Erifili Gounari: Strategically Cutting Through the Noise on Social Media

2025

May 7

At SocialMedia Fest, we’re diving headfirst into what it really takes to stand out in today’s oversaturated digital landscape. Gen Z expert, social media strategist, and founder of The Z Link, Erifili Gounari, takes to the stage to unpack the biggest shifts happening across social—and what brands can do to stay ahead. In her session, Strategically Cutting Through the Noise on Social Media, Erifili will explore where platforms are heading, what audiences expect now, and how brands can cut through the chaos with relevance, value, and meaning.

About Erifili Gounari

Erifili Gounari is the Founder and CEO of The Z Link, the global Gen Z agency helping brands like IKEA, Pepsi, Deloitte, and the United Nations connect with younger audiences through strategy, content, and research. A Forbes 30 Under 30 honouree, Erifili is also an author and speaker, regularly contributing to major conferences and publications. Her book Design Your Life: Your Career, Your Way helps digital natives build flexible, fulfilling careers—and her work as a strategist is rooted in exactly what Gen Z wants to see online.

What to Expect from Strategically Cutting Through the Noise on Social Media

This session will explore the real trends driving change in 2025—and how to stay relevant as social media evolves. Erifili will unpack shifts in audience behaviour, content consumption, and platform priorities to help brands understand what works now and what’s on its way out. Expect real strategies, forward-thinking insights, and a no-nonsense approach to standing out in a noisy digital world.

Key Areas of Focus

Authenticity over aesthetics: Why raw, real content is replacing curated perfection.
Community as a growth engine: Moving from passive followers to active participants.
Social search is here: TikTok, Instagram, and beyond are replacing Google for Gen Z.
AI's evolving role: Helping with content creation, not replacing human storytelling.
Private is the new viral: DMs, group chats, and closed spaces are the next wave.
Values-driven marketing: Performative content is out—real impact is in.

Key Takeaways

Attendees will leave with:

A strategic overview of where social media is headed in 2025
A toolkit to help brands stay relevant without chasing every trend
Clear guidance on building community and connection at scale
A deeper understanding of how Gen Z consumes and creates content
Insight into how AI can support—but not replace—authentic marketing

Erifili’s Perspective on Social Media Trends

The most exciting trend Erifili’s seen recently? The rise of hyperlocal creators—small influencers with niche followings becoming authentic cultural curators in their own communities. This trend proves that impact isn’t about follower count, it’s about resonance and relevance.

She’s also keeping a close eye on how content saturation and emotional fatigue are reshaping how audiences engage. In her words: “The scroll never stops—but people are tired. The challenge is creating content that feels like a break, not more noise.”

A Social Media Moment That Mattered

A standout moment for Erifili and The Z Link was their campaign with the European Film Club. With real-time Cannes Film Festival coverage and Gen Z-led content production, they reached nearly 400,000 accounts, drove 5M+ views, and sparked meaningful conversation with the target audience. The campaign is proof that giving Gen Z the mic results in magic—and results.

What Erifili Hopes for the Future of Social

More real-world community. More quality, less quantity. A world where social isn’t a stress machine, but a tool for value, connection, and joy.

Connect with Erifili

Follow Erifili for Gen Z insights, social trends, and smart strategy tips:

LinkedIn: Erifili Gounari
Website: Erifili Gounari

Erifili joins a lineup of industry professionals working in social media marketing at SocialDay's Social Media Marketing Festival 2025, hosted at Phantom Peak London.