Content that is positive, representative, and conscious of its influence with Nina Landale

A decade of social strategy experience, packed into one interview.

Little Black Book explores the social space from the freshest frontier of tech and creativity. Our best social strategist mind, Nina Landale, sat down to share her expert take on creating content that’s positive, representative, and conscious of its influence.

She also dives into how social can be elevated by AI, Uncovered’s recent work with KFC, and the difference between art and craft in social.

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

Nina> It’s the obvious answer, but I’d say AI, which is having a huge influence on content and pushing the boundaries of what’s creatively possible. Everything from AI Jesus livestreams to flying grandparents dropping f-bombs and rabbits backflipping on trampolines are being leveraged by brands to capture attention. It’s shaking up social and driving huge engagement and positive sentiment, proving that audiences want more.

At the same time, it raises big questions about how safe it is, and how brands should use it. LBB recently wrote an article on Tom Goodwin’s keynote on AI, where he described it as “elevation, not automation”. And social is one of the spaces where I believe AI really can elevate.

Of course, there are risks and responsibilities. We need to ensure AI is used safely, and never at the expense of strategy or creativity within the Uncovered team. But when used well, it’s an incredible tool.

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)?

Nina> TikTok changed the social landscape when it launched, and it’s still where the most fun, innovative and immersive trends are born. We see it as the testing ground for formats, behaviours and in-app experiences that quickly ripple out across social.

A recent campaign we ran with KFC is a perfect example. For the launch of the Zinger Drip, Mother created a brilliant platform for the above-the-line creative, leaning into the product’s fiery heat. We took that energy and gave it a social topspin, blending AI and VFX to create a ‘real world’ iteration of the fiery heat, then tapping into trends like subtle foreshadowing to disrupt feeds with unexpected sauce explosions.

The result was huge engagement, and incredible sentiment, proving that when you meet audiences where culture is happening, and add a creative brand zag, you can cut through in powerful ways.

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?

Nina> I think it’s ultimately a fairly simple line to walk. Talk and behave like a real person, while staying mindful of who your audience is and how they want to be spoken to. Layer in your brand’s personality, and you’ve got your Venn diagram. The intersection of that is where brands should aim: authentic, relevant, and unmistakably themselves.

LBB> What does ‘craft’ mean to you in a social context?

Nina> In an interview I saw on TikTok, Michael Imperioli drew a line between art and craft that’s always stuck with me. He said art exists for no other purpose than itself, while craft takes the creativity of art but applies it to serve a function.

And to me, that’s how social works. It’s inherently creative, visual and there are works of art on there. But our role as advertisers is to transform that into craft: work that entertains, offers value, and feels native. Content, not ads. Done well, it lets brands sit seamlessly alongside genuine UGC, adding to the experience rather than interrupting it.

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

Nina> It’s rarely one lever, but the mix that matters. When we’re mapping out strategies, broad reach is the first and most important step. Organic, when done right, can deliver huge numbers against that objective, but only if it leads with entertainment and culture.

Paid then plays its role, pushing harder on brand-forward messaging, working in tandem with organic to build scale. Influencers and creators are where we look to social proof and drive unique frequency, and when you layer paid on top of those, you unlock real efficiencies.

Social search adds another dimension, giving content longevity and letting us tap into trends. But we’re always mindful not to let this compromise the integrity of the creative, especially when it comes to organic.

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?

Nina> We have processes in place, and we check in with one another. For every negative comment there are usually hundreds if not thousands of positive ones, so I try to give those ones the weight and encourage my team to do the same.

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?

Nina> Big question. Social media has incredible upsides, but also darker, more toxic corners, much like real life. The difference is that social can reach you anytime, anywhere – as the recent film ‘Adolescence’ so powerfully explored. And we can’t ignore that reality.

At the same time, the influence of social on behaviour, culture and the real world is undeniable. Just look at Hailey Bieber’s Rhode, a brand born on social that recently sold for billions. It’s proof of the power of social as a channel.

For advertisers and brands, the challenge is clear: recognise the opportunity, but use it responsibly. To us, that means creating content that is positive, representative, and conscious of its influence.

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

Nina> The biggest is treating it as a secondary channel and sticking above the line cut downs on the feed. The moment you have something glossy, highly polished and clearly an ad in feed, users swipe away, algorithms push it down, and you’re left with passive impressions and empty views. No real connection and no brand impact.

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 (feel free to share examples)?

Nina> As I mentioned earlier, we see AI as an opportunity to elevate creativity and push boundaries. We’re using it across the creative journey at Uncovered, but with one golden rule: never lean on it too heavily. AI is a brilliant tool to spark ideas, but our team’s brains are, and always will be, strategically and creatively superior. That hybrid approach is how we deliver our best work.

One example I love was an AI-driven trend we spotted for Tesco. Our organic team picked up on the ‘AI grandparent’ wave, imagined what Tesco’s version would look like, and built it in Veo 3. The result was a grandma, selfie stick in hand, flying through the sky and casually asking her daughter if she should pick up suncream at Tesco. We timed it with the heatwave, and it flew: millions of organic views, incredible sentiment, and thousands of new followers.

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

Nina> The creative opportunities with AI are limitless, and that’s incredibly exciting. But as the line between AI and reality blurs, new risks emerge around how we market ethically.

If we take creator and influencer partnerships as an example. We leverage them for social proofing, which has always relied on trust. Real creators and influencers choosing to represent brands, sharing genuine experiences, and building authentic connections with audiences. That opt-in dynamic offers protection.

AI changes that. We’re already seeing AI creators and models who can be made to say anything, without contracts, consent or accountability. That poses a risk to trust, authenticity, and to the integrity of the industry.

Legislation will play a role, but responsibility sits with us too. As advertisers, we have to use AI responsibly, ensuring it enhances creativity without eroding the trust that social is built on.

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?

Nina> In my own time, I gravitate towards the unserious, comedic and creative side of social. ‘Love of Huns’ and ‘Real Housewives of Clapton’ for commentary, ‘Pass That Puss’ and Ed Jones-esque accounts for comedy, plus a mix of news channels to stay tuned in. And I’ll confess to following far too many fashion girlies who convince me I need another rugby shirt or pair of loafers.

For me, social is about escapism and entertainment, and those are the holes I tend to find myself in.

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

Nina> Just start taking small steps. Reach out, create, form opinions on which brands are doing social well, and why. Everything you need to learn is already out there. The more socially native you become, the easier it is to stand out and impress in that first interview.