The Authenticity Shift: Rethinking Social Media with Susanah Zeffiro

Send us a textSusanah Zeffiro, Brand Partnerships Lead at BeReal and former Spotify and Epic Games exec, joins Lara Schmoisman to explore the future of social media, authenticity vs. AI, and how brands can win with Gen Z by leaning into raw, unfiltered connection instead of glossy campaigns.We'll talk about:Why Gen Z is rejecting filtered perfection and demanding authenticityThe throughline of Susanah’s career: spotting what’s next before it hits the mainstreamLessons from Spotify, gaming, and now BeReal on building brand partnerships that actually workHow raw, iPhone-shot creatives are outperforming polished campaignsThe rise of “monocultural moments” and how real-time engagement reshapes brand storytellingWhy BeReal isn’t chasing algorithms—and why that matters for users and brandsHow social platforms are shifting from entertainment to search, and where BeReal fits inThe future of influencer marketing in an era of authenticity and unfiltered connectionFor more information, visit Susanah Zeffiro's LinkedIn.Subscribe to Lara’s newsletter.Also, follow our host Lara Schmoisman on social media:Instagram: @laraschmoismanFacebook: @LaraSchmoismanSupport the show

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