Real Social Proof Comes from Everyday Users
Automation, AI, and authenticity collide in modern social strategy. Emplifi’s Molly Pannell talks about crafting campaigns that resonate, not replicate.
As AI accelerates content creation and user expectations evolve, marketers are being challenged to deliver relevance, value, and trust at scale. From tailoring messages to platform-specific cultures, to balancing automation with authenticity, modern social media campaigns demand both strategic precision and a human touch.
Molly Pannell, Director of Campaigns for EMEA & JAPAC at Emplifi, offers a grounded perspective on what makes content resonate—and what metrics truly matter. “Influencer partnerships still matter, but real social proof today comes from everyday users—UGC, ratings, reviews, community discussions, and authentic interactions,” says Pannell.
With a deep understanding of how audiences engage across channels and a clear-eyed perspective on the role of automation and AI, Molly shares how brands can stay authentic while scaling their social presence. From avoiding copy-paste content traps to unlocking the power of user-generated trust, she offers practical, human-centred insights for marketers navigating an ever-evolving digital landscape.
Excerpts from the interview;
- When planning a campaign across multiple platforms, how do you avoid “copy-paste syndrome” and truly tailor content to each channel’s culture?
We always start by thinking about who is using each platform. Is it the end user—like a social media manager—or the budget owner, such as a marketing director or CMO? That informs how we tailor both message and tone. Our goal is to speak directly to the unique pain points of each audience segment and make sure our content feels native to the platform while offering a true value exchange.
- What are some underrated KPIs you look at to judge whether a social media campaign is actually working?
Because Emplifi’s platform spans marketing, commerce, and care, the KPIs we track for brands vary by use case. For marketing, we dig into engagement quality, share of voice, and content performance by format, time, and channel; we use our own social media management capabilities to help build our brand and boost engagement. For commerce customers, it’s all about understanding product perception, reducing content costs, and tracking conversion metrics like AOV and repeat site visits. On the social care side, customer expectations are rising, so giving brands access to metrics like sentiment, CSAT, and time-to-response are crucial for both support and brand health.
- With so many automation and scheduling tools available, where do you draw the line between efficiency and losing spontaneity?
At Emplifi, we use our own platform to strike that balance. Automation is essential for scale, but we pair it with real-time listening, sentiment analysis, and UGC to stay responsive and human. Most importantly, we empower our team to show up authentically—our people (including our customers and partners) are our most powerful content creators.
ALSO READ: Media Waste Isn’t an Accident — It’s a Choice
- How do you see AI impacting the way social campaigns are planned, tested, and optimised? What excites you—and what worries you?
AI has the power to enhance everything from tone and voice to performance testing and optimisation. That’s exciting but it also requires transparency and human oversight to avoid losing trust. Like past innovations, from the internet to health tech, the key is using AI to augment human creativity, not replace it. If used responsibly, it will make marketers more effective and unlock opportunities for broader participation across teams.
- What’s the most powerful thing a brand can do right now to earn real social proof—beyond likes or influencer partnerships?
Influencer partnerships still matter, especially with micro or nano influencers who truly align with your brand. But real social proof today comes from everyday users—UGC, ratings, reviews, community discussions, and authentic interactions. It’s about building trust through real experiences, not just polished promotions. At Emplifi, we help brands surface that kind of proof from wherever their customers are engaging.
ALSO READ: Ad Dollars Everywhere: How Commerce Media is Rewriting the Rules of Engagement
