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Sophie Lyall doesn’t believe in outsourcing your brain to AI.
As a Social Media Specialist and Founder of Social Exchange, she’s built her approach around something a lot of brands are quietly losing: nuance. Sophie is big on writing your own copy, trusting your instincts, and stepping back before you hit publish. In a world chasing volume and velocity, she’s playing the long game — voice, consistency, relationships, and content that actually earns attention.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
Keeping it real! Write the copy yourself. Finesse in AI, but resist the urge to let the machines do the work for you. Nuance and brand voice is everything.
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
We've had a few great posts work for clients - when there's something in it for the audience or where the content has really shown up the brand's personality. And great imagery always helps.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
The classic mistake is not taking that all important step back on a post before publishing. I think we're seeing it more and more as we swipe. Read it again, ensure it fits into the strategy you've taken all that time to create and if it feels a bit same/ same, have another crack. Take the time to add your point of difference.
4. What’s the metric you care about most and why?
That one depends upon the brand. With B2B clients we care a lot about leads or CTR. With highly creative content for a visually-enticing brand, we love good engagement/ comments and that all important final conversion.
5. What’s the best piece of advice you’ve ever been given about content or creativity?
Brand voice is so important - be consistent, take some creative risks if it feels right and never underestimate your instincts.
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6. What’s the worst advice you followed for way too long?
You have to post every day! You don't - quality over quantity! Seems obvious, right? Tell that to 2018 me.
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
Love me some Imperfects for keeping my head in check, and recently did a dive into Culture Bites - great advice on leadership, personality types, and getting the best out of yourself and your team.
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
I'm old school - big fan of a large notebook and writing everything down. I make lists, tick them off - I even add stuff to the lists I've already done so I can check back later. Still got the Asana subscription but the notebook is winning in 2026!
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
I focus on sharing useful, relevant content consistently. That’s how a brand builds trust, stays top of mind, and reaches the right people. And I work to hard to form great client relationships where trust is crucial there too.
10. What’s something about working in socials that doesn’t get talked about enough?
The lack of OFF button! If you find one, please let me know!
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