Angelika Eremeeva, a leading figure in digital marketing, has helped travel giants like Booking, Expedia, Aviasales, Travelpayouts, and WayAway achieve groundbreaking results. Known for her ability to merge creativity with data-driven strategies, Angelika has redefined what it means to connect with audiences on social media. Here, she shares her perspective on the evolving world of SMM.

What’s the first step in creating a winning social media strategy?
It all starts with understanding your audience. You need to know not just their demographics but their habits, challenges, and aspirations. This insight allows you to craft content that speaks directly to them. For me, it’s like building a bridge between a brand and its audience — every post should serve as a stepping stone toward trust and loyalty.

How do you combine data and creativity in your work?
I see data as the foundation and creativity as the structure you build on top of it. Data tells you what resonates with your audience — what they like, comment on, and share. Creativity is how you use that knowledge to create something memorable. For instance, one of my favorite tactics is using humor and relatable scenarios in video content. It’s not just about being funny; it’s about making the audience feel like the brand truly understands them.

Can you share an example of a campaign that resonated deeply with audiences?
One campaign that stands out was for Travelpayouts, where we focused on travel memes. Instead of just showcasing destinations, we tapped into the humor and stress of travel planning. By turning shared frustrations into funny, engaging content, we saw a significant boost in shares and comments. People love content that reflects their own experiences, especially when it makes them laugh.

What’s the most rewarding part of your work in SMM?
It’s the moment you see a real connection forming between a brand and its audience. Whether it’s a heartfelt comment, a viral post, or an unexpected influx of engagement, those moments show that your strategy is making an impact. For me, it’s not just about numbers; it’s about fostering relationships.

How do you approach changes in platform algorithms or trends?
Staying proactive is essential. I make it a priority to stay informed about updates and test new formats as soon as they’re introduced. However, I also believe in focusing on timeless principles — great storytelling, authentic connections, and high-quality content. Trends are tools, not strategies.

What advice would you give to brands struggling to stand out on social media?
Don’t try to please everyone. Social media works best when you have a clear voice and a specific audience in mind. Be bold, be consistent, and don’t shy away from showing personality. Most importantly, listen to your audience — they often provide the best inspiration for content.

Photos provided by Angelika Eremeeva