Angelika Eremeeva, a trailblazer in digital marketing, has worked with globally recognized travel brands like Booking, Expedia, SkyUp Airlines, Travelpayouts, and WayAway. Her creative approach to social media marketing has revolutionized audience engagement, driving organic growth into the millions. Angelika shares her thoughts on how SMM is transforming the way brands build meaningful relationships with their audiences.
How do you approach building a unique voice for a brand in social media?
The foundation of any successful social media presence is authenticity. I focus on understanding a brand’s core values and translating them into a voice that resonates with the audience. For example, humor and relatability often work well for travel brands because they align with the emotions people experience when planning their trips. The key is consistency — across visuals, tone, and messaging — so that every post feels like it’s part of a bigger story.
What role does creativity play in driving SMM success?
Creativity is non-negotiable in today’s crowded digital space. What worked yesterday may not work tomorrow, so we need to think outside the box constantly. For me, creativity isn’t just about aesthetics — it’s about understanding the psychology of the audience. Video memes, for instance, are highly effective because they use humor to disarm and engage, making people feel like they’re in on the joke. It’s about creating a moment of connection that sticks.
Can you share an example of a campaign that exceeded expectations?
One of my most rewarding projects was with WayAway. Instead of relying solely on traditional travel content, we experimented with unconventional storytelling — combining humor with inspirational narratives. By incorporating user-generated content and interactive polls, we encouraged audiences to actively participate. The result? Over 12 million users reached monthly, with engagement rates far above industry benchmarks.
What do you think is the biggest misconception about social media marketing?
Many people think SMM is just about posting content consistently, but that’s only half the equation. What really drives success is data. I spend just as much time analyzing metrics and audience behavior as I do brainstorming creative ideas. Effective SMM strategies are built on insights — knowing what your audience wants and delivering it in a way that feels What do you think is the biggest misconception about social media marketing?
Many people think SMM is just about posting content consistently, but that’s only half the equation. What really drives success is data. I spend just as much time analyzing metrics and audience behavior as I do brainstorming creative ideas. Effective SMM strategies are built on insights — knowing what your audience wants and delivering it in a way that feels effortless.
How do you stay ahead of trends in such a fast-paced industry?
Adaptability is everything. I follow emerging trends closely, but I’m also careful not to chase every new thing blindly. Instead, I evaluate whether a trend aligns with the brand’s objectives and audience. Networking with other marketers and studying platforms’ algorithm updates also help me stay ahead. Ultimately, success comes from striking a balance between trend adoption and strategic consistency.
What advice would you give to brands looking to strengthen their social media presence?
First, invest in understanding your audience. Too many brands focus on what they want to say rather than what their audience wants to hear. Next, experiment fearlessly—some of the best-performing campaigns are born from bold ideas. Lastly, engage with your community. Respond to comments, ask questions, and make your audience feel heard — it’s the fastest way to turn followers into loyal advocates.
Photos from Angelika Eremeeva’s personal archive
