{"id":1875,"date":"2026-07-14T12:30:18","date_gmt":"2026-07-14T12:30:18","guid":{"rendered":"https:\/\/samy.com\/?post_type=insight&#038;p=1875"},"modified":"2026-07-14T11:22:00","modified_gmt":"2026-07-14T11:22:00","slug":"brand-gravity-how-brands-earn-and-sustain-relevance-in-the-social-universe","status":"publish","type":"insight","link":"https:\/\/samy.com\/pt\/reports\/brand-gravity-how-brands-earn-and-sustain-relevance-in-the-social-universe\/","title":{"rendered":"Brand Gravity: How brands earn and sustain relevance in the Social Universe"},"content":{"rendered":"<h2 data-path-to-node=\"7,0\">Social is no longer a channel. It\u2019s an infrastructure.<\/h2>\n<p id=\"p-rc_f3879b08c774eb51-135\" data-path-to-node=\"8\"><span data-path-to-node=\"8,0\">The engine of modern brand growth<\/span><span data-path-to-node=\"8,2\">. The environment where your audience discovers, experiences, evaluates, and shares<\/span><span data-path-to-node=\"8,4\">.<\/span><\/p>\n<p id=\"p-rc_f3879b08c774eb51-136\" data-path-to-node=\"9\"><span data-path-to-node=\"9,0\">The strongest brands don&#8217;t just build campaign by campaign or channel by channel anymore<\/span><span data-path-to-node=\"9,2\">. They build <b data-path-to-node=\"9,2\" data-index-in-node=\"13\">Brand Gravity &#8211; <\/b>a sustained cultural pull built through continuous presence across creators, communities, algorithms, and culture<\/span><span data-path-to-node=\"9,4\">.<\/span><\/p>\n<h3 data-path-to-node=\"12\">Inside the Report:<\/h3>\n<ul data-path-to-node=\"13\">\n<li>\n<p id=\"p-rc_f3879b08c774eb51-138\" data-path-to-node=\"13,0,0\"><span data-path-to-node=\"13,0,0,0\"><b data-path-to-node=\"13,0,0,0\" data-index-in-node=\"0\">The &#8220;Two-audience problem&#8221; in an AI Era:<\/b> Why you must design simultaneously for Humans (seeking meaning) and Machines (evaluating authority for Generative Engine Optimisation)<\/span><span data-path-to-node=\"13,0,0,2\">.<\/span><\/p>\n<\/li>\n<li>\n<p id=\"p-rc_f3879b08c774eb51-139\" data-path-to-node=\"13,1,0\"><span data-path-to-node=\"13,1,0,0\"><b data-path-to-node=\"13,1,0,0\" data-index-in-node=\"0\">Creators as infrastructure, not media channels:<\/b> Moving past creators as mere campaign &#8220;amplifiers&#8221; and embedding them as trusted filters for human credibility<\/span><span data-path-to-node=\"13,1,0,2\">.<\/span><\/p>\n<\/li>\n<li>\n<p id=\"p-rc_f3879b08c774eb51-140\" data-path-to-node=\"13,2,0\"><span data-path-to-node=\"13,2,0,0\"><b data-path-to-node=\"13,2,0,0\" data-index-in-node=\"0\">Social-First marketing:<\/b> How to move away from low-fi &#8220;trendy slop&#8221; and actually design concepts from the ground up to play into the algorithm&#8217;s hands<\/span><span data-path-to-node=\"13,2,0,2\">.<\/span><\/p>\n<\/li>\n<li><strong>The Social Commerce galaxy:<\/strong> Navigating the seamless loop from inspiration to native purchase on platforms like TikTok Shop, YouTube, and Instagram.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3 data-path-to-node=\"15,0\">The Team<\/h3>\n<p>We\u2019ve brought together expert perspectives from across our teams to explore how relevance is earned, sustained, and converted:<\/p>\n<div class=\"container\">\n<div id=\"model-response-message-contentr_caaeedd28913a75a\" class=\"markdown markdown-main-panel enable-luminous-fast-follows enable-updated-hr-color stronger tutor-markdown-rendering\" dir=\"ltr\" aria-busy=\"false\" aria-live=\"polite\">\n<ul data-path-to-node=\"2\">\n<li>\n<p data-path-to-node=\"2,0,0\"><span data-path-to-node=\"2,0,0,0\"><b data-path-to-node=\"2,0,0,0\" data-index-in-node=\"0\">Milly Liechti<\/b> \u2013 Marketing Director UK &amp; US<\/span><\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"2,1,0\"><span data-path-to-node=\"2,1,0,0\"><b data-path-to-node=\"2,1,0,0\" data-index-in-node=\"0\">Alex Hill<\/b> \u2013 Global Chief Strategy Officer<\/span><\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"2,2,0\"><span data-path-to-node=\"2,2,0,0\"><b data-path-to-node=\"2,2,0,0\" data-index-in-node=\"0\">Sayan Khastagir<\/b> \u2013 Head of Research &amp; Insights (Northern Europe)<\/span><\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"2,3,0\"><span data-path-to-node=\"2,3,0,0\"><b data-path-to-node=\"2,3,0,0\" data-index-in-node=\"0\">Meredith Smith<\/b> \u2013 Global Head of Future Strategies<\/span><\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"2,4,0\"><span data-path-to-node=\"2,4,0,0\"><b data-path-to-node=\"2,4,0,0\" data-index-in-node=\"0\">Juliet Howes<\/b> \u2013 Influencer Marketing Director<\/span><\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"2,5,0\"><span data-path-to-node=\"2,5,0,0\"><b data-path-to-node=\"2,5,0,0\" data-index-in-node=\"0\">Joe Moring<\/b> \u2013 Social Media Director<\/span><\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"2,6,0\"><span data-path-to-node=\"2,6,0,0\"><b data-path-to-node=\"2,6,0,0\" data-index-in-node=\"0\">Robyn Saunders<\/b> \u2013 Executive Creative Director<\/span><\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"2,6,0\"><span data-path-to-node=\"2,7,0,0\"><b data-path-to-node=\"2,7,0,0\" data-index-in-node=\"0\">Eva Liu<\/b> \u2013 Social Commerce Director UK &amp; US<\/span><\/p>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<h3><\/h3>\n<h3><\/h3>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h3>[ <a href=\"https:\/\/drive.google.com\/file\/d\/1P9ZmOLxgW5iZuUs9eRtgA7Z1j2qnOKf6\/view?usp=sharing\"><b data-path-to-node=\"4,0\" data-index-in-node=\"2\">Access the Full Report Here<\/b> <\/a>]<\/h3>\n","protected":false},"featured_media":1876,"template":"","insight_category":[36],"class_list":["post-1875","insight","type-insight","status-publish","has-post-thumbnail","hentry","insight_category-thought-leadership"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.9 - aioseo.com -->\n\t<meta name=\"description\" content=\"Social is no longer a channel. 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