People over pixels: How Favola is on a mission to make authentic, creator-centric content

"People always underestimate the beauty of having someone nice to work with," reflects Alex Jeater, Managing Director of social media agency Favola. It's a disarmingly simple statement that cuts through the industry's obsession with metrics and algorithms, yet perfectly encapsulates the husband-and-wife team's approach to client relationships.

Founded by Sophia Littledale  in 2020 after years at major ad agencies managing social accounts for brands like Mercedes-Benz and Sky, Favola has quietly carved out a distinctive position in the crowded social media landscape. Their secret? A commitment to authentic, people led content that stands in stark contrast to the industry's growing infatuation with AI generated imagery and video.

"90% of TikToks need someone in them. Clients don't know how to fix that," Alex explains. "We provide that person for the client."

This approach - where Favola sources creators and influencers but also have their own, in-house content creators appear on camera for clients - might seem unconventional, but it's emblematic of Favola's broader philosophy that social media success requires genuine human connection, not just clever algorithms or polished production values.

The pivot from corporate to collaborative

The genesis of Favola (Italian for "fable") stemmed from frustration with the traditional agency model. "It got to a stage where you realise big agencies aren't very agile or dynamic," Sophia explains. "Ideas or trends would get lost in the sign off process, 10 rounds of approval, and by that point, the idea is gone."

This experience shaped Favola's collaborative approach, which prioritises transparency, agility and genuine partnership over the "master/slave dynamic" that characterises many agency/client relationships.

The timing proved fortuitous. As social media evolved from static posts to video first platforms, Favola adapted quickly, building in-house videography capabilities and training teams to think episodically about content, more like TV producers than traditional marketers.

This structural advantage became particularly valuable during the pandemic, when many agencies struggled to maintain quality while working remotely. For Favola, the crisis ultimately strengthened their offering by forcing even greater adaptability.

The recipe for social success

With 26,000 pieces of content created for clients last year alone, Favola has developed what they call a "recipe for success" based on clear patterns they've observed across platforms.

"The first one is around episodic, repeatable formats," Alex explains. "You've got to view production almost like you're viewing a TV series. People come back to channels and platforms time and time again."

This approach treats social channels more like broadcast media, creating consistent, recognisable content formats that build audience expectations and loyalty over time. For clients like toy retailer The Entertainer, this means regular in-store content series answering community questions about products, showcasing the brand's expertise while highlighting their differentiating in-store experience.

The second ingredient is being "people-led" - featuring real humans rather than polished product shots or AI generated imagery. For Brittany Ferries, this meant shifting focus to the crew members who create the onboard experience, from captains to chefs.

"We realised that the crew were the focus and the hero of this story," Alex says. "That's what we really focused on."

The third element involves being "bold and unique" to stand out in crowded feeds, while the fourth focuses on joining cultural conversations, whether it's Glastonbury Festival or a heatwave - in ways that align with brand positioning.

Measuring what matters

While engagement metrics and follower growth remain important, Favola pushes clients to look beyond these vanity metrics to business impact. For organic baby food client Organix, success wasn't just measured in views or likes, but in market share growth and becoming "the fastest growing value and volume baby food snack brand" during their ongoing partnership.

"We of course are contributing to that. It's not just down to TikTok," Alex acknowledges, demonstrating the balanced perspective that characterises the agency's approach to measurement.

This focus on business outcomes rather than just platform metrics helps Favola navigate the ongoing tension between brand and performance marketing. While many clients initially approach social media with short-term performance goals, Favola works to demonstrate how consistent, authentic content builds long-term brand equity.

"We always want to have that transparency on social media," Sophia notes. "You've got to have that good relationship with your audience."

The meritocracy mindset

With 18 team members and growing, maintaining culture while scaling presents challenges for any agency. For Favola, the solution lies in their "people first" philosophy and commitment to meritocracy.

"One of the reasons we wanted to start Favola was we wanted it to be people first," Sophia explains. "We genuinely care about all the staff and it being a great culture, but also we care about great work.

This translates to practical policies like creating new roles when team members excel rather than waiting for predetermined promotion timelines, and recognising that in social media, hierarchy doesn't always correlate with expertise.

"I find the different algorithms and FYPs of our team fascinating. They'll be teaching me things about TikTok that perhaps I wasn't as familiar with." Sophia adds.

This humility extends to client relationships, where Favola emphasises collaboration over dictation. "We always do what's best for the client, no matter if it's ripping up an idea and starting from scratch," Alex says. "We only want to deliver brilliant work."

Navigating the future

As generative AI dominates industry conversations, Favola maintains a measured perspective. While they use AI for ideation and editing, they remain committed to authentic, human storytelling.

"We're very much about authentic and real storytelling for brands with genuinely real people because we feel that still connects best with audiences," Alex explains. "Even in three or four years' time, if you're a consumer, you'll still probably want to interact and engage with a real person."

This position creates an interesting tension in the industry. While AI experts predict sweeping changes, consumer behavior on platforms like TikTok continues to favor authenticity and human connection.

"We've turned down clients before that were a bit too corporate or didn't get it," Alex admits. "A lot of people take social very seriously, but you've got to understand the reason people are on social media is to have fun and be entertained."

In an industry increasingly dominated by automation, data and AI, Favola's emphasis on human connection, authentic storytelling and collaborative relationships offers a refreshing alternative—and perhaps a glimpse of what truly effective social media marketing will look like in the years ahead.