09/07/2026
This week, our Business Director Lydia had the pleasure of speaking at about something we’ve become increasingly convinced of over the past decade:
Social hasn’t just changed marketing. It’s humbled marketers… for the better.
Having worked across brands with decades of consumer trust behind them, Lydia shared a lesson we see time and time again:
Trust gets you considered. Relevance gets you chosen.
A few of the key lessons from the session:
👉 Consumers don’t care about your marketing calendar.
The product launch you’ve been planning for 18 months is competing with everything else happening in culture today. Newness alone isn’t a story.
👉 The brief is rarely the brief.
Often the request is “we need a social campaign”. The real need might be confidence, credibility, advocacy or proof. Great marketing starts by diagnosing the problem, not simply answering the brief.
👉 Build confidence, not certainty.
No one walks into a meeting with all the answers. The goal isn’t to eliminate uncertainty; it’s to create enough confidence to make the next move.
👉 Strategy should create freedom, not obligations.
Content pillars shouldn’t become content prisons. The best strategies help teams spot opportunities rather than create content for the sake of filling a calendar.
👉 Stop buying audiences. Start buying formats.
The creator economy continues to evolve. The creators winning today aren’t always those with the biggest audiences, but those with the strongest worlds, formats and repeatable systems for earning attention.
And perhaps the biggest takeaway:
👉 Trust got brands to a certain point. But relevance is what will get them chosen in the future.
Legacy brands built trust before social. But increasingly, they’ll need social to maintain it.
A huge thank you to everyone who joined Lydia’s session and shared their thoughts, questions and experiences with us.
InfluencerMarketing
