Meet Paige Anthony

In November, we spoke with Paige Anthony, Senior Social Media Manager at Anthropologie Europe to learn more about why she loves learning from younger team members, how she stays inspires and more.

Tell us about yourself:

Hi! I’m Paige, the Social Media Manager at Anthropologie Europe. I lead social strategy, influencer marketing and content creation within the UK and EU market whilst working closely with our US counterparts on global content. I joined the company 6 years ago as the first-ever Social hire and never left!

What do you love about working in social?

The possibilities are endless! No idea is a bad idea, it’s all about trial and error and really pushing creative boundaries with whatever resources you have.

How do you stay on top of social trends?

I live, breathe and eat social media, and so does my team. Sometimes it can be overwhelming, but we come together and share the latest trends we are seeing in our weekly meetings and ask ourselves — is this brand appropriate? Could we adapt this for our audience? Is this relatable and engaging?

"I live, breathe and eat social media, and so does my team. Sometimes it can be overwhelming, but we come together and share the latest trends we are seeing in our weekly meetings and ask ourselves — is this brand appropriate? Could we adapt this for our audience? Is this relatable and engaging?"

Paige Anthony

Social Media Manager at Anthropologie

What social campaign are you most proud of from your time with Anthropologie?

There are so many! From opening our first European stores and leading the localized content and influencer strategies to simply launching our TikTok account from the ground up last year. We were so proud to be recognized in Dash Hudson's latest 2023 retail industry-leading benchmark report. We came in 4th place globally for engagement and social entertainment on our TikTok account. We are a tiny team of 3 who rely heavily on self-shot content, so this was massive for us!

stylized christmas tree with anthropologie decorations — Image credit: @anthropologie

We also recently launched a global campaign with our US counterparts featuring Phoebe Tonkin. To break through the noise, I lead the content strategy across Instagram and TikTok. Implementing these unique videos alongside a tactical boosting strategy allowed us to deliver 8 million+ impressions across IG, Pinterest and TikTok over a two-week period. We look forward to contributing to more global campaigns in the future!

Top tips on how to be a successful social media manager?

Listening! Listen to the ideas from your team — in particular, the younger members who have grown up in this social landscape and really have their fingers on the pulse. These team members can be in the nitty-gritty whilst you and senior team members are confined to meetings. And, most importantly — listen to your audience! What are they engaging with? What products are they clicking through to your site on? How can we show them more of these winning product and content formulas? Consider how you can really drive brand awareness and growth for your channels. And lastly, content, content content! Coming from a creative background, I pride myself on my creative production and art direction. I believe that, above all statistics and other social strategy factors, creating social-first content allows you to beat any KPIs the business has set for you.

What future social trend or feature excites you most?

I’m excited to see how the growth of AI within social media impacts the landscape. As AI is blowing up more and more, I predict there will be a shift back to basics and people really wanting to see even more authentic low-fi content from real people, NOT influencers.

What is your favorite Dash Hudson feature?

One of the originals — but still, in my opinion, the most iconic — is LikeShop! Being able to direct our customers to one place for all their shopping needs (especially when Meta product feed tagging doesn’t pull through or you’re not on TikTok shop) is so helpful. This data is also very informative to show us that, although people may not have engaged with a specific post, the CTR on that post was really high and drove a lot of people to convert.