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Below are key insights and actionable takeaways from our conversation.
Key Takeaways
Building an Online Community That Clicks
A thriving online community is the foundation of social media success. Lauren follows a simple framework: Why share? Why care? Brands need to ensure that every post has a purpose and resonates with their audience. Canva fosters engagement through user-generated content, design challenges, and interactive polls, always keeping a pulse on what users need and value.
Avoiding the Biggest Social Media Mistakes
One of the biggest missteps brands make is treating social media like a megaphone instead of a conversation. Broadcasting messages without meaningful interaction leads to disengagement. Ignoring comments, jumping on trends that don’t align with the brand, and focusing solely on vanity metrics are common pitfalls to avoid.
Striking the Balance Between Authenticity and Brand Messaging
Authenticity matters. Instead of pushing promotional content, brands should focus on value-driven engagement. Canva does this by offering design tips, creative inspiration, and relatable storytelling rather than just showcasing products. Strategic trend participation ensures that the brand remains aligned with its core values of creativity and inclusivity.
Creating Meaningful Engagement
Social media isn’t just about replying to comments—it’s about sparking conversations. Strong engagement strategies involve:
Initiating discussions instead of just responding.
Adding value in replies by offering insights, tips, and additional resources.
Leveraging humor and pop culture moments to humanize the brand.
Using Social Listening to Shape Content Strategy
Social listening plays a huge role in Canva’s approach. By analyzing audience feedback and trending topics, the brand ensures it stays ahead of what matters most to its community. Content ideas are often inspired by real conversations and user feedback.
What Metrics Matter Most?
Rather than chasing virality, brands should prioritize engagement rate. A high follower count means little if people aren’t interacting. Lauren likens engagement to a dinner party—if 100 people attend but only one speaks, it’s not a great party. But if 10 attend and 9 participate, the conversation thrives.
Tailoring Content for Different Platforms
Canva’s audience spans from marketers to small business owners, so content is customized for each platform. The way people interact on TikTok differs from LinkedIn, and brands need to adapt accordingly while maintaining a consistent brand identity.
Navigating Trends: What to Jump On and What to Skip
Not every trend is worth pursuing. Canva evaluates trends by asking:
Does it align with our brand voice?
Does it make sense for our community?
Can we authentically contribute?
Evergreen vs. Trend-Driven Content
Evergreen content—tutorials, industry insights, and educational resources—provides long-term value. While trends drive short-term buzz, a solid content mix ensures sustained engagement and authority.
The Future of Social Media
Lauren predicts key industry shifts:
The rise of new platforms to potentially replace TikTok.
Greater integration of AI into social media tools.
Expanded social commerce opportunities.
The growing influence of micro-influencers and niche communities.
Social media will always evolve, but brands that prioritize authenticity, value, and engagement will continue to thrive.
Quotes from Lauren Freund
On Community Building
“If a brand shares something, there needs to be a compelling reason behind it, and the audience needs to care about it.”
On Engagement
“Brands should shift their approach from broadcasting messages to genuinely interacting with their audience.”
On Authenticity
“Understanding the audience’s needs and creating content that serves them first is key.”
On Social Listening
“Social listening helps brands stay ahead of what matters most to their audience.”
On Metrics That Matter
“Engagement rate tells us how many people are actually interacting with content, which is more important than vanity metrics.”
On Trend Participation
“Not every trend is worth chasing—evaluate whether it aligns with your brand before jumping in.”
On Evergreen Content
“Evergreen content builds lasting engagement and authority, making it crucial for a strong social media strategy.”
Looking Ahead
Lauren’s top advice for those starting their social media journey is simple: be consistent and provide value. Even with a small following, showing up regularly with high-value content builds a loyal and engaged community over time.
A big thank you to Lauren for sharing her expertise! Connect with her on LinkedIn for more insights into social media strategy.
For more expert conversations, subscribe to Talk Digital to Me. Stay tuned for our next episode!
