Brands are starting to get serious about Advocacy.

Few understand what it takes to build it.

Here’s the truth: You can’t buy real Advocacy. You have to earn it.

That’s exactly what Carol McEvoy (Head of Social, PR & Advocacy @ Symprove) has spent years perfecting. From gut health to brand health, Carol and her team have built one of the most genuinely trusted communities in wellness. No shortcuts. No gimmicks. Just real people sharing real experiences – because they want to.

Sitting down with Verity, Carol unpacks what brands get wrong about Advocacy. She shares expert insight & first-hand success tactics from Symprove’s journey to get things right, too.

Let’s get into why you should…

• Stop Confusing Advocacy With Influencer Marketing:Brands that rely solely on paid partnerships miss out on the organic, long-term impact of real brand fans. Carol explains why influencers can be Advocates, but not all Advocates are influencers.

• Build Advocacy From Within:Employees should be your first Advocates, as passionate teams create passionate communities. Learn how Symprove ensures its entire internal teambelieves in the product before asking anyone else to.

• Remember Anyone Can Advocate:Many brands fixate on creators, but true Advocacy happens in doctor’s offices, group chats, and real-life conversations. Symprove sees everyone who shares their experience (whether a creator, a professional, or a loyal customer) as a potential Advocate with the power to drive real impact.

• Forget The Shiny Objects:It’s easy to get distracted by trends and competitor noise, but real Advocacy isn’t built on hype. Carol shares how Symprove has stayed laser-focused on its mission, proving that word-of-mouth beats short-term marketing tricks every time.

Brand Advocacy is never a short-term hack. It’s a long-term advantage.

If you want your brand to survive the next decade, this is how you get Advocacy right.

Rate & review Building Brand Advocacy:

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Connect with Carol:

On LinkedIn

Via Symprove’s Website

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

Victoria on Cracking The Video Code

Lia on How To Win On Social in 2025

Your resident social media experts are here, deep diving on the most underrated tool in the modern social media toolkit – social search.

Right now, it’s the biggest missed opportunity you might not be talking about.

More than a buzzy phrase, properly utilizing social search will be a game-changer for brands looking to keep strategies fresh and stay ahead.

This week, Verity meets with the expert on why & how we should be embracing social search, Beth Thomas (Director of Social @ Frankly | ex-TikTok, ex-Deliveroo & one of LinkedIn’s Top 25 Marketers to Watch).

From tactical advice that will change the way you create for socials, to candid industry chats exposing how we’re all really feeling, this episode has it all.

(And yes, we really did go there.)

Tune it to learn:

• Why Social Search Is More Than A Trend: Forget SEO. Gen Z is using TikTok and Instagram as their search engines. But is your brand’s content searchable? From adding native text to tagging locations, Beth explains why every post needs to “teach” the platform what it’s about to get discovered by the right people.

• How To Get More From Your Creators: The best briefs are… brief. Beth emphasizes the importance of giving creators creative control while ensuring their work aligns with your brand’s identity. It’s about long-term partnerships, not micromanagement, to build trust, authenticity, and stronger Advocacy.

• Rethinking Trends & Discoverability: Beth challenges the trend-chasing mindset, urging brands to create with intention instead of blindly following the crowd. She also redefines discoverability: it’s not just about getting seen but connecting with the right audience.

• Building Community Without Burning Out: Everyone’s talking about building community, but not every brand needs to. Beth unpacks how to decide if it’s right for you and why responding to comments alone doesn’t make a community. For those ready to commit, she shares tactical ways to add real value to online spaces.

• Why Data’s The Secret Weapon In Your Social Strategy: Beth believes brands relying solely on third-party analytics tools are stuck in 2017. Learn how to leverage TikTok’s backend insights to track performance (hello, search data!) and adapt your strategy in real time.

Hit play. Level up your social strategy.

Rate & review Building Brand Advocacy:

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• Connect with Beth:

• On LinkedIn