About

I’m Ali, founder of More Than Content.

I believe social media is a force for good. It allows us to tell important stories, make each other laugh and learn about our world, engaging more people than ever before!

But it can be hard to get noticed in the noise, let alone communicate a policy, make a sale or get someone’s full attention and focus.

The secret is, it requires more than just content.

About me

I started making videos online in 2015, while working as a history researcher in television.

Since then, I’ve gone on to work within agencies, at leading non-profits and as a freelancer, amassing hundreds of millions of views for my employers, clients and my own channels.

I’m one of very few people who’s worked in agency, for some of the country’s largest organisations and as an influencer.

This means I’ve developed:

  • Deep tactical knowledge of what makes good content

  • Strong strategic understanding of how comms supports organisation goals

  • The ability to drive positive change within complex structures and demands.

My previous work

Macmillan Cancer
2021-2024

  • Joined Macmillan Cancer Support with a focus on organic content and social videos performance

  • By the end of 2023, we’d increased our yearly video views by over 500%!

  • Worked across the organisation and UK to use social media to support, inform and champion people affected by cancer

Ali Thomas GB
2021 - current

  • Launched Ali Thomas GB on TikTok to help understand some o the quirks of British history

  • Since then, my videos have been watched over 5 million times and I’ve seen 100,000s of engagements

  • A the center of all of this is finding hope from history. By understanding the past, we can challenge nostalgia, learn from our mistakes and together, build a better future!

British Army
2020-2021

  • Joined the British Army comms team, leading their mental health campaigns and working across rank structures to get support to service personnel

  • I led their mental health campaigns and working across rank structures to get support to service personnel.

  • I produced and managed a series of videos, developed new social media platforms for the Army and worked with influencers to enhance trust and awareness

  • The campaign led to a significant increase of soldiers accessing mental health resources and a large improvement in audience sentiment.

BFBS
2016-2020

  • Joined BFBS, a broadcaster and digital agency for the British Armed Forces

  • Working with clients including MOD, RAF, the Royal British Legion and commercial bodies on comms campaigns, creating social strategies and content

  • Developed content for website and broadcast

History Researcher
2014-2016

  • Working as a history researcher for Fremantle Media on BBC and Channel 4 documentaries

  • Creating film and TV review videos for YouTube in my parent’s living room!

Together, let’s make more than content.

hello@more-than-content.com