The Myth of Ever-Changing Social

About this video

With Ruth Lee, Senior Director at Citypress. Ruth detailed how social isn't changing as chaotically as we’re told – it’s grounded in timeless communication fundamentals. The best brands succeed by mastering consistency, understanding people, and not chasing every trend. Highlights: Fundamental 1: You’re always talking to people → listen, learn, and fuel conversation. Fundamental 2: People adapt to tools → trends matter, but cultural fit matters more. Fundamental 3: If it’s good, they’ll stay → shortform works, but story is king. Don’t hide behind links – give people full value inside the platform. Paid + Organic need to work together – don’t silo efforts. Be funny, if it fits – or partner with those who are. AI is useful, but homogenisation is a risk – protect brand voice.