SOCIAL MEDIA MASTERS: Freya Shah at Lastminute.com

RetailX Events spoke to Freya Shah, social media content manager at Lastminute.com ahead of a packed panel at Social Media Masters this May.

How do you stay ahead of changing social media algorithms to ensure your content remains visible and engaging?
Trying to beat social media algorithms can feel overwhelming as they change so frequently. Instead of chasing every update, I focus on having a strong social strategy and ensuring all content is in line with brand messaging. That way you only need to adapt to significant algorithm changes that you feel impact your strategy, rather than reacting to all of the minor shifts that may not actually have any impact on your goals or KPI’s. 

What strategies have you found most effective for driving brand awareness on social media in a highly saturated retail space?
Standing out is critical in this industry and to stand out you need a focused approach. At lastminute.com we recognised that our content not only competes with other travel OTAs, but also with travel influencers, hotels, airlines, and even everyday users sharing their holiday experiences. To cut through the clutter, we intentionally moved away from aspirational travel content that dominates the social space. Instead, our strategy focuses on relatable moments that reflect our brand. 

How do you balance short-term campaigns (e.g., seasonal promotions) with building long-term brand loyalty on social platforms? 
Consistent messaging across all pieces of content is key. Throughout all of our campaigns, whether it is a quick turnaround campaign, for example our collaboration with Merchants Fish & Chips (bet you weren’t expecting that from a travel brand!), or big activations such as Black Friday, we aim to ensure the messaging we embed into the content is the same and that it reflects our brand strategy. 

How do you approach balancing customer engagement with the dual objectives of brand building and driving sales on social media?

Our social strategy is built on consistently showcasing content reflecting relatable moments that both resonate with and engage audiences. We also aim for each piece of content to be made in an organic, social first way, with our brand messaging embedded into it. With content compounding, our long-term goal is to be at the forefront of people’s mind when they think about booking a holiday. 

Shah joins the Brand Power Moves: Growth Hacks, Community Building & Reputation Mastery panel at Social Media Masters on 14 May 2025, alongside speakers from Cineworld, Lick and Expedia. See the full agenda here.