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Gabi Lingard is proof that visibility isn’t vanity — it’s leverage. By treating her own socials like a client account, she’s turned personal branding into a growth engine, unlocking board roles, partnerships, and serious reach across LinkedIn and TikTok. From tapping into cultural moments like Scandoval to building content people didn’t know they needed yet, Gabi blends intuition with strategy in a way most brands are too cautious to try.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
Building my personal brand! I’ve forced myself to start treating my socials like I would a client’s, because it brings undeniable value. Through posting on LinkedIn, I’ve received board membership opportunities and new leads for my business. From posting on TikTok, I’ve created partnerships with fashion and fitness brands. It’s a testament to the statement, “visibility attracts opportunity.”
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
I capitalised on the #Scandoval moment from Vanderpump Rules by creating a TikTok that gave people a place to discuss the drama. It tapped into a viral cultural moment with cult appeal and hit 6M views, 680k+ likes and counting. I’ve never opened TikTok since without having a notification from that video.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
Playing it too safe with recycled, generic content. Social media is meant to be entertaining, and without originality or something new to react to, building real engagement is almost impossible.
4. What’s the metric you care about most and why?
Shares. They signal that content sparked conversation privately, which is often a stronger indicator of impact than likes and usually correlates with higher reach.
5. What’s the best piece of advice you’ve ever been given about content or creativity?“The chief enemy of creativity is good sense.” I think the best ideas often come from intuition, not logic. Silencing self-doubt to execute them is all part of the process.
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6. What’s the worst advice you followed for way too long?
To “just post it” without pushing back. Working in socials requires you to be a little bit audacious. Everyone will chip in on your work, because they’re social media users too. The right partnerships leave ego out of the conversation and put the customer first.
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
Funnily enough, a book about the history of humankind taught me more about marketing than anything else; Sapiens. I read it when I was 18, and it taught me that brands are imaginary constructs sustained by shared belief, stories and trust. So marketing is simply about selling a feeling that drives action.
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
I time-block, reward task completion, and tackle the hardest task first. The more resistance you build in your mind, the harder the task will be to complete.
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
I create ideas people didn’t know they needed before they knew they needed them.
10. What’s something about working in socials that doesn’t get talked about enough?The burnout and number of roles you juggle daily. Social media managers are designers, strategists, video editors, content creators, account managers and copywriters, all in one and often without credit.
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