Strong content doesn’t chase attention; it earns it. As feeds grow noisier, the work that shines does not chase virality. It builds a point of view and a world audiences want to return to.

For the 30th Annual Webby Awards, we’re asking our first-ever Jury Presidents to define what creative excellence looks like online. For the Creator categories, we spoke with Rajni Jacques, Global Head of Fashion and Beauty at Snapchat.

Her take? Cohesive ecosystems beat fragmented posts every time. Below, Jacques expands on how to leverage freshness and authenticity to distinguish your content. Read on to discover what she’s looking for in creator-focused projects at the 30th Annual Webby Awards.

The 30th Annual Webby Awards is a celebration of what we are “Big On.” What shifts are you seeing across your industry that excite you most? 

What excites me most now is that storytelling narratives are the drivers of great content. Pushing out product via a post feels inauthentic these days. Creating content that feels like there is a beginning, middle, and end creates a sense of feeling and authenticity.

What’s your criteria for evaluating breakthrough work? What specific elements will make you think “this deserves a Webby Award?” 

A strong storytelling narrative. I need to feel like the content is robust.

How do you distinguish between authentic connection and trend-chasing? 

The markers I look for are a thread between all the content on the creators’ channels. Looking at their content as an ecosystem rather than only looking at specific content.

What’s your criteria for identifying work that’s ahead of the curve? 

I don’t have a criteria, but what signals that “this is what the future looks like” is (1) it feels new and robust, so trusting your gut, and (2) they are using new tools and non-conventional ways to tell a story.

What are the biggest challenges facing creatives in your industry today? What strategies are key to navigating them? 

The biggest challenge today is creating work from scratch and not relying on AI to generate those works. I think creators need to hold themselves accountable to create work that feels natural and creative to them—meaning it visually looks like something they produced themselves. Impactful work, impactful content gets a reaction from an audience if it feels real and genuine.

Put Your Work on the Map at The Webby Awards

As the Internet’s biggest award, the 30th Annual Webby Awards is where creators earn global visibility. The Extended Deadline is your last chance to enter this season and put your work in front of the industry’s leading judges.

Submit your work before Friday, February 6!