SMM in the niches of our heroes today is not just about “posting posts.” It’s a constant juggling act between creativity and numbers, between “make us a video to make everyone gasp” and “can we do it without a budget, but make it wow”. It’s working in a community where everyone sees everything, but no one wants to show their face. And this is, frankly, a profession of endurance – where one wrong click can cost more than your entire scholarship for the year.
We talked to top SMMers and found out what drives them, how to turn insights into content that works, and at the same time adhere to the brand’s tone of voice.
The article contains only honest answers without embellishment.
How I got into SMM and what drives me in my work
Alyona, ex SMM at WWGroup
Do you know what it’s like when you can’t choose between finance, psychology and creativity? That’s how I ended up in SMM 5 years ago. Here you can be a little bit of a psychologist, a little bit of a financier, and even a little bit of a screenwriter. And this field also allows you to work with different niches and see how all this really works in business.
I am driven by the mix of creativity and numbers – it’s a thrill! I also enjoy the community of like-minded people, where someone will always support me or give me an idea. And the team – my team at WWGroup – is just top!
Vladislava, SMM Traffic Squad
Even as a teenager, I knew that my job should be related to creativity. Collaboration with brands and the opportunity to create something that the whole world will see, to work on their recognition – that’s what really fascinated me!
That’s why I entered the Advertising and Public Relations program. Already at university, I realized that brands were starting to enter social media, and this became my trigger. It was then that I realized: this is my dream job.
The whole process – from the freedom to be creative to serious analytics. Strategy, visuals, numbers, ideas, even small tasks – it’s all fun. And, of course, our community. When you are surrounded by people with whom you want to create, the question of changing the field does not even arise.
Dariia, SMM AFFPRO
To be honest, it was an absolute random chance. As an SMM, from the very beginning, I started working with commercial projects, but at one point I got bored, felt burned out, and started to be interested in the field of arbitration in general and how to get there. And now I’m here, I’ve been working not so long, but I can say that it’s never boring here.
It’s a combination of creativity and numbers. It’s like creating something visually beautiful and then watching it fly in the statistics. It’s also an opportunity to dive deep into a niche. Arbitration is not about general phrases, you need to understand the details, and this keeps you on your toes.
Nadia, Head of SMM Lead Panda Media
I didn’t come to SMM right away. Yes, I studied to be an artist with prizes and Olympiads, performed on stage, and then at the law school. But it was precisely because of a lack of creativity that I went in a different direction. In 2020, I joined the events department, but the pandemic sent me to the SMM department and the organization of online events. That’s when I immediately became interested in marketing and began deep training, and started working as a team leader of a team of five people.
And so, while studying law, I started taking various freelance marketing jobs and even worked for Dmytro Karpachov’s company. She stayed in this field.
Here I like to be deeply involved in various businesses and influence their success. And this can be done by combining creativity and analytics. Through properly developed social networks, you can easily find good candidates for vacancies, pump media, build a reputation, increase loyalty, etc.
Of course, only 1 person can do all this qualitatively, so I, as Head of SMM, am grateful to all the professionals who work with me and set trends in this market.
How to conduct SMM where the majority does not want to show the brand’s face?
Lena, SMM at WWGroup
The easiest option is to show those who create content: SMM or PR. Or shine the light on the faces of others: interview partners or teams that are media. This way you can create content through others.
Vladislava, SMM Traffic Squad
When I joined Traffic Squad, social media was still at its infancy. At first, not everyone was comfortable in the frame – and that’s okay. We started with simple formats, gradually found our style, and established a connection. And you can see the result – our Instagram speaks for itself.
Dariia, SMM AFFPRO
Through community, insights, jokes “for our own”. If there is no face, there is a brand voice, tone of voice, visuals, style. People still associate themselves with the image, even if it is abstract. Also, case studies, emotional stories, and real dialogues with subscribers work very well.
Nadia, Head of SMM Lead Panda Media
Three years ago, showing your face in arbitration was something unique. Nowadays, it’s a common thing, because every other team does it. So, on the contrary, to stand out now, you can do something different and not show your face. What methods should you use?
The answer to this question comes in the process of creating a strategy and depends on the company’s goals. For example, you can create your own mascot and actively use it. Of course, in addition to this, it is worth developing a clear positioning, ToV, so that even without faces, but only by text, people recognize your company thanks to its unique style.
About the case with the best result
Lena, SMM at WWGroup
I’m telling you! Our collabs with partners and the media worked out great, especially the special projects Women’s Day and New Year. Many partners joined the special project, and it really worked – more than 10 thousand organic views of the post.
And that’s not all. There was also the time when our creative director Kostya rode a horse to AFFHUB. Even those who weren’t at the conf knew how we showed up. The content was flying around in stories and chats.
Vladislava, SMM Traffic Squad
There are one hundred percent series adaptations here! Recognizable plots + a little bit of our vibe. It’s right on the money! And also separate ads for vacancies. Zero water, maximum quality and a clear message. It really works! Spoiler alert: new videos are already in the edit – it will be very interesting!
Dariia, SMM AFFPRO
This is probably the legendary collaboration between AFFPRO and optimus Gang. Everything was planned before I joined the team, but the launch took place on my watch, so I have something to share. It was a series of videos in an entertaining format for YouTube, and we also pushed this story on Instagram and TikTok. The whole point was to go beyond the standard approaches to advertising and do something that no one has ever done before.
In fact, we posted this case on our Instagram, so you can read more about it and get inspired.
About the fast-track that taught more than 100 guides on “how to run Insta correctly”
Lena, SMM at WWGroup
One fakeout and I lost $3500. At the start of my career, a client wanted 100,000 subscribers in a month. He poured $3500 into the account, despite my objections. As a result, we got subscribers who immediately got angry. Since then, I’ve learned that not all numbers are equally useful.
Vladislava, SMM Traffic Squad
Every SMMer has experienced this at least once. And those who haven’t are lying! Of course, it’s easy to accidentally post something personal to your work page. That’s why I don’t go to insta when I’m out and about, and I don’t post anything!
Dariia, SMM AFFPRO
The Instagram bug is already a classic of the genre. It happened that all the visually cool content flew out without music or with wildly cropped stories. And I find out about it through my followers. Conclusion: now I check everything 10 times after publication, even if it seems that everything is fine.
Nadia, Head of SMM Lead Panda Media
I gained a lot of experience working for a marketing agency. A large number of large-scale projects, experienced colleagues and demanding clients – I went through the school of a marketing fighter.
It was an interesting stage in my life, but there was no remount, and I was going to move, so this stage ended.
On what worked, but no one expected it
Alena, SMM at WWGroup
In gambling, it’s all about cases! Although not everyone can show creos, these posts always have cool saves and transitions. And in another niche: on Women’s Day, I collected more than 250 bouquets of dried flowers with my own hands because the budget did not allow me to buy ready-made ones, and I needed an info occasion. The result? Customers were delighted, and the brand got a lot of shares!
Vladislava, SMM Traffic Squad
One day we got the idea to show the daily routine of our team. And surprisingly, it worked, because we didn’t set high expectations for this format. But in a few days, the statistics pleasantly surprised us. People are really interested not only in what we do, but also in who we are, some insights about our day, our cars, etc. They even wrote that they want to work with us because they can see what a great team we have. Such moments are priceless.
Dariia, SMM AFFPRO
Most recently, we have collaborated with Adkey agency and Adkey app, namely, we have made reels – the trend of “true or false” and “question/answer”. It was an unexpected result for them, as it was their first experience with such collabs.
Nadia, Head of SMM Lead Panda Media
In one project (an employment agency abroad), it was reels. In addition to other types of content, my team and I actively tested various videos. And after six months of such tests, the reels started to get 1-1.5 million views. At the same time, we were actively selling the company’s services in posts and stories, and sales grew significantly during that period.
In the arbitration project (the gut team), it was an idea to create a section with employees and show their faces. That was three years ago, so at that time it helped us stand out in the market. Then it grew into the fact that employees began to speak at confabs and thus advertise the team’s brand. Later, they started managing their own accounts. And now the team is sticking to this direction, so we don’t regret having started doing it)
In the arbitrage media (LPM), it was text interviews and cross-promotion with various companies and personal accounts. We started doing this back in 2023 and now it has already grown into YouTube videos and various sections on Instagram and Telegram.
How to balance between creativity and numbers?
Lena, SMM at WWGroup
Actually, I love it when creative is backed up by numbers. The main thing is that creative brings results – knowledge about the brand or leads. Without analytics, you won’t understand whether the idea works.
Vladislava, SMM Traffic Squad
Creative and analytics work only together. Creative is more about emotion, analytics is about the results. Therefore, if you just “generate ideas”, it will be noise without benefit.
Dariia, SMM AFFPRO
Creative is the start. Analytics is the finish. One does not work without the other. I always start with an idea, an emotion, a picture, and then after the publication, the “analytics” mode is already turned on. Personally, I’m closer to creativity, but numbers are objectivity.
Nadia, Head of SMM Lead Panda Media
It’s simple – we balance and analyze creative with the help of numbers and user behavior. It is impossible to do without this balance in our field.
How do you prepare for the launch of a new project on social media?
Lena, SMM at WWGroup
I start with three questions: who are we doing this for, what do we want to get, and what result do we expect? Next is the content plan and communication channel (where and how we will launch it), and the budget. Only then can you go all out with creativity.
Vladislava, SMM Traffic Squad
I start with the base – there should be an understanding of what the brand is about. I always immerse myself in the niche, study the values and character of the company, its style, tone, and vibe. It’s not just a matter of “getting in and posting something,” but understanding what the project is about. And when you have this understanding, then the strategy is built logically. After that, content is born that breathes in unison with the brand.
Dariia, SMM AFFPRO
First – immersion in the product: who, for whom, what hurts. Then analyze competitors, build positioning, tone of voice, headings, formats. Mandatory: creating a brand book with a team, thoughtful visuals, and a convenient structure of posts/stories. And only after that – a content plan and a start.
Nadia, Head of SMM Lead Panda Media
It may sound obvious, but we always start with a brief. After all, without a brief and a full understanding of each other, there will be no effective work.
Insights on what works in the niche
Lena, SMM at WWGroup
“Community is always a top topic because people like to feel involved. Collabs and special projects work better than solo content because it’s a win-win. Telegram wars are a simple trick, but they keep attention and add a live contact.
Vladislava, SMM Traffic Squad
Reels. People do not want to read long texts, the content should be fast, emotional, and catchy. AI is also in the top now. Everything related to it: animations, generative images, videos. We are also in the trend – we actively use AI in our creos.
Dariia, SMM AFFPRO
- Carousels with specifics (info, cases, stories, jokes)
- Structured reels on popular topics
- Packaging cases in emotional stories
And all forms of humor that arbitrators understand – the classics!
Nadia, Head of SMM Lead Panda Media
One of the main things is to always cross-promote with different accounts to get the maximum amount of activity and traffic. And also to create content for brands from company employees, as this is a new effective trend.
Your favorite SMM activity at events
Lena, SMM at WWGroup
I love backstages – backstage is always in the top because it shows the real atmosphere.
Vladislava, SMM Traffic Squad
I love events – you can always shoot a lot of cool content there. But, of course, my favorite part of a conf is when everything is already filmed and I can just chill with a glass of sparkling wine!
Dariia, SMM AFFPRO
I think that any activity at events brings its own results. My favorite one is content shooting, namely, collaborating with someone interesting and sharing experiences and insights.
Nadia, Head of SMM Lead Panda Media
“I really like to plan different activities before the event, create and write out scenarios of what and how we will do it. And only then, during the event itself, to adapt all the content.
3 tips for those who are just starting out in SMM of complex niches
Lena, SMM at WWGroup
- Googling is great! When I entered the gambling industry, I watched interviews, read articles, especially on Lead Panda, to understand the terminology and nuances, and immediately googled their meaning.
- Don’t know what to write about? Ask those who work with the target audience or read chats where the target audience discusses their pains. Collect such questions and you will always have a content plan.
- KPIs! Know what exactly is expected of you and how to measure it.
Vladislava, SMM Traffic Squad
- Any niche requires time to dive in. Don’t be afraid to ask questions. Asked – understood – saved time.
- If the niche is complicated, networking will help. Communicate with colleagues, share insights.
- Don’t be categorical about ideas. Any idea can turn into a creo with a lot of views – you need to brainstorm.
Dariia, SMM AFFPRO
Let’s write it down:
- Study the product in depth, at the affiliate manager level
- Always adapt the format to the platform
- Without analytics, it’s all just pretty pictures
Nadia, head of SMM Lead Panda Media
Let’s write it down:
- First, study the niche, and then get creative in it.
- Be open to feedback, ask for it from professionals.
- Start with a strategy, don’t take chaotic actions just to get more likes
On the most common mistakes in content
Lena, SMM at WWGroup
It doesn’t bother me if the content is the same (sometimes trends and adaptations are okay). But the cheating! When I see cheats on Instagram, Telegram, YouTube, I immediately ask myself: why? Because often the decision to cooperate with someone is made by a marketer or PR. But a marketer can easily distinguish between cheating!
Vladislava, SMM Traffic Squad
I pay attention when there is no clear focus in the creative: it seems like you want to say everything at once – about the offer, about the pain, about the team, about the value… But this approach is like throwing 10 hooks into the water at once and expecting them all to work at the same time. It works rarely and unpredictably.
That’s why we create every visual with an idea that has a precise goal.
A creative without a goal is just a beautiful picture that may even gain coverage, but will not give you a profit.
Dariia, SMM AFFPRO
“Content for the sake of content” is when a trend is used without a clear goal, as was the case with the AI-generated character in a box, or an idea is “crookedly” adapted to a niche when it loses its meaning.
Nadia, Head of SMM Lead Panda Media
I can identify the main mistakes that should be avoided and can be done. Namely:
- I notice that different terms are used incorrectly in the content. And then it seems that the content is created by a person who does not understand the niche.
- Sometimes the content lacks the ability to control human attention through design. It’s just a beautiful design that doesn’t go well with the text.
- Irregularity. It is not necessary to create content every day, but at least 2-3 times a week is a must. After all, we communicate with the audience through content. And if you appear and disappear, it’s more like an abusive relationship.
The most surprising request or edit you’ve received from a client/brand
Lena, SMM at WWGroup
Making 300 videos a month without a goal, without a budget, without a concept of “why”. It’s like ordering 300 pizzas without knowing who will eat them.
Vladislava, SMM Traffic Squad
Everything that is not related to SMM. In fact, when I was just starting out, I had quite a variety of tasks. Not everyone had an understanding of what exactly an SMM specialist does. Of course, such cases are in the past, but now they are not.
Dariia, SMM AFFPRO
This situation was a long time ago in my practice, but I remember it for a long time.
“Add text to the ‘follow the link’ story, but don’t write a link. And don’t throw it anywhere, because we haven’t decided where to go yet.” It was epic.
Nadia, Head of SMM Lead Panda Media
My request was to find an office to open a branch. No, I did not work as a realtor))
Imagine being called on stage – how would you describe yourself
Lena, SMM at WWGroup
The very SMM-er who dreams that every post sells the idea like fresh pies!
Vladislava, SMM Traffic Squad
I am Vladislava, an SMM manager. I am the one who builds Traffic Squad brand awareness. I know how to broadcast expertise in an interesting and accessible way, even if people don’t want to show it with their faces. And most importantly, I know that the winner in SMM is not the one who speaks loudly, but the one who speaks clearly and to the point.
Dariia, SMM AFFPRO
The person who turned “let’s shoot something” into content that really flies and is shared.
So, as you can see, SMM in these niches is about posting to post. It is adaptability like a chameleon and the ability to squeeze the maximum out of the minimum. It’s about seeing the point where others see just a content plan.
Our heroines proved it: SMM is not a “junior designer with posting rights,” but a strategist, brand ambassador, crisis manager, and creative in one. In a world where the algorithm, trend, and request of the target audience changes every day, they stay in touch with the audience – even when there are no faces and no budget “yet, but you’ll think of something.”
And if you’re at the point where you think: “No one reads this, it doesn’t work, it’s not as bright as others,” you should know that they do, it works, and your work makes sense. And there are more people like you than you think. It’s just that not everyone likes to shine in the frame.
Nadia, Head of SMM Lead Panda Media
A person who successfully combines creativity and analytics, loves to work in a team and lead it in the right direction. Head of SMM, who has been in this field for 5 years, so she has been to Crimea and Rome and knows how to bring business results through social media.