How to Stay Connected Without Losing Your Mind

When I tell people that my job is social media management, I can gauge that they generally think my job involves scrolling on TikTok and saving memes all day. That's just the tip of the iceberg when it comes to social media management.

Social media management is a job where you're on 24/7. Even as you bedrot, a video may pop up that you'll automatically connect to a strategy that you can implement at work. There were many instances where I was resting only to come across a post, video, or visual that I instantly saved to reference later for a campaign or to show my team. The ever-evolving nature of social media also makes it challenging to stay on top every single time, especially when you have a small team.

For instance, the rise of short-form video has become people's primary means of media consumption these days. According to Sprout Social, Instagram users are spending 50% of their time watching Reels. The days of static images are over, and short-form video is here to stay. We see it in the warm embrace of Bilt's Roomies viral TikTok series.

At one point in my role, I was burnt out by social media.

Instagram was a source of inspiration and connection, but all I saw were strategies and trends. I didn't know how to separate work from rest on the platforms. Before bed, I would check our posts to see how well they were performing. If there's a negative comment, that thought would linger in my mind, resulting in me tossing and turning as I mentally formulated the best response. It was exhausting.

As I progressed in my role, I was no longer responsible for the day-to-day tasks of checking socials, replying to DMs, and tracking performance. Instead, I managed the larger picture of campaign development and strategic planning. I would still check our socials, but I no longer felt burdened by it.

There are also a few tools I have under my belt that I didn't have before. I no longer had to be chronically online to be in the loop.

Here's a roundup of some of my go-to newsletters and podcasts to stay on top of social media trends, influencer lore, and changes to platforms:

Newsletters

• After School by Casey Lewis: Casey Lewis is my go-to person for all things youth culture and consumer behavior. A free short newsletter is sent out every Tuesday to Friday, where she rounds up the latest news with sharp insights. It's digestible, so you can easily read it during your lunch break or before work.
• Link in Bio by Rachel Karten: Social media consultant, Rachel Karten, interviews social managers behind the most innovative brands and campaigns, i.e, the people behind the Roomies series on TikTok and Zohran Mamdani's social team. Every interview leaves me with some new ideas and inspiration.
• ICYMI by Lia Haberman: As the name suggests, Lia Haberman rounds up the latest updates of all social media platforms and what that might mean for your social media strategy. This newsletter keeps me in the loop, so I'm never surprised by Meta's unhinged updates.
• as seen on by Ochuko Akpovbovbo: Another round-up-style newsletter that focuses on fashion, beauty, and the creator economy. You'll need a paid subscription to access all content, but she does send the occasional free newsletter. Ochuko Akpovbovbo's industry insights are funny and razor-sharp. Her reading recaps are a lot of fun, too!
• Please Don't Make Me Focus by Georgia Ka: A recent find thanks to TikTok. Georgia Ka is a strategist with experience working on social and strategy at Spotify and Complex. The weekday newsletters are a round-up of news surrounding creative industries through a cultural and sociological lens, so you don't have to sift through the noise. The newsletter has been free but is moving to a paid subscription model.
• Keep Scrolling For by Centennial World: Recently rebranded, Keep Scrolling For now features three different segments per month. Hit Follow highlights a creator on the rise and the trends that are raising their follower count. Infinite Scroll is a long-form analysis of a viral moment or news from the creator economy. Close Friends features opinions from the community about a specific topic. More on Centennial World below.
• Make It Go Viral by Zaria Parvez: Her name may sound familiar to you if you follow Duolingo. As the former Global Senior Social Media Manager at Duolingo, she's the reason behind Duolingo's iconic marketing moments and social media growth. Her recently launched newsletter is candid, funny, and reminds me how much fun marketing can be.
• What's Anu by Anu Lingala: This trend strategy newsletter is not focused on microtrends. Instead, Anu Lingala synthesizes and analyzes macrotrends through sensemaking. If you're interested in trend strategy, start with the methodology section.

Podcasts

• ICYMI on Slate: ICYMI filled the huge gap in my heart when the Into It podcast came to an end. This podcast covers all things pop culture, deep internet lore, and niche subcultures, so you can log off and touch grass without missing the juicy stories. My favorite episodes are when the hosts introduce their corners of the internet to each other – I'm still thinking about this TikTok cult story.
• Centennial World: One of my favorite podcasts of all time, Centennial World holds a special place in my heart. Centennial World is a female-founded company based in Australia that makes podcasts for chronically online people. Their youth culture podcasts dive into all things internet culture, focusing on the creator economy and the digital landscape. Since the company's restructure, the podcasts have evolved into four different segments:
  • Infinite Scroll: A deep dive into internet culture, this segment explores the rise and fall of influencers, the evolution of social media, and drama that may have flown under your radar.
  • Mini Scroll: I listen to Mini Scroll every. single. day. This is how I stay up to date on the latest campaign backlash, influencer beef, and creator controversy.
  • Mini Tech Scroll: A new segment hosted by the Deputy Editor, Annabelle, every Wednesday. This segment covers tech-related news from platform updates to the impacts of AI. A little more technical, but informative nonetheless.
  • High Steaks: A seasonal podcast, this segment releases 12 episodes per season, breaking down celebrity beef. As someone who was deeply unfamiliar with Alix Earle and Alex Cooper, I'm now well-versed in the Call Her Daddy beef and the falling out of Alix & Alex.
• WGSN: WGSN is a global trend forecasting company that combines consumer insight with data science. Primarily a B2B business, their podcasts offer insight for the everyday person to stay updated with the shifts and changes in the world around us.
  • Lives of Tomorrow: A biweekly series hosted by the CEO of WGSN that explores how future trends affect our lives and what it means for us. From the luxury of going offline to the media consumption movement, there's always something new to learn.
  • Create Tomorrow: New episodes are released twice a month, focusing on how to design a better tomorrow. Each episode differs in topic or trend, so it allows you to think outside the box and learn from an expert in different fields.

Phew, that was a lot! It always surprises me how much my media diet consists of internet culture when I'm constantly thinking of staying offline. Such is life, I suppose.

If you follow any of the same Substacks or discover a new favorite, please let me know! Have a recommendation you think I'll enjoy? Send it my way and I'll be eternally grateful. ✨