The focus of this presentation is the importance of empowering individuals within a team to utilise social media and video making as a means of promoting team objectives. By providing team members with the tools, resources, and autonomy to create content, teams can more effectively build and manage their internal resources. Additionally, empowering team members to take ownership of their own content creation can foster a sense of belonging and investment in the team’s success. This session will also discuss the potential challenges and best practices for implementing such an approach with the social media team at Cambridge University.