Get to know Harris

With an uncanny ability to spot trends before they go viral and craft content that resonates, Harris is our social media and content guru. After starting his career managing social for several celebrity accounts (though he's too discreet to name-drop), Harris brought his expertise to Modal, where he helps brands find their authentic voice in the digital wilderness. Known for his quick wit and seemingly endless creative energy, Harris can transform even the most "boring" industries into engaging social presences. A former improv comedian, he brings that spontaneity and audience awareness to every campaign he touches. His smartphone is permanently attached to his hand, leading the team to joke that it's actually an implant.

How do you develop a brand's social media personality?

"It starts with listening, to the brand's existing customers, to the internal team, to the conversations happening in that industry. Every brand already has a personality; my job is to uncover it and amplify it in a way that connects with the target audience. I create detailed content personas that guide everything from post formats to vocabulary choices. The key is consistency without repetition, maintaining a recognisable voice while keeping content fresh and engaging. At Modal, we've developed a framework that helps brands navigate that balance, even when multiple team members are creating content."

How do you approach content creation for different platforms?

"Each platform has its own native language and audience expectations. Content that performs well on LinkedIn often flops on TikTok, and vice versa. I focus on platform-first content rather than trying to adapt the same message across all channels. That might mean creating completely different assets for each platform, which requires more resources but delivers significantly better results. I also pay close attention to platform-specific features and trends, being an early adopter of new formats can give brands a significant advantage. Recently, we've had great success with Instagram Reels for a client who was previously focused only on static posts."

What's your process for staying on top of rapidly changing social trends?

"I dedicate the first hour of each day to trend research, scrolling through platforms, checking trending hashtags, and reading industry news. I've created custom feeds that help me monitor emerging trends in specific industries. But more importantly, I've built a network of content creators across different niches who often spot trends before they hit the mainstream. At Modal, we have a dedicated Slack channel where the team shares interesting content and emerging patterns. Some of our best campaign ideas have come from spotting connections between seemingly unrelated trends."

What's the biggest mistake brands make on social media?

"Trying to be everywhere at once without a solid strategy for any single platform. It's better to excel on one or two platforms that align with your audience and business goals than to spread yourself thin across all of them. Another common mistake is treating social media as a broadcast channel rather than a conversation. The brands that thrive are those that genuinely engage with their community, responding to comments, participating in conversations, and creating content that invites interaction. At Modal, we help clients prioritise platforms based on their specific goals rather than chasing vanity metrics across every channel."