In conversation with: Social media expert Sabrina Mohan


BHP uses TikTok authentically, vibrantly showcasing the people working at the company.
The social media landscape has been unpredictable for a while now, and the start of 2025 has brought even more uncertainty. We saw the ban and swift return of TikTok in the US, Meta's move to end fact-checking on Facebook and Instagram, and the growing prominence of alternative social media channels, from RedNote to Bluesky.
One takeaway that emerged was the impact of TikTok on corporate communications: candid, authentic short-form video content is here to stay. Companies ranging from Estée Lauder, to Verizon, to Sanofi and mining company BHP have started using this TikTok-esque content to build trust, showcase internal talent and reveal more of life behind the scenes – not just on TikTok itself but across social media platforms.
We sat down with social media strategy and communications expert Sabrina Mohan to discuss what the shifting landscape means for online corporate communications in 2025 and beyond. Sabrina is currently a Global Future Leader at Lenovo, where she specialises in YouTube and LinkedIn best practice and ensures global representation across social media platforms for the Solutions and Services Group at the company.
Georgia Barrett: Thanks for taking the time to speak with us! To kick things off, what does it take to be successful in corporate social media right now?
Sabrina Mohan: Every social media manager should stay well-informed, and this can mean being “chronically online.” While you don’t need to know every single meme or viral reference, it’s essential to understand how they might fit into your strategy.
Personally, I keep a folder on Instagram and TikTok where I save trending audio clips or video ideas that could inspire future content for my team. I’m online constantly, and I genuinely enjoy it. I like to think of this as “market research”—it’s about staying in the loop, identifying trends, and finding ways to connect those trends back to the accounts you're managing.
GB: Given that the social media landscape is in a state of flux, how important is it for companies to invest in a multitude of social media channels, and which ones are essential today?
SM: Companies should be leveraging multiple platforms—it would be a missed opportunity not to. Each social media platform offers unique advantages and caters to different audiences, so using a variety of channels ensures you reach a broader range of potential customers. A well-rounded social media strategy can tap into these diverse audiences.
Instagram Reels and YouTube Shorts, for example, are invaluable tools for reaching audiences who may not have access to TikTok in certain global markets. Instagram remains a highly visual platform, so your content strategy here will need to prioritize aesthetics and style, which differs from other platforms.
LinkedIn, on the other hand, serves as the ideal space for taking a more corporate approach. It’s the perfect platform to start conversations around company culture and employee lifestyle, especially since it’s often the first place jobseekers go.
And then there’s Facebook, which is a different landscape entirely, particularly when it comes to paid advertising. Many companies invest heavily in Facebook ads, making it a critical part of a comprehensive digital strategy.
GB: There is a lot of uncertainly around the future of TikTok, but if there is one thing the app has shown, it's the enduring success of candid, short-form video content. We have found that this is particularly powerful when it comes to showing life behind the scenes at a company, and many corporate social media accounts, such as Estée Lauder Companies and Verizon, have successfully created content that show employees and team members speaking about the company. What advice would you have for companies wanting to adopt a similar approach on social media, and how does this differ from marketing content?
SM: I view a "corporate" social media account, be it TikTok, Instagram, or YouTube, as a platform that focuses on showcasing a company’s culture and people, while a “marketing” account is dedicated to promoting the product or service itself. When a company chooses to have both, they can often complement each other.
Corporate social media accounts, with authentic videos, build trust with stakeholders by humanizing the brand. It provides an inside look into the company, showcasing the faces behind the product and highlighting how employees are valued. This approach fosters credibility and helps shape a respected brand reputation.
From my experience working with several brands, most tend to have a single TikTok handle that consolidates all content. If a brand decides to create a separate "people" or culture-focused account, it requires a well-thought-out strategy, additional paid media planning, and extra resources for filming and content creation.
Many brands are understandably excited about this type of candid content, and with good reason: it's an ideal space for brands to engage with users on a personal and authentic level and build a lasting connection with younger audiences.
However, there is an important caveat: brands must avoid coming across as too eager or disingenuous. This is where maintaining a consistent, authentic tone of voice becomes crucial. Audiences can easily spot when content feels forced or “cringe,” which can alienate potential customers. The key to success on TikTok is creating raw, relatable content that resonates with viewers and makes them feel like the brand is speaking directly to them.
Another key factor here is audience interest. When creating a “people” account on TikTok or similar channels, the team must carefully evaluate the resources they’re willing to allocate. Managing a TikTok account requires significant attention to detail and consistency. The question is whether the audience will be genuinely interested in getting to know the faces behind the brand.
GB: Finally, this type of authentic content often relies on humour and irony, and as you noted, there is a real risk of companies missing the mark and creating content that comes across as "cringe". What advice do you have for companies navigating the thorny question of online humour and jumping on viral trends?
SM: My best advice is simple: if executing a viral trend requires endless strategy meetings and back-and-forth discussions about whether it aligns with your brand, it’s probably not worth pursuing. Authenticity and tone of voice are key here. If it doesn’t feel natural or true to your brand, it’s better to pass on it.
That said, viral trends present a fantastic opportunity for influencer marketing. If your team can’t execute the trend authentically, consider partnering with the original trendsetter or influencer to amplify it, provided the budget allows.
Timing is critical. Trends have an extremely short life cycle, so acting quickly is essential. If you wait more than a week or two, the trend may already be over. Speed is everything in capitalising on these opportunities.
Sabrina Mohan was speaking to Georgia Barrett of Bowen Craggs. Sabrina can be reached at brimohan17@gmail.com