Navigating social media can be overwhelming for most of us, so imagine the weight when it’s your full-time job. Recognizing the unique challenges of managing social as a career, Kati Hammon, Senior Account Director, Digital at Purple PR, shares practical advice on setting boundaries and staying energized in an industry where burnout is all too common.
Pay attention to screen time
In the world of PR and social media, it's easy to get lost in the endless doom scroll. We’re all guilty of it! To avoid burnout, it's crucial to be intentional about your daily screen time. Carve out moments in your day where you disconnect completely—whether it's a no-phone walk around the block, dinner where devices are off-limits, or simply curling up with a good book. These moments of intentional no-screen time not only give your eyes a break but also help you recharge mentally, offering a fresh perspective when you return to your work. It's about creating boundaries that allow you to rest and re-energize so you can stay on your A-game, personally and professionally.
Curate your personal feed
Your personal social media feed should be a source of inspiration, not stress. Curate it with content that truly sparks joy and aligns with your values. Unfollow accounts that bring negativity or comparison into your life and instead, follow creators and communities that uplift and motivate you. This intentional curation helps transform your personal social media experience from one of obligation to one of enjoyment, reducing mental clutter and fostering a positive relationship with the platforms you work on.
Create purpose-driven content
When creating content for work, focus on the purpose and value it brings to your audience. Content that aligns with your (and your clients) values and resonates with your audience is not only more effective but also more fulfilling to produce. By grounding your work in purpose, you shift from a cycle of constant content creation to meaningful storytelling, which can greatly reduce the risk of burnout. It's about quality over quantity!
Remember the reality of social media
It sounds like a no brainer, but it's important to remind yourself regularly that social media is a highlight reel. Behind every polished post, there's a lot of behind-the-scenes work that the audience doesn't see. Understanding that nothing is as perfect as it appears helps you maintain a healthy perspective. This reality check can prevent the trap of comparison, where you're measuring your everyday life against someone else's curated moments. Embrace authenticity, both in what you create and what you consume.
It’s not that serious
It's easy to get caught up in the urgency of trends and the pressure to constantly deliver for clients. However, it’s important to remember that most situations we deal with as PR and social media professionals are not life-or-death—it's PR, not ER, people! Maintaining this perspective helps manage stress and prevents you from burning out over things that, in the grand scheme of things, are not that serious. This mindset allows you to approach your work with a sense of calm, understanding that while your work is important, nothing is worth sacrificing your well-being.
Product placement and brand integrations are powerful ways for companies to capture consumer attention, and this summer, we saw several notable brands seize this on-screen opportunity. The Netflix series Emily in Paris has provided a prime platform for brands to seamlessly integrate their products into the storyline, tapping into the show's fashion-forward audience. From Baccarat to Vestiaire Collective, brands are pushing the boundaries to enhance their visibility.
Legendary French crystal maker Baccarat showcased its craftsmanship by introducing a bespoke, limited-edition piece tied to the show. Also featured in the premiere of Emily in Paris' fourth season, the team unveiled the “Heartbreak,” a reimagining of its iconic Coeur Amor. In addition to the product being ideated in the episode, a key scene in the show was filmed at Maison Baccarat in Paris’ 16th arrondissement.
Baccarat
Baccarat has made the limited-edition “Heartbreak” available for purchase, offering fans the opportunity to own a part of this unique collaboration. Crafted by artisans in France, the maison’s intention was to symbolize the many facets of love and reflect the emotional undertones of the season's storyline.
Online luxury resale platform Vestiaire Collective was also featured in the premiere episode of Emily in Paris' fourth season, where Emily introduces her friend Mindy to the platform as a way to make money by selling her designer clothes. The scene highlights Vestiaire’s 15-year expertise in authenticating and reselling pre-loved luxury fashion.
Netflix and Vestiaire Collective
As part of the campaign, Vestiaire Collective is removing all seller fees, allowing sellers to earn more (with a 3% processing fee). They’ve also curated an exclusive collection inspired by Emily in Paris, featuring 900 items from vintage to contemporary brands.
By leveraging the cultural cachet of Emily in Paris, Baccarat and Vestiaire Collective have demonstrated the power of strategic brand integrations. Brands should take note of how these two luxury companies went beyond traditional marketing to tap into viewers' aspirational desires, ultimately showcasing the impact storytelling can have on consumer engagement.
