Q&A: Gabriella Cantelo, Social & Influencer Director

It’s time to get to know our new crazily clever and crazy Social & Influencer Director, Gabriella Cantelo.

On one hand, she has the taste palette of a child, wants to be TikTok famous and some of her ideas come from actual children (which we are totally on board with). On the other, the word ephemeral is part of her everyday lexicon, she makes a mean mojito and leads our social team.

Gabriella has answered our six very important questions below…

I can tell a campaign is succeeding when…

There’s a lot of rich engagement around the content on social, whether that’s high video retention or a debate in the comments section.

I eat…

Chips, chicken and chocolate. I have the taste palette of a child.

The worst thing anyone has said to me is…

“Your career is over once you have kids”.  In addition to being an absolute joy to be around, my daughter is the great mind behind many of my creative ideas and offers a wealth of insights of the 8 year old Roblox and Animal Crossing gamer and YouTube slime-maker. I always like to stay close to the younger generation as they’ll be leading the social marketing trends in the future!

This time next year, I’ll be…

Probably TikTok famous, you heard it here first.

Espresso Martini or beer?

Neither, I’m not much of a drinker! However, I do make a mean Mojito and used to manage a cocktail bar.

Where do you see the future of social and influencer?

Lockdown has drastically sped up social and influencer predictions. It was always going into the direction of ephemeral and in-the-moment content – but none of us could have predicted the explosion of TikTok in such a short amount of time.

Authenticity is a key player for social and influencer work – we’ll see less polished advertorial videos, and more short and snappy innovative content. We’ll need to think of ways of how to repurpose what we know about content into the new-style of how it’s consumed.

Instagram is no longer the main player for working with influencers as both YouTube and TikTok increase their partnership capabilities and show their worth.

It’s an exciting time for social marketing world – I challenge you to be part of it!


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