How do brands keep up with social trends? It’s a perennial question in an era marked by the sheer speed at which social media moves.But as brands continue to lean further and further in to advertising on platforms and with creators, it’s important to understand best practice for driving positive outcomes, especially as metrics like views and impressions become less valuable than building and speaking to online communities.Melissa Chapman is CEO of Jungle Creations, a publisher-powered social and influencer agency that is home to brands including Twisted, VT and Four Nine.She joins Jack Benjamin to discuss how brands are challenged to reach young, increasingly niche- and community-focused audiences across different platforms.The pair chat about Jungle's diversified business strategy, the future of the creator economy, the relative importance of brand safety and how a recent ADHD diagnosis has given her a new perspective on the work-life balance and leadership.Chapman argues: "I think in the future, brands are not going to be like: 'How can I work with creators?' It's going to be: 'How can I become a creator?'"Highlights:4:04: Chapman's business strategy and leadership style15:41: Why measuring views matters less than building community22:40: How can brands work better with influencers?26:28: Brand safety and managing risk31:11: The future of the creator economy: AI, long-form content and optimising performance43:50: Supporting neurodiversity in mediaRelated articles:Are social media apps now so similar we can’t tell them apart?So Unilever is upping social spend. But how much will make it to influencers?‘Positive’ platforms improve purchase intent, Pinterest saysAre you ready for social media’s programmatic shift?---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader