Setting the Stage: First off, if you haven’t watched Away’s outdoor escape (with social managers from Shake Shack, Saie Beauty, and Getaway) that was featured in Rachel Karten’s last newsletter, do yourself a favor and watch this charming TikTok video.

Why This Video Works: We are stronger together — just look at the brands clamoring to join the trip in the comments. The video is like watching a Marvel movie with some of your favorite brand characters coming together for one epic, all-star reunion. Audiences love to imagine the people they admire are all besties who hang out regularly, especially if they’re able to tag along via behind-the-scenes video.  

Now, Rachel Karten reports that Away is already planning their next Social Media Manager Escapes trip with more brands and that we’re likely to see more social media manager-led partnerships in 2023. 

Why the Social Manager As Main Character Doesn’t Always Work: As Karten points out, there are several risks associated with a social media manager becoming the face of a brand, including not getting properly compensated for such a highly visible role.  

Companies also assume a risk if a beloved social manager leaves since they can’t always be easily replaced. 

So, if you’re pushing for a collaboration like this at work, be aware that leadership may have some legitimate concerns. Reassure them you’ll develop a plan for a creative transfer of power if you decide to leave after becoming famous as the face of the brand.