Let's Wrap-Up The Brand Advocacy Summit: London 2025

Expert Insights have landed!

Brand Advocacy Isn't a Tactic. It’s the Future of Growth.

This report distills the sharpest insights, toughest truths, and most actionable strategies from the Brand Advocacy Summit: London, 2025.

Five sessions. Industry leaders from fashion, beauty, wellness, and social.

One big question:
What does it take to build a brand people actually Advocate for in 2025?

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What's to come:

The conversations were sharp, honest, and full of tactical advice.

Here's a few takeaways from the stage, for a taste of what you'll find in the full Insights Report...

The Experience Economy: Turning Feelings Into Advocacy

🎤 Speakers:

Pascale Montaner @ Kurt Geiger,

Louisa O’Connor @ Seen Presents

💥 Takeaways:

Memorable experiences drive momentum. Think beyond the moment, build something worth sharing after it ends.
IRL activations are content engines. Make every physical space a backdrop for Advocacy, not just social posting.
Great brand experiences don't just entertain, they emotionally connect.

Social Search: The Future of Discovery

🎤 Speaker:

Beth Thomas @ Frankly

🔥 Takeaways:

Social platforms are indexing like search engines. If you’re not optimising metadata (captions, text, hooks), you’re invisible.
Understand the lifecycle of content: fast (reactive, trend-led) builds momentum; slow (evergreen, searchable) builds brand.
Discovery is now the KPI. Think in questions and create content that answers them.

Gen Z Unfiltered: How to Build Brands They Actually Care About

🎤 Speakers:

Lara Stallbaum @ Twirl,

Rosie Donoghue @ Umberto Giannini

💥 Takeaways:

Gen Z doesn’t want perfect, they want relatable. Raw UGC outperforms branded gloss when it comes to trust.
TikTok isn’t just for reach, it’s your new product page. Invest in content that educates and connects.
The creator needs the freedom to speak in their voice. Brands that try to control the message will lose relevance.

The YouTube Evolution: Why It’s More Than Just a Channel

🎤 Speaker:

Chloe McCullough @ JD Sports

🔥 Takeaways:

Episodic storytelling and creator-led series are outperforming one-off campaigns. Consistency is currency.
Community building comes before conversion. Know your audience, optimize for their habits, then layer in commerce.
Treat YouTube like a platform and a strategy. It's search, social, and TV in one. Plan accordingly.

Building Community That Lasts in 2025

🎤 Speakers:

Emily Mitchell @ Tropic Skincare,

Lucy Murray @ Freesoul,

Paul Hickey @ SAMY Alliance

💥 Takeaways:

Community starts when your customers talk to each other, not just to you.
Real belonging can’t be forced. You earn it through consistency, value, and participation.
Don’t chase scale too early. Start small, listen hard, and build trust before reach.

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With thanks to our kind partners...

Want more?

Full panel recordings will drop soon on the Building Brand Advocacy podcast. Follow on Apple or Spotify to make sure you don’t miss them.

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This page will be updated with more actionable resources, more content, and more shareable snippets, too.