Shaping Scroll-Stopping Content: A Conversation with CAPSBOLD’s Lead SMM
Ultra-short content will dominate even more, fitting busy lifestyles better than long formats.
Limassol, August 5th, 2025
CAPSBOLD is a global creative marketing agency delivering bold and loud campaigns, high-impact 3D content, engaging social media, cutting-edge digital strategies, and professional photo and video for brand advertising and promotion. With a mission to guide clients to success through creativity and innovation, the agency handles everything from strategy development to performance marketing — helping brands stand out, scale internationally, and drive real results.
In this interview, we meet Elizaveta Balakireva, Lead SMM at CAPSBOLD. Based in Limassol, Cyprus, Elizaveta brings a global perspective from her experiences in China, the Netherlands, and Finland. She shares insights into crafting CGI-driven campaigns, the evolution of social media, and how CAPSBOLD balances trend-driven content with timeless storytelling — all while keeping creativity at the core.
To start, could you tell us a bit about your experience and what led you to pursue a career in social media and creative content?
I studied television journalism and gained valuable international experience through projects in China, Netherlands, and Finland. This exposure helped me develop a global perspective that I apply daily in my work.
You’re now based in Limassol, Cyprus. What’s one must-do experience you’d recommend to someone visiting Cyprus?
I recommend visiting a scenic mountain winery to try Commandaria – a unique local wine. And of course, tasting Halloumi cheese.
How do you typically structure your workday as Lead SMM at CAPSBOLD?
My day starts with a daily meet-up where the team shares updates and priorities. We then split between creative brainstorming, project meetings, and strategy sessions. I deeply appreciate working with such a talented team at CAPSBOLD. I always know I can rely on my teammates.
CAPSBOLD is known for its creative and CGI-driven work. How do you approach social media differently when working with high-impact visual content like that?
At CAPSBOLD we focus on bold and creative ideas that stand out. Using CGI helps us capture attention and make the brand more recognizable by offering fresh, surprising visuals that break the usual flow. On social media, this means crafting posts that showcase these visuals in a way that stops scrolling, encourages engagement, and tells a compelling brand story.
Capturing attention is harder than ever. What’s your approach to cutting through the noise on today’s social platforms?
I start by getting inspired by surfing social media and Pinterest, taking walks to spark ideas. Once the concept sticks, I work with my team to develop technical plans and deliver results that resonate.
When developing a campaign, how do you balance trend-driven content with more timeless brand storytelling?
It depends on the brand. Some need trendy, timely content to catch the moment, others benefit more from strong storytelling and positioning. Our SMM strategist and I collaborate closely to tailor the approach to each client’s goals.
Can you share an example of a recent campaign where social media and CGI combined to deliver strong results?
Our popular video for Reflect Festival featured a realistic airship over Limassol — a CGI-driven piece that captivated viewers. Another favorite is a huge truck spilling sports balls for Open Sports, blending CGI with energetic sports vibes.
What industries or sectors are surprising you right now in how creatively they’re using social media?
I’m really inspired by the sports industry right now. I follow the social media accounts of the Grand Slam tennis tournaments – their content is incredibly modern, dynamic, and creatively executed. You can adapt a lot of their techniques across different niches.
What do you think elevates a piece of content from just “good” to truly shareable?
Content that’s timely, well-made, and relevant to today’s culture has the best chance of going viral. It needs to connect with the current audience’s world and emotions.
As social platforms evolve quickly, what changes or innovations do you think will shape the next year?
Ultra-short content will dominate even more, fitting busy lifestyles better than long formats. AI tools will increasingly assist creators, allowing for higher-quality, more creative outputs faster than before.
What advice would you give to brands looking to refresh their voice or presence on social media?
Trust professionals at CAPSBOLD, don’t try to do it alone. Fresh perspectives and expert teams are key to cutting through the noise and reaching your audience effectively.
How do you collaborate with CGI artists and creative teams to make sure campaigns feel unified and engaging across channels?
We co-develop ideas with the creative and SMM teams, then prepare detailed technical briefs for designers/CGI artists. Constant communication ensures the campaign stays coherent and impactful.
What lessons have you learned from past campaigns that didn’t perform as expected?
Retrospectives help us identify improvements. For example, we refined our CGI production workflow through trial and error to better meet client needs and streamline internal processes.
Do you have a favourite writer or artist?
It’s important for me to keep up with the creative industry as a whole, to develop my visual literacy and create relevant modern solutions for our clients. Working in an international agency, it’s especially important to stay on top of global trends so we can offer the freshest ideas.
I have long been interested in contemporary art and follow Western artists and trends. One of my favorite artists is Jeff Koons, especially his iconic Balloon Dog sculpture. These inflatable dogs made of reflective stainless steel have become a pop culture symbol and inspire me to create bright and memorable projects.
When taking a break, where do you feel most at peace?
I feel most at peace when walking along the sea. The walk helps me clear my head, get rid of mental noise, and create space for creative thoughts and strategic decisions.
What kinds of stories, trends, or ideas tend to grab your curiosity these days?
I’m fascinated by the beauty industry, especially in Asia. Korea, China, and Japan are constantly ahead of the curve with new formats and bold creative ideas. If you want a glimpse into what will be trending globally in a few years, just look to Asia — it’s a goldmine of inspiration.
And lastly, can you share a fun or unexpected fact about yourself that most people wouldn’t know?
I almost never like posts on social media. It’s not because I’m unfriendly, but to keep my feed unbiased and maintain a broad view of content.
Elizaveta’s Working Preferences:
Early Bird or Night Owl?:
Night Owl
Usual breakfast:
Something Instagram-worthy, like Eggs Benedict with salmon.
Most quoted book, TV Show or movie:
The Great Gatsby
Last place traveled:
Abu Dhabi. I rode the fastest roller coaster in the world.
Favorite sneaker brand:
For style -Nike; for comfort -NB.
Preferred spot in your town:
Limassol, Marina Promenade.
What makes a good day at your job?:
When all team tasks are in progress and the client is happy.
If you could meet anyone, dead or alive, who would it be?:
Jared Leto is an incredibly creative and inspiring artist and musician. I admire his achievements across many fields and would love to have a conversation with him.
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