The hidden cost in social is audience effort.
Every random post makes people work out who you are and why they should care. A series cuts that effort. It builds familiarity, return behaviour and a much better commercial story than one-off spikes ever will.
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AI should be giving us time back but let’s be honest, you’ve got to find the time to learn it.
That’s the tricky bit.
It’s not really about AI taking jobs, it’s about who actually knows how to use it well.
Head over to our podcast where Katy and Maxine talk more about it.
buff.ly/bz5nGlH
FThe interesting bit about AI isn’t the tool.
It’s what happens when quick output meets a weak brief.
That’s one of the things I’m talking about with Luan Wise on 27 April. Join us at buff.ly/LK6Nc8b
I’ve just been down a Reddit food rabbit hole and I’m equal parts hungry and fascinated.
We pulled 90 days of Brandwatch food conversation alongside Reddit, and it’s basically a map of what biuying looks like right now. Not theory. Real behaviour.
buff.ly/gGIj2KF
Trying to keep up with Instagram updates is a full-time job. Seriously it’s chaos.
Some changes are useful. Some are just… there. The ones that matter:
• Carousel reordering (finally)
• Scheduling Reels = no penalty
• Your profile might rank on Google
Latest blog here buff.ly/5Lgc6DK
How can social media drive real business growth, not just awareness? Social media drives business growth when it supports decision-making, not just visibility. While 67% of leaders believe social contributes beyond awareness, only 56% feel confident measuring its business impact. Content that helps people understand, compare, and feel confident enough to act often drives more commercial value than content designed only for reach or engagement. What to do Define clear roles for content across the journey Use creators to build attention and UGC to support decisions Focus on clarity and usefulness, not just reach Design content that can be shared and reused internally What to measure Saves and shares Return visits Branded search Evidence of content used in buying decisions
Social is doing more commercial work than it gets credit for. That is a frustrating place to be.
84% of sharing happens in dark social. 81% of B2B buyers have a vendor preference before any sales contact.
Full breakdown in the newsletter. buff.ly/WyvpDrb
#social
#socialmedia
#FYP
#Marketing
Agentic AI is brilliant for the repeat work you hate doing.
It’s also risky if you let it take actions without human sign-off.
We’ve put a worked example and guardrails in the report. Grab it here:
buff.ly/9buD0xP
When lead gen pressure starts driving every decision, social usually gets asked to do too much, too soon.
That’s one of the things I’m unpacking with Luan Wise on 27 April.
Join us at buff.ly/LK6Nc8b
Blog banner with title "design trends: fresh, fun and worth knowing" on an orange and yellow gradient background. Blog discussing what's trending in design this month.
Design trends this month are leaning towards bold minimalism, tactile textures, and more imperfect, human touches. We’ve pulled the key styles together in one quick read.
buff.ly/w3tCs5K
#DesignTrends #CreativeStrategy
Synthetic personas can be genuinely useful, and they can also cause a right kerfuffle internally.
All the details in the latest report on AI for marketing
Download: buff.ly/9buD0xP
If your answer to softer results is simply “we need more content”, it might be worth pausing for a minute.
Because the post doing the real work is often the one someone saves, sends to a colleague, or comes back to later.
That is where I think a lot of the value sits now.
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Marketing shouldn’t feel this bloody complicated. Switching between tools, guessing what’s working, chasing leads… it’s exhausting.
Good news though — TikTok now integrates properly with HubSpot.
Read our latest blog for more info buff.ly/14w2Vyq
#DigitalMarketingUK #TikTokGrowth #HubSpotTips
A lot of wasted time in marketing starts with a poor brief.
That’s the conversation I’m having with Luan Wise on 27 April. Better questions, clearer priorities, and social that does a serious job.
Join us
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Marketing does not need more busy work. It needs a better line to commercial impact.
This week’s newsletter is about the bit many teams feel every day: duplicated work wastes time, and weak metrics makes that harder to defend. Better structure gives you more room to think.
buff.ly/zOr2t9B
If AI is meant to save time, why does it feel like more work?
Because the work is bigger now, and AI can publish the wrong thing faster.
We wrote 27 practical use cases plus one simple rule to keep you safe.
Download:
Trust affects revenue because it reduces the effort and uncertainty involved in choosing a brand. Buyers are more likely to back a business that feels credible, useful, and easy to defend internally. That is why trust should not be treated as a soft brand metric. It often does the work before a commercial signal shows up. In our work for a large tech B2B brand, answering the questions buyers were genuinely sitting with and turning event content into something worth watching helped generate a £38m pipeline in 12 weeks. The lesson is simple: useful, specific content builds familiarity and confidence, and that helps move decisions forward.
£38m pipeline in 12 weeks from a tech B2B event.
That came from question-led content, smart channel choice, and treating trust like a commercial job.
If you are trying to prove marketing is worth the investment, this conversation with Christina Moore is worth a watch.
More at buff.ly/brQjGs9
We are live today at 1pm UK and, honestly, if your marketing team currently feels overworked
Max Ashbrook and I are talking about where time actually leaks, why work gets heavier than it needs to be, and what teams can change without blowing everything up.
Come and join us. buff.ly/6naZB0i
AI is making average marketing look more convincing than it is.
New newsletter is live.
buff.ly/7ZuYT81
Marketing sometimes feels like a never-ending loop. Plan something, produce something and report it. Before you know it, the part of the job we actually enjoy which is the thinking, ideas and strategy gets squeezed into whatever time we have left.
Our latest podcast takes a deep dive.
Advocacy isn’t a script. It isn’t a case study that’s been shaved down until it’s harmless. It isn’t a testimonial that sounds like a robot wrote it.
It’s messy. It’s emotional. It’s specific.
#B2CMarketing #B2CSocial #B2CBranding #B2CStrategy #B2CContent
What’s the goal? Who are you talking to? What problem are you solving? What’s the journey from first touch to sale?
Sort that first because if the foundations are shaky, you might as well fart into a fan.
Want to know more about how we can make AI work for us then take a listen buff.ly/nX9f8aO
Brands aren’t short on inspiration. They’re short on structure.
New blog: using moodboards to turn chaos (screenshots, pins, bookmarks) into a clear visual identity you can brief, build, and repeat.
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In social media marketing, breaking the rules does not mean ignoring data or posting random content. It means recognising that generic best practice is often based on average behaviour, while real audiences behave in more specific and sometimes contradictory ways. Recent data shows that carousels can outperform video for engagement, posting more does not always improve results, and platform habits vary by audience and context. The strongest social strategies use benchmarks as a starting point, then adapt format, timing and tone to what a brand’s own audience is actually responding to.
Most social best practice is recycled average behaviour.
Useful as a prompt. Dangerous as a plan.
Some audiences want video. Some want pithy posts. Some want a carousel they can save and come back to.
The benchmark is not the answer. Your audience is.
This week’s newsletter
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Creating social media videos just got a little easier. Meta has rolled out new updates to its Edits video editing app, adding better caption controls, clearer clip editing, and improved idea planning tools. The aim? To give creators more powerful editing features while keeping the app simple to use
Here’s the truth…..a bit of mess is what makes it believable.
The posts that actually work are those that haven’t been dragged through six bloody sign-off meetings. They sound like humans wrote them not someone in the legal department with a fear of saying anything remotely real or authentic.
The good news is there are practical things Marketing leaders can change. Better ownership. Better rhythm. Better ways of showing value that do not eat the whole week.
Come and join us if you fancy a conversation that might actually make your job feel a bit lighter. buff.ly/6naZB0i
You can fake urgency. You can fake “community.” You can fake being “customer centric.”
But you can’t fake people genuinely backing you, recommending you, and sticking their neck out for your brand that’s why customer advocacy is hard.
#CustomerAdvocacy #BrandAdvocates #CustomerExperience
D2C social gets expensive when every platform is asked to do the same job.
People move across 6.75 social platforms a month. Different moods, different intent, different triggers.
find out what to do at buff.ly/J3aE9kB
Can you believe we're in March already.
If your week feels busy but not always useful, this session is for you.
Max and I are talking about what happens when you stop blaming yourself and start fixing the way the work actually runs. buff.ly/DastgQ8
The best use of AI in social is 70% help, 30% human judgement.
In the Live with Jack Stanley we discussed how AI can get you 60 to 70% there and take the boring grunt work out of it.
Lots of brilliant tips from Jack in the latest blog of the live at buff.ly/ZAtxWx5
