#04 Hans Neubert: Social First, Entertainment over Advertising & the End of Mediocrity

How can brands build trust in the age of AI-generated clutter, hate speech, fake news, and overcrowded feeds? And what does it actually mean to treat social media as a primary medium, rather than just chopping up TV spots into social posts?

In this episode of narrative now host Max speaks with Hans Neubert – Consulting Director at Charles & Charlotte, Chairman of the Federal Association for Digital Media, and a multi-award winner (#30under30, W&V Top U33, Effie).

Together, they explore why a social-first approach, prioritizing entertainment over advertising, taking a clear stance, and building community are the deciding factors in whether brands remain visible in an era of AI, GEO, fake news, and fragmented social media ecosystems—and what all of this has to do with a Margherita pizza.

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In a nutshell

Social Media as a Primary Medium Brands must stop treating social media as an extension of traditional campaigns and start using it as the starting point. Those who continue to force TV logic into Reels, TikToks, and Shorts will lose reach, relevance, and budget efficiency.
Entertainment Over Advertising People skip ads, but they stay for great stories. Hans shows how brands can put entertainment, humor, and relevance at the forefront—integrating the product only after they have earned attention and sympathy.
Trust Networks Over Campaign Logic In a world of AI-generated content and fake news, trust is everything. Social proof, honest communication, and a clear stance build a "trust network" of creators, PR, communities, and owned channels that sustains brands in the long run.
AI & The End of Mediocrity Generative AI makes content production faster and cheaper—and makes average content worthless. Brands learn how to use AI as a tool without losing their creative edge, and why bold, focused ideas are more important than just another generic post.
Community Building as a Growth Engine Running clubs, niche newsletters, Facebook groups, and private WhatsApp chats are becoming the places where genuine brand experiences happen. Hans explains how brands can understand, respect, and systematically leverage these micro-communities for insights, loyalty, and advocacy.
PR, Politics & GEO in the AI Age Political communication and news outlets on TikTok show how attention works today. Brands will understand why PR, earned media, and a strong brand reputation are crucial for remaining visible in generative AI systems and GEO strategies—far beyond traditional SEO rankings.

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this is for you

This episode is a must-listen for CMOs, marketing directors, and brand and communications managers who…

want to truly establish social media as a primary medium within their company, rather than just using it as a distribution channel for existing campaigns.
want to understand how entertainment, brand stance, and community building combine to form a social media strategy with measurable business impact.
are looking for guidance on how to meaningfully integrate AI into content, PR, and communication processes without slipping into average content and generic slides.
want to learn how to build a resilient trust network of PR, creators, media, communities, and owned channels that strengthens brand trust.
are wondering what brands can specifically learn from political communication, public service projects, and creator formats on TikTok, LinkedIn, and beyond.
need inspiration on how to organize their social media teams, budgets, and decision-making processes so that a social-first approach works in practice—in Germany and beyond.

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