At an event a couple of weeks ago, someone on a panel said something that caught my attention and gave me the idea for this feature. They said: “There is no real difference between B2B and B2C. The laws of content are the same – you should feel something.”
It stood out because it matched what I’ve been noticing across social platforms. Even as algorithms scale and AI becomes part of day-to-day production, the social content that resonates with audiences still tends to be the work with emotional weight behind it.
To dig into why, I spoke with Laura Griffin, social lead at First Bus, and Lottie L’Amour, global head of social and community at Affinity by Canva. Both operate in data-heavy environments with plenty of tooling, but both are adamant: emotion is the thing that drives social beyond just metrics.
