Why pay strangers to promote your brand when your best advocates are on your payroll? This category explores strategies for turning employees into thought leaders and brand ambassadors. Discuss how to incentivize staff to post, what guidelines to set (vs. letting them be free), and how to leverage their personal networks to exponentially increase organic reach.

Sometimes the best marketing looks nothing like marketing. This item is for the bold moves—the unpolished tweets, the controversial takes, the meme culture integration. It’s about breaking the "safe" corporate guidelines to stand out in a noisy feed. Share case studies of brands that took a risk by being informal, funny, or brutally honest and saw massive results.

If you aren't using video, you are invisible. This category focuses on the dominant format of 2025: short-form vertical video. Discuss how to create "edutainment" content that hooks viewers in the first 3 seconds. Share scripts, editing hacks, and trends that allow B2B and B2C brands to stay relevant on platforms like TikTok, Instagram Reels, and YouTube Shorts without dancing.