Advocacy 101: Nailing Content, Building Creator Relationships & Winning On Platforms in 2025

The best brands aren’t just broadcasting. They’re building with their audiences.

Welcome to a special Advocacy 101 episode, where we remix four expert insights on what’s next into one tactical guide.

Jo Bird (Creative Consultant | ex-Lounge, ex-Gymshark), Holly Chapman (Head of Brand @ Papier), Victoria Blinova (Senior Strategic Partner Manager @ YouTube), and Lia Haberman (Creator Economy Expert) break down the key shifts shaping content, creators & the social media landscape in 2025.

Tune it to learn why you should:

Co-Create at Scale: Broadcast channels, TikTok Lives, and real-time audience input are more than engagement tools – they’re shaping the future of brand strategy. Hear how REFY, Gymshark, and Papier are turning everyday consumers into collaborators from Jo & Holly.

Balance Short-Form & Long-Form for Maximum Impact: Short form grabs attention, but long form builds deep relationships. Victoria & Holly know the smartest brands are mixing viral moments with docu-series, podcasts, and Substack sponsorships to create lasting impact.

Leverage Live Commerce & Personal Branding: Founders aren’t just behind the scenes anymore. Ben Francis (Gymshark), Aimee Smale (Odd Muse), and Ben Gallaga (Luxe Collective) prove that when brand leaders step in front of the camera, conversions skyrocket – as told by Jo.

Let Go, But With a Process: Handing over creative control to influencers sounds scary, but structured workflows make it seamless. Learn how the best brands are balancing creative freedom with clear KPIs and approval processes via Victoria.

Prepare For The Rise of Alternative Content: Carousels aren’t just photo dumps anymore. Swipe-left storytelling, Pinterest collages, and mid-form content are on the rise. Find out how to use them to stand out, from Lia.

Listen in. Take notes. Evolve your strategy.

Rate & review Building Brand Advocacy:

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Connect with Jo, Holly, Victoria & Lia:

On Jo’s LinkedIn

On Holly’s LinkedIn

On Victoria’s LinkedIn

On Lia’s LinkedIn

Catch their full episodes:

Jo on Brand Storytelling

Holly on Papier’s Brand Strategy