Brand, Marketing & Social Leaders: Know what’s worth backing on social, not just what to post next.
I help consumer brands understand what audiences are responding to across their category and culture, so your team or agency knows what to back, what to repeat and what to test next.
The result is a more evidence-led, repeatable way to plan social, rather than continually producing more content and hoping it works.
SOCIAL STRATEGY THAT HAS TURNED INTO REAL-WORLD RESULTS
“+20m views a year across organic and paid social campaigns.”
Superdrug
Social strategy across organic and paid
“5.4k to 1.2m TikTok views in 3 months.”
Market leading ice cream brand
Social strategy and content direction
“50m+ views from one campaign over 2 months.”
Coca Cola
Cultural and social campaign strategy
See what audiences are actually responding to now
Understand why certain ideas earn attention and participation
Identify the territories and ideas worth backing
Build repeatable social mechanics, hooks and formats
Brief your team, creators or agency more clearly
Know what to repeat, stop and test next
IF YOU'RE THINKING...
Are we making the right things, or just making more things?
Does our team or agency actually know what is worth backing next?
Are we learning enough from what has already worked?
How do we stay culturally relevant without chasing every trend?
How do we stop starting social planning from scratch every month?
I can help.
ALSO TRUSTED BY
When social content moves faster than your strategy, teams end up guessing what to post next.
Social moves faster than most planning cycles.
Without a clear way to understand what audiences are responding to and turn it into decisions, teams and agencies end up filling the calendar, recycling old playbooks or jumping on trends without knowing whether they are right for the brand.
The problem usually isn't a lack of content ideas. It's knowing which ones are actually worth backing.
Why make it a live social strategy system?
Because content gets expensive when the brief is unclear.
A weak steer means weaker hooks, wasted filming time, harder repurposing and your team or agency repeatedly starting again instead of building on what has already worked.
Sweet Spot turns live audience, category and cultural signals into a clear social planning system: what is worth backing, what to repeat, what to test next and why.
And if useful, that thinking can then be built into Claude or your chosen AI environment, giving your team a searchable system they can continue using after the original strategy work is finished.
No more fragmented social planning.
Just a clearer way for your team or agency to make better social decisions.
WHAT CHANGES WHEN THE STRATEGY GETS CLEARER
“Sweet Spot helped us move beyond generic wellness content and focus our marketing around real consumer behaviours and live market shifts. The strategy gave us clearer content territories, stronger messaging and a more relevant social direction, helping drive +267% video views and +300% reach.”
Tyler Woodward, Managing Director
Edensgate
Ready to know what's actually worth backing on social?
Let's look at where your current social planning is strong, where your team or agency is still having to guess, and what could be made more repeatable.
A focused conversation about what your team or agency is doing now, where the uncertainty is and what could be worth backing next.
WHY CULTURE MATTERS TO SOCIAL PLANNING
Kantar says brands that connect effectively with culture can grow x6 more than those that don't.
But cultural relevance isn't about chasing every trend.
It's about understanding what people care about now, what they're responding to and where your brand has a credible role to play.
That's the difference between simply joining the conversation and knowing which conversations are actually worth backing.
When your brand earns cultural relevance, content starts to work harder.
Source: Kantar Cultural Vibrancy Report 2025
+40% ROI
EFFICIENCY GAIN
+6x Growth
MARKET OUTPERFORMANCE
+200%
SALES UPLIFT
YOUR LIVE SOCIAL PLANNING SYSTEM
From live audience signals to clearer social decisions
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Social Planning Playbook
Turns audience, cultural and category signals into a clear view of what the brand should be backing, which audiences and occasions matter, and the role social should play.
Repeatable Social Mechanics
Defines the territories, hooks, formats and creative mechanics worth repeating and testing, giving your team, creators or agency a much clearer brief.
Decision & Learning System
Gives your team a repeatable way to use performance and audience response to decide what to continue, stop and test next, rather than resetting the plan every month.
If useful, the strategy can also be built into Claude or your chosen AI environment so the thinking stays searchable and usable.
Live Signal Updates
Refresh the strategy with new audience behaviour, cultural shifts and platform changes so the system continues to evolve rather than becoming another static strategy deck.
Deliverable: a practical social planning system that tells your team or agency what to back, what to repeat, what to test next and why.
WHO YOU ARE WORKING WITH
15+ years helping consumer brands make better digital and social decisions.
I've spent my career helping consumer brands understand changing customer behaviour and turn it into stronger digital, content and social strategy.
Sweet Spot combines senior strategic thinking with live social, search and cultural signals to understand what audiences are responding to now and what brands should do about it.
The difference is that the thinking doesn't disappear into a presentation. You get a practical system that your team or agency can continue working from.
Tina Thompson
Founder & Social Strategy Director
WHO YOU ARE WORKING WITH
TINA'S WORK HAS BEEN FEATURED IN & QUOTED ON
Where Sweet Spot fits
Diagnose
Understand where your current social planning is relying on assumptions, outdated learning or unclear briefs.
Build
Create the evidence-led social planning system, territories and repeatable mechanics.
Embed
Give your team or agency a usable way to brief, test, learn and plan what comes next.
Cultural Demand to Content
A fast way to uncover what your audience is already watching, sharing, questioning and responding to, then turn it into clearer content direction.
Make it reusable
If useful, build the strategic framework into Claude or your chosen AI environment so the thinking keeps working after the project.
Ready to know what's actually worth backing on social?
Let's look at where your current social planning is strong, where your team or agency is still having to guess, and what could be made more repeatable.
A focused conversation about what your team or agency is doing now, where the uncertainty is and what could be worth backing next.