Chronically Online, Strategically Disney: Balancing Brand and Trend in Content Creation | S3E4
ON THIS EPISODE OF LIFE AT DISNEY PODCAST
Go behind the scenes of Disney’s social media storytelling with the creative minds shaping some of the company’s most beloved digital content. In this episode of Life at Disney, host Josiah connects with content creators from across The Walt Disney Company to explore how Disney shows up on social, from viral TikToks to live Broadway moments and streaming launches.
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MEET OUR GUESTS
Taryn, Manager, Hulu Originals Social Media
Taryn joined the Hulu Originals Social team in January 2022 with a background in events and marketing. In her role she leads social campaigns for original titles working across many projects, but two of her recent career highlights include the King of the Hill Season 14 revival and Chad Powers, challenging her creatively and refining her approach to fan-first culturally relevant storytelling.
“To me, there’s nothing that compares to Disney. It sits at the intersection of innovation, history and truly iconic storytelling. I feel an immense sense of pride working for Disney and Hulu, rooted in a lifelong love of the films and shows I grew up with. Being able to contribute to an ecosystem that feels so magical and aspirational is incredibly meaningful, and it’s why choosing Disney continues to feel like a no-brainer.”
Dom, Lead Social Media Producer, Disney Experiences
Dom began his career on the Disney College Program working first as a Custodial cast member in Magic Kingdom before extending his program into Attractions as a Jungle Cruise Skipper. After the program, he was inspired to change his major from Computer Science to Communications, Design & Digital Media to pursue graphic design internships with Disney. After graduation, he returned to Disney as a Communications Intern with Disney Springs and eventually joined the Disney Experiences team in an exciting new role: Social Media Content Coordinator.
“The role was originally designed to be heavily graphic focused, creating social forward Instagram posts and stories. However, the role quickly evolved into a space for social media experimentation. We pitched the idea of launching a TikTok account to our Senior Vice President, which was a success. I produced the very first video on the Disney Parks TikTok channel in 2020, and since then, I have grown into a Lead Social Media Producer for Disney Experiences Communications.”
Gabi, Social Media Specialist, Disney Theatrical Group
Gabi’s career also began on the Disney College Program where she fatefully met a woman who worked at ABC7 Chicago while she was visiting Magic Kingdom on vacation. As a journalism major from Illinois, it seemed like fate and not long after Gabi earned internships in Programming and Promotions with ABC7 Chicago and ABC7 New York. After her internships she pivoted to Public Relations and applied to be a Publicity Assistant with Disney Theatrical Group, falling in love with all things Disney on Broadway.
“When a role in social media opened up, it was an opportunity for me to get back to editing video again. I have so much creative freedom in my role, and my background in publicity and journalism allows me to live produce and capture events in a way that Disney on Broadway has never done before. Capturing content of live performances, whether it’s on our stages, or on TODAY, GMA, Dancing with the Stars, The Disney Parks Christmas Day Parade, it’s so aligned with what I used to do as a field reporter.”
Building Viral Content With Intention and Insight
While the businesses they support each have their unique challenges and goals, they all agree: a good idea can come from anywhere.
“Our brainstorms are a space to truly write down everything we think would make a great video,” said Dom. “Whether it is an evergreen story or an unhinged trend, we make sure everything is pitched. Our creative leadership makes sure that our partners are aligned with the social goals just as much as the business initiatives, so there is a lot of trust set up when we deliver ideas to these departments.”
Working in social media, it’s important to stay up to date with trend and innovations, just as you would the daily news. Gabi does this by following other brands she admires, both in the entertainment space and outside of it for inspiration and paying attention to what Meta and TikTok are prioritizing in the algorithms.
“My goal at the end of the day is to expand audience reach,” said Gabi. “I want to create content that makes our devoted fans happy, but also to create new fans! It’s so easy to get ‘lost in the sauce’ of all the amazing things we can do with social. To maintain this balance and ground myself, when I create content, I seriously ask myself ‘would my mom understand this?’”
At Hulu, Taryn’s approach is shaped by continuous learning through social listening and performance analysis, testing and adjusting based on what fans respond to.
“On Chad Powers, I noticed fans discovering the show through lo-fi, square-format edits with dynamic captions that other fans were posting to their pages. I tested this format on my personal TikTok account using a trending audio timed to the season finale, which resulted in over one million views and seventy-five thousand likes. We quickly adapted the approach for the official series page, where it also surpassed one million views. That experience reinforced how valuable social listening is! The data will always tell you what’s resonating with the audience if you’re paying attention to it.“
Lessons in Creativity, Trust, and Brand Stewardship
Creating social content for Disney comes with a level of responsibility to protect a brand loved around the globe, while continuing to push the boundaries creatively to reach audiences in innovative ways in an ever-changing landscape of social media.
“My first leader in this role, Simone, who recently passed away, always told me to ‘create with no ego.’ That stuck with me and really shaped how I approach my work,” said Dom. “I’m lucky to have a job where I get to make videos for a Disney account, and because of that, I try to stay grounded. For me, putting the work first and keeping my ego out of it is how I keep growing creatively.”
For Disney on Broadway, Gabi has learned her audience is most drawn to seeing the actors on stage in costume, as close to showing the productions as possible.
“In a world where everything is becoming more digital and less, in real life, I am striving to keep this art alive,” said Gabi. “My favorite part of my job is bringing a new level of accessibility to our stages that didn’t exist when Disney on Broadway began. I want our audiences to connect with the real people bringing these productions to life.”
Looking to grow your career in the social media space? Don’t be afraid to ask questions!
“Like many people, I’ve dealt with imposter syndrome where I assumed everyone else has the answers or that a thought I was having that nobody else was saying must not be a good one,” said Taryn. “I quickly learned that mindset couldn’t be further from the truth. The teams I work with are super collaborative, and there truly is no such thing as a dumb question or a silly idea. In fact, some of the strongest creative concepts have started as offhand thoughts or were inspired by unconventional suggestions. That openness has shaped how I show up every day and is advice I always pass on to others.”
