As a juror in the Social Media category at The Drum Awards Festival, Inessa Createssa explains why AI is best as infrastructure, why chasing trends is a trap and why the future of influence lies in intimate communities, not crowded feeds.
As a content marketer and personal branding expert for inessa.online, Inessa Createssa has helped celebrities, founders, and industry leaders elevate their visibility and impact. Her work has earned global recognition, including “Personal Brand Promotion of the Year” and “Social Media Professional of the Year.” As both strategist and creator, she blends award-winning execution with a deep focus on authenticity and community.
For Createssa, AI has changed the game, but only if used wisely. “AI is fundamentally changing the execution of social media, but its true impact lies in its ability to augment, not replace, human creativity,” she says. Automation frees time for deeper thinking, but “AI can give you a perfect trend-based idea, it cannot give you a soul or a genuine connection, which remains our most valuable contribution.”
She challenges brands to move away from the myth of being “always on.” “The obsession with ‘always-on’ engagement is a misconception that often leads to burnout for both brands and their audiences. To balance this, brands must shift from being always ‘on’ to being always ‘meaningful’.”
On cultural relevance, her advice is clear: “Just because you can, does not mean you should. Brands that chase every trend risk becoming a ‘copy of copies,’ indistinguishable and forgettable. The most culturally relevant brands are those that have a deep, unwavering understanding of their own purpose and values.”
When it comes to platforms, she names Instagram as her top choice. “It offers a unique balance of visual storytelling, community building, and long-term content value. Unlike platforms built purely on fleeting trends, Instagram allows for the creation of a lasting content library that serves as a living portfolio of a brand’s expertise and values.”
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She also highlights a powerful but underused opportunity: “The move from public-facing broadcasting to intimate, community-based spaces. True influence is shifting from public forums to private, direct connections. The next frontier in social media is not about reaching more people, but about creating deeper connections with the people you already have.”
For her, the future of social leadership rests on qualities AI cannot touch. “The next wave of social creatives and strategists will be defined by their ability to master emotional intelligence, empathy, and strategic intuition. The future belongs to those who view themselves as brand storytellers and community architects.”
Be part of what’s next at The Drum Awards
The Drum Awards Festival celebrates the most daring, authentic and forward-thinking work in social media. Submit your best campaigns to be reviewed by leaders like Inessa Createssa and help define what great looks like in 2025. The deadline for entries has been extended to September 18, 2025.
