Suzanne — The Generator

New platforms, shifting algorithms, and constant noise—Suzanne breaks down how business owners can navigate social media without burning out or chasing every trend.

Alex Hobcraft
Posted [Date] • Approx. 8–10 min read

Podcast: Local Grit – Hamilton Small Business Stories
Guest: Suzanne, Social Media Strategist, The Generator

What You’ll Learn in This Episode

In this conversation, Suzanne and Alex explore:

• How platforms like Threads and Blue Sky differ from traditional social media

• Why sustainable content strategies outperform high-volume posting

• What actually matters on Instagram today (and what doesn’t)

• How to think about Facebook and LinkedIn advertising strategically

• Where AI fits—and doesn’t fit—into modern marketing

Navigating a Crowded Social Media Landscape

Social media is noisier than ever, and for many business owners, it feels overwhelming. New platforms appear, algorithms shift, and best practices seem to change weekly.

Suzanne opens the conversation by grounding things in reality: you don’t need to be everywhere. The goal isn’t visibility for its own sake—it’s clarity, consistency, and relevance.

Rather than chasing trends, she encourages business owners to understand how each platform actually functions and to choose channels that align with their energy, audience, and goals.

Threads, Blue Sky, and Choosing Platforms Intentionally

New platforms like Threads and Blue Sky offer different opportunities—but also different expectations.

Suzanne explains that Threads functions very differently from Instagram, despite being connected. It rewards conversation, not polish. Blue Sky, on the other hand, leans heavily into community-driven interaction and early-adopter culture.

The key takeaway: not every business needs to be on every platform. Choosing wisely—and committing sustainably—will always outperform spreading yourself thin.

Content Quality Over Aesthetic Perfection

One of the biggest myths Suzanne addresses is the idea that Instagram needs to look “perfect.”

While aesthetics can support a brand, they’re far less important than clear, engaging content. Audiences care more about relevance, usefulness, and authenticity than curated grids.

As Suzanne points out, “Posting more is not always better.” Sustainable posting schedules and thoughtful content outperform frantic output every time.

Why Your Profile Matters More Than Your Posts

A recurring theme in the episode is the importance of profiles.

Your profile is often the first—and sometimes only—thing people see. Suzanne emphasizes that clear branding, concise messaging, and accessible links matter more than individual posts.

“Your profile is like so so important,” she notes. If someone can’t immediately understand who you help and how, the content won’t convert—no matter how good it is.

Verification also comes up as a practical consideration, both for credibility and account security, especially as platforms evolve.

Hashtags, TikTok, and Platform Reality Checks

Suzanne doesn’t shy away from challenging outdated advice.

Hashtags, she explains, are becoming far less relevant than they once were. Discovery is increasingly driven by content quality, watch time, and engagement—not keyword stuffing.

She also offers a refreshing perspective on TikTok: not every business needs to be there. If a platform doesn’t align with your strengths or capacity, forcing it can do more harm than good.

Video, Ads, and the Role of AI

Video remains a powerful communication tool, but Suzanne emphasizes practice over perfection. Comfort on camera comes from repetition, not hacks.

The conversation then shifts to advertising—particularly Facebook and LinkedIn. Suzanne explains why Facebook remains a powerful platform for targeted ads, while LinkedIn requires a different mindset and budget tolerance.

AI enters the discussion as a support tool, not a replacement. Used well, it can improve efficiency and testing—but it can’t replace strategic thinking or authentic voice.

Authenticity and Community Still Win

The episode closes on a reminder that hasn’t changed: people connect with people.

Authenticity in content creation, honest communication, and community support among entrepreneurs still matter more than any algorithm update. Suzanne encourages business owners to create content that reflects who they actually are—not who they think the platform wants them to be.

Episode Chapters & Highlights

• 00:00 Introduction and New Year Greetings

• 01:28 Exploring Threads: A New Social Media Platform

• 04:52 Navigating Multiple Social Media Platforms

• 06:52 Content Quality Over Aesthetic

• 10:45 Optimizing Your Social Media Profile

• 12:05 The Value of Verification

• 15:23 Hashtags: Are They Still Relevant?

• 18:57 TikTok and Content Fatigue

• 21:52 Tips for Engaging Video Content

• 23:24 Crafting Concise Content

• 25:06 The Evolution of Facebook

• 28:21 Ad Strategies: Facebook vs LinkedIn

• 31:40 Ad Spend and Quality Leads

• 34:23 The Role of AI in Advertising

• 40:10 Authenticity in Content Creation

About the Guest: Suzanne — The Generator

Suzanne is a social media strategist and founder of The Generator, where she helps businesses navigate digital platforms with clarity and intention. Her work focuses on sustainable content strategies, effective advertising, and building online presence without burnout.

Listen to the Full Episode

The full conversation with Suzanne is available on all major podcast platforms.