# The Authenticity Shift: Rethinking Social Media with Susanah Zeffiro

An episode of [Coffee N° 5 with Lara Schmoisman](https://invisiblenetwork.ai/podcast/1484537932), 2 Sep 2025, 28 min.

Audio: https://www.buzzsprout.com/676701/episodes/17756360-the-authenticity-shift-rethinking-social-media-with-susanah-zeffiro.mp3

Send us Fan Mail Susanah Zeffiro, Brand Partnerships Lead at BeReal and former Spotify and Epic Games exec, joins Lara Schmoisman to explore the future of social media, authenticity vs. AI, and how brands can win with Gen Z by leaning into raw, unfiltered connection instead of glossy campaigns. We'll talk about: • Why Gen Z is rejecting filtered perfection and demanding authenticity • The throughline of Susanah’s career: spotting what’s next before it hits the mainstream • Lessons from Spotify, gaming, and now BeReal on building brand partnerships that actually work • How raw, iPhone-shot creatives are outperforming polished campaigns • The rise of “monocultural moments” and how real-time engagement reshapes brand storytelling • Why BeReal isn’t chasing algorithms—and why that matters for users and brands • How social platforms are shifting from entertainment to search, and where BeReal fits in • The future of influencer marketing in an era of authenticity and unfiltered connection For more information, visit Susanah Zeffiro's LinkedIn. Subscribe to Lara’s newsletter. Also, follow our host Lara Schmoisman on social media: Instagram: @laraschmoisman Facebook: @LaraSchmoisman Support the show

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