Award-winning CEO argues social search has replaced Google, while employees represent brands’ most powerful untapped resource for authentic audience connection.
When COVID-19 lockdowns devastated the travel industry, TripAdvisor executive Melissa Laurie discovered something unexpected while creating uplifting content for her beleaguered sector: short-form videos had the power to forge authentic audience connections that major brands desperately needed.
That realisation prompted her to abandon a 12-year corporate career and launch Oysterly Media from Singapore, now recognised as one of Asia’s fastest-growing social video agencies. Today, Laurie works with Fortune 500 companies to navigate an increasingly complex social media landscape, armed with bold strategies that challenge conventional marketing wisdom.
Her approach has earned significant recognition, including AusCham Singapore Startup of the Year (2024), the Xero Beautiful Business Fund for innovation, and speaking engagements at major industry events from Social Media Marketing World in San Diego to VidCon in Los Angeles.
The employee advantage
Central to Laurie’s philosophy is a belief that companies are overlooking their most valuable social media assets: their own employees.
“Employees are the untapped resources brands are not putting to use in their social media strategies,” Laurie said. “They alone offer the authentic insider view that traditional influencers aren’t able to replicate. Teaching your employees the art of social media selling is the purchasing trigger across different generations.”
This focus on employee-generated content (EGC) reflects her broader mission to prioritise human-first content across all social platforms. Through Oysterly Media, she has cultivated a network of more than 6,000 creators, working with companies to develop EGC frameworks designed to strengthen workplace culture while attracting and retaining talent.
The strategy represents what Laurie calls “arguably the most powerful tool for internal culture, employer branding, and organic engagement today,” though she acknowledges it requires creativity to transform everyday workplace moments into engaging narratives.
Challenging industry norms
Laurie’s contrarian approach extends beyond employee advocacy to broader critiques of current social media practices. She argues that artificial intelligence beauty filters represent a fundamental threat to authentic content creation.
“Brands and creators need to show integrity and leadership when it comes to AI enhancements,” she said. “I believe filters are fundamentally harmful and show a distorted reality that negatively affects our mental health. In the long run being real allows for more honesty and a deeper connection with audiences.”
Her stance reflects a broader push toward authenticity that she believes distinguishes successful brands from those struggling to connect with modern audiences.
“Social media content is the first touch point between a brand and a consumer,” Laurie explained. “If your content doesn’t reflect the current mindset, interests, and needs of your audience, you’re missing the mark. The contemporary social media scene is full of pressing issues from AI to different forms of UGC. People are fundamentally looking for entertainment, relevance, and authenticity. Brands which understand this put themselves in a strong position to match with audiences now, not where they were 12 months ago.”
Perhaps most provocatively, Laurie argues that traditional search engine optimisation is becoming obsolete as social platforms replace Google as primary discovery tools.
“Social search is running the show now, and they’re searching on TikTok and Instagram,” she said. “SEO is in dire need of a change-up.”
This shift reflects broader changes in how audiences consume and discover content, with implications for how brands approach digital marketing strategies.
Learning from Fortune 500 success
Laurie’s insights into corporate social media success stem from her work with major global brands including Hilton, UPS, Microsoft, and 3M. She argues that the most successful large companies have fundamentally changed their approach to social content creation.
“In recent years these companies have picked up their game by thinking like producers and not marketers, they are being led by what audiences want, which is to be entertained,” she said.
This entertainment-first approach represents a significant departure from traditional corporate communications, requiring brands to prioritise audience engagement over promotional messaging.
The attention economy
Despite widespread concerns about shrinking attention spans, Laurie maintains that capturing audience attention remains achievable for brands willing to adapt their strategies.
“Gaining attention even in a noisy environment is easier than you think,” she said. “Attention spans aren’t necessarily shrinking, audiences are just getting better at filtering out irrelevant noise.”
She advocates for reframing negative perceptions of social media consumption, arguing that “doom scrolling” should be reconceptualised as “inspiration scrolling” that provides opportunities for brands to contribute positive, useful content to users’ feeds.
While TikTok dominates social media discussions, Laurie argues that Australian brands are overlooking significant opportunities on YouTube, which she believes retains substantial long-term potential for story-driven content.
Her agency maintains a presence across multiple platforms, with Laurie herself building a following of more than 45,000 across TikTok, YouTube, and LinkedIn.
Industry recognition
Laurie’s influence extends beyond her client work through regular speaking engagements at major industry conferences. Recent appearances include the One Billion Followers Summit in Dubai, which attracted 30,000 attendees, and Social Media Marketing World, where she received a 4.8 out of 5 rating from participants.
She has been recognised as a Woman to Watch in Asia and named a Women Leading Tech Finalist by Atlassian in 2024, reflecting her growing influence in the technology and social media sectors.
As Oysterly Media continues its expansion across Asia, Laurie remains focused on helping brands navigate what she sees as an increasingly complex but opportunity-rich social media landscape.
Her vision centers on authentic, human-first content that prioritises genuine connection over artificial enhancement, positioning employee voices as crucial assets in building brand credibility and community engagement.
The approach represents a significant departure from traditional marketing playbooks, reflecting broader shifts in how audiences discover, consume, and engage with brand content across digital platforms.
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