Superpowers and Stereotypes: The Power of Social with Caite Crocker
Caite Crocker is a community-driven social strategist with a passion for internet culture, emerging platforms, and audience behaviour. Experienced in developing social-first strategies, identifying cultural trends, and turning insights into impactful campaigns that drive engagement and build brand affinity.
She’s also the author of ‘The Remedy’, Lafayette American's proprietary social media newsletter, delivering platform updates, trend analysis, and industry insights to thousands of readers each week.
Caite sat down with LBB to discuss the biggest trends happening in the social space right now, the most exciting creative opportunities, as well as the dreaded ‘Silence, brand’ crab meme
LBB> What’s the most significant development or trend shaping the social space right now?
Caite> One of the biggest trends shaping the social space right now is the rise of micro-dramas and episodic storytelling. I write about these often in the weekly newsletter I author, ‘The Remedy’.
These micro-dramas are bite-sized series that are proving far more effective at holding attention (especially mine) than traditional social content because they prioritise entertainment over the brand.
In my opinion that’s what makes the format so powerful: when audiences connect with characters and stories first, they become far more open to the message behind them. I mean, you all remember ’Who TF Did I Marry?’ is a viral 50-part TikTok series by user Tareasa Johnson (Reesa Teesa), right? I feel like that was the catalyst for all of this.
LBB> Every platform functions so differently - and the way they function evolves over time and there’s a lot of fun to be had on social, from shoppable livestreams to AI filters - so where are you finding the most satisfying or exciting creative opportunities right now)?
Caite> Right now, the most exciting creative opportunities are coming from platform-specific features that make brands feel more human and participatory instead of overly polished. The brands winning are the ones embracing how people actually use these apps rather than forcing traditional marketing into them.
We’ve seen amazing success using Bulletin Boards for Mazda’s TikTok community. It creates this feeling of exclusivity and direct connection with the audience that feels way more personal than a typical caption or comment section. It becomes its own little community space for your most engaged followers. Like a IYKYK vibe.
I’m also really excited about Instagram’s new Instants feature, because it can give brands a chance to kind of ‘break the fourth wall’. Audiences want content that feels more self-aware, conversational, and in-the-moment, and Instants opens the door for that. I haven’t seen any brands using it yet, but I'm excited for this white space.
And then there’s Substack. If it makes sense for your brand, there’s a real opportunity there to build community through longer-form storytelling and thought pieces instead of constantly chasing virality.
LBB> Social media is a space for brands to be a bit more human - but how do you walk the line between personable and twee?
Caite> Social gives brands the chance to be more human, but the key is making sure that personality feels authentic. When we launched Mazda on TikTok in 2024, we spent the first six months listening, understanding the platform, the culture, and what audiences actually wanted from automotive brands.
That helped us build a voice that felt native to TikTok instead of one that was trying too hard to fit in. I think that's where a lot of brands miss the mark. You don't need to jump on every trend or suddenly start speaking in internet slang. In fact, one of the worst things you can see working in social media is someone replying to your post with the ’Silence, brand’ crab meme. That's usually a sign you've forced your way into a conversation you didn't belong in.
If you take the time to listen first, you'll create a voice that feels natural, relatable, and true to your brand, and audiences can tell the difference.
LBB> What does ‘craft’ mean to you in a social context?
Caite> For me, craft in a social context means being able to bring the internet to the rest of the team. It's always funny to think that being chronically online is part of my job, but that's really where the work starts. Craft is understanding internet culture, whether it's a massive trend or an incredibly niche meme, and finding ways to translate it into something meaningful for a brand.
LBB> Organic, paid, influencers, social search - how do you approach figuring out the best way to reach audiences?
Caite> Reaching audiences today looks completely different than it did five or ten years ago. Everything is algorithm-driven, and there's no guaranteed formula for how content ends up in someone's feed.
That's why I always start with listening. Our team relies heavily on social listening. From mining comment sections to tracking conversations, and paying attention to what audiences are asking for. We also use tools like Instagram's Question Sticker and TikTok Bulletin Boards to proactively ask for feedback and content ideas. More often than not, users will tell you exactly what they want. The key is listening and then creating content that meets them there.
LBB> Social media can be brutal - on a personal level how do you deal with that aspect of the role and helping your teams on the front line?
Caite> One of the best pieces of advice I've ever received came from a veteran art director early in my career. I started in advertising as a traffic coordinator, working across a lot of different departments, and he told me, ’We aren't performing heart surgery. It's going to be okay.’
That has stuck with me ever since. The work is important, but it's important to keep perspective. If my screen time is getting too high, I'll set limits. If I need a break from Twitter (yes, I still call it Twitter, lol) or whatever platform is consuming my brain that week, I'll take it. I encourage my teams to do the same.
At the end of the day, we're all here trying to do good work, and we're only human. A little perspective, and touching some grass (aka logging off once in a while) goes a long way.
LBB> Social media has been accused of driving polarisation and spreading misinformation, while others call it the marketplace of ideas. Whether or not that’s the whole truth, it is certainly shaping discourse and is one of the key venues for culture war-ish behaviour. What’s your take on the role of social media in society and what responsibilities do brands and individuals working in social have?
Caite> I'd be lying if I said I haven't occasionally wondered if I'm part of the problem because I work in social media. It's a complicated industry right now. From Twitter becoming a dumpster fire to concerns around social media addiction and the increasing push toward subscriptions, it’s a lot.
But social media isn't going anywhere. If anything, it's becoming even more ingrained in how we communicate and participate in culture. Because of that, I think brands and the people behind them have a responsibility to be honest about what they're creating, how they're communicating, and the value they're providing.
It's easy to get cynical, but I still think there's a lot of good and a lot of fun to be found in social. The key is staying grounded, being thoughtful about the role you play, and remembering there's a real person on the other side of the screen.
LBB> What are the biggest missteps you see brands making most regularly on social media?
Caite> One of the biggest missteps I see brands making is trying to jump on every single trend.
Not every trend is meant for every brand, and audiences can tell when you're forcing it. If a trend naturally fits your brand, your audience, and has the potential to get shared with friends, then absolutely go for it. But if you're spending hours trying to justify why your brand should be part of the conversation, that's usually your answer.
Truthfully, that's one of the biggest lessons I've learned over the years: it's okay to pass on a trend if it feels like you're reaching for it. The best social content doesn't come
from chasing every trend; it comes from knowing who you are as a brand and being selective about where you show up.
LBB> Inevitable AI question! How are you applying AI in your day-to-day role and what have been your key insights/observations about the best way to approach it in the campaigns you’ve worked on?
Caite> To be honest, I was pretty hesitant about AI at first. But over time, I've found it works best for me as a collaborator rather than a replacement. I'll give it context about what I'm working on, and it helps me explore ideas, pressure-test concepts, or build out directions that I can use as a jumping-off point.
One thing I've learned about myself is that I thrive in collaborative environments. The reality is that your team isn't always available when inspiration strikes, so AI has become a useful thought partner. The key is treating it as a tool that helps spark ideas, not one that does the thinking for you.
LBB> Thinking longer term, where do you see the biggest risks and opportunities when it comes to AI in social?
Caite> I think the biggest risk is that AI becomes so good that people have a hard time telling what's real and what's generated, which we're already starting to see. At the same time, audiences are becoming so aware of AI that some are starting to assume everything is AI-generated and trust nothing.
That's why I think we're seeing the rise of ’showing effort’ content. Brands are sharing more behind-the-scenes moments and creative processes to prove there are real people behind the work.
Again, I think the opportunity lies in using AI as a collaborator, not a replacement. Whether it's analysing social listening data, surfacing insights, or helping spark ideas, AI can help social teams move faster. But the best work will still come from humans.
LBB> When you’re not working, what social platforms and content do you personally enjoy engaging with and why? What creators, influencers and social communities do you really love?
Caite> I'm a huge TikTok user. That app definitely owns most of my screen time. I love creators who make content that feels like the modern version of Vine: quick, simple, and unexpectedly hilarious. There's nothing better than a video that's a quick 10 seconds long and somehow has you belly laughing.
What's funny is I don't really have a favourite creator per se. The beauty of TikTok is that the algorithm is constantly introducing me to new personalities, niche communities, and weird corners of the internet. One minute it's comedy, the next it's someone passionately explaining a topic I never thought I'd care about (like different kinds of pigeons, for example).
As someone who works in social, it's part entertainment and part research, but mostly it's just fun.
LBB> What advice would you give to people who are looking to get into social, whether as creatives, strategists or producers?
Caite> My biggest piece of advice is to remember that social media is one of the most important forms of marketing today, and it's a legitimate career path. There's still this outdated stereotype of ’the social media intern’, but the reality is that social teams are now largely advertising veterans, shaping brand perception, driving business results, and influencing culture every single day.
So don't let anyone make you feel like what you're doing isn't important. Show up, stay curious, and embrace being chronically online (and read ‘The Remedy’ as support for that ‘ailment’.. The internet moves fast, and that's your superpower. Most importantly, be proud of the work you're doing for your clients and the communities you're helping build. Social can be chaotic, but it's also one of the most rewarding places to be right now.
