SOCIAL MEDIA MASTERS: Christophe Tavlaridis at Groupe SEB

Ahead of a panel titled The Role of Influencer Marketing at the first Social Media Masters event this May, Christophe Tavlaridis, global social media & influence marketing manager at Groupe SEB, speaks to RetailX Events about the impact of content.

How do you stay ahead of changing social media algorithms to ensure your content remains visible and engaging?
Social platforms communicate regularly on their algorithm changes and give very good guidelines.

And then there’s test and learn. As effective as ever, it enables you to quickly see how your content is performing and adapt to algorithm changes.

Last but not least, experience also plays an important role. Spending several hours a week on TikTok or Instagram gives you a good overview of relevant content.

What strategies have you found most effective for driving brand awareness on social media in a highly saturated retail space?
Three words: content, content and content.

Faced with a highly saturated social media landscape, it’s essential to make an impact with your content, which is responsible for 80% of your media performance.

Let’s not forget that people are on social networks first and foremost to be entertained. So let’s entertain them with relevant content that develops our brand awareness!

How do you balance short-term campaigns (e.g., seasonal promotions) with building long-term brand loyalty on social platforms?
It’s a fine balance to strike, and the organic nature of our business means that we’re in it for the long haul.

You can also diversify your content, with long-form storytelling content and burst content for specific campaigns.

How do you approach balancing customer engagement with the dual objectives of brand building and driving sales on social media?’
We have to assume that a customer who is engaged is a customer who will make a purchase.

Engagement is increasingly expensive on today’s social networks, due to the saturation of brands present. The more we engage them over the long term, the more visible the effect on sales will be.

With social commerce on the rise, how do you create a seamless shopping experience through social platforms?
Once again, content plays an important role. You need to have the right type of content for the right platform, while integrating more and more UGC and vertical formats on D2C sites.

Tavlaridis will be joined by Layla Hatia, head of consumer influence, social & PR for the Very Group on the panel at Social Media Masters on 14 May 2025. See the full agenda here.

Social Media Masters is part of RetailX Events’ Spring Festival, which also includes the return of CustomerX, SubscriptionsX and SustainabilityX, as well as the introduction of Digital Marketing Evolution and Amazon Sellers Summit. Registeration is open now.