CW PR @ Social Media Week 2026
Andrea Gallagher
VP, Public Relations
Simone Riter
Social Video Strategist
The fast-paced world of social media just descended on NYC for Social Media Week, and our PR team was front and center to capture every insight. From the “death” of traditional content pillars to the democratization of AI creative, Andrea Gallagher (VP, public relations) and Simone Riter (social video strategist) sat down to debrief about their favorite brand moments and the biggest takeaways they brought back to help our clients navigate what’s next.
Andrea: Simone! We just spent a few days in New York for AdWeek’s Social Media Week, and, wow, what a jam-packed few days.
Simone: Tell me about it! This was my first time attending a conference like this, and it was cool sharing space with so many brand and industry leaders, both on stage and in the audience.
Andrea: These conferences always feel like drinking from the proverbial firehose – so much information in such a short amount of time – but there was such an amazing mix of speakers and brand presentations across so many verticals and industries that I feel like we walked away with such great insights. What brand case study inspired you most?
Simone: Dr. Pepper’s presentation on the power of fandom was just so good. I absolutely love their approach to social, which is essentially to post as their own number one fan. From creating content that reflects this philosophy to elevating fan voices, they’ve had great success using this as the guiding force behind everything that they do. Just look at how they took a TikTok creator’s jingle and turned it into a Super Bowl commercial!
Out of everything we heard, what’s something that really stood out to you?
Andrea: From Brita to Dr. Pepper to NPR, brands across verticals were making a point to say that they’re starting to ditch the tried-and-true “content pillars” of traditional content strategies. Instead, they’re really leaning into community management to inform what audiences want to see in the grid. Brita’s now iconic At Least I’m Hydrated social campaign was actually born out of a comment!
Personally, I don’t know if I’m ready to burn down the content pillar, but it’s certainly something to consider as you’re developing a content strategy. It’s time to think outside of just what you have to say as a brand and think about what your audiences want to hear. What audiences want + what is right for the brand = content that resonates.
Switching gears, I was really interested to see what Social Media Week had to say about AI, but it seemed like a mixed bag, to be honest. There were some vendor presentations about AI content generation, comment monitoring, and a little of everything in between. What was the most practical use case for AI that you saw?
Simone: Definitely the idea of using AI to create super customizable versions of the same ad that speak to different audiences. Picture this: You’re watching the new Harry Potter series on HBO (can’t wait), and all of a sudden, a McDonald’s spot showing students eating Happy Meals in the Great Hall appears. On another viewer’s TV, the exact same ad plays during The White Lotus, but with our actors now sporting bathing suits poolside.
Yes, it’s silly, but there’s no doubt that AI is democratizing creative speed for brands, and the ability to get super specific with creative and audience targeting feels like a huge next step in the way our ads speak to consumers! Speaking of change: What was the most surprising shift you felt this year compared to social media trends of the past?
Andrea: It was so interesting to see the creators on stage really be vocal about how little they pay attention to the metrics! They were adamant that it was about the story. If the story is good, the audience will pay attention. The moment they started to compromise their artistic vision for a brand partnership or to chase a number, that’s when the KPIs would falter.
One example that really stood out to me was the brand collaboration between internet talk show SubwayTakes and Papa Johns. Host Kareem Rahma said he only said yes to this collab because he felt he could do it in an organic way and because Papa Johns gave him creative control. The result? Great content and incredible metrics.
I’d love it if that was the reality we all live in. But we work in client service. KPIs matter. We have to (and want to!) show we are moving the needle. But I think the core of what they are saying is true: We must tell stories that resonate. Particularly on a platform that moves so quickly, if the story is compelling, people will pay attention. They will stop scrolling. They will comment, and they will share. What was your biggest takeaway for our clients this year, Simone?
(It’s worth noting the business partners of these creators typically chimed in right after saying they did indeed care about metrics!)
Simone: Overall, the brands that are winning on social right now are the ones that aren’t obsessed with perfection. They’re the ones that are moving fast and trusting both their creators and fans to help them tell their story. Speed should be part of your strategy, and authenticity always wins in the end. What about you, Andrea?
Andrea: Community management is king. We place so much emphasis on the content, but communities are built in the comments. It’s so important to ensure brands are investing the time, energy, and resources needed in community management – and not just in their own comments and DMs, but bringing their brands into broader cultural conversations. Again, this is how you grow a brand’s online community.
