Immediate Future

Immediate Future Straight talking social media specialists who have been posting, tweeting & snapping for over 17-years. We love agency life. Welcome to immediate future.

I think we sometimes ask social to do everything.The thing is, social does support the space between first interest and ...
04/06/2026

I think we sometimes ask social to do everything.

The thing is, social does support the space between first interest and decision.

That matters in B2B, because someone filling in a form is rarely the end of the buying journey. The decision still needs to be discussed, checked and carried by people with different priorities.

Social can help that happen with a lot more care. It can make the problem feel current, give the buyer proof they can share, and keep the brand easy to remember when the timing is better.

This is the thinking behind my newsletter: Why B2B leads go cold.

Read it here: https://buff.ly/uWIyUON

03/06/2026

I have been thinking about social commerce and there is a thing that keeps nagging at me.

The growth numbers are legitimately exciting. UK social commerce nearly doubling to £16bn by 2028, TikTok Shop growing 80% year-on-year, 27 products a second on Black Friday.

Brilliant.

But somewhere in all that efficiency, some brands are quietly training their customers to only buy when there is a deal. And once that habit is set, it is quite hard to unpick.

Wrote about it this week. The social sell trap. What it is, why it happens and what the stronger brands are doing differently.

Link here: https://buff.ly/PiOdMjG

03/06/2026

B2B paid social has to earn its keep

Paid social is not just a spend line or a boosted post. For B2B brands, it can support awareness, trust, demand and sales follow-up, but only when it is set up properly.

In this session, Tom and CJ will talk through how B2B marketers can get more commercial value from paid social, including how to use LinkedIn properly, how to avoid asking paid social to sell too soon, and how to report results in a way that marketing, finance and sales can actually use.

A practical session for marketers who are being asked to do more with less and need paid social to prove its worth.

Tom Platt and CJ are live this Wednesday at 1pm talking about B2B paid social that earns its keep.This is for marketers ...
01/06/2026

Tom Platt and CJ are live this Wednesday at 1pm talking about B2B paid social that earns its keep.

This is for marketers who need paid social to prove value, not just get clicks. They will cover LinkedIn’s proper role, why campaigns often get pushed to conversion too early, what reporting should show, and how paid activity can give sales better signals.

Useful if you are being asked to do more with less and need the spend to stand up to proper scrutiny.

Join for free at https://buff.ly/H6XJsWL

28/05/2026

B2B paid social does not fail only because of bad ads.

It fails when the campaign is too short, the audience is too vague, LinkedIn is doing too many jobs, the data does not connect, and sales gets signals with no context. And sometimes it's all of these factors. Ugh!

Tom Platt and CJ are live on 3 June at 1pm to talk through how to make paid social work harder commercially: what to fix before spend scales, how to report value, and how to give sales something useful.

https://buff.ly/H6XJsWL

The person who fills in the form is not always the person who decides.Your lead-gen plan may be built around the buyer y...
27/05/2026

The person who fills in the form is not always the person who decides.

Your lead-gen plan may be built around the buyer you can see. The decision is often shaped by the buyers you cannot.

That is the hidden problem in B2B. Someone fills in the form, but other people are checking the brand from the side. They look at your LinkedIn page, your posts, your proof and your people. They are not ready for sales, but they are absolutely judging whether you belong on the list.

LinkedIn and Edelman found that 55% of hidden buyers use thought leadership as part of vendor evaluation.

So your LinkedIn page cannot just look busy. It has to help unseen buyers trust the next step. Read the newsletter for how to solve this

https://buff.ly/6ZIyhEv

Some social posts get loads of clicks. Others actually stay with you.In today's blog, we'll discuss the difference betwe...
26/05/2026

Some social posts get loads of clicks. Others actually stay with you.

In today's blog, we'll discuss the difference between clickbait creative and the kind of content people genuinely remember. If you’ve ever wondered why some posts land and others vanish into the scroll, this one’s for you.

Give it a read here:
https://buff.ly/5DjtnzK

22/05/2026

Paid social spend is rising, but so is the pressure to prove what it actually does.

For B2B marketers, LinkedIn matters. It is brilliant for credibility, account targeting and thought leadership. But it should not be treated as the whole plan, or pushed straight into lead-gen panic before buyers have any reason to trust the brand.

Tom Platt and CJ are live on 3 June at 1pm to talk about how B2B paid social can earn its keep: LinkedIn’s real role, data setup, reporting, campaign timing and sales signals.

Join at https://buff.ly/l12U7gQ

20/05/2026

Every week there seems to be another bit of advice on how to “beat the algorithm”.

Post at this time. Use this hook. Borrow this trend. Say this in the first three seconds. Stand on one leg while holding a multipack of crisps. Probably.

Some of it is useful. Much of it is noise.

For FMCG brands, the smarter opportunity is to look at what social is showing you about shopper behaviour. What people ask. What they save. What they compare.

That is where social starts to work harder commercially.

This week’s newsletter is a practical one on why the algorithm is not something to game. It is something to read.

Read it here: https://buff.ly/g8oQ1uO

Calling all motion designers and visual creatives. 2026’s events list is live. From InMotion to regional meetups, here’s...
14/05/2026

Calling all motion designers and visual creatives. 2026’s events list is live. From InMotion to regional meetups, here’s where to see the best work.

https://buff.ly/usSOalI

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