immediate future

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

Influence isn’t a content tactic. It’s a trust system. Buyers are building shortlists in feeds, communities and private chats, so impressions alone won’t shift decisions. Use the matrix to pick the right credibility source, then build proof people can repeat internally without feeling daft.

B2B “influence” fails when we treat it like a media plan.

Buyers want proof they can borrow, not polished noise.

Influence is a trust system.

Take a peek at the B2B matrix of influence to separate the personas and stop the muddle. Link buff.ly/oBuZdXf .

Trying to stay creative on fumes?
We wrote up my low‑effort habits + the design/creative sites that actually help.
Read it here: buff.ly/tdhmML7

Live in a few hours. 1pm BST.

Practical AI for marketing teams who've had enough of the hype. Jack Stanley, Rathbones. LinkedIn Live.
Join (or sign up and get the recording) at buff.ly/zVEvPSn

See you there.

A small behaviour change has made a massive difference to how people buy.
They still discover in feeds. Then they decide in private.

When we looked at food conversation (Brandwatch + Reddit), the biggest driver was reassurance. more in our newsletter buff.ly/efFsxkt

More followers ≠ more sales. What really matters is community the people who comment, share and keep coming back.
That’s what builds trust. That’s what drives growth.
If you’re still chasing numbers, it might be time to shift your focus.
👉 Read our latest blog buff.ly/FlKTzES

Everyone is obsessed with going viral, how many likes, and how many shares has my post got.
But in all honesty in the B2B buying world the content has to hit the spot. Think punchy hooks, not topics and you could be on to a winner.
Have a listen to more buff.ly/zHn2lg2

AI is already inside the platforms. The win is sorting the workflow around it so your team gets time to think, not just time to review more drafts.

Thu 5 March, 1pm BST. LinkedIn Live.
Jack Stanley, Rathbones.

Thank f**k, practical AI for marketers.

join at buff.ly/oqVTwCT

Chaos culture is the internet’s default language for attention in 2026, absurd humour, fast cuts, deliberate mess, meme logic, and creator-style storytelling that lives in comments and DMs. It matters because consumer behaviour has split: public feeds are entertainment and discovery, private spaces are where people verify and decide. Chaos earns shares and saves in dark social, which creates “invisible reach” you won’t see in neat attribution dashboards. The reward is distinctive memory and cheaper distribution in a crowded feed. The risk is real too: get it wrong and you dilute your meaning, look try-hard, or expose operational cracks when scrutiny spikes.

Chaos culture works because people are overwhelmed.

Fast, human, repeatable bits get carried forward. The fine line is trust.

Newsletter’s live

We’ve unpacked the rewards and the risks in this week’s newsletter at buff.ly/868yQPF

Reddit rewards authenticity, not polish. Here’s how brands can create content that actually performs. #redditmarketing #digitalstrategy #brandgrowth buff.ly/MxBJa2v

Loads of AI content. Almost none of it tells you how to deploy it inside an actual marketing team.

We Don't Have Time For This, ep 2.

Thu 5 March, 1pm BST.

Jack Stanley, Rathbones, joins me. Less noise, more operating model, sharper social.

Join at buff.ly/hpKiDre

Short-form video might dominate 2026, but stills are quietly doing the heavy lifting, clarity, trust, and conversions.
It’s not either/or. It’s both.
Full blog here 👉 buff.ly/KEy9SMY

Social commerce isn’t a tech story. It’s a human one. People are borrowing judgement in-feed because they don’t trust brand claims and they don’t have the time to do loads of research.

Questions, trust, checkout

That’s why the comments decide the sale.

Newsletter’s out. buff.ly/PbLLkaC

TikTok’s latest ad tools help entertainment brands target people who are ready to watch, buy or subscribe.
Less guesswork. More impact.
Ready to make some noise (the smart way)? Get in touch. or read our latest blog buff.ly/ZvGa2Nj
#SocialMedia #MarketingUK #TikTokMarketing #BookTok #BrandStrategy

Social is where people check you now, quietly, quickly, and often privately.
If your proof can’t be forwarded, it’s not doing enough work.
Newsletter link buff.ly/pRH0WGF

Social media work means constant awareness. This blog explores how saving your energy helps you stay informed, professional, and mentally well over time. #mentalhealth #onlinecare #socialwork #stayinformed buff.ly/yqQlVXf

A B2B buying decision rarely happens with one person. It’s usually a buying group with different roles, risks, and opinions, and the deal moves when your champion can explain the choice internally. That’s why forwardability matters more than engagement. Build proof based content that travels, one clear claim, evidence early, and assets that make finance, IT, procurement, and the internal cynic feel safe. Use AI for the boring production work, keep humans on judgement, proof, voice, and boundaries. If your content can’t be repeated with confidence, it stalls the deal.

Buying decisions are groups, risk, and internal forwarding. Tejal Patel’s best line: help the buyer influence the next person. Build proof that travels, make it easy to repeat internally. Blog link

buff.ly/lHyi1tj

If accessibility is still an afterthought, the #design isn’t done. Inspired by the V&A’s Design and Disability exhibition, our latest blog is about disability as a radical design force. Check out the link for more: buff.ly/0H39xqk

One campaign. Two very different D2C challenges. One set of results that made us smile.

Happy to chat about how we did this.

Most teams don’t need more content. They need more confidence.

That’s what Tejal Patel and I are talking about live on 5 Feb at 1pm. Multi-generational buying groups, trust cues, and how social fits into research and validation when nobody’s watching.
Register on the event. buff.ly/4ybTIFX

All hail the lurkers.
They don’t clap in public. They verify, compare, then share privately. That’s the behaviour shaping your shortlist.
New newsletter digs into what’s changed, why it feels harder, and how to build proof that travels.https://buff.ly/J6BJysv

Running Pinterest ads? There’s a new Media Planner in town

It’s designed to simplify campaign planning, audience targeting, and budget forecasting all in one place.

Worth a look if you like clarity over chaos. buff.ly/oh2v9of

#PinterestMarketing #PaidAdvertising #DigitalStrategy #SmallBusiness

Buyers are doing more of the journey without you. If you guess wrong, you don’t just miss, you get avoided.

Live 5 Feb, 1pm with Tejal Patel. Join us to find out how to stop winging it buff.ly/5CEyioc

Threads ads are live. The media story is boring. The trust story isn’t. Paid reach gets easier, credibility gets harder. That’s the shift. buff.ly/JcGSzQa

2026 visuals to use: lo-fi ‘low ink’, index layouts, micrographics, patchwork type—human > perfect. Read out blog #Designtrends #branding #Socialcontent buff.ly/HNXBzZs

I’m going live with Tejal Patel on 5 Feb at 1pm to talk buyer behaviour, trust cues, and how to build one narrative that travels so you stop rebuilding the same bloody thing five times.
Register on LinkedIn buff.ly/4ybTIFX .

What is Marketing & Psychology and is it worth reading? Marketing & Psychology: Understanding Customer Behaviour in a Digital World is a smart, accessible book by Luan Wise and Dr Tom Bowden-Green. It uses the ABC framework — Audience, Brand perception, and Choice evaluation — to bring behavioural science into real-world marketing. This isn’t fluff or tricks. It’s practical psychology you can apply to strategy, social media, and content. A great read for marketers tired of generic personas and short-term hacks. It’s rooted in academic rigour but easy to use. If you care about relevance, trust, and creative that works, this one’s a keeper.

If you’re in social or content and want a smarter way to think about customer behaviour, get Marketing & Psychology.

No hacks. No hype. Just real insight and a solid framework that works.

Wrote a proper review

buff.ly/GVPm6cd
#social
#socialmedia
#FYP
#Marketing
#Growth

Multi-generational buying groups create endless rewrites. We’ll show how to cut the rework.

Join us on 5 Feb, 1pm. Link buff.ly/4ybTIFX

Buying groups are mixed across generations, your content gets forwarded with opinions attached, and your week disappears.

Live with Tejal Patel, 5 Feb, 1pm. Join and we'll help you reach them all AND win back time buff.ly/4ybTIFX

Same campaign. Two countries. Two COMPLETELY different social strategies.
Motocaddy trusted us to make it work — and it did, the results speak for themselves.
Happy to chat about what we did or take a look buff.ly/OgD0YV3
#MarketingCaseStudy #InternationalMarketing #BrandStrategy #CustomerSuccess