#seen – Détails, épisodes et analyse

This week on #seen, Lach sits down with Rachael Webb from Sticki and DataSauce for a conversation on creator partnerships, internet culture, human behaviour and why the best marketing rarely follows a formula.

They get into the psychology behind why people buy things, why smaller brands are often moving faster than legacy players, the tension between originality and efficiency, and why creators should be trusted to “cook” instead of being over-managed by brands.

There’s also chat around influencer marketing blowing up into a billion-dollar industry, the emotional side of agency life, relationship-led growth, reality TV brain rot, Coke Zero addictions, frozen pizzas and a genuinely elite nacho business concept.

If you work in social, marketing, partnerships or creative, there’s a lot in this one.

Proudly brought to you by Sked Social — the social media workspace for teams who take socials seriously.

Everyone wants to grow online. Very few people talk honestly about what it does to your brain.

This week on #seen, Lach sits down with Madeline Daffara for a super honest conversation about content creation, community, burnout, vulnerability and trying to stay grounded while building a presence online.

Maddi works inside Kic as a Content Manager while also building her own platform across Instagram and TikTok through storytelling-led content focused on wellness, balance and authenticity.

The two unpack the pressure of constantly being perceived online, why authenticity still cuts through more than polished content, the mental toll of comparison culture, balancing personal content with brand work, and why community has become one of the most important things modern brands can build.

They also dive into creator burnout, AI in content creation, storytelling, trends, social media habits and the difference between building an audience versus building trust.

Proudly brought to you by Sked Social.
Start your free 14-day trial now.

Most brands think social media success means more followers and more views.

Shelley Strater says that’s completely wrong.

Shelley has spent 15+ years working across social media, digital marketing and content strategy, helping brands understand the real drivers behind audience growth — human behaviour, emotional connection and community.

In this episode of #seen, we talk about what actually moves the needle online and why chasing vanity metrics like follower counts and views can lead brands in the wrong direction.

Shelley breaks down how she thinks about engagement, audience psychology, storytelling and platform strategy, and why smaller creators with tight communities often have more influence than accounts with hundreds of thousands of followers.

We also get into the realities of working in social media — including burnout, algorithm pressure and staying creative in an industry that never switches off.

In this conversation:

• Why engagement matters more than follower counts
• The biggest mistakes brands make on social media
• Why views don’t necessarily mean your content is working
• How to build real communities online
• Why small creators can outperform big influencers
• How to survive working in a 24/7 social media industry

If you work in social media, marketing, content or brand, this episode is packed with practical insights from someone who’s spent more than a decade inside the industry.

This podcast is sponsored by Sked Social.

Sked helps social media teams plan, schedule and analyse content across Instagram, TikTok, LinkedIn, Facebook and more — all in one place.

If you’re serious about social media, Sked makes it easier to stay organised, collaborate with your team and understand what content is actually working.

Start your FREE 14 day trial now.

A 17-year-old dropped out of school, picked up a camera, and accidentally learned more about the internet than most marketing teams.

In this episode of #seen, Lach Bradford sits down with Chris Mansour — a teenage videographer who went from filming real estate listings at 15 to helping founders build personal brands online.

Seven months ago, Chris dropped out of school and took a bet: get his boss (big, bad Timmy James) to 10,000 Instagram followers in exchange for $10K and a job.

What followed was a chaotic month of daily videos, failed ideas, existential self-doubt, and one last-minute post that blew everything up.

Now he’s helping founders turn storytelling into attention, and attention into audience.

In this conversation, Chris breaks down what actually works on social media right now, including why:

• viral views are mostly a vanity metric
• storytelling beats trends almost every time
• people massively overthink posting online
• most “personal brand” advice is completely wrong

We also talk about the psychology of posting, the pressure of putting your face online, and why the future of content might look more like a Netflix series than a marketing strategy.

If you’re trying to build an audience, a personal brand, or just figure out how social media actually works in 2026. This episode is worth your time.

This episode of #seen is brought to you by Sked Social.

Sked helps brands, agencies and creators plan, schedule and analyse their social media in one place.

They’ve also just launched Sked Ideas. A new feature designed to capture and organise content ideas before they disappear into the abyss of your Notes app.

Because the hardest part of social media isn’t posting. It’s remembering the idea you had in the first place.

She tore both ACLs, lost her dad, battled cancer — and still built one of the sharpest marketing brains in the game.

This week on the pod, Lach sits down with Maddie King — product marketer at Canva, ex-Unilever brand manager (Dove, Rexona, Lynx), former TikTok brand strategist, early Magic Brief marketing lead (acquired by Canva), and professional LinkedIn “shitposter.”

What unfolds is way more than a career chat. It’s a masterclass in resilience, taste, creative judgment, and building a marketing career that actually means something.

Maddie opens up about:

• Pivoting from ballerina dreams after tearing both ACLs and losing her dad at 17
• Getting cancer during uni, building a business, and storytelling her journey online
• Why “taste” is the most underrated skill in marketing
• AI vs originality (and why you must protect your creative muscle)
• Startup burnout, acquisition highs, and knowing when to say no
• Why social shouldn’t be reduced to perfect attribution
• Taking big swings in marketing (and allocating budget to “dumb shit”)
• Building community flywheels instead of chasing vanity metrics
  

If you work in content, marketing, social, paid ads, brand — or you’re just trying to stack skills and make bold career moves — this one will recalibrate how you think about creative work.

The podcast is proudly sponsored by Sked Social — the social media management platform built for teams who take socials seriously.

Social media isn’t burning you out, your workflow might be.

In this episode, Lach sits down with Matt Navarra — social strategist, consultant, media commentator, and author of the Geekout newsletter — to unpack the realities of working in social today.

From Matt’s unconventional career path (banking, teaching, government comms) to becoming one of the most trusted voices in the industry, this conversation dives into:

• ADHD and why social media attracts neurodivergent brains
• Burnout, boundaries, and shaping work around how you actually operate
• AI as your wingman — not your creative director
• Why judgment and personality matter more in an AI-saturated feed
• The shift from rented reach to owned community
• Repeatable, episodic content and building formats people come back for

We also touch on the Sked Social x Matt Navarra Trends Report — now live — where community is positioned as the true growth engine for brands in 2026 and beyond.

If you work in social, lead a team, or are trying to stay relevant without cooking yourself in the process, this one’s for you.

This episode is proudly brought to you by Sked Social — the platform built for teams who treat social seriously.

And if you’re looking to bring more structure to your creative process, Sked Ideas is now live with a free 14-day trial.

Ideas are infinite now. Execution is the real bottleneck.

In this episode, Lach sits down with Rich Henson, Product Manager at Sked Social, to unpack what actually happens between customer feedback and product launches — and why most social teams are drowning in ideas but starving for clarity.

From rebuilding approvals (and killing the screenshot era) to spotting early signals around AI adoption, Rich shares what five years inside Sked has taught him about workflow, burnout, and building tools that don’t replace social media managers — but empower them.

They also give a behind-the-scenes look at Sked Ideas, a new feature designed to bridge the messy gap between “rough thought” and “ready to schedule.”

You’ll hear:

• Why Google Sheets accidentally became the planning tool of choice
• How to filter good ideas from useful ones
• The real impact of AI on social professionals
• Why “grow at all costs” is a trap for agencies
• And how to avoid burning out in a reactive industry
  

If you manage social, run an agency, or build products for marketers, this episode will hit.

Most brands don’t need better content. They need better community instincts.

In this episode of Seen, Lach sits down with social strategist Cal Ritchie from Iris Worldwide to unpack what actually makes social work right now.

Cal started his career in community management and never lost touch with it. That foundation shapes everything he does, from big brand strategy to the smallest DM interaction.

Together, they talk about why community managers make better strategists, how “boring” brands can win on social, and why starting on social before big campaigns still feels wildly underused.

They cover humour as a creative weapon, hacking platform mechanics without losing your soul, why virality is more about compounding than lightning strikes, and how brands can earn a place in culture instead of just borrowing it.

There’s also a surprisingly deep crossover into music fandoms, hardcore scenes, AI weirdness, and why showing the messy process matters more than polished perfection.

This episode is proudly brought to you by Sked Social, the social media management platform built for teams who take socials seriously.

If you work in social, brand, content, or community, this one will hit.

Most brands talk about being “authentic.”
Renee Shaw actually is.

In our first episode of #seen — a podcast by Sked Social, host Lach Bradford sits down with the woman behind some of LinkedIn’s funniest and most fearless B2B content. Renee runs social for tl;dv — an AI meeting assistant built for teams who’d rather not rewatch their entire Zoom recordings, and she’s doing it her way.

No dashboards. No templates. Just taste, humour, and three coffees and a cigarette before hitting post.

This is how a jaded LinkedIn shit-poster turned creator helped build one of the most interesting B2B brands on the internet.

We talk about:

• The one creative rule that keeps content brave: “Punch up, never down.”

• Why reposting is dead — and A→Z testing is the future

• How to use AI for structure (not soul)

• Building culture and voice that travels across global markets

• The power of being a little bit unhinged in a world of beige B2B

If you care about social, content, or creative bravery, this one’s for you.

Proudly presented by Sked Social — use code 'SKEDBF50' for 50% off annual plans + a free 14-day trial (Black Friday offer).

For social media tips, insights and support — join the 280+ #seen community members on Slack ⁠here.

Perfect for SMM, marketers and creatives.

Social media doesn’t need more trends.
It needs better taste, conviction, and people who actually understand the feed.

In this episode of #seen, host Lach Bradford is joined by Lena Tuck — a freelance social video producer who’s helped brands, creators, and major platforms grow by throwing out the rule book.

We talk about:

• Why repeatable formats beat chasing trends

• Why comments matter more than views

• How TikTok flipped marketing on its head

• The real burnout signs social media managers ignore

• Why doubling down works (even when it feels boring)

• Using confidence — not perfection — to unlock opportunities

This is an honest, practical conversation for social media managers who feel stuck on the hamster wheel and want to build content that actually connects.

If you work in socials, content, or brand — this one’s for you.

This episode is proudly brought to you by Sked Social.