The holiday season at Mall of America doesn’t just happen. It’s carefully captured, crafted, and shared in real time by a creative team with a front-row seat to the magic.
In this episode, we’re stepping behind the camera with Brinley Zoller and Johanna Beierle, two of MOA’s talented Social Media Strategists who bring the holiday season to life across feeds, Stories, Reels, and TikTok. From documenting the first moments of décor installs, to planning the controlled chaos of Black Friday, to collaborating with seasonal influencers who help spread the spirit, Brinley and Johanna see the holidays earlier, and differently, than almost anyone.
Plus, we’ll share favorite holiday traditions, heartwarming moments, and a few behind-the-scenes insights that just might change how you see holiday content the next time it pops up in your feed.
If you’ve ever wondered what it really takes to capture the heart of the season…this episode is for you.
2:35 The scope and scale of Mall of America social media
5:00 How to view the holidays from the viewpoint of a social media content creator
8:00 Preparing for Black Friday, and braving the cold
15:45 Touching and amazing stories that stand out
17:40 The wackiest social stories as told by our guests
20:00 Shout out to the rest of the SM team
21:30 Quick answer games with the two Johanna and Brinley
Follow Mall of America on all social channels: @Mall of America
Guests: Brinley Zoller and Johanna Bierle, social media content creators, strategists and experts at Mall of America
Your host: Daniel Jasper
Presented by Bloomington Minnesota Travel and Tourism the official destination marketing organization for the city of Bloomington, Minn.