Social Butterflies: Kat Koerner on Leading with the Truth

Kat Koerner has honed her expertise through years of experience in social media policy and scaling paid social clients, currently leading the paid social team at PPK. Having navigated the intricate landscape of the biggest social platform’s community policies, Kat transitioned into the agency world where she managed campaigns at a Dentsu company.

Her experience spans across a variety of verticals, including CPG, government, pet, beauty, fashion, and tourism/entertainment. With experience in both direct-to-consumer (DTC) and brand advertising, Kat possesses a profound understanding of crafting holistic, full-funnel strategies that drive meaningful results.

LBB> What’s the most significant development or trend shaping the social space right now?

Kat> An extremely noticeable shift in the social space is how people interact with content. Originally, consumers would hand-select their social feeds by following favourite celebrities and personalities while also following their community, like friends and family. 

Now, platforms like TikTok have encouraged an algorithm-driven experience where users willingly give up control over what they see. Consumers have come to expect a feed that knows them and their interests, and the shift on social media has become less community-focused and more entertainment-focused. Users no longer have to work to find new content; the content finds them. 

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 (and can you give an example of a campaign that demonstrates that)?

Kat> Currently, short-form content has stolen the spotlight! The ongoing rise of short-form content, like Meta Reels and TikTok, presents new creative opportunities. With full-screen, sound-on creative on the rise, it gives advertisers the chance to entertain their audience to the fullest degree. We’ve been testing this with clients like the The Florida Lottery.

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?

Kat> Social media gives brands a chance to loosen up a bit—more permission to push boundaries. The biggest key is brands finding their brand voice and market positioning and leveraging accordingly. Social has room to be more personable, but you still need to maintain your brand integrity and trust. 

Some verticals have more wiggleroom than others, purely based on market positioning. The line a brand can walk is largely based on your audience. The trick is to be personable and engaging while staying true to your brand’s core identity.

LBB> Organic, paid, influencers, social search - how do you approach figuring out the best way to reach audiences?

Kat> To reach your audience, consider efficiency and scale. Platforms like Meta ads will commonly be the go-to due to those reasons. 

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?

Kat> I attempt to minimise screentime outside of work, but candidly, that gets tough too. I enjoy a doom scroll as much as the next person. However, being aware of your screentime is important when working in social. Sometimes it’s time to sign off. 

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?

Kat> Great question! Social media is in an odd place. Individuals working in social have to keep focusing on creating authentic solutions for our consumers. We must lead with the truth in our messaging of products and not make it harder on the consumer. 

However, the responsibility of offsetting the shift in culture is within the hands of the major social media platforms—those of which have algorithms that encourage “rage bait," the content that’s harmful, divisive, or pure misinformation. The social media platforms must stop rewarding this content in their algorithms.

LBB> What are the biggest missteps you see brands making most regularly on social media?

Kat> A common misstep for brands is the knee-jerk reactions to trends before ensuring it aligns with your brand and your audience. Every trend isn’t relevant for every brand; be discerning!

LBB> Thinking longer term, where do you see the biggest risks and opportunities when it comes to AI in social?

Kat> Hmm, the biggest risk is losing consumers' trust. The biggest opportunity is gaining efficiency through creative planning. 

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?

Kat> I enjoy TikTok and YouTube! Short-form and long-form video content. I tend to like creators who don’t follow trends. In the social world, having a unique point of view and creativity that can break through without subscribing to the trending format is refreshing. I consume interior design content with an emphasis on thrifting! Adding the challenge of working with secondhand or thrifted items makes creative projects even more fun and rewarding. 

LBB> What advice would you give to people who are looking to get into social, whether as creatives, strategists, or producers?

Kat> Be open-minded! If the job piques your interest and is in the field you’re trying to break into, I’d consider applying. My first job was an intense, non-glamorous, night shift content moderation job for a social media platform; the behind-the-scenes experience helped me get into my first advertising agency.