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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

It comes as no surprise when a brand like 

 has fun content. I mean, it’s a colourful cereal brand for adults!

But you probably wouldn’t expect Citizens Advice—yes, 

 is the perfect blend of educational and entertaining. And this strategy has paid off. They have over 147K followers and almost a million likes across their content.

Things are somehow funnier when they come from someone or somewhere unexpected. It’s like that time 

the queen “jumped out of a helicopter” with James Bond at the London Olympics

If you’re in a “boring” industry, you almost have the upper hand.

Typically, businesses in “boring” sectors are B2B, or exist in very traditional industries that still wear this mask of a stiff, corporate culture.

But behind the mask of even the biggest conglomerates are 

. People with personalities who are great at their jobs.

These people don’t just exist in your business, they’re also your target customers. And if they can acknowledge that they, as a person, can be both professional and fun, then surely they could think the same of your business?

Sao Paolo’s rail network’s video content is *chef’s kiss*

Fun sells (here’s a study that proves it)

The ultimate guide to TikTok marketing for B2B

Need to convince your boss that fun is the future? Try this approach

What Citizens Advice learned from their first year of posting on TikTok

Why it pays for brands to make people laugh.

In the pool with…Eleanor Sutherland from Citizens Advice

Meet Eleanor Sutherland. Based in Sheffield, she’s the Senior Digital Marketing Strategist at Citizens Advice and one of the brains behind their 

What’s one thing you’ve learned about creating content for a charity like Citizens Advice on TikTok?

Probably how to make more traditionally dry or boring content somewhat entertaining. Or that people like to engage with videos they feel passionate about, which then generates comments and more views. So if I was starting an account from scratch I’d think about what people would really care about seeing.

How do you come up with fun content ideas?

Me and my colleague Cara just watch a lot of videos and share trends we like or think will work well. We try to understand what the real point is of the trend, and why people are interacting with it. Then we go through possible topic ideas that could work. Sometimes these go well, sometimes not.

What advice would you give to a social media manager who has to handle sensitive topics (e.g. the cost of living crisis), but still wants to incorporate some lighthearted humour?

There are a few things. Firstly, I think you’ve got to really know the platform well and what kind of videos trends are being used for so you can feel confident with your choice. Secondly,  you’ve got to know what your limits are, and whose side of a story you are on. For example, we knew that as long as we were giving people helpful information, we could stretch our tone of voice. But we would never make the people we help the but of the joke, but we could say make a joke out of the person creating the problem, like their employer or landlord.

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

 because it is completely silly and wouldn’t make sense unless you’d seen the trend a few times. It also didn’t involve me speaking!

How can someone convince more people in the office to get involved with TikTok content?

Sometimes I’ve had success by making the process seem a lot less scary, so showing them example videos. I also try to pull on their heart strings by telling them it is good for the organisation. To be honest I think people already know if they are open to the idea of it or not, so just give people lots of opportunities to volunteer. They may just be a little shy in the beginning.

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

Use this prompt: What are your team’s biggest icks related to industry?

You can still have fun in a “boring” industry

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

In an era dominated by de-influencing and micro-influencers, relying solely on polished product content and glossy paid advertisements is no longer enough. As we’ve previously discussed here at Swwim, today’s consumers seek more than just a transaction; they desire a connection with a brand. In fact, consumers need to be exposed to a brand message 

 before it registers and starts to influence their purchasing decisions. The key to building this trust lies in User-Generated Content (UGC).


User-generated content encompasses content created by real users for social media, online forums and reviews, that provide authentic opinions about a brand, product or service. This kind of content, often shared by customers, employees, or UGC creators, holds a unique value in today’s 

Unlike traditional influencer marketing or brand-generated content, UGC social media content provides a more authentic feel. This authenticity gives way to trust, with millennials trusting UGC 

than brand-created content. Hearing unscripted, unfiltered opinions from real people strengthens a brand’s reputation, subsequently fostering stronger and more trustworthy connections between brand and consumer.

Furthermore, incorporating UGC into your social media strategy is an effective way to boost brand exposure. When people create content about your brand it reaches their networks, exposing your brand to potential new audiences. Think of UGC as the digital form of word-of-mouth marketing, and with word-of-mouth marketing proving to generate more than 

 of paid advertising, it is a valuable opportunity for brands looking to elevate their presence.

For those still sceptical about the power of UGC, consider this - consumers find UGC 

more impactful than influencer content. So not only is UGC a more trustworthy and impactful form of marketing, but it is also cost-effective.  Furthermore, UGC marketing will also drive conversions, with 

turning to UGC reviews before making a purchasing decision.

If you’re struggling to source user-generated content for your brand, introducing incentives can encourage more people to share their opinions. Offering features on your social media, discounts on their next purchase or even implementing an ambassador/affiliate scheme are all effective strategies.  For a more consistent stream of authentic content, consider investing in UGC creators.

Want to explore how UGC can elevate your brand presence and build lasting connections with your audience? Get in touch at 

ugc creator making content for social media using their phone

The Power of UGC in Social Media Marketing

 for social media is just like baking a cake. There are of course the key essentials, a pinch of patience, and those all-important finishing touches to make it irresistible.


. Great content leads to engagement. Without this, your brand misses a golden opportunity to make a lasting impression on your audience and potential customers. Picture your social media presence as a bakery - it should tell your audience everything they need to know about your brand and leave their mouth watering in a way that makes them want more.

Each piece of content should have a clear purpose and form a part of your overall strategy. And just like any good cake, there are a few specific components needed to make the perfect slice.

Content pillars act as the fundamental building blocks in any social media content strategy, think of these as the flour, eggs, butter, and sugar of your content cake. You should typically have 3 to 5 pillars that form the foundation of every piece of content you make. Tailored to your brand, these should reflect what’s important to your brand and social media goals. Consider categories like education, inspiration, promotion, and team.

In the age of TikTok, consumers are no longer just choosing brands for their products. They’re selecting brands that resonate. Incorporating your content with humour and showcasing your brand personality can help build trust and position your brand as a relatable and trusting friend.

Just like personality, consumers aren’t just interested in your products or services anymore. They want to know the story behind the brand they’re buying from. Sharing more about your thought processes with new products, along with your brand’s value and mission, helps build a deeper connection with your audience.

No cake is complete without icing and toppings. And the same is true for social media marketing. You’ve created your strategy but now it’s time to add that extra flair to capture your audience and make them want to follow.

Hashtags: A handful of relevant hashtags can increase the discoverability of your content.
Posting times: Experiment with posting times to see what works best for your target audience.
Aesthetic: 

 that stops people from scrolling.
Trends: Stay relevant using current trends to help connect your content to a wider audience.


Having a successful social media content strategy is much like baking the perfect cake. It takes time and patience. Don’t expect your first piece of content to go viral. Success comes from consistency and adaptability - keep trying and if you’re not seeing the results, experiment with some different toppings.

Want to learn more about creating strategy, check out our Swwimming Lessons series over on 

taking pictures of food for social media content strategy

Creating A Delicious Social Media Content Strategy: A Recipe For Success

The key to a successful marketing strategy lies in understanding your audience at a deeper level. Think about when you're getting to know someone new. Yes, you might ask about when their birthday is or where they live, but hopefully, the conversation turns to more deep and meaningful topics – their beliefs, worries, and hobbies, to really get to know them. It's in these moments of genuine connection that you truly understand someone, and this understanding is a powerful tool, not just in personal relationships but also in the world of social media strategy.

This is where psychographics come into play. Here at Swwim, we believe psychographics are gold dust for your social media strategy.

Psychographics delve deeper into consumer behaviour by analysing the psychological and emotional factors that drive people's choices and preferences. Unlike demographics, which focus on basic information like age, gender, and location, psychographics reveal the 'why' behind consumer decisions. This includes their values, beliefs, interests, lifestyle choices, and motivations.

So, why are psychographics so valuable for your social media strategy?

Why is Psychographic Data Important in Digital Marketing?

One of the most significant advantages of using psychographics in your social media strategy is the ability to create highly targeted content. When you understand your audience's values, interests, and motivations, you can tailor your content to resonate with them on a deeper level. This results in more engaging and relevant posts that are more likely to capture your audience's attention.

For example, if you discover that a significant portion of your target audience values sustainability and eco-friendly products, you can create content that highlights your brand's commitment to environmental responsibility. This attracts those who share these values and helps establish your brand as socially conscious.

Increased Engagement and Conversion Rates

When your social media content aligns with your audience's psychographics, it's more likely to resonate with them emotionally. This emotional connection can lead to increased engagement in the form of likes, shares, and comments. When your audience feels understood and valued, they are more likely to convert into loyal customers.

Improved Customer Relationship Management

Understanding your audience's psychographics also helps in building lasting customer relationships. When you engage with your audience in a way that resonates with their values and interests, it fosters a 

. This, in turn, can lead to loyal customers who not only make repeat purchases but also advocate for your brand.

How can you find out about your audience on this deeper level?

Questionnaires. Be sure to give your customers something in return for their time, such as a chance to win a gift voucher or a discount on your products.

Talking to them in person, at events, focus groups, or online.

Take a look at what they post and talk about on social media using social listening tools.

In the ever-evolving world of social media, it's crucial to stay ahead of the competition by understanding your audience on a deeper level. Psychographics provide the invaluable insights needed to create more personalised, relevant, and engaging content. By harnessing the power of psychographics in your social media strategy, you can establish stronger connections with your audience, improve conversion rates, and ultimately achieve your business goals. So, don't underestimate the value psychographics can bring to your social media strategy. Start digging deep into your audience's psyche and watch your social media content shine.

Want to learn more about psychographics and how you can apply these to your brand and social media strategy? Get in touch 

women discussing psychographics for marketing

Why Psychographics Are Gold Dust For Your Marketing Strategy

In today's fast-paced digital landscape, crafting a successful marketing strategy requires more than just creating appealing content. One of the most crucial components that can set your brand apart is the establishment of a vibrant online community. Let's delve into how building such a community not only fulfils the need for connection but also plays a pivotal role in building trust with your audience.

Online communities are inherently inclusive, tearing down the barriers of physical location and accessibility. This inclusivity draws in a diverse array of individuals who might never have had the chance to interact in person. As you bring people together around shared interests or passions, your brand becomes a unifying force, fostering a sense of togetherness and belonging that resonates deeply with your audience.

2. Tackling loneliness and addressing the craving for connection

The modern era, paradoxically connected through screens, has seen a rise in feelings of isolation and people that yearn for genuine human connection. Online communities provide a solution. By creating a virtual space where individuals can engage, support, and relate to one another, your brand nurtures relationships and can even step in as a friend in a digital world often perceived as cold and distant. This makes your brand an integral part of their lives.

While captivating visuals and compelling content are essential, true engagement transcends the surface. An online community transforms passive consumers into active participants. Brands that take the time to genuinely engage with their audience, responding to queries, acknowledge feedback and initiate conversations, stand to gain something invaluable: trust. This trust is built on the foundation of authenticity, showing that your brand is willing to invest in meaningful interactions.

When your brand shows up consistently, offering value, facilitating discussions, and listening attentively, you create an environment where your audience feels heard, understood, and respected. This is the perfect place to gather invaluable insights for your brand and customer feedback. Now you can leverage what you learn to gain a competitive advantage and scale your brand.

The era of digital marketing is not just about transactional exchanges; it's about forging connections that endure. Online communities offer an avenue for brands to bridge the gap between the digital and the personal, creating spaces where individuals can form meaningful bonds. By prioritising the creation of an online community, your brand not only taps into the need for connection but also lays the groundwork for a relationship built on trust, authenticity, and shared experiences.

Stay tuned for tips on how to build a community.

Why building an online community should be a top priority in your marketing strategy

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