Authenticity over algorithms: Tiff Ng, founder of The Social Story, on the shifting social landscape

When Tiff Ng, founder of social media agency The Social Story, walked away from Mediaweek's Next of the Best awards last year with the Changemaker Award, she called the recognition "thrilling and so unexpected."

The night itself, she said, was a whirlwind: "It was overwhelming in the best way. There was such great talent in our category. I got to meet people I admire, Emma from The Wiggles was there! It was a joy to celebrate with the industry and to leave with a trophy was the cherry on top."

Ng, who FaceTimed her family moments after her win despite the music blaring in the background, said the experience was surreal. "I was shaking! I wanted to use the moment to speak about the change we’re trying to create. Hopefully I said something coherent."

In an industry often dominated by big-name players, the award helped spotlight Ng's values-led work and showed that there’s a place for purpose-driven businesses in the mainstream media and advertising landscape.

"We're a small agency, so it really helped validate what we’re trying to do. It showed the industry is open to positive change," Ng said.

Tiff Ng with her Next of the Best award

Creating space for good

Ng launched The Social Story with a clear mission: to make social media a space for good. Her agency focuses on campaigns that champion diversity, inclusion, accessibility, and sustainability, both in how content is made and how it's shared. “It’s not just about how we work but what we create,” she explained. “The award helped us amplify that message more widely.”

While many brands still lean into tried-and-true advertising formulas, Ng has a different approach. “There’s pressure to do things the ‘old way,’” she admitted. “But even small changes, like making videos accessible or using diverse talent, can have big impacts. It just takes intention.”

You can listen to Tiff Ng's chat with Mediaweek's Natasha Lee here:

Purpose-led advertising

For Ng, running a purpose-led agency means constantly pushing for integrity in a fast-moving and often metrics-obsessed space. "It’s like playing the game on hard mode," she said. "There’s no clear guide, you're questioning every decision, onboarding differently, even choosing ethical banks. But the impact is worth it."

That sense of purpose, Ng added, is more than a business strategy, it’s personal.

"I love it. It’s the world I want to see, for future generations, especially young people navigating media today. As an Asian-Australian daughter of immigrants, I didn’t grow up seeing people like me in leadership roles. I want to help change that," she said.

Authenticity over algorithms

For brands navigating the ever-shifting digital landscape, Ng believes storytelling is still king. "Whether it's Nike, Apple, or a small brand, storytelling is everything. When it’s missing, you lose the audience."

Through curated content, fan-focused community building, and a refusal to broadcast without listening, The Social Story is helping clients go beyond surface-level engagement.

"Social isn’t just about broadcasting, it’s about relationships," Ng said. "We help people understand how the platforms work and how to use them with intention. It's not just scary tech, it’s what we make of it."

A call to future changemakers

For those considering entering the Next of the Best Awards, Ng has a clear message: "Tell your story. You have no idea who it might impact, including yourself. Reflecting on your journey is empowering. You might think, 'Who am I to enter?' but that story deserves to be heard, especially by others who might not see themselves represented."

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