Craft isn't dead but most brands have forgotten how to use it.
In this episode of Radical Content, I sat down with Shelby Jacobs, founder and marketing director of Wiggle Room, whose resume includes viral work for Sour Patch Kids, Nutter Butter, and Apple TV (including the Martin Scorsese x Letterboxd campaign for Killers of the Flower Moon). We got into why she thinks social media has "lost the plot," how permission and trust from clients unlock the best creative work, and why chasing quick viral hits is costing brands more than it's earning them.
We talked about the difference between reactive tactics and real strategy, how she built a brand voice fans could rally around, and why the best social work happens when craft comes before data. If you're trying to build trust with clients, elevate your team's creative output, or figure out how to stop chasing virality and start building something that lasts, this conversation is loaded with real, tactical takeaways.
What You'll Learn in This Episode
🍬 Why social media has "lost the plot" and what brands should do about it
🍬 How permission and trust from clients unlock the best creative work
🍬 Why reactive content is a tactic, not a strategy
🍬 The inside story of Sour Patch Kids x Olivia Rodrigo and Apple TV x Martin Scorsese
🍬 Why craft still wins, even in a world of AI slop and low-effort content
🍬 What makes and kills a great social team
Timestamps:
0:00 Welcome and Intro
1:32 Career Path into Social Media
4:22 Challenges in Modern Social Strategy
11:41 Creative Autonomy and Olivia Rodrigo Campaign
16:40 Developing Creative Strategy Mindset
21:04 Promoting Scorcese on Apple TV
24:19 Attributes of Successful Social Teams
26:49 Lightning Round and Wrap Up
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Episode #55