Anneleen Vaes

Category: Content creation

  • 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.

  • 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.

    Trend: gimme gummy

    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.

    Trend: cool blue

    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.

    Trend: pen pals

    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.

  • 4 lessons you can learn from Pretty Little Marketer’s LinkedIn strategy

    4 lessons you can learn from Pretty Little Marketer’s LinkedIn strategy

    LinkedIn has officially entered its creator era, and honestly, I don’t even mind. One creator that’s really killing it? Pretty Little Marketer! Here are 4 pages you can take from her playbook to score on LinkedIn.

    If you haven’t come across Pretty Little Marketer yet: Sophie Miller, the creator, started the account back when she was still studying. Her goal? To create a safe space for other marketers to learn and grow. Today, Pretty Little Marketer has become exactly that: a go-to source for news, trends, tips and tricks on social media marketing.

    1. Tap into your audience’s pain points

    If you’re into social media marketing, you know that things tend to change quickly on those platforms. 😅 Staying up-to-date with those changes all by yourself and figuring out where Meta has hidden that one specific feature is pretty time-consuming. That’s why I follow Pretty Little Marketer, both for updates on those changes and how peers feel about them. The lesson here? Create content people want to bookmark and return to when they need answers.

    2. 2. Design makes all the difference

    The thing with content creation is that your message is only as good as the package it comes in. And this is something Pretty Little Marketer does well: her posts are visually pleasant, but also pack a lot of info without feeling cluttered. Nail that balance between aesthetics and valuable info and your content has real stopping power.

    3. Don’t shy away from humor

    The life of a social media manager is quite something. From constant Business Manager bugs to everyone thinking their nephew could do your job. 🙈 Yep, there’s a lot of material there to play around with. And Pretty Little Marketer does this brilliantly. Her funniest posts are often the simplest: a relatable one-liner about the chaos of social media management that makes you laugh and feel seen. In fact, I’m pretty sure that’s how she reeled me in. The takeaway: don’t be the next expert on LinkedIn trying too hard to sound serious. If your audience appreciates humor (and most do), use it. Guaranteed to stop the scroll and build loyalty.

    4. Don’t give away all your insights for free

    While Pretty Little Marketer shares a ton of valuable info on LinkedIn, she saves the best for her own platform. Think blog posts, courses, memberships and templates. And that’s smart AF. Build credibility and prove your expertise on LinkedIn to get your audience over to your own platform and maybe even sign up or pay for that expertise. That, my friend, is a long-term content strategy.
    Need more social media inspo? Check out these 5 creative Instagram formats you’ll want to steal.
  • Formats I’m loving on Instagram ATM

    Formats I’m loving on Instagram ATM

    To be honest, I was bored of Instagram there for a minute. But the past months, I’ve seen some creative formats that spark interactivity and are just straight up fun.

    1. Carousel reveal

    I started seeing this one a few months ago, but with the holiday season coming up, I think we’re going to see a lot more of it. These carousel posts turn into an interactive experience with each card revealing a bit more. Good to up your completion rate, swipe-through rate and ultimately score higher in the algorithm.

    2. Catcher game

    I love gamification on Instagram, but I haven’t always found it easy to implement. Well, this post just proved me wrong. With a simple emoji slider and items falling from above, designer @sandracreatess made a retro catcher game and I’m all for it. Easy to make it your own, just use branded items and an emoji that fits the vibe better and you’re good to go. In terms of metrics, this is a great way to increase the (average) watch time on your Reels.

    3. Move your thumb to the beat

    I’m pretty sure this format is a brainchild from a millennial that loved playing Guitar Hero or Beat Saber, cause it literally has the same vibe. This type of Reel prompts you to tap your thumbs to the beat, with each beat triggering a visual change.
    What I especially like about this format, is that it keeps the platform in mind. Instagram is not a sound-on platform, but because the prompt is illustrated in the reel, you can still join in without actually having to hear the beat. All too often, brands and creators assume that people will take the extra step to watch their content integrally, but in reality, people are lazy and will scroll if your content doesn’t make sense for their user experience.

    4. Zoom in to see

    I must admit, I am the type of person that uses their phone as a mirror. 🙈 But I’m pretty sure I’m not the only one and this format proves it. It’s a simple image post combining a black shape with a prompt that asks you to zoom in on the shape to see … who wants a donut, who looks extra pretty today, who deserves a matcha latte. You get the gist of it. Easy, fun and effective for brands in terms of dwell time.

    5. And finally, a format I want to see blow up: shake to reveal

    Back when Instagram was just playing around with the shake to reveal sticker, I was thinking to myself: this has a lot of potential. But I must say, I haven’t seen a lot of brands taking advantage of it. I recently created some trial posts for an Italian food bar and it was a no-brainer to include an Instagram Story using that sticker where users had to shake the matcha latte. I can also see a brand that specialises in curly hair products using it as a reveal from straight to curly hair. Or from ingredients to a fully prepped cocktail. Like I said, there’s a lot of potential in that sticker. And in terms of metrics, this again will increase your engagement, as people will be triggered to shake and reveal.

    Gigio - shake for matcha
    Gigio - reveal the matcha

    Unlike that 5120×1080 trend I ranted about a while ago, these formats actually make the most of user experience. And that’s the difference between a gimmick and a format worth exploring. 😉