[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fgabriella-molinari":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":154,"head_links":155,"breadcrumbs":142,"posts":159,"pages":137,"head":850},"Gabriella Molinari","","I've specialised in building end-to-end social strategies and scalable frameworks, whether that's defining content direction and channel roles or creating toolkits that enable teams to deliver social-first content consistently at scale.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":39,"page_content_modules":95,"hero":138},"Senior Social and Influencer Specialist","\u003Cp>Senior Social and Influencer Specialist. Joined Impression in March 2026.\u003C\u002Fp>\n\u003Cp>I’ve spent the last 6+ years working across social strategy, content and influencer activity, primarily in agency environments. I’ve led social media teams for brands including Holland and Barrett, Primark and Barbour, working across both UK and international markets. Across my roles, I’ve specialised in building end-to-end social strategies and scalable frameworks, whether that’s defining content direction and channel roles or creating toolkits that enable teams to deliver social-first content consistently at scale. A big part of my work has been shaping how brands show up on social in a way that’s both strategically sound and culturally relevant, ensuring content isn’t just well-produced, but genuinely built for how people discover and engage with content today.\u003C\u002Fp>\n\u003Cp>No two days are the same, which is what I love most about it. My time is split between working on existing accounts and supporting new business opportunities. That might look like building out social strategies, planning and scheduling content, exploring new areas like community management and employee-generated content, and working on pitches for new clients. Right now, there’s a real focus on defining what “good” looks like, from ways of working to the quality of output. It’s a genuinely exciting time to be part of the team, and I feel like I’m helping shape something from the ground up.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I decided to stop telling myself I couldn’t run. I couldn’t get past a couple of minutes without feeling like I’d forgotten how to breathe, but I stuck with it, and five months later, I ran a half-marathon. It’s something I’m really proud of, and it taught me a lot about what you can achieve when you stop talking yourself out of things.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Running has definitely become a big part of my life. It’s my go-to for clearing my head. I’m also a Pilates Princess, I love baking when I have the time, and I’m currently relearning Italian. Most of my time outside of work is spent with my four-year-old, which definitely keeps life busy (and fun)!\u003C\u002Fp>\n",[13,30],{"page":14,"link_text":29},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},37897,"98","2026-04-13 11:44:52","PR & Social","publish","closed","pr-social","2026-10-13 10:10:21",0,"\u002F?page_id=37897","page","0","raw","\u002Fpr-social\u002F","PR + Social",{"page":31,"link_text":34},{"ID":32,"post_author":16,"post_date":33,"post_date_gmt":33,"post_content":5,"post_title":34,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":35,"to_ping":5,"pinged":5,"post_modified":36,"post_modified_gmt":36,"post_content_filtered":5,"post_parent":15,"guid":37,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":38},38107,"2026-04-13 12:00:36","Influencer marketing","influencer-marketing","2026-06-30 11:11:02","\u002F?page_id=38107","\u002Fpr-social\u002Finfluencer-marketing\u002F",{"ID":40,"id":40,"title":41,"filename":42,"filesize":43,"url":44,"link":45,"alt":5,"author":46,"description":5,"caption":5,"name":47,"status":48,"uploaded_to":23,"date":49,"modified":49,"menu_order":23,"mime_type":50,"type":51,"subtype":52,"icon":53,"width":54,"height":55,"sizes":56},39204,"Gabriella-Molinari","Gabriella-Molinari.png",402234,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&q=90","\u002Fgabriella-molinari\u002F","12","gabriella-molinari","inherit","2026-06-09 15:36:31","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":57,"thumbnail-width":58,"thumbnail-height":58,"medium":59,"medium-width":60,"medium-height":61,"medium_large":62,"medium_large-width":63,"medium_large-height":64,"large":65,"large-width":66,"large-height":67,"1536x1536":68,"1536x1536-width":69,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":73,"post-thumbnail":74,"post-thumbnail-width":75,"post-thumbnail-height":76,"12_col":77,"12_col-width":78,"12_col-height":79,"default_landscape":80,"default_landscape-width":81,"default_landscape-height":55,"default_portrait":82,"default_portrait-width":55,"default_portrait-height":81,"6_col_and_margin_short":83,"6_col_and_margin_short-width":75,"6_col_and_margin_short-height":79,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":79,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":79,"staff_image_696_600":91,"staff_image_696_600-width":54,"staff_image_696_600-height":55,"rectangular_thumbnail":92,"rectangular_thumbnail-width":93,"rectangular_thumbnail-height":94},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[96],{"acf_fc_layout":97,"reduced":98,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":99,"posts":100},"author_posts",true,"Gabriella Molinari’s posts",{"data":101,"pages":137},[102,115,125],{"type_key":103,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":113},"post","Your audience may be smarter than your strategy document (Here’s what to do about it)","\u003Cp>As marketers, we love a good social media strategy document. It can turn chaos into something tangible and keep us focused. But while it’s great at mapping the destination, it can’t predict every twist and turn of the journey.  In 2026, the social media landscape doesn’t stand still; it’s a hyper-critical mix of rapid platform […]\u003C\u002Fp>\n","\u002Fblog\u002Fyour-audience-may-be-smarter-than-your-strategy-document\u002F","2026-07-15T16:15:25",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[111],{"name":4,"image":112},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002FGabriella-Molinari.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":114,"name":29},"\u002Fblog\u002Fcategory\u002Fpr-social\u002F",{"type_key":103,"title":116,"excerpt":117,"to":118,"postedAt":119,"readingTime":120,"image":121,"authors":122,"category":124},"Is your LinkedIn company page actually dead? (Probably not, but your strategy might be)","\u003Cp>Thinking of giving up on posting to your LinkedIn company account? Don’t. Every marketer knows the feeling. You spend an afternoon drafting a polished update, get it signed off against the brand guidelines, hit publish… and watch it get buried by the algorithm. Aside from a few loyal colleagues typing “Great insight!” after a direct […]\u003C\u002Fp>\n","\u002Fblog\u002Fis-your-linkedin-company-page-dead\u002F","2026-07-15T14:58:27",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Faidin-geranrekab-2GLXBhbTa7E-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[123],{"name":4,"image":112},{"to":114,"name":29},{"type_key":103,"title":126,"excerpt":127,"to":128,"postedAt":129,"readingTime":130,"image":131,"authors":132,"category":134},"Participation vs. Adaptation: How to navigate social media trends","\u003Cp>The rules of social have changed, and what used to work – the polished grid, the aspirational aesthetic, the carefully scheduled campaign- has given way to something faster, looser and a lot more demanding.  Platforms have increasingly been moving away from aesthetics and towards keeping people entertained. And audiences have moved with them. Take TikTok, […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-navigate-social-media-trends\u002F","2026-06-10T10:16:03",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fberke-citak-0cpyFsSUiSc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[133],{"name":4,"image":112},{"to":135,"name":136},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing","1",{"type":139,"style":140,"title":141,"heading":4,"intro":11,"services":12,"breadcrumbs":142,"photo":57,"social":154},"author","dark","Meet the Team",[143,146,149,152],{"path":144,"name":145},"\u002F","Home",{"path":147,"name":148},"\u002Fabout\u002F","About Us",{"path":150,"name":151},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":153,"name":4},null,{"twitter":5,"linkedin":5},[156],{"rel":157,"href":158},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fgabriella-molinari\u002F",[160,478,662],{"id":161,"date":162,"date_gmt":162,"guid":163,"modified":107,"modified_gmt":107,"slug":165,"status":19,"type":103,"link":106,"title":166,"content":167,"excerpt":170,"author":171,"featured_media":172,"comment_status":20,"ping_status":20,"sticky":169,"template":5,"format":173,"meta":174,"categories":177,"collections":179,"coauthors":180,"class_list":182,"acf":190,"head_links":191,"breadcrumbs":192,"url_path":106,"search_description":176,"featured_image_urls":199,"authors":234,"type_nicename":245,"reading_minutes":108,"category":246,"yoast_title":175,"yoast_meta":248,"yoast_json_ld":304,"_links":428},39510,"2026-07-15T16:15:23",{"rendered":164},"\u002F?p=39510","your-audience-may-be-smarter-than-your-strategy-document",{"rendered":104},{"rendered":168,"protected":169},"\n\u003Cp>As marketers, we love a good social media strategy document. It can turn chaos into something tangible and keep us focused. But while it’s great at mapping the destination, it can’t predict every twist and turn of the journey. \u003C\u002Fp>\n\n\n\n\u003Cp>In 2026, the social media landscape doesn’t stand still; it’s a hyper-critical mix of rapid platform updates and fleeting trends. Our job is to help brands navigate that reality.\u003C\u002Fp>\n\n\n\n\u003Cp>But if your brand is struggling with this, there is one uncomfortable truth you may need to come to terms with: your audience might be moving faster and acting smarter than the strategy you designed to reach them.\u003C\u002Fp>\n\n\n\n\u003Cp>To understand why, let’s first look at what’s actually changed. Because whilst social media itself has evolved, the biggest shift has been in the people using it.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-evolution-of-the-social-media-consumer\">The evolution of the social media consumer\u003C\u002Fh2>\n\n\n\n\u003Cp>It would be impossible for us to talk about why audiences are so savvy today without first looking at the evolution of social media over the last two decades.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1532\" height=\"864\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fevolution-of-social-media.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-39518\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>The 2000s (Experimentation):\u003C\u002Fstrong> Social media was fun and messy. We learned the basic mechanics of posting, setting up profiles, and building communities.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>The 2010s (Curation):\u003C\u002Fstrong> The era of the “creator.” Aesthetics took over, and we began obsessing over algorithms, influencers, and personal branding.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>The 2020s to Today (Critique):\u003C\u002Fstrong> After 20+ years online, audiences understand the marketing playbook. They actively participate in shaping conversations, and they can easily spot manufactured authenticity, lazy trend-jacking, and out-of-touch brands.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>This evolution has created an audience that no longer simply consumes marketing; they actively analyse it.\u003C\u002Fp>\n\n\n\n\u003Cp>Today, there are more than \u003Cstrong>5.79 billion social media users worldwide.\u003C\u002Fstrong> That isn’t billions of users sitting quietly waiting to be sold to. It’s billions of users who have become media-literate, who investigate, question and interpret everything they see.\u003C\u002Fp>\n\n\n\n\u003Cp>And that media literacy hasn’t happened by accident. It’s the result of more than two decades of people growing up alongside social media, learning how platforms work, watching creators build brands and, perhaps most importantly, gaining access to more information than ever before.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"information-is-no-longer-just-brand-owned\">Information is no longer just brand-owned\u003C\u002Fh2>\n\n\n\n\u003Cp>Back in the early days of social media, consumers were more likely to take what a brand said at face value. Today, that information is only the starting point, and your campaigns are just the conversation starter.\u003C\u002Fp>\n\n\n\n\u003Cp>A single brand post instantly transforms into comment sections, creator reactions, Reddit discussions, Google searches, and AI summaries.\u003C\u002Fp>\n\n\n\n\u003Cp>So, people aren’t just seeing what your brand says anymore.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>They’re comparing products on TikTok\u003C\u002Fli>\n\n\n\n\u003Cli>They’re searching Reddit for genuine recommendations\u003C\u002Fli>\n\n\n\n\u003Cli>They’re fact-checking claims\u003C\u002Fli>\n\n\n\n\u003Cli>They’re reading reviews\u003C\u002Fli>\n\n\n\n\u003Cli>They’re asking AI to summarise everything they’ve found\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The data reflects this shift.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>41% of Gen Z now turn to social media first when looking for information about a brand to fact-check claims, compare products, and find reviews.\u003C\u002Fli>\n\n\n\n\u003Cli>92% of consumers trust recommendations from real people more than ads.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>In other words, people no longer form an opinion of your brand from one polished Instagram post. Their perception is built by connecting the dots between your website, PR coverage, creator content, comment sections, reviews and everything else they can find online.\u003C\u002Fp>\n\n\n\n\u003Cp>Comments become discussions. Creator reactions become interpretations. Reddit threads become recommendations. Google searches become the highlight reel. AI summaries become the speaker notes.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1534\" height=\"858\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fsocial-media-development.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-39520\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"authenticity-is-an-expectation-not-a-differentiator\">Authenticity is an expectation, not a differentiator\u003C\u002Fh2>\n\n\n\n\u003Cp>When audiences have spent years learning how social media works and have access to all of this information, should we really be surprised that they’re so quick to spot when something doesn’t feel authentic?\u003C\u002Fp>\n\n\n\n\u003Cp>Because audiences understand how the algorithm works and recognise when an influencer has been handed a script, they have developed an incredibly sharp instinct for what feels forced or performative.\u003C\u002Fp>\n\n\n\n\u003Cp>If you try to fake it, they will call you out.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>We have seen consumer reactions dictate multi-million-dollar creative decisions (think back to the massive public outcry that forced Paramount to completely redesign the Sonic the Hedgehog movie character). We see it in the rapid backlash against non-inclusive makeup shade ranges, tone-deaf brand trips and campaigns that simply don’t align with a brand’s values.\u003C\u002Fp>\n\n\n\n\u003Cp>And the reason for that is simple: \u003Cstrong>people buy from brands they trust.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"704\" height=\"714\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fugly-sonic.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-39522\" style=\"object-fit:cover;width:200px;height:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Right now, 81% of consumers say they need to trust a brand before they buy from it. If a brand shows up in a way that feels disconnected from its values or tries too hard to manufacture authenticity, that trust can quickly be eroded.\u003C\u002Fp>\n\n\n\n\u003Cp>So while attention might get your brand seen, trust is what drives long-term advocacy.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-brands-can-win-in-a-media-literate-world\">How brands can win in a media-literate world\u003C\u002Fh2>\n\n\n\n\u003Cp>We aren’t telling you to throw out your strategy document. But your strategies must leave room to adapt.\u003C\u002Fp>\n\n\n\n\u003Cp>After all, if your audience is constantly evolving, your strategy needs to be able to evolve with them. The brands that are winning today aren’t the ones trying to predict every conversation before it happens – they’re the ones building strategies that are flexible enough to respond when it does.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"1-listen-continuously-not-just-at-the-start\">\u003Cstrong>1. Listen continuously, not just at the start\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Social listening shouldn’t be a one-off exercise you do while writing your strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>One of the very first things many of us do when building a strategy is social listening. We want to understand what people are already saying about our brand, what they care about and how they perceive us. But the question is: are we stopping there?\u003C\u002Fp>\n\n\n\n\u003Cp>Your audience is telling you what they think every single day. The brands that continue listening long after the strategy has been signed off are the ones most likely to stay relevant.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"2-stop-reacting-to-every-piece-of-culture\">\u003Cstrong>2. Stop reacting to every piece of culture\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Not every TikTok trend or meme deserves a brand response.\u003C\u002Fp>\n\n\n\n\u003Cp>The brands that win aren’t the ones desperately showing up everywhere; they are the ones showing up in the right places, for the right reasons.\u003C\u002Fp>\n\n\n\n\u003Cp>Before jumping on a trend, ask yourself: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Does our brand genuinely belong in this conversation? \u003C\u002Fli>\n\n\n\n\u003Cli>Are we adding value, or are we simply trying to stay relevant?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Sometimes, saying nothing is a stronger strategic decision than saying something for the sake of it. Learn more about why your brand shouldn’t jump on every trend \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-navigate-social-media-trends\u002F\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"3-treat-consumers-as-co-creators\">\u003Cstrong>3. Treat consumers as co-creators\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>Look at brands like REFY. \u003C\u002Fp>\n\n\n\n\u003Cp>They have scaled to over £100 million in annual sales because they don’t treat their audience simply as buyers. They put their audience at the centre of the brand, actively collecting feedback and turning customers into co-creators.\u003C\u002Fp>\n\n\n\n\u003Cp>Their audience isn’t simply the outcome of their marketing – it’s an active part of shaping it.\u003C\u002Fp>\n\n\n\n\u003Cp>By continuously listening, testing and adapting, they’ve created a brand that evolves alongside its community, rather than trying to catch up with it.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002FREFY.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-39524\" style=\"width:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-bottom-line\">The bottom line\u003C\u002Fh2>\n\n\n\n\u003Cp>Your audience isn’t necessarily trying to outsmart your marketing strategy. They are simply moving faster than traditional, static strategy documents were ever designed to accommodate.\u003C\u002Fp>\n\n\n\n\u003Cp>To build a digital reputation that cuts through the noise, you need a strategy that goes beyond platform trends, leaves room for rapid adaptation, and recognises your audience as active participants in your brand’s story.\u003C\u002Fp>\n\n\n\n\u003Cp>Because the best strategy documents don’t try to predict every twist and turn. They provide a clear direction while leaving room to evolve as audiences, platforms and culture inevitably change.\u003C\u002Fp>\n\n\n\n\u003Cp>Sources for stats quoted in this article:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.hootsuite.com\u002Fsocial-media-statistics\u002F\">\u003Cstrong>\u003Cem>Hootsuite, 2026\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsproutsocial.com\u002Finsights\u002Fsocial-media-statistics\u002F\">\u003Cstrong>\u003Cem>Sprout Social, 2026\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fpulse\u002F92-consumers-trust-peer-recommendations-over-ads-theinsidersnet-nufle\u002F\">\u003Cstrong>\u003Cem>The insiders, 2026\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thomsonreuters.com\u002Fen-us\u002Fposts\u002Fhuman-rights-crimes\u002Fgen-z-purchasing-power\u002F\">\u003Cstrong>\u003Cem>Thomson Reuters, 2025\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003C\u002Fp>\n",false,{"rendered":105,"protected":169},230,39530,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":175,"_yoast_wpseo_metadesc":176,"inline_featured_image":169,"footnotes":5},"Is Your Social Media Strategy Falling Behind? | Impression","Is your social media strategy failing to keep up with a highly media-literate audience? Learn how to build a flexible plan that drives results. Read more.",[178],363,[],[181],362,[183,103,184,185,186,187,188,189],"post-39510","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-social",[],[],[193,194,197,198],{"path":144,"name":145},{"path":195,"name":196},"\u002Fblog\u002F","Blog",{"path":114,"name":29},{"path":153,"name":104},{"thumbnail":200,"medium":202,"medium_large":204,"large":206,"1536x1536":210,"2048x2048":212,"post-thumbnail":214,"12_col":216,"default_landscape":218,"default_portrait":220,"6_col_and_margin_short":222,"11_col_and_margin":224,"9_col_rectangle":226,"11_col":228,"staff_image_696_600":230,"rectangular_thumbnail":232},{"url":109,"width":201,"height":201},640,{"url":203,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":205,"width":63,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":207,"width":208,"height":209},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":211,"width":69,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":213,"width":72,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":215,"width":75,"height":76},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":217,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":219,"width":81,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":221,"width":55,"height":81},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":223,"width":75,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":225,"width":85,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":227,"width":87,"height":88},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":229,"width":90,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":231,"width":54,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":233,"width":93,"height":94},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fandrej-lisakov-2DRhWtKVPs8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[235],{"id":171,"path":236,"display_name":4,"job_title":10,"description":6,"avatar_url":112,"acf":237},"\u002Fabout\u002Four-team\u002Fgabriella-molinari\u002F",{"job_title":10,"full_bio":11,"specialist_service_links":238,"photo":243},[239,241],{"page":240,"link_text":29},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"page":242,"link_text":34},{"ID":32,"post_author":16,"post_date":33,"post_date_gmt":33,"post_content":5,"post_title":34,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":35,"to_ping":5,"pinged":5,"post_modified":36,"post_modified_gmt":36,"post_content_filtered":5,"post_parent":15,"guid":37,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":38},{"ID":40,"id":40,"title":41,"filename":42,"filesize":43,"url":44,"link":45,"alt":5,"author":46,"description":5,"caption":5,"name":47,"status":48,"uploaded_to":23,"date":49,"modified":49,"menu_order":23,"mime_type":50,"type":51,"subtype":52,"icon":53,"width":54,"height":55,"sizes":244},{"thumbnail":57,"t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You spend an afternoon drafting a polished update, get it signed off against the brand guidelines, hit publish… and watch it get buried by the algorithm. Aside from a few loyal colleagues typing “Great insight!” after a direct plea in your internal Slack channel, the organic reach feels frustratingly close to zero.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s easy to look at the explosive growth of personal brands and conclude that corporate channels are dead. But they aren’t. The game hasn’t ended; the playbook has simply changed.\u003C\u002Fp>\n\n\n\n\u003Cp>To win in the modern B2B landscape, you have to stop treating your corporate profile as a high-volume content engine and start treating it as a \u003Cstrong>social landing page\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-do-company-pages-struggle\">\u003Cstrong>Why do company pages struggle\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There’s a real gap in reach between personal and corporate profiles at the moment. People buy from people, not logos, and that shows up in the numbers: founder-led content and Employee-Generated Content (EGC) regularly outperform corporate accounts, pulling in up to \u003Cstrong>five times more engagement\u003C\u002Fstrong> and \u003Cstrong>five times more reach\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>Seeing that gap, a lot of teams overcorrect. They pour all their effort into personal posting and let the company page go quiet.\u003C\u002Fp>\n\n\n\n\u003Cp>That’s a mistake, for one simple reason: people discover you through your employees, but they check you out through your company page.\u003C\u002Fp>\n\n\n\n\u003Cp>When someone comes across a sharp post from your CEO or one of your engineers, the next thing they do is click through to the company they work for. At that point, they’re treating your page exactly like they’d treat your website, as proof that you’re real, active and worth their time. If what they find is a page that hasn’t posted in three months, that trust starts to wobble, no matter how good the original post was.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"two-jobs-not-one\">\u003Cstrong>Two jobs, not one\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>A good B2B social strategy splits the work between people and the page.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Your team’s personal profiles create the hook:\u003C\u002Fstrong> they move quickly, jump into live conversations, and get attention without needing to go through a brand filter.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Col start=\"2\" class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Your company page is the anchor: \u003C\u002Fstrong>it shows you’re consistent, holds your core messaging, gives a sense of what it’s actually like to work with you, and turns a curious visitor into an actual lead.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"three-things-worth-doing-differently\">\u003Cstrong>Three things worth doing differently\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If your page is really a landing page, it doesn’t need constant feeding. It needs to be built for conversion, not volume.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"write-for-clarity-avoid-jargon\">\u003Cstrong>Write for clarity; avoid jargon\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Someone landing on your page should understand what you do within a few seconds. Your tagline and About section should say plainly what problem you solve and for whom; think of it as the hero copy on your website, not a chance to squeeze in every industry term you can think of.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"let-your-employees-do-the-heavy-lifting\">\u003Cstrong>Let your employees do the heavy lifting\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Rather than asking your design team to churn out generic graphics, use the page to curate what your people are already saying. Reshare a good post from a product lead, feature a customer story, pull in an executive’s take on something topical. It keeps the page alive without you having to manufacture content from scratch.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"post-less-but-post-better\">\u003Cstrong>Post less, but post better\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Stacking up several low-effort posts in a short space of time tends to get you throttled rather than rewarded; the algorithm spreads visibility thin to keep feeds balanced. One or two strong pieces a week, properly built, an original piece of research, a well-put-together case study, will do more than five rushed ones.\u003C\u002Fp>\n\n\n\n\u003Cp>None of this works as a one-off fix. It’s an ongoing balance between giving your people room to post naturally and keeping the company page doing its job in the background.\u003C\u002Fp>\n\n\n\n\u003Cp>Sources for stats quoted in this article:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.entrepreneur.com\u002Fgrowing-a-business\u002Forganic-reach-on-linkedin-is-cratering-heres-how-to\u002F497713#:~:text=New%20data%20from%20AUthoredUp%20shows,Not%20quite%20yet.\">Entrepreneur, 2025\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.refinelabs.com\u002Farticle\u002Fpersonal-linkedin-engagement-vs-company-page\">Refine Labs, 2025\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n",{"rendered":117,"protected":169},39505,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":490,"_yoast_wpseo_metadesc":491,"inline_featured_image":169,"footnotes":5},"Is Your LinkedIn Company Page Dead? (How to Fix Your Strategy) | Impression","Struggling with your LinkedIn company page strategy? Discover why your corporate page isn't dead and how to rebuild it for conversion. Read 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rules of social have changed, and what used to work – the polished grid, the aspirational aesthetic, the carefully scheduled campaign- has given way to something faster, looser and a lot more demanding. \u003C\u002Fp>\n\n\n\n\u003Cp>Platforms have increasingly been moving away from aesthetics and towards keeping people entertained. And audiences have moved with them. Take TikTok, for example, its engagement rate hit 3.7% in 2025, up \u003Cstrong>49% year-on-year,\u003C\u002Fstrong> the highest of any platform, and notoriously where trends originate. And according to Kepios data…\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>64.8% of Instagram users now say they come to the platform for entertaining and funny content. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>People aren’t following brands for product updates anymore. They’re there to be entertained.\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsproutsocial.com\u002Finsights\u002Fsocial-media-statistics\u002F\"> \u003C\u002Fa>Which means the pressure to participate in trends has never been higher. \u003C\u002Fp>\n\n\n\n\u003Cp>But that doesn’t mean every trend is right for every brand.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-brands-getting-it-right\">\u003Cstrong>The brands getting it right\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The brands doing best on social right now aren’t the ones reacting to everything. They’re the ones comfortable enough to let things pass them by, which is a harder skill than it sounds. \u003C\u002Fp>\n\n\n\n\u003Cp>When creating content for social media, there’s constant pressure to be first, to prove you’re across it all and to show up everywhere. But audiences can immediately spot when a brand is forcing something that doesn’t feel organic to them, and they’re quick to call them out in the comments. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"244\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002FPrimark-tiktok-500-1-second.gif\" alt=\"\" class=\"wp-image-39055\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Because that panicked “\u003Cem>how do we make this trend work to get more views\u003C\u002Fem>” energy isn’t just making you feel like you’re constantly behind, it’s actively eroding trust with your audience. That’s why, a lot of the time, a misfire often does more damage than simply sitting a trend out.\u003C\u002Fp>\n\n\n\n\u003Cp>But there is hope. Some brands consistently get this right, like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.tiktok.com\u002F@primark?lang=en-GB\">Primark\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.tiktok.com\u002F@sistersandseekers?lang=en-GB\">Sisters and Seekers\u003C\u002Fa>. The key difference is that they aren’t just successful because they move fast; they’re successful because they have a clearly defined tone, and trends slot naturally into it. The personality was already there. The trend just gave it somewhere to go.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"240\" height=\"426\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002FPrimark-tiktok-vertical-1-240.gif\" alt=\"\" class=\"wp-image-39058\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"participation-vs-adaptation\">\u003Cstrong>Participation vs. Adaptation\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Not every brand naturally fits every trend –  and that’s where adaptation works better than direct participation.\u003C\u002Fp>\n\n\n\n\u003Cp>Brands don’t need to recreate a meme or use trending audio to stay relevant. Often, it’s enough to borrow the elements that make content feel platform-native: faster cuts, on-screen text, familiar formats, and strong social-first hooks. This creates content that feels current without trying too hard.\u003C\u002Fp>\n\n\n\n\u003Cp>And sometimes, the smartest way to join a cultural moment is through community management alone, putting your brand in the conversation without creating any new content at all.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"knowing-when-to-show-up\">\u003Cstrong>Knowing when to show up\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Once you’ve figured out how you want to show up, the next question is whether you’ve left it too late. Although not the biggest factor, speed does play a role in the success of a trend. Every trend moves through the same four stages, and where you land in that cycle matters more than most brands realise.\u003C\u002Fp>\n\n\n\n\u003Cp>A trend usually starts in a \u003Cstrong>niche,\u003C\u002Fstrong> typically creator-led, early adopter territory. This is where there’s a lot of potential if you’re paying attention, but at this stage, you’ll likely see a delayed response to your content as the trend starts to pick up. \u003C\u002Fp>\n\n\n\n\u003Cp>Then it hits a \u003Cstrong>peak\u003C\u002Fstrong>: which is mainstream visibility, you’ll often see higher engagement, and at this stage, it’s still worth joining if you move quickly. \u003C\u002Fp>\n\n\n\n\u003Cp>After that comes \u003Cstrong>saturation\u003C\u002Fstrong>, when every brand piles in at once and audiences start switching off and moving onto the next trend. \u003C\u002Fp>\n\n\n\n\u003Cp>And finally, \u003Cstrong>decline\u003C\u002Fstrong>, where participation just reads as slow, and you’re unlikely to get any interaction.\u003C\u002Fp>\n\n\n\n\u003Cp>The length of each stage depends on the trend itself, but no matter the theme, the stages remain the same. Most brands arrive at stage three (saturation). The bottleneck is almost always internal: approvals, sign-offs, rounds of feedback that eat up the window of opportunity entirely. \u003C\u002Fp>\n\n\n\n\u003Cp>So, understanding this lifecycle doesn’t just help you move faster; it gives you a concrete case to make internally for why speed matters. “\u003Cem>We’re starting to see this trend fall into the saturation phase, and if it does, we’ll miss the opportunity for engagement\u003C\u002Fem>” is a much stronger sense of urgency than “\u003Cem>here’s a trend I’m seeing a lot, we should jump on it\u003C\u002Fem>“.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"before-you-commit-ask-yourself-four-things\">\u003Cstrong>Before you commit, ask yourself four things\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If you’ve identified which trend you want to post, you’ve decided how you’re going to do it, and you’re pretty certain your audience will want to see it on your feed. \u003C\u002Fp>\n\n\n\n\u003Cp>This is when you should stop and run your trend through this criteria before spending time and resources on it:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Is our audience actually engaging with this?\u003C\u002Fli>\n\n\n\n\u003Cli>Would it feel natural for us to join?\u003C\u002Fli>\n\n\n\n\u003Cli>Can we bring something original, or are we just adding to the noise?\u003C\u002Fli>\n\n\n\n\u003Cli>Are we early enough for it to still land?\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>If your answers are mostly no’s, skip it. That’s not a failure of creativity; it’s a strategic call.\u003C\u002Fp>\n\n\n\n\u003Cp>The brands getting this right in 2026 aren’t the fastest ones in the room. They’re the most self-aware. Trend participation works when it feels like a natural extension of who you already are, not a bid to seem relevant. \u003C\u002Fp>\n\n\n\n\u003Cp>Know your brand, pick your moments and when you do show up, make it count.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Sources for stats quoted in this article:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsproutsocial.com\u002Finsights\u002Fsocial-media-statistics\u002F\">Sprout Social, 2026\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdatareportal.com\u002Fsocial-media-users\">Datareportal, 2025 \u003C\u002Fa>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",{"rendered":127,"protected":169},39063,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":674,"_yoast_wpseo_metadesc":675,"inline_featured_image":169,"footnotes":5},"Participation vs. Adaptation: How to navigate social media trends | Impression","Learn why brands like Primark and Sisters and Seekers succeed by choosing adaptation over participation. Master the 4 stages of the social media trend 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