubes with your Blendtec blender) and “Don’t try this at home” (e.g. the more extreme stuff, like blending marbles and iPads). “Try this at home” was made to demonstrate to everyone that owned a blender (employee and customers) that they can do remarkable things at home with their blender that they may not be aware of.  Helping confirm they made a great purchasing decision. “Don’t try this at home” was simply a demonstration that this is a high performance piece of equipment that is worth the price, and even though you would not blend a rake or iPhone in your kitchen, you certainly could.

We launched the series in an email to each of those audiences and that was it. We never intended for “Will It Blend?” to be seen by millions of people.


What do you think brands often get wrong with content marketing?

Setting out to go viral. That’s not an objective.

Focussing on metrics that don’t matter. Marketing success = does your audience do what you want them to do after they see your content? (E.g. buy your product). The rest is meaningless.

Overcomplicating the idea. “Will It Blend?” is, at the end of the day, a product demonstration.

What’s one valuable lesson marketing teams could take away from the “Will It Blend?” series?

Viral is a benefit you get from doing your strategy work well.

Ask your audience’s opinion on a topic related to your industry using LinkedIn polls.

Recap: 18 fun content ideas from “boring” industries

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