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Greatest Hits: How Community, Creation, and Culture Fuel Canva’s Social

Posted Under: Social Pros Podcast
New Social Pros Cover Image
Hosted By
10XMarketing

Daniel Lemin

Convince & Convert
10XMarketing

Sunny Hunt

Convince & Convert
10XMarketing

Jennifer Harmon

Convince & Convert
10XMarketing

Jason Keath

Convince & Convert and Social Fresh
10XMarketing

Zontee Hou

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Follow Social Pros on LinkedIn.

To inquire about becoming a guest or show sponsor, please email us at info@convinceandconvert.com.

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!

@Will31C

This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!

@Simonstone95

Love the podcast - informative, in depth and spot on for any business size.

@MissTriathlon

Canva has opened the doors for just about anyone trying their hand at creating visual content, whether you’re a pro graphic designer or brand new to it all.

So, it’s no surprise that it’s an incredibly popular tool for marketers, brands, and social pros alike. We decided to revisit this episode from last year with Jacky Barker, formerly the Social Lead at Canva, to remind ourselves of how Canva’s social strategy brings the brand to life.

Culture and Community Are the Building Blocks of Social Success

Canva is a marketer’s best friend! The smart visual communications platform helps social pros with marketing, building presentations, graphic design, branding, and has even expanded into video editing and website building. As Jacky likes to say in this episode, it offers “the full shebang”!

But how has their social media strategy contributed to Canva’s success? Jacky explains in this episode how community and culture are cornerstones of Canva’s ability to stay in the spotlight.

We hear about the day-to-day responsibilities of a Social Lead, how Canva identifies target audiences, and how its social team leverages creators, UGC, plus Pinterest and TikTok to reach more people.

In This Episode:

  • 1:50 – An introduction to Canva
  • 2:52 – Jacky’s day-to-day responsibilities as a Social Lead
  • 5:12 – Where Canva takes its cultural cues
  • 6:44 – How Canva stays on top of trends in the “creator world”
  • 8:04 – How Canva engages with its super fans
  • 10:57 – How Canva determines its target audience
  • 13:13 – How Canva has changed its messaging around features
  • 16:23 – Canva’s approach to expanding into a global brand
  • 19:35 – Why Pinterest is a big focus for Canva
  • 24:44 – How Canva determines its next steps for the product
  • 29:11 – Jacky’s parting advice for social pros

Quotes From This Episode:

“Be prepared for the unknown, and learn to love the unknown, and all the challenges and opportunities that come with that.” Share on X

“I think one of Canva’s big successes has been the engagement with our community.” @JackyBarker

“You can do the planned research and forecast trends. But, for me, it is about the now in social media. It’s about listening to what’s happening.” @JackyBarker

Resources:

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