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Social Folk CEO Hannah Saycell Shares Crucial Shifts in Social Media Strategy on 'From Overlooked to Fully Booked' Podcast
Social media marketing has fundamentally changed, and brands that continue to prioritize transactional sales over community building are being left behind.
In a recent appearance on the acclaimed marketing podcast From Overlooked to Fully Booked, hosted by agency growth expert Niki Hutchison.
Hannah Saycell, the Founder and CEO of Social Folk, broke down a massive cultural shift in consumer behaviour. According to Saycell, modern audiences no longer just buy products, they buy into brand personalities, distinct cultures, and active communities.
The New Social Media Divide: Discovery vs. Connection
During the broadcast, the social media expert outlined how the digital landscape has split into two distinct functional ecosystems, requiring brands to adopt a two-pronged platform strategy:
TikTok for Discovery: Driven by algorithmic interest feeds and robust search functionality, TikTok serves as the primary engine for new audiences to discover a brand.
Instagram for Connection: Once discovered, audiences migrate to Instagram, which serves as a nurturing ground to turn casual observers into dedicated community members.
From Overlooked to Fully Booked marketing podcast hosted by Niki Hutchison featuring Hannah Saycell
The Death of Traditional Search: Gen Z Bypasses Google
The drive behind this shift is backed by data from the tech industry's largest player. Google’s own internal research reveals that 40% of Gen Z consumers now utilize TikTok and Instagram for search instead of traditional search engines.
Saycell notes that this behavioral pivot is rooted in a desire for unpolished transparency. Modern consumers bypass standard search results because they want to see real human experiences. They use social video to verify how clothes actually fit, check if a restaurant lives up to the hype, and confirm whether a hotel matches its promotional images.
Transforming Followers into Communities
The core message for modern marketers and business leaders is clear: polished, corporate advertising is losing its efficacy. Consumers increasingly place their trust in lived, human experiences over glossy marketing campaigns. To thrive in this new era, companies must stop trying to sell products and start inviting people into their community culture.
🎧 Listen to the Full Podcast Episode
Want to dive deeper into how your brand can navigate this social media evolution and build an engaged community? Listen to the full interview with Hannah Saycell on Niki Hutchison's From Overlooked to Fully Booked, available now on Apple Podcasts and Spotify.
As the creative force behind an award-winning global agency, Hannah Saycell regularly speaks on social media strategy, influencer partnerships, and the future of community-driven brand growth.
If you are looking for an authoritative, data-backed guest or keynote speaker get in touch today.
About Social folk
Social Folk is a global award-winning influencer and gifting agency, recognised as one of the UK’s leading creator marketing agencies.
They empower brands to connect at scale through authentic, creator-led storytelling, specialising in global influencer campaigns, data-backed seeding and gifting, and high-impact brand activation events.
Winners of the European Agency Awards 2025, Global Agency Awards 2026 and multiple influencer marketing accolades, Social Folk leverages cutting-edge technology, human psychology, and data-driven insights to help brands drive engagement, loyalty, and ROI in the ever evolving creator economy landscape.
