Carlota Pico recently had the pleasure of speaking with Vincenzo Aprile from Oceans Apart, a sustainable and vegan-friendly activewear brand. In his role as senior social media and campaign manager, Vincenzo coordinates a global community, promotes the brand in specific niches and adapts to several different markets. In this interview, he discusses the importance of staying curious and maintaining a constant connection with your audience. 

You can watch the full conversation in the video above or on our YouTube channel, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

• Oceans Apart is all about connecting people across the world—“even though we are oceans apart, we are one”—and this focus on community is also at the center of social media management.

• It’s vital to stay true to the company’s values in both its products and communication, promoting an environmentally and socially conscious lifestyle.

• Social media is a reflection of culture. When creating content for different countries in Europe, you have to adapt not only to different languages, but also to current events in each local context.

• All campaigns should be focused on achieving awareness, engagement and purchases, but you have to start with analysis. You need to listen to your audience to understand what they want and how they respond to different types of content.

• Targeting a specific niche, and even more specific sub-niches, can be a valuable strategy for smaller or newer brands that want to provide personalized products to certain types of consumers.

You have to get your hands dirty, test a lot and be curious. See what competitors are doing, and do it better.

Rapid-fire recs

What’s an app or tool that you can’t work without?

Drops—and it doesn’t have anything with social media. It’s an app that allows you to learn a new language and increase your vocabulary in just five minutes, and it works. I’m learning Hebrew, and it helps me to train my memory with things that are very difficult to remember.

Also check out: Top 10 apps for content and marketing professionals

A marketing influencer who you follow?

In Italy, I love Giulia Calcaterra, who I met through work. She is very consistent in what she does, which is something extremely unique. She communicates in a really empowering way about women in sports and fitness.

Also check out: 8 inspiring content and marketing influencers to follow

A useful hashtag or account?

I think it’s more useful to follow accounts than hashtags, which are always changing. I recommend @creators on Instagram, which provides really useful tips. They might seem standard, but sometimes social media managers think they know these things but don’t actually put them into practice. 

Connect with Vincenzo and Carlota on LinkedIn.

This post was edited by Melissa Haun, a freelance content creator based in Lisbon.

For more insights into social media management:

Social media is for everyone – Gareth Crew, EMEA social media manager

Provide value on social media – Bianca Spada, social media manager at Red Bull

Harness the power of social media – Ishani Bechoo, global social media manager at Arup

To see the full transcript, click on page number 2 below.