Anneleen Vaes

Category: Blog

  • Bye influencer trips, hi community trips

    Bye influencer trips, hi community trips

    Gone are the days that brands took influencers out on lavish brand trips, that generated more drama than brand love. Nowadays brands are taking the people who really matter on those trips: their community.

    The good old blogging days

    Yes, influencers used to be just like you and me. Well, we called them bloggers back then. They were just passionate about a certain topic and wrote about their experience on that topic. That led to honest reviews about for example the newest eyeshadow palette. But once brands started to catch on, sponsored posts became a thing and influencers started making serious money, honesty and relatability went out of the door.

    Now, having been a blogger myself, I can confirm that brands play it dirty. I had several brands ask me to not disclose that I was paid for a post. Or to take out the word sponsor after the fact. Which I refused to do. Just to say, it’s not all on the creator.

    Moving to a community-first approach

    That being said, I am a fan of this evolution where loyal customers are being invited on these trips and exclusive events. Because ultimately, they are your real brand ambassadors.

    L’Oréal for example recently took six of their loyal customers on a ski trip in promotion of a bunch of their products (full disclosure: the brand did also invite influencers and press on this trip). The trip included the launch of the new hydrogel face mask during their flight to the ski area. They also slid down the mountain in a toboggan, designed like the newest version of their iconic Telescopic mascara. And topped it off with a pop-up hair salon for après-ski proof hair with the Elvive Collagen Lifter range.

    So why exactly am I such a fan of this community-first approach?

    • You’re shifting brand perception: taking real customers on the trip shows your brand values the people that actually buy your products, not the ones with the biggest following.
    • You’re building authentic advocacy: when those six lucky customers post about their experience, it’s coming from genuine enthusiasm, not because they are contractually obligated.
    • You’re tackling multiple stages of the funnel: while the customers take care of trust in the conversion phase, the influencers on the trip deliver reach in the awareness phase.
    • You’re turning FOMO into motivation: unlike having a massive following, joining a brand community is something any customer can do. That FOMO actually drives engagement rather than resentment.

    Belgian brands honing in on community-first

    But community-first doesn’t stop at exclusive trips. Belgian brands are proving you can build genuine connection without a ski resort budget. Radio station Studio Brussel taps into their listeners during festival season with a dedicated WhatsApp group. Why? Because festivals are all about experience and atmosphere. And the best way to capture that is through the people actually living it. In the group, StuBru asks listeners to share their festival pics, tips and moments. They use this input as content for their socials, essentially turning their listeners into co-creators.

    Another brand taking a community-first approach is Dagelijkse Kost. The TV show has its own Facebook group, where viewers can share their own spin on a recipe, transforming passive viewership into a two-way culinary conversation. Home cooks inspire each other and become ambassadors for the show in the process.

    Want to read the benefits of a community-first approach for your own brand? The good news is you don’t need a ski trip. Check out my spin on these 6 Pinterest Predicts trends, one of which is perfect for a community-first campaign.

  • Hootsuite’s collaboration with ICE is not a good look

    Hootsuite’s collaboration with ICE is not a good look

    So yesterday I opened my LinkedIn to find out that social media management platform Hootsuite is collaborating with ICE. Yes, that ICE. You know, the one using brutal force to detain and deport immigrants in the US. This collaboration definitely is … a choice.

    Back in the day, when there was still such a thing as a free tier on social media management platforms and I was working at Graspop, I was an avid user of Hootsuite. But the platform has become more costly each year, so I haven’t used it in a while. I’m still a consumer of their content and blog though.

    So I must say, this move leaves a bad taste in my mouth. Especially for a brand that uses the claim: “Transform social for good”. I do get, from a purely financial point of view, a contract with ICE is interesting for Hootsuite. I mean, landing a multi-year public tender? That’s a major win. Well, disregarding the fact that ICE is a vile instance.

    But while it might be interesting financially, in terms of optics, it’s not. My LinkedIn feed for example is filled with posts from thought leaders in the social media space that are outraged by this move and are urging decision makers and B2B influencers to reconsider using the tool. A move that can hurt Hootsuite … yeah, you guessed that right, financially.

    It’s a good thing the company has a social listening tool at their disposal to immediately tackle this crisis though. But the question is, how exactly are they going to tackle this crisis? Cause the truth is, Hootsuite has been in the same boat before. You see, back in 2020, they already landed the ICE contract. But they decided to back out of that contract because of employee backlash. And that’s what makes this an extra weird choice. It’s not like ICE’s perception has gotten any better since then.

    Scandals

    But there’s a bigger discussion here. We all know Hootsuite isn’t the only company making questionable business choices. With public discourse, activism and brand reputation so deeply intertwined, this begs the question why companies aren’t being more strategic in their decisions. Because consumers are pretty vocal about the brands they do and don’t support and why. And it’s often the marketing team that has to deal with the backlash of those types of decisions. Decisions that were probably made above their heads (and pay grade). So no, it’s not just about the money. Because bad optics can hurt you more than missing out on a contract.

    Want more on brands in crises? How about KLM messing up their community management during the recent snowfall chaos?

  • Snow, cancelled flights and deleted comments: 3 words that describe KLM’s week

    Snow, cancelled flights and deleted comments: 3 words that describe KLM’s week

    In case you missed it, last week, it finally started snowing in the Benelux. Reaching its climax this Wednesday, we were blessed with a solid 15 cm of white powder (no, not the snorting kind). The thing is, the Benelux and snow don’t mix well. In Belgium that usually means tons of traffic jams, with the occasional accident, issues with public transport and all in all, a good excuse to work from home. 😉 But in the Netherlands, this time around, it meant cancelled flights and that’s something that airline carrier KLM won’t be forgetting anytime soon.

    No, you can’t control the weather. But what you can control is the way you communicate about the impact that weather has on your business. And when it comes to a crisis, social media is one thing you shouldn’t lose track of.

    And this is where KLM should have done better. As of Monday, the airline carrier had to cancel more than 1600 flights. Granted, they did communicate through their website and the press, and I’m pretty sure they did keep their customers up to date through mail as well. Plus, my guess is their customer service will be working overtime ATM.

    But on their public social profiles, it was pretty much radio silence except for a few stories. The result? Customers going off in their latest post (ironically, a New Year’s post, probably not the start they had in mind), complaining about the difficulties of getting through to customer service. But also voicing their complaints about their comments being deleted. And on top of that, customers who do get a reply (in this case, on Instagram), get a standardised message that lacks any sense of empathy.

    Here’s the thing, social media isn’t just for shits and giggles. You can’t cherry-pick when you show up, posting feel-good content when it suits you, only to basically ghost your audience the moment a crisis strikes. So here’s how I would have handled this crisis specifically on social media:

    How to tackle community management in times of a crisis

    1. Monitor the crisis through social listening

    Before anything, you need to know what people are saying and obviously social listening is essential in this process. Don’t just check your own profiles for comments and replies, check your private and public messages AND check for your name and hashtag. You can do this through social listening platforms like Sprinklr, Sprout or Brandwatch.

    2. Draft up a statement and share it on social

    Take the insights you gathered in the first step to build your statement on. Draft the statement together with PR and customer service so it encompasses all those areas. And then put out the statement, yes, also through social media. That’s where it goes wrong most of the time. A lot of brands don’t want to bring those types of messages to social media. But the rule of thumb should be: if you’re on a platform (and using it actively), you should also use it for crisis communication. In fact, it’s what your target audience expects of you.

    3. Adjust your reply template

    First, let’s have a look at KLM’s standard reply: “Regrettably, we do not offer support services via Instagram. Since personal information is required to assist you further, we kindly request that you contact us via WhatsApp, Facebook, or Messenger.”

    The good? Yes, KLM is tackling some of the comments. And yes, in essence, their response is correct. As you need personal info, you do need to handle it through a DM.

    But what the airline company gets wrong is the complete lack of empathy in their message. Put yourself in the customer’s shoes. Apologize for the situation, acknowledge their inconvenience. Explain why they need to contact you through a DM and end with the advantage of that for them. Personally, this would be my reply: “We’re very sorry for the inconvenience. We understand how stressful a missing suitcase is, and this is absolutely a priority for us. Could you send us your customer info through DM so we can jump on this immediately and get your case resolved?”

    Side note from an experienced community manager: you can adapt those answer templates to fit the specific comment you’re replying to, to make the most of the automation while combining it with personalisation.

    4. Monitor and respond to ALL comments and messages

    And on top of that, you need to be servicing clients on ALL the platforms you’re active on. You can’t just tell them to contact customer service through another platform. The good news: tools like Sprinklr and Sprout make it easy to set up an efficient workflow so social media managers, community managers and customer service can work together on this. With the help of filters, AI and some minimal human intervention, you can do a first sweep, automatically flagging urgent cases, routing questions to the right team and prioritising which comments need immediate attention. The key here is that routing to customer service should be handled internally. The customer shouldn’t have to take extra steps (well, apart from the DM on that specific platform, that is). Make it seamless for them, not just convenient for you.

    Another side note from an experienced community manager: deleting comments is a big no-no. Unless they go against your social media charter (which is a must, btw), you shouldn’t be deleting comments because they get you in a sticky situation. Instead, actively show the community that you’re tackling those issues.

    The bigger picture

    Tackling community management

    Unfortunately, KLM is definitely not the only brand to underuse community management. The difference is that a crisis exposes these gaps instantly. Here’s the thing: strong community management separates the good from the great. And you don’t need to wait on a crisis to start. Active engagement isn’t just good for your reputation, it’s also essential for the algorithm. Each time a follower comments on your content, reply back, focussing on the positive of course. And trust me, in 2026, you want to get on the community management train, cause there’s lot’s of growth potential there.

    Want more of my insights? Discover how I would use these 6 trends from Pinterest Predicts as a brand.

  • How brands can use these 6 Pinterest Predictions

    How brands can use these 6 Pinterest Predictions

    One of my favourite trend reports around is Pinterest Predicts. The platform’s report is an ideal starting point for culture-driven content creation, and you know I love that. Here are 6 trends from Pinterest Predicts and how I would use them for specific brands.

    1. Darecations

    Apparently Gen Z and Millennials are quite the dare devils, especially while traveling. The platform predicts that adrenaline-fueled vacays will see an uptick in 2026. Which is an excellent starting point for content for an automotive brand. One idea could be a short-form video or a carousel with thrilling vacay tips that are only a drive away. You could even run a giveaway featuring a fully planned test-drive weekend to thrilling destinations.

    Trend: Darecations

    2. Gimme Gummy

    According to Pinterest, gummy texture will be everywhere next year: from phone cases to probiotics (which is a bit of a throwback to 2019, to be fair). The Gimme Gummy trend can serve as inspiration for beverage brands: simply share a recipe to turn your beverage into gummies. You can even go the unhinged route with this and make a giant gummy out of your drinks.

    3. Cool Blue

    Forget about Cloud Dancer (which is a bit of a weird choice, Pantone), 2026 will revolve around icy blue. And as this color is quite literally temperature related, let’s say you’re creating content for a HVAC brand. Yeah, I know, very functional, but functional can turn into aesthetic by creating mood boards that show how you can style those HVAC units within different Cool Blue interiors.

    4. Pen Pals

    Straight from my youth: letter writing is back. Never thought I would see the day, but let’s just say it’s a good thing for postal services. If your brand is primarily targeted to Gen Z and Millennials, and your tone-of-voice is already quite conversational, I would look into launching an exclusive campaign through letters. Some requirements though: it needs to feel personal, handwritten is the way to go and pay extra attention to the stationary. Oh, and don’t make the mistake of sending these to influencers (only). Rather than that, go for your loyal fanbase.

    5. Throwback Kid

    Both thrifting and nostalgia marketing have been around for years now, but in 2026 the focus for both will be on kids. From old-school toys to vintage clothes, this can easily be the inspiration source for a campaign for thrift stores or a brand that’s launching a nostalgic collection. It could be as simple as a kid playing with a toy in 1990 vs that same toy being played with in 2026. Or a campaign focused on how we actually should treasure hand-me-downs, instead of giving them a bad rep.
    Trend: Throwback Kid

    6. Mystic Outlands

    According to Pinterest, Boomers and Millennials are setting their seights on mystical destinations. So if you’re a tour operator, inspire your target audience with some mystical travel locations you offer. Ballinastoe Woods in county Wicklow or a visit to The Great Blasket Island in Ireland comes to mind, but anything Scandi will also do. You can turn it into a carousel bundling all those destinations, but from experience I know those destinations can be hard to find by yourself. So consider posting a map or directions to it as well, I’m sure saves and shares will go up on those types of posts.

    Trend: Mystic Outlands

    Want to look back instead of forward? Discover my favourite content and campaigns from 2025.

  • Project of the week: baking a horrible cheesecake

    Project of the week: baking a horrible cheesecake

    This week’s project: filming a cheesecake disaster. 🙈 Yep, the cake was disgusting, but the video turned out pretty decent. Here’s what I learned from my latest videography challenge.

    You may or may not know: I’m currently enrolled in a videography course through SyntraPXL. I always wanted to deepen my videography skills, but I’m the type of person that learns faster from experts than on my own. So with some free time on my hands right now, I thought this was the perfect opportunity to start the course I had my eye on since 2020.

    @anneleenvaes Ik maakte een cheesecake met een recept van Pinterest en het was (zoals verwacht) too good to be true 🙈 #foodie #foodvideography #cheesecake ♬ origineel geluid – Anneleen Vaes

    And in the spirit of continuous learning, I like to challenge myself to a videography project from time to time to directly apply what I learned during the course. That’s exactly how this video came about: it’s a combination of the framing, lighting and editing skills (in Premiere Pro btw) we just learned in the course. Of course, as I’m passionate about food photography/videography, I decided to shoot a recipe. And being the content creator I am, I also tried out some best practices for content and storytelling.

    Oh, and I wouldn’t be my perfectionist self if there weren’t things I want to improve upon next time: the first being the white balance. We actually learned about white balance for video after I filmed this. The sound of the VO also isn’t completely up to my standard. On top of that, I’ll film vertically next time. For food, as I like to do a lot of close-ups, I don’t think filming horizontal, when I eventually need it to be vertical, works. But hey, that’s what practice is for. 😉

    Want to read more about my projects? Check out my personal rebranding project from this summer.

  • My favourite campaigns and content from 2025

    My favourite campaigns and content from 2025

    Just 2 more weeks and 2026 is upon us. The ideal time to look back at the campaigns and content of 2025 that have that “je ne sais quoi” factor to me.

    1. W Hotels “The Retreat”

    I honestly don’t get why there wasn’t much buzz around W Hotels’ “The Retreat”. The content series was clearly culture-driven, with The White Lotus and TikTok-esque drama sketches as obvious inspirations. It feels so now (or rather, then, as it launched over the summer 😉) and to me that’s what made it powerful. Add the bad acting, which actually makes total sense, and you’ve got me convinced.

    Check out my deep dive on W Hotels’ content series for more insights.

    2. Lewis CapALDI

    I don’t know what they put in the water over in the UK, but I feel like supermarket chains take a lot more risks when it comes to marketing over there. Honorable mention to Lidl for their knockoff Liam Gallagher parka.

    But the main prize for me goes to the collab Aldi pulled off with Lewis Capaldi. The man did a surprise live set on the rooftop of one of their stores, then rebranded it Cap-ALDI with a cardboard sign. It’s completely on brand for both the artist and the supermarket, as they both thrive on humor. And with Capaldi’s new album releasing not long after the stunt, the timing was also perfect.

    3. Gwyneth Paltrow as Astronomer’s spokesperson

    Speaking of concerts, I don’t think we’ll soon forget the candid kiss cam incident at a recent Coldplay show. For those living under a rock, the video quickly went viral as a couple featured on the screen abruptly ducked away from the camera. Turns out, they were having an affair.

    And the couple in this story? The CEO and HR manager of tech company Astronomer. Which, unsurprisingly, had repercussions for the press the company was getting. So they made the ultimate PR move by going straight to the source: Coldplay. As you might know, frontman Chris Martin was once married to Gwyneth Paltrow. Astronomer released a video in which Paltrow addresses the situation as the brand’s “spokesperson”. In reality, she uses the moment to introduce the company.

    Smart AF. They already had the attention because of the scandal, but managed to turn it into something positive. For me it’s the spinning that moment combined with the cultural relevance of choosing Paltrow specifically.

    4. Charlie XCX starts a Substack

    Nope, Charli XCX isn’t my cup of tea, music-wise. But I do have mad respect for the way she handles her social media. First, she’s a big fan of the movie list platform Letterboxd and frequently talks about it in her (very chill) TikToks.

    But next to that the Brat-singer also started a Substack, a subscription-based essay type of platform that’s winning popularity by the second. In her Substack, Charli shares a glimpse behind the scenes of showbiz and talks about her upcoming projects.

    The realities of being a pop star. by charli xcx

    According to my experience…

    Read on Substack

    So, is 2026 going to be the year blogging makes a comeback? As a former (and current) blogger myself, I wouldn’t mind! 🙊

    5. Mr. Fantasy

    I swear, I didn’t think Riverdale actor and all-around pretty boy KJ Apa had this in him. Like everyone, I first saw the actor on the once-great-turned-terrible Netflix show “Riverdale”. In it, Apa’s character, Archie, is the ultimate teenage heartthrob.

    So you wouldn’t expect that type of actor to completely step away from that image. But that’s exactly what Apa did on TikTok with his (unconfirmed) alter ego Mr. Fantasy. Mr. Fantasy claims to be a British musician. The quirky artist sports a dark bob, sunglasses, a gap-toothed smile and tattoos that are suspiciously reminiscent of … KJ Apa.

    @iamtherealmrfantasy

    Straight from the horses mouth 😜🤪 happy Monday everyone let’s keep going now where we ? 🤣🤣😜😜😜😜

    ♬ original sound – iamtherealmrfantasy

    And now the internet is absolutely fascinated by Mr. Fantasy, as neither the actor nor his entourage confirms or denies the rumours. Every time he posts on TikTok, the comment section goes off with questions like “Is this KJ?” and “Do we know why he’s doing this?”. All the while, Mr. Fantasy is living his best life, racking up brand deals and even performing during the Macy’s Thanksgiving Day Parade. Other celebs are following in his footsteps, with Timothée Chalamet rumoured to be TikTok rapper EsDeeKid, and Kevin James going undercover as art teacher Matt Taylor.

    6. The Summer I Turned Pretty

    This teen show (based on a book) on Amazon Prime was already in its third season when it went absolutely viral on TikTok this summer. Why? Because of the classic teen drama trope: a love triangle. But instead of Dawson or Pacey, the girl had to choose between two brothers. Yep, a bit outlandish, but trust me, it works. I found myself rooting for the underdog brother each week.

    And like I said, I was definitely not the only one. The series garnered over 70 million viewers in the first 70 days. To put that into perspective, that’s a 65% jump from the second season.

    @askkait Replying to @the summer i turned pretty The Summer I Turned Pretty 101 #tsitp #conrad #jeremiah #belly ♬ original sound – Kait Maniscalco

    With all those eyes on TSITP, brands profited as well. The biggest winner? That’s probably Taylor Swift, as her music is heavily featured throughout. In close second we have Coach. Their bag even played the main character in an episode this season. An excellent move on their part, as the fashion on the show quickly blew up too.

    Want more of my insights? Steal these 5 formats for Instagram that are both creative and fun.