SocialMinds - A Social Media Marketing Podcast
SocialMinds sets out to make social media second nature for any marketer. Be a fly on the wall as our host, Eve, goes behind the scenes of the best global brands in the game, and extracts actionable insight from their experts, for you. Including bi-weekly interviews with guests like Ryanair, Formula 1, Innocent Drinks, as well as fluff-free bulletins on important platform updates, this top-rated podcast is designed to provide unfiltered access to the most coveted names in the industry, wherever they are in the world.
S1 E288 · Wed, April 16, 2025
How Surreal Turns Failure Into a Roadmap For Success | John Thornton, Surreal
In a space where failure is hidden from a wider audience, Surreal embrace the imperfect . A challenger brand within the staid world of cereal marketing, Surreal have emerged as a distinct voice. John Thornton, Senior creative at Surreal breaks down the process of embracing your marketing bluffs and peeling back the veneer of the so cial economy .
S1 E287 · Mon, April 14, 2025
SOCIAL IN SIX [093]
SocialChain strategy and innovation director Gareth Harrison joins Mil to unpack this month’s Social in Six updates. This time, that’s an update on TikTok’s ban in the US, which has been extended again; a handful of updates from Meta to improve social SEO and make creator partnerships easier; and LinkedIn’s new Trends page that curates videos based on trending workplace topics. Elsewhere, Snapchat has launched a new ad format in Sponsored AI Lenses, while YouTube Shorts has changed the way it measures views. Got a question or suggestion for the Social Minds podcast? Get in touch at socialminds@socialchain.com .
S1 E286 · Wed, April 09, 2025
How Weetabix Reinvented Itself Without Losing Its Legacy | Lorraine Rothwell, Weetabix
“Have you had your Weetabix?” is an iconic ad slogan as any. But post-pandemic, though Weetabix had become part of online conversations, it wasn’t necessarily translating to consumers’ shopping baskets. In this episode, Lorraine Rothwell, head of marketing at Weetabix, shares the story of how the brand reconnected with its core demographic while remaining relevant to younger audiences. Discover how social informed ad creative, the power of nostalgia in marketing, and how Weetabix continues to surprise and delight without losing its heritage roots.
S1 E285 · Mon, April 07, 2025
What Emerging Technology Means for Creativity | Sabrina Godden-Tuma, Vodafone
AI is the hot topic on everyone’s lips. One which, if you ask most creatives, will be spoken of with some level of selfish scepticism. But what do you do when a company built on the good of tech has their own department of creatives? This conversation is full of honest questions, thought-provoking answers, and candid discussions on how Ai is actually impacting creativity inside and outside of our studios, Don’t expect another narrative on how “AI is coming for our jobs” (it might yet) but come away feeling educated on how to make it work for you.
S1 E284 · Mon, March 31, 2025
How to appear in search results as social shapes SEO | Hannah Walker, Reddit
Social is changing the face of search and, with that, the impact on how brands and products are discovered has also shifted. Reddit is among the platforms capitalising on this - tapping into consumer habits of adding ‘Reddit’ to the end of every search term, making the brand name the 6th most-Googled term in the US. In this episode with Hannah Walker, Reddit’s Head of Mid-Market for the UK, we find out why platforms are leaning on AI to elevate their search offerings, how brands can benefit from Reddit’s curious community through both paid and organic, and what their behaviour tells us about what Redditors want from the brands they buy from. Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com
S1 E283 · Wed, March 26, 2025
Why Every Brand Needs a Data-Driven Mindset | Nick Bamber, Domino’s
Every time you order a Domino’s pizza, you’re interfacing with countless data-driven touchpoints – whether it’s suggested items or Dom the P izza T r acker telling you your Pepperoni Passion is in the oven. In this episode, Nick Bamber, d igital and data d irector at Domino’s, unpacks why the brand sees itself as a data company first and a pizza business second . He reveals how leveraging smart data and AI resulted in 10 million app users , the learnings from Domino’s ’ journey to become “the Netflix of pizza” , and the future of food delivery in an increasingly digital world.
S1 E282 · Mon, March 24, 2025
How Brands and Marketers Need to Plan as Social Commerce Explodes | Nilam Atodaria, TikTok
TikTok Shop has taken over everyone’s For You Page in the last 12 months, and that’s in no small part down to the commerce ambitions of the business. Layer onto that the way TikTok has (and continues to) change the creator economy, and you’re left with an extremely actionable conversation for brands and mark eters that will leave you empowered and educated to perform on your commerce objectives whilst still prioritising creativity and content – crucially, how the two must work together if brands are to compete in 2025 and beyond.
S1 E281 · Wed, March 19, 2025
How Primark Converts Social Buzz to IRL Sales | Kymberley Thomson, Primark
For years, Primark thrived without an online presence, but post-pandemic, that had to change. In this episode, Kymberley Thomson, senior global social media and community manager at Primark, takes us through the retailer’s social evolution - from having no ecommerce channel to building an engaged digital audience. Find out how to adapt a bricks and mortar retail strategy for online conversations, why community isn’t just a nice-to-have, and the role social plays in new product development and overarching campaigns. If you want to understand how retail brands can win on social without selling online, this one’s for you.
S1 E280 · Mon, March 17, 2025
SOCIAL IN SIX [092]
On this episode of Social in Six, Mil is joined by Callum Woodbridge, senior creative at SocialChain. Together they cover all the headlines you need to know from the world of social, including TikTok Shop’s new feature to get you buying top products, LinkedIn rolling out comment impressions and Pinterest’s plan to stop AI images taking over the feed. Plus, two updates from Instagram, including a possible new standalone Reels app and testimonials for Partnership Ads. Finally, they give you the lowdown on a new study that says TikTok is the top media channel for short-term ROI. Got a question or suggestion for the Social Minds podcast? Get in touch at socialminds@socialchain.com .
S1 E279 · Wed, March 12, 2025
How Very Media Group Is Redefining Retail Media | Laura Jones, Very Media Group
Retail media is booming, and Very Media Group is making big moves to stay ahead. In this episode, Laura Jones, head of Very Media Group, breaks down how the brand is moving beyond its catalogue roots to create scroll-stopping content, data-driven insights, and collaborations with over 2000 brand partners. Expect to hear about how social slots into the full marketing funnel, why balancing brand and performance is crucial, and what’s next for retail media.
S1 E278 · Mon, March 10, 2025
Why Brands Need to Match Creator-Led Challenger Brands | Sunna van Kampen, Tonic Health
Creator-led brands are on the rise, and heritage brands with decades of equity are finding themselves threatened and losing market share. In this episode, social-born brand Tonic Health speaks on the value of using only social, how being an entrepreneur-fronted brand impacts your approach to transparency, and what most brands don’t realise they’re doing wrong. Expect plenty of candour on what real audiences want, and a welcome reality check on how we can all work to improve and compete with our new competitors.
S1 E277 · Wed, March 05, 2025
How Kopparberg Used Meaning to Win Millennials Back from Fad Trends | Nancy Dales, Kopparberg
Last Summer, Kopparberg decided they needed to win back the favour of customers who’ve turned to trends like craft beer and chicken wine. To do so the brand made an unexpected but genius collaboration with Melanoma Fund, tapping into audiences’ interest in skincare and health at peak summer (Kopparberg’s time to shine). In this episode, Nancy Dales, brand manager at Kopparberg breaks down the case study of that Summer campaign – what worked, what didn’t, and what brands inside and outside of the drinks category can learn from it. Expect to hear the value of physical PR, strategically ignoring social trends, and enabling constant communication amongst your agencies.
S1 E276 · Mon, March 03, 2025
How Yorkshire Tea Uses Northern Charm to Own its Category | Dom Dwight, Taylor’s of Harrogate
Yorkshire Tea is a well-loved social-first brand leading its category in market share – hard to believe when you consider it was once t he underdog amongst its multinational competitors . So how did the brand flip the script? By leaning into what made them different: their Northern-ness. In this episode, Dom Dwight, s trategy and i nnovation d irector at Taylor’s of Harrogate, breaks down Yorkshire Tea’s approach to social and brand building . Expect insights on the power of consistency, how social went from a novelty to a central part of t he brand’s media planning, and how Yorkshire Tea is trying to get more Gen Z ers popping</spa
S1 E275 · Mon, February 17, 2025
SOCIAL IN SIX [091]
On this episode of Social in Six, SocialChain strategist Chelsea Noronha joins Mil to break down the latest headlines from social. This time that includes: an update on TikTok US, LinkedIn’s new video features for desktop users, and YouTube’s latest partnership to get you posting Shorts. Chelsea and Mil also cover two updates from Instagram, including the platform’s CapCut clone and some changes to the grid. Finally, they break down how Meta’s fact checking program, set to launch next month, will work. Got a question or suggestion for the Social Minds podcast? Get in touch at socialminds@socialchain.com .
S1 E274 · Tue, February 04, 2025
Manchester City FC: How Fans Are at the Centre of City’s Social Strategy | Paul Handler
Football clubs’ social output is a different ball game to traditional B2C brands. As one of the world’s most beloved, Manchester City must both use its channels to please die-hard fans whilst enticing the emerging. In this episode, City’s head of social media and international content, Paul Handler, tells us what makes their fans tick and how their strategy facilitates that. Expect to learn how to convert passion into engagement, why leveraging your content archive is crucial, and how to proactively keep a reactive mindset. Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com .
S1 E273 · Fri, January 17, 2025
SOCIAL IN SIX – TIKTOK US SPECIAL
On a special episode of Social in Six, Mil and our creative director Jake are talking all about TikTok’s imminent ban in the US. They cover everything that’s happened so far, what the short- and long-term impacts of a nationwide ban would be, and what that could mean for the future of social. Plus, they’re ensuring your social strategy is prepared for every possible scenario come Monday with some actionable advice for brands. Download our free fact guide for brands here: https://www.socialchain.com/social-minds/industry/the-tiktok-us-ban-everything-you-need-to-know/ Got a question or suggestion for the Social Minds podcast? Get in touch at <span class= "TextRun Underlined SCXW3807220 BCX0" lang="EN-GB" xml:lang="EN-GB" data-
S1 E272 · Mon, January 06, 2025
Pinterest: What Pinterest Predicts 2025 will look like for brands and marketers | Louise Richardson, Pinterest (Europe)
Pinterest Predicts is the not-yet-trending report that fuels brands and marketers’ plans - and consumers’ wildest imaginations – every year. And, every year, we sit down with Pinterest’s director of marketing for Europe, Louise Richardson, to learn how these trends to be will shape what we wear, eat, dress, decorate with, plan, drive, and experience throughout the next 12 months. No matter your job title, no matter your brand’s category, no matter your personal passions – this report is a non-negotiable for you to sink your teeth into. If you want to start and stay ahead of the curve, that is. You can find Pinterest Predicts 2025 here: https://business.pinterest.com/en-gb/pinterest-predicts/ And access and track Pinterest’s wealth of search data and insights all year round right here: https://trends.pinterest.com/
S1 E271 · Mon, December 16, 2024
SOCIAL IN SIX [090]
On this episode of Social in Six, Mil and Eve cover two updates from Instagram: a Trials update for Reels, and its latest new features for Broadcast Channels. They also discuss what Australia’s social media ban means for brands, how TikTok is allegedly hoping to boost shopping with TikTok Mini apps, and YouTube’s latest slate of updates to facilitate brand and creator partnerships on platform with BrandConnect. Finally, they cover an ads update from Meta that gives your Traffic campaigns increased flexibility. Got a question or suggestion for the Social Minds podcast? Get in touch at socialminds@socialchain.com .
S1 E270 · Mon, December 02, 2024
Duolingo: How Social Creates Word of Mouth Buzz for Duolingo | Rebeca Ricoy, Duolingo
When the language learning app’s owl mascot, Duo, first appeared on our TikTok screens, marketers and audiences alike couldn’t look away from the unhinged comedy bits and hilarious community engagement. Now, as Duolingo looks to build on its success and evolve the brand for the future, we sit down with its Regional Marketing Director for Europe & LATAM, Rebeca Ricoy, to learn what the future holds for Duo and the other ensemble cast of characters you interact with on the app. Expect to hear why the brand wasn’t shy to embrace its intimidating reputation, how they approach local vs global social, and how social is just one piece of a much larger marketing plan. Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com .
S1 E269 · Mon, November 18, 2024
SOCIAL IN SIX [089]
On this episode of Social in Six, Mil and our associate creator director Emma break down two updates from Instagram, including mythbusting on sponsored content and the news that the platform shows less popular videos in lower quality. Elsewhere, TikTok is tinkering with a new shopping integration, and LinkedIn has some tips to get you optimising for mobile. Plus, YouTube wants to make it easier for you to partner with Shorts creators, and finally, microblogging platforms Bluesky and Threads have seen an uptick in usership following the US election. Got a question or suggestion for the Social Minds podcast? Get in touch at socialminds@socialchain.com .
S1 E268 · Fri, November 08, 2024
From scroll to sale: the past, present and future of social commerce with TikTok Shop, SocialChain and Brave Bison
Only a decade ago, social platforms were purely that: social. But what started out as places for people to connect and catch up with family and friends has now become an altogether different space. Nowhere is this transformation more evident than TikTok. From entertainment to discovery to search to sale, the explosion of social commerce means TikTok has effectively become a microcosm of the customer journey, launching its ecommerce platform TikTok Shop in 2021. Hear more tips from Jackie, Hannah and Gareth as they took to the SocialMinds LIVE stage to prepare your brand for the future of social commerce. Click below to watch the full session with insights including: How to diversify your digital footprint cost-effectively through testing Why listing your products on TikTok could be enough to get you started The benefits of letting influencers work across your sale funnel Download our key takeaways report from SocialMinds LIVE now.
S1 E267 · Wed, November 06, 2024
Fireside Chat: Creator Special with Natalie O'Leary, BBC Radio 1 | SocialMinds Live Manchester 2024
The creator economy is barely twenty years old, but already, it’s dramatically changed the social landscape for brands and marketers. Audiences crave real life, not challenge videos; excessive gifting is seen as out of touch, not aspirational; and TikTok has levelled the playing field by making creators out of everyday people sharing their stories. But if there’s one thing creators know how to do, it’s adapt. Creators are testing and learning, leaning into new content formats and features, and even building empires of their own. And old-school influencers who made a name for themselves on YouTube have diversified their platforms and income streams as their audiences have grown with them. Play back the live podcast now and find out Nat and Amelia's tips for how brands, like creators, can thrive on social amid constant change. Expect to learn: Whether platforms or creators dictate the changes we see on social How to balance staying up to date with trends with creating a sustainable content strategy Why your brand should be partnering with creators across every social platform Download our key takeaways report from SocialMinds LIVE now.
S1 E266 · Mon, November 04, 2024
SocialChain's Next Chapter with CEO Jacinta Faul | SocialMinds Live Manchester 2024
This year marks 20 years since Facebook was founded. It's also the year SocialChain celebrated its tenth birthday and welcomed its new CEO Jacinta Faul. Talk about milestone moments. One month into her role, there was no better time for Jacinta to sit down with our CMO Hannah Baker to look back on the past ten years - and pull out some predictions for the future - than at SocialMinds LIVE. For our second Mini Cini session at SocialMinds LIVE: Future Casting Social’s Next 20, Jacinta sat down in conversation with our CMO Hannah Baker to give social marketers insight into what the future holds. Watch the session back now to find out: What Jacinta’s learnt from over a decade working at the front lines of digital Why Gen Z talent are the “Swiss Army knives” of our marketing teams What marketers need to do right now to stay ahead next year Download our key takeaways report from SocialMinds LIVE now.
S1 E265 · Fri, November 01, 2024
How to leverage local on social with Greene King | SocialMinds Live Manchester 2024
Real people. Real stories. Real moments. Locally created social content can connect with your customers more than generic brand content ever could. At least, that’s the thinking behind Greene King’s social strategy. Leveraging its local teams was a mammoth task for the pub chain, which owns over 2,000 pubs and multiple sub-brands across the country. But with over five million fans across its social channels, the UK’s biggest pub retailer and brewer is clearly doing something right. In this episode from SocialMinds Live, discover how you can balance global brand building with leveraging local communities on social, including: How to empower your employees to be creators Why you should produce a framework for success (Hint: You don’t want local teams sharing memes every day) What you can do to get buy-in from internal stakeholders Download our key takeaways report from SocialMinds LIVE now.
S1 E264 · Thu, October 31, 2024
Forecasting the future feed with Reddit, TikTok and Meta | SocialMinds Live Manchester 2024
Social is no longer just about being social. It’s a place where people buy, are entertained, become influenced or even find their dream job. And it’s even poised to be a powerful search and discovery channel – look at Search Ads Campaign on TikTok. With so much change on the horizon, how can marketers make sense of social’s evolving role in their broader marketing mix? There’s no one better placed to answer this question than the platforms themselves. At SocialMinds LIVE: Future Casting Social’s Next 20, senior marketing leaders from TikTok joined Meta and Reddit to discuss what the future feed looks like and how marketers can equip themselves for the next decade of social. Listen to this epsiode to discover evolving trends and features shaping the future of marketing, including: Why real people are the influencers of today and tomorrow How messaging platforms will become hot spots for advertising The benefits of immersing your brand in niche communities Download our key takeaways report from SocialMinds LIVE now.
S1 E263 · Tue, October 29, 2024
How AI actually solves problems for marketers with SocialChain and Brave Bison | SocialMinds Live Manchester 2024
Video editing, images and even podcasts. With generative AI tools cropping up for almost every creative skill, there’s no doubt AI enables us to work faster. But that could come at a cost. AI is already making it quick and easy for marketers to get answers, but is it also making us get complacent? At SocialMinds LIVE, SocialChain strategist Chelsea Noronha and group strategy director Ric Hayes sat down with Brave Bison’s director of AI and creative Matt Garbutt to deep-dive on all the practical ways our proprietary AI tool AudienceGPT can challenge us as much as help us, and how we as marketers can balance efficiency with a need to stay curious. In one of four live podcast sessions at SocialMinds LIVE: Future Casting Social’s Next 20, Matt, Ric and Chelsea shared their insights on the practical ways AI can enhance your marketing strategy in 2025 and beyond. Listen to this podcast discover how AI can make you a better marketer with tips including: Why you should prevent simplicity from getting in the way of curiosity How to tap into an audience’s empathy – a superpower we’ve never had before What it takes to become a whizz with AI
S1 E262 · Mon, October 28, 2024
The Brand Panel with ITV Studios, Monzo, Surreal and Lick | SocialMinds Live Manchester 2024
Only a decade ago, brands existed on the fringes of social. Now, entire businesses are built and marketed around it. Impressive, right? Even more so when you remember that two decades ago, most social apps we use today hadn’t even been invented. Twenty years on, how are Monzo, Surreal and Lick – three brands who owe a lot of their success to their thriving social channels – integrating this into their wider marketing mix? And how are traditional publishers like ITV Studios adapting to a social-first mindset as the lines between content and broadcast blur? Catch up with the panel now and you’ll learn: Amie’s content hack that saved you time creating content and gives you more time building innovative ideas What ‘brandformance’ is and why it’s top of the priority list for Surreal’s marketing team in 2025 Claire’s top tip for your internal teams to make your storytelling shine. You can also watch the full panel over on our website. https://www.socialchain.com/social-minds/insights/the-brand-panel-with-itv-studios-monzo-surreal-and-lick/ Got a question or suggestion for the Social Minds podcast? Get in touch at socialminds@socialchain.com .
S1 E261 · Mon, October 21, 2024
SOCIAL IN SIX [088]
This time on Social in Six, Kieran and Mil cover two updates from TikTok, including a keyword search ad update and a new partnership that’ll help you get more people shopping in store. They also cover Facebook’s facelift to get Gen Z usership on the rise, two new updates from Snapchat, and a surprising update from Instagram. Finally, Pinterest’s Halloween report is here to give you inspo for your seasonal cotntent. Got a question or suggestion for the Social Minds podcast? Get in touch at socialminds@socialchain.com .
S1 E260 · Mon, October 07, 2024
Canva: When Local Social Works and How To Implement It | Lachlan Stewart, Canva
As a global platform used by businesses, creatives, and entrepreneurs (and everybody in-between), Canva must create content that not only showcases its capabilities but also connects with diverse international markets, each using the platform for different reasons. Joining us today to discuss Canva's 'Truly Local' strategy is Lachlan Stewart, Social Lead at Canva. He shares insights into the challenges, investments, and successes that have come from the brand's commitment to localised social over the past year – offering valuable lessons from Canva’s journey. Get in touch at socialminds@socialchain.com . Plus make sure you register for SocialMinds LIVE in Manchester while you can, as places are limited! Just head to socialchain.com/event.
Bonus · Tue, October 01, 2024
Your Invitation to SocialMinds LIVE | Returning to Manchester
Join us at Ducie Street Warehouse in Manchester on Wednesday 16 th October for a day filled to the brim with expert brand speakers, platform workshops, and live podcasts with some of social media’s brightest minds. Register for free at socialchain.com/event.
S1 E259 · Mon, September 23, 2024
SOCIAL IN SIX [087]
This time on Social in Six, we’re back with a very familiar update for YouTube Shorts, LinkedIn’s push for more vertical video content, and TikTok’s decision to let you edit videos after posting. Plus there are a few key updates to Ads on Facebook and Instagram including better API access for Reminder Ads, and Instagram changes the rules of play for its increasingly popular Broadcast Channels. We’re here to simply break it down for you. Got a question or suggestion for the Social Minds podcast? Get in touch at socialminds@socialchain.com .
S1 E258 · Mon, September 09, 2024
Liquid Death: Why Ignoring Advertising’s Rules Produces the Best Creative | Andy Pearson
Liquid Death only launched in 2019 and has already cemented its place in consumer’s hearts and creatives’ bucket lists. It’s taken the simplest commodity - water - and built a rich universe of personality, creativity and credibility around it, that’s turned a product into an entertainment property. In this episode we’re joined by Liquid Death’s VP of creative, Andy Pearson, who shares with us the creative decisions, crazy brainstorms, and love for comedy which made Liquid Death the third most-followed beverage brand in the world on social. Forget everything you know about advertising. This is a masterclass in redefining what brands can achieve when you throw out the rule book. Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com . Download your copy of our latest white paper here.
S1 E257 · Mon, August 19, 2024
SOCIAL IN SIX [086]
On today’s episode of Social in Six, our associate creator director Emma Lyskava joins our content marketer Mil to break down X’s lawsuit against ad safety nonprofit Global Alliance for Responsible Media (GARM) and discuss Instagram’s analytics changes that put views front and centre. We also cover YouTube’s new ad type for livestreams, LinkedIn giving newsletters a boost with paid, a small but handy update from Instagram, and a much-requested TikTok feature. Download your copy of the white paper here. Got a question or a suggestion for the SocialMinds podcast? Get in touch at social.minds@socialchain.com .
S1 E256 · Wed, August 07, 2024
SocialChain: Why Brands Should Aim Higher Than Authentic on Social | Eve Young and Georgia Hill
“Authentic”. It’s one of marketing’s biggest buzzwords. Authenticity has become brands’ North Star on social, but what does that word actually mean? Our content marketer Melissa Harvey wants to find out. In this episode, Melissa’s diving into SocialChain’s brand-new white paper Forget Real: Why Brands Should Aim Higher Than Authentic on Social. Together with its contributors, senior creator Eve Young and midweight creator Georgia Hill, they uncover why brands should stop trying to be authentic and start holding themselves accountable instead; why your setbacks shouldn’t be swept under the rug; why self-righteousness is failing brands as a creative play; and how you can build genuine community that equates to more than just followers. Download your copy of the white paper here. Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com .
S1 E255 · Mon, July 22, 2024
SOCIAL IN SIX [085]
On this week’s Social in Six, we’re sharing the latest on TikTok’s answer to virtual influencers: Digital Avatars, and an expansion of its Out of Phone ad placement. We discuss Instagram’s exciting addition to Reels regarding audio and an update to its Collab Posts, plus X’s decision to introduce downvotes and Pinterest’s new AI image editing tool. Got a question or suggestion for the Social Minds podcast? Get in touch at socialminds@socialchain.com .
S1 E254 · Mon, July 08, 2024
RNIB: On Making Accessible Creative Content an Achievable Ambition | Helen Dutson & Holly Tuke
If you saw Jeremy Allen White’s Calvin Klein ad, count yourself lucky. It was shared without ALT text, so blind and partially sighted people couldn’t join the fun. That was until RNIB schooled us all. Behind every sassy, creative, and inventive post from the Royal National Institute of Blind People is an important message: People with sight loss exist. Social media content manager and previous copywriter for Specsavers’ agency, Helen Dutson, and RNIB’s social media officer Holly Tuke, who’s registered blind are on a mission to show social media that accessible content is achievable, necessary, and rich ground for creativity. In this episode we got a lesson in what scrolling through social is like for someone with sight loss, how to make truly accessible content, who’s doing it well, and how platforms can improve their features. Got a question or a suggestion for the SocialMinds podcast? Get in touch at social.minds@socialchain.com .
S1 E253 · Mon, June 17, 2024
SOCIAL IN SIX [084]
This week on Social in Six, we’re joined by SocialChain senior strategist Gareth to break down the top stories circulating in social right now. On the agenda are two updates from Instagram – the first being a test for text overlays and different image ratios in Carousels, and the second being unskippable in-feed video ads. We also discuss TikTok replacing its Creator Centre with new TikTok Studio, X launching new analytics (with a catch), and LinkedIn implementing yet another AI ad tool. Finally we unpack findings from a new Pinterest report, which offers some key insights into getting attention on the platform. Got a question or suggestion for the Social Minds podcast? Get in touch at socialminds@socialchain.com .
S1 E252 · Mon, June 03, 2024
Oatly: How to Keep Your Creative Edge as the Brand Matures | Sarah Sutton, Global Media Director – Oatly
Oatly’s punk reputation needs no introduction, but its new media plan does. The brand is scaling up and growing up. So how can Oatly’s provocative ads and content stay that way, while it steps into this next, more mature, phase? In this episode we’re joined by its Global Media Director, Sarah Sutton, to reveal when brands are over-strategising, why Oatly still won’t write TOV guidelines (I know, I know) and how they’re approaching social reactive and creator partnerships after watching the rest of us do it first. Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com .
S1 E251 · Wed, May 29, 2024
Deconstructing a Captivating Campaign: SharkNinja & SocialChain | SocialMinds LIVE 2024
A good social strategy should be a lot of things. But the best ones are built around, and for, the fans. Go behind the curtain of a campaign that dominated the FYP page in 2023: SharkNinja’s fan-first approach promoting the Ninja Creami on TikTok. And discover how you too can build campaigns that outlast you. Hear from SharkNinja director of social media & influencers, and SocialChain’s head of influencer Amelia Wollaston, and senior strategist Gareth Harrison. Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com .
S1 E250 · Wed, May 22, 2024
Building Robust Measurement: Angie French, SocialChain & Brave Bison | SocialMinds LIVE 2024
Measuring social’s effectiveness can be a minefield. We all want to create more effective outcomes for our brands through social, but social media’s KPIs often seem disconnected to marketing effectiveness principles. That’s what we aim to clarify through this panel discussion – with Ric Hayes, SocialChain group strategy director; Hannah Kimuyu, Brave Bison MD of performance; and Angie French, founder of ALF Consulting. In this, they simplify what it means to know how hard your ads are working – and show you exactly where to start. Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com .
S1 Enull · Mon, May 20, 2024
SOCIAL IN SIX [083]
In this instalment of Social in Six, we’re joined by SocialChain strategist Kieran Hughes to break down the latest social updates. This time that includes collaboration posts from TikTok, an algorithm change from Instagram, and several new premium ad types from TikTok. We also talk about Meta and TikTok’s new crackdown on AI generated content, Instagram’s plan to grow Threads’ userbase further, and what Adam Mosseri had to say on Reels best practice. Got a question or suggestion for the Social Minds podcast? Get in touch at socialminds@socialchain.com .
S1 E248 · Wed, May 15, 2024
Building Engaging Campaigns: With Meta, LinkedIn & Pinterest | SocialMinds LIVE 2024
What should we, as brands, be doing to make our campaigns more engaging and, ultimately, more effective? There’s no one better to ask than those who write the rules of engagement – the platforms themselves. At SocialMinds LIVE 2024 we put three of the major social players around the same table to find out – algorithm be damned - what formats, campaigns and ad solutions really drive engagement on their respective channels. Hear from Tobi Demuren, head of advocacy marketing at LinkedIn; Matthew Siberry, head of home at Pinterest UK; and Molly Rajanathan; agency solutions at Meta. Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com .
S1 E247 · Wed, May 08, 2024
Building Communities at Scale: With American Express Global Business Travel, MOB & SocialChain | SocialMinds LIVE 2024
Our first panel at SocialMinds LIVE in London asked one simple question: how can brands bin the buzzword and build a genuine community? Answering our question was Leah Silverlock, global director of social media at American Express GBT; Jake Gauntlett, head of content at MOB; and Tom Bellamy, SocialChain’s executive creator director. But here’s the catch: how we define community and how the wider industry defines it, is wildly disconnected. Through this discussion and the following Q&A, we set the record straight and set brands on the right path. Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com .
S1 E246 · Mon, April 29, 2024
Building a Brand Worth Talking About: With Oatly’s Sarah Sutton | SocialMinds LIVE 2024
Join us from the SocialMinds stage in London, as we go behind the scenes of the ODMC (the Oatly Department of Mind Control) to find out what makes a distinctive brand on social. Hear from Sarah Sutton, global media director for the illustrious Oatly, as we learn how vowing to be consistently inconsistent has enabled everyone’s favourite oat drink to build reams of brand equity. Plus, listen as your questions get answered in our Q&A section. Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com .
S1 E245 · Mon, April 15, 2024
SOCIAL IN SIX [082]
This week on Social in Six, we’re talking about Instagram’s latest move into collaborative social, with Blend, TikTok’s push into shopping ads and search, and YouTube’s focus on creator-led shopping. Elsewhere, Facebook’s rules for video uploads have changed, while Reddit and LinkedIn both have exciting updates to their ads offering, branching into generative AI, live events, and Connected TV or CTV. Got a question or suggestion for the Social Minds podcast? Get in touch at socialminds@socialchain.com .
S1 E244 · Tue, April 02, 2024
Surreal: How To Make People Care About Product | John Thornton
This episode is proudly sponsored by Riverside.fm. Click here to try it for yourself, and use the code socialminds to get 15% off any available plan. What we learned this episode: saying people don’t care about product-focused posts isn’t true. What today’s guest says, is they don’t care by default. Doesn’t mean you can’t make them. That guest is John Thornton, senior creative at Surreal and ex-SMM & copywriter at Innocent Drinks. Surreal’s product posts and ads make people care - as do Innocent’s. So in this episode, we’re on a mission to find out how the hell John does it. Why do some brands just *get* how to make their product pop, while other brands are in the trenches? Expect to learn where self-awareness trumps ‘story’, why “soft outrage” often equals success, and how you’re probably breaking that promise you made to humanise your brand. Got a question or a suggestion for the SocialMinds podcast? Get in touch at social.minds@socialchain.com https://creators.riverside.fm/SocialMindsPodcast <span style="font-family: Helvetica; mso-fareast-font
Bonus · Tue, March 19, 2024
SocialMinds Live is back, and we’re heading to London!
SocialMinds Live is back, and we’re heading to London! Listen to this quick update to get the lowdown, and be among the first to register your interest to hear Oatly, SharkNinja, American Express and more, in the flesh. To find out more, visit https://www.socialchain.com/event/
S1 E243 · Mon, March 18, 2024
SOCIAL IN SIX [081]
This episode is proudly sponsored by Riverside.fm. Click here to try it for yourself, and use the code socialminds to get 15% off any available plan. Today’s Social in Six covers several strategy-changing updates – including a new LinkedIn algorithm that doesn’t care when you published your post, only what you’re talking about; a direct Instagram competitor app from TikTok called TikTok Photos (👀); and a TikTok AI tool that automatically identifies products and generates native Shop links. We also have to talk about Instagram’s Creator Marketplace getting a global rollout, all the new ad tools with Meta’s Advantage+ update, and Elon Musk’s plan to hide likes, replies and reposts from view in the feed. Keep listening until the end of the episode to hear our news about SocialMinds Live returning for 2024, or click here for more information on how to register . <a href="https://creators.riverside.fm/So
S1 E242 · Mon, March 04, 2024
Sidemen: Managing One of YouTube’s Biggest Entertainment Properties | Jordan Schwarzenberger
This episode is proudly sponsored by Riverside.fm. Click here to try it for yourself, and use the code socialminds to get 15% off any available plan. Sidemen was eight years into their YouTube journey when Arcade Media stepped in to manage the operation. As if they weren’t already, since then, the group has surpassed heights that most creators only dream of. In this episode, we’re joined by Arcade co-founder and manager of Sidemen, Jordan Schwarzenberger, to find out how the magic happens. Expect to learn the number of staff working every day to ensure the boys don’t get burnout, why Jordan’s team sat down last year and agreed to put brand building before brand deals, and what Covid really did to the creator landscape - as the industry wrestles to catch up with the consequences. This is the side of Sidemen you don’t hear about, and is a must-listen for anyone interested in influencer-dom. Got a question or a suggestion for the SocialMinds podcast? Get in touch at social.minds@socialchain.com Click here to sign up to RiversideFM with our promo code socialminds - https://creators.riverside.fm/SocialMindsPodcast
S1 E241 · Mon, February 19, 2024
SOCIAL IN SIX [080]
This episode is proudly sponsored by Riverside.fm. Click here to try it for yourself, and use the code socialminds to get 15% off any available plan. This week on Social in Six, we’re talking all about Instagram’s latest peek at TikTok’s homework, Meta’s new tool to tackle video ad conversion, and how X plans to win back advertisers and creators. We also discuss the ongoing drama between Universal Music Group and TikTok and its impact on artists and TikTok’s culture, TikTok’s new shortcut set to dominate search for Gen Z, and LinkedIn’s latest feature to turn your web visitors into paying customers. Got a question or a suggestion for the SocialMinds podcast? Get in touch at social.minds@socialchain.com Click here to sign up to RiversideFM with our promo code socialminds - https://creators.riverside.fm/SocialMindsPodcast https://creators.riverside.fm/SocialMindsPodcast
S1 E240 · Mon, February 05, 2024
Booking.com: How to Differentiate Your Brand in a World of Choice | Laura Kaye
Booking.com is the first port of call for many a traveller when they’ve got a trip to plan. But it isn’t the only online travel agency out there. So how is it staying ahead of the game? On today’s episode, its global social media director Laura Kaye reveals how Booking.com remains top-of-mind for holidaymakers through unique social creative. Find out how the brand deals with complaints in the comments, the most effective strategies for leveraging influencers, and the key to balancing high-performing ‘travel porn’ with ownable, distinctive content. Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com.
S1 E239 · Mon, January 15, 2024
SOCIAL IN SIX [079]
Social in Six is back for the new year, and already there’s lots to talk about. This time we’re sharing TikTok’s new AI chatbot that’ll give you content ideas, why it’s important for Threads to have a write API, and the first stage of Google’s cookiepocalypse set into motion. We also talk about TikTok’s commerce spend push in the West, Instagram Reels outperforming TikToks for views, and what qualities made the most popular YouTube ads last year. Got a question or suggestion for the Social Minds podcast? Get in touch at socialminds@socialchain.com .
S1 E238 · Mon, January 08, 2024
Pinterest Predicts: Spotlight on Trends for 2024 | Louise Richardson
The crystal ball is out once more as we’re joined by Pinterest’s director of marketing for Europe, Louise Richardson, who comes to our studio armed with this year’s Pinterest Predicts report. This year, look out for trends like tropic like its hot, where we’ll see everything from food to décor go tropical, to making a racket, where badminton’s popularity is breaking out of China and seeping into things like shoes and accessories! Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com.
S1 E237 · Mon, December 18, 2023
Our Top 5 Nuggets of Wisdom From SocialMinds’ 2023 Season
As 2023 draws to a close, Eve takes a look back (or should we say listen back) to some of our favourite moments from this year’s SocialMinds interviews. It’s impossible to pick favourites from every expert we’ve chatted to over the last 12 months, but these five were chosen because of how they reflect another year in social media marketing for all of us – from the mood around generative AI to the rise of creator rhetoric. Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com . Links to each interview featured in today’s episode: Mob - Jake Gauntlett Doing Things Media – Scott Dunn Rory Sutherland – Ogilvy Hootsuite – Billy Jones Formula 1 – Sam Baker
S1 E236 · Mon, December 04, 2023
Mob: How to Stand Out in the Busiest Social Spaces | Jake Gauntlett
Mob Kitchen – famous for its accessible cookbooks and Instagram recipe videos – remains one of the most popular food pages on social. Considering how many food creators and how much recipe content currently sits online, that says a lot. So how does Mob differentiate itself from all the rest? In this episode we’re joined by Jake Gauntlett, Mob’s head of content, to learn: the tips and tricks behind a believable creator-led approach, what cultivating a community *actually* looks like (not just saying the word) and how Mob has managed to migrate its budgeting fanbase to new subscription service, Mob+, as the publisher looks for alternative revenue streams to traditional brand deals. Got a question or a suggestion for the SocialMinds podcast? Get in touch at social.minds@socialchain.com .
S1 E235 · Mon, November 20, 2023
SOCIAL IN SIX [078]
In this week’s Social in Six, we’re talking about Meta’s ad-free answer to new EU GDPR regulations, LinkedIn deleting several post types including carousels, and YouTube’s big plan to have you see more Shorts. We also discuss X’s continued throttling of external links, Meta’s commerce partnership with Amazon, and Threads’ long-awaited arrival in the EU (complete with a new feature). G ot a question or suggestion for the Social Minds podcast? Get in touch at socialminds@socialchain.com .
S1 E234 · Mon, October 30, 2023
Reddit: How Community Recommendations Lead to Repeat Purchases | Yvonne Quinn, Head of International Marketing
73% of Reddit users follow the guidance of recommendations they receive on the platform - more than an influencer’s recommendation, a TV ad, or a celebrity endorsement. Our guest this week, Reddit’s head of international marketing Yvonne Quinn, says that’s because there’s simply more appetite for - and trust in - peer-to-peer recommendations. The type of recommendations that are happening every day, in over 100,000 communities, on Reddit. In this episode, we discuss how brands can benefit from peer recommendations, why segmentating by demographic is getting less effective, and how online communities are supplementing our offline peer groups. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E233 · Mon, October 16, 2023
SOCIAL IN SIX [077]
This week on Social in Six, we talk about the new features Threads is adding (that you’ve seen before), YouTube’s latest update to Community Posts, and X’s plans to hide engagement metrics. We also discuss more lists on Instagram Stories to add to Close Friends, TikTok’s API changes for third-party posting, and the updates to Meta’s generative AI Ads tool. Got a question or suggestion for the SocialMinds podcast? Get in touch at social.minds@socialchain.com .
S1 E232 · Mon, September 25, 2023
SocialChain: How to overcome the disconnect and behind SocialMinds LIVE
SocialChain has had a makeover. Following our first-ever SocialMinds LIVE event, Overcoming the Disconnect, we sit down with our CEO Pete Metcalfe, group strategy director Ric Hayes, and executive creator director Tom Bellamy to learn about the biggest industry shifts behind our latest evolution. Expect to learn how brands can better connect with their people, why it takes a creator mindset to succeed in 2023, and our thoughts after hearing from the likes of Ryanair, Monzo, Specsavers, Pinterest and Sidemen last week. Got a question or a suggestion for the SocialMinds podcast? Get in touch at social.minds@socialchain.com.
S1 E231 · Mon, September 18, 2023
SOCIAL IN SIX [076]
It’s time for Social in Six and this week we’re bringing you news of the new Instagram Reels length, the sites that X (formerly Twitter) is limiting the reach of links to, and the possibility of ad-free Facebook and Instagram. We also discuss TikTok’s new plan to provide better conversion data, its update to shopping in the US, and the much-awaited Threads feature rolling out now. Got a question or a suggestion for the SocialMinds podcast? Get in touch at social.minds@socialchain.com .
S1 E230 · Mon, September 04, 2023
SOCIAL IN SIX [075]
This time on Social in Six, we’re breaking down a new default TikTok Ads setting, the most recent advice from YouTube on Shorts, and X (Twitter)’s foray into in-app jobs listings. We also discuss Reddit’s new ad measurement tools and its increase of 66 interest targeting options to 152, LinkedIn’s algorithm change and what it means for your engagement, and how to track creator campaigns in Meta’s Ads Library. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E229 · Tue, August 29, 2023
Doing Things Media: When Creators Become Business Empires | Scott Dunn, Head of Business Development and Creator Partnerships
Recess Therapy host Julian Shapiro-barnum (the creator behind the viral Corn Kid video) didn’t achieve his success solo. Behind him, and a portfolio of several other creators in the industry’s top 10%, sits management, a media consultant, and business partner all rolled into one. Today’s guest, Scott Dunn of Doing Things Media, joins us to demystify the ever-important and changing creator economy - and where brands fit in this brave new world. One key point we address: what would motivate creators to promote a brand’s product or business, when they can build their own? In this, expect insight on how to work within new creator expectations, what tips the scale between another average influencer and the next big thing, and what led to one kid’s autotuned outburst shifting the global corn market. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
Bonus · Wed, August 23, 2023
World’s Shortest-Ever Podcast Episode: An Invitation From Us
In September, Social Minds goes from studio to stage. That’s right - we’re coming to a theatre near you. And this episode is your invitation to our very first live, in-person event. Meet and hear from your favourite guests including those from Ryanair, Pinterest, Monzo, and more - all under one roof. The best part? It’s free. Listen for more info on the event and how to attend, and then click this link: www.socialchain.com/uk/event
S1 E228 · Mon, August 21, 2023
SOCIAL IN SIX [074]
This week on Social in Six, we’re discussing Instagram’s test to show public share and comment post metrics and its new kind of collaborative post, YouTube’s new Shorts features, TikTok’s rules on realistic AI content, and Meta’s strict advice for Groups admins. We also talk about X (formerly Twitter) plans to move forward with official user identification. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E227 · Mon, August 07, 2023
SOCIAL IN SIX [073]
Social in Six is back and reporting on what’s been a mega month in social - from the fall of Larry the bird to the rise of X and Threads. In this, we’re talking about TikTok’s new Commercial Content Library and its text posts feature, Twitter’s phased rebrand to X, and what Meta wants you to do with Threads. We also cover Instagram Collab posts’ expansion, and YouTube’s new TikTok-like video keyword search bar. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E256 · Mon, July 31, 2023
OceanX: Fuelling Social Conversation On Ocean Conservation | Shannon Forrey - Director of Social & Digital Media
In one year OceanX’s audience grew from over 2.M to more than 6.6M followers. That’s down to the organisation’s ability to translate scientific subjects into content that can be understood by and resonate with anybody. Today’s guest Shannon Forrey, director of social and digital media at OceanX, reveals in this episode what shoots look like underwater in the Red Sea, how to create editorial media with social in mind, and what the key is to making people care deeply about a topic they didn’t previously understand, through igniting their curiosity. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E225 · Mon, June 19, 2023
SOCIAL IN SIX [072]
In an extra special episode of Social in Six, we dish the details on TikTok Shop visual search, the possible end of Twitter Circles, and how Instagram decides feed post, Stories, and Reels ranking. We also talk about why more small YouTube creators will be able to profit from the platform, Instagram’s foray into generative AI, and the expanded launch of Pinterest Premiere Spotlight ads. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E224 · Mon, June 12, 2023
Formula One: How to Convert Casual Viewers Into Hardcore Fans | Sam Barker, F1
Formula One’s social channels have accelerated from 0 to 100 in the last couple of years; now the innovation online is matching that of the track. Sam Barker, senior social media manager at Formula 1, says a mix of passion-fuelled entertainment, BTS, and making complex specs accessible are to thank for the brand’s powerful connection with its fans. In this episode, we cover how to pull in novices without pandering to superfans, how F1 collaborates with partner brands - like Aston Martin and driver channels like Lando Norris’ gaming page - and why measuring passion is difficult but essential. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E223 · Mon, June 05, 2023
SOCIAL IN SIX [071]
On Social in Six this week, we’re breaking down the latest ad offerings from Instagram and Facebook, plus enhancements to YouTube’s Connected TV ads. We also cover Twitter’s Community Notes upgrade that helps combat misinformation, and a new report that suggests Pinterest could be your solution to better ads performance in a cookie-free world. Finally, we discuss reports that Meta’s Twitter rival Barcelona is nearing launch. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E222 · Mon, May 29, 2023
Specsavers: Giving Your Social Media Strategy 2023 Vision | Lisa Hale, Specsavers
Should’ve gone to Specsavers. The proposition is well-known, but most only associate it with witty (and brilliant) ads. Today's guest Lisa Hale - Specsavers' head of consumer PR, brand activation & social media - says they’re laser-focused on evolving that line to show younger audiences the more meaningful reasons Specsavers is the superior choice. In this episode we discuss the problems with how brands are currently sold media by social platforms, whether it’s a myth or not that Gen Z prefers humour to humility, and what happened when the brand gave free eye tests to the worst football team in Britain. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E221 · Mon, May 22, 2023
SOCIAL IN SIX [070]
This week on Social in Six, we’re talking about Reddit enabling anonymous native sharing cross-platform, three new TikTok ad solutions, and Twitter possibly replacing Pinned tweets with an Instagram Highlights dupe. We also discuss Instagram’s new Shops feature that puts UGC on the product page, AI-powered ad tools coming to Meta, and YouTube Music’s new plan to help you reach Gen Z. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E220 · Mon, May 15, 2023
The Washington Post: Making TikToks to Tell the News | Carmella Boykin, The Washington Post
TikTok is the fastest-growing source of news for adults. But can journalists re-engage younger viewers with traditional media through modern channels? Legacy outlet The Washington Post was among the first to embrace TikTok with open arms, and now the rest are following suit. In this episode we sit down with the person behind the TikToks from ‘We are a newspaper’ @washingtonpost - Carmella Boykin. We talk about how to translate the news into ‘TikTok speak’ without losing the information’s integrity, what to do when the comments section takes on a life of its own, and the line between UGC that gives mass reach to untold voices, and the need for professional reporting and photo-journalism. Got a question of a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E219 · Mon, May 01, 2023
SOCIAL IN SIX [069]
This week on Social in Six, we’re talking about the new AI tool Meta’s made to make your Stories for you, and it’s answer to Twitter with a new app in development - as Twitter extends its character limit to 10K. We also talk about Instagram’s API update for creator partnerships, and more links now available in the bio, plus new ad attribution tracking capabilities from Snapchat. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E218 · Mon, April 24, 2023
Hootsuite: How to Cure Creative Block With Artificial Intelligence | Billy Jones, Hootsuite
Can you automate creativity? Although we might say no right now, tools like ChatGPT, Midjourney, and Hootsuite’s new AI, OwlyWriter, are pushing the boundaries of what social media managers and creatives can lean on artificial intelligence for. This week we’re joined by Billy Jones, global brand lead at Hootsuite. Billy’s many years of experience in agencies have made him empathetic to the fast paced lifestyle that can leave you drawing blanks. In this, he explains how creatives can use AI to their full potential, why the robots won’t take your job (but people who can use them just might) and how to avoid contributing to the sea of same with lazy AI use. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E217 · Mon, April 17, 2023
SOCIAL IN SIX [068]
On this week’s Social in Six, we talk about Elon Musk’s plans to make Twitter an “everything app”, LinkedIn’s new algorithmic home feed, and research that shows how TikTok users feel about your ads. We also discuss how to optimise your B2B LinkedIn ads, how to reach specific TikTok communities, and what advice Meta’s new expert panel has for brands on its new video series, Ask An Expert. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E216 · Mon, April 03, 2023
The Very Group: How to Command Influence in 2023 | Shannon Jennings, Very.co.uk
Working with influencers - or as they’re increasingly being called - creators, isn’t what it used to be. Today it’s more of a default than an add-on, and for some brands it’s at risk of wasting their ad spend. For a focused approach to influencer strategy, we’re speaking to Shannon Jennings - head of social and influencers for The Very Group. With a huge roster of retailers in its portfolio, Shannon explains how to treat one-off and long-term talent campaigns, the pivot from traditional gifting when sustainability is front of mind, and whether or not interest in influencers will wain with the current economic state, and some marketing activity in danger of being viewed as a luxury. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E215 · Mon, March 27, 2023
SOCIAL IN SIX [067]
This week on Social In Six, we discuss TikTok letting users ask to be forgotten by the For You Page, LinkedIn Company Pages’ ability to schedule posts, and Twitter’s test that notifies you when someone else gets a reply or Quote Retweet. We also talk about the option to opt out of some Twitter Ads topics, how you can see the top-performing ad copy on TikTok live campaigns, and the - apparently temporary - end for NFTs on Facebook and Instagram. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E214 · Mon, March 20, 2023
Rory Sutherland: How Businesses Should Cater to the Neurodivergent | Rory Sutherland, Ogilvy
Herd behaviour and social proof simply don’t apply to one bigger-than-you-think group, who’re less affected by what other people think and more likely to follow their own rules: the neurodivergent. Whether that means autistic, ADHD, or simply self-identified on the spectrum, they’re each consuming media, tech, and advertising differently to the majority. That’s impacting our work’s effectiveness. In this episode we’re joined by Rory Sutherland, to discuss how catering for the neurodivergent, the disabled, and the elderly means catering for everybody, and what can happen for a brand when you do. We also talk about the most effective media, methods and means for doing this - plus lots more on our behaviour and relationship with tech. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E213 · Mon, March 13, 2023
SOCIAL IN SIX [066]
We’re back for 2023 with Social In Six, and on this episode’s syllabus are Instagram’s new Broadcast Channels, changes to Twitter’s ad targeting, and TikTok removing its watermark for repurposed content. We also talk expansions to TikTok’s Commercial Music Library, YouTube’s new podcast feature, how Pinterest mitigates stress, and your brand’s Instagram engagement rate. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E212 · Mon, December 19, 2022
Pinterest Predicts: What Advertisers’ Crystal Ball Reveals For 2023 | Louise Richardson, Pinterest
Pinterest Predicts 2023 is officially out, and after three consecutive years of an 80% success rate, it’s guaranteed to be the best weapon advertisers can take into the pitch room with them next year. To tell us about the trends we can expect to see, what they say about culture and society, and how advertisers can use them in campaigns and content, we’re joined by Pinterest’s director of marketing for Europe, Louise Richardson. Expect to learn why Gen Z and millennials are avoiding ‘tech neck’ and taking up origami, how Gen X are gamifying their finances throughout the cost of living crisis, and how Boomers are going from conserving water in the garden to planning parties for their older parents. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E211 · Mon, December 12, 2022
SOCIAL IN SIX [065]
On Social in Six this week, we’ve got two updates from Instagram, including its 2023 trend predictions for Gen Z and reports that it’s testing some…familiar…camera features. We also cover LinkedIn’s newest updates for brands and marketers, Twitter ramping up recommended content, and the news that Pinterest is retiring its Creator Rewards programme. Finally we discuss TikTok’s 16:9 video update. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E210 · Mon, December 05, 2022
Monzo: What Makes People Want to Follow Their Bank on Social | Richard Cook, Monzo
The banking sector is full of red tape - more so than for smoothie brands, anyway. Yet one bank is challenging more than just the traditional product and service in its category; Monzo’s social channels are a breath of fresh air for any marketer hoping to have fun in a corporate industry, and for consumers hoping to see a human side to their bank. In this episode, we’re joined by Monzo social media manager, Richard Cook, to learn what the barriers to entry are for banking with a “new” bank, and how Monzo’s social media strategy helps break them down. We cover turning tracking into shareable content, the power of making your brand name a verb, and how to avoid tonal whiplash. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E209 · Mon, November 28, 2022
SOCIAL IN SIX [064]
On this week’s Social in Six, we’re talking about Instagram’s new music posts, YouTube community quizzes, and Snap’s report on the state of augmented reality. We also cover Meta’s new AI system that’s beating all records, LinkedIn’s brand safety hub, and the issues with the Twitter app convincing people it’s headed for a server crash. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E208 · Mon, November 21, 2022
Vikki Ross: How to Build a Brand With Words | Vikki Ross Writes
Tone of voice documents and brand guidelines are the business staple that most brands don’t have. And if they do, it’s probably not as thorough or as thoughtful as it needs to be. Today’s guest, copy chief and brand and TOV consultant Vikki Ross, has written for or created brand books Nando’s, Harvey Nichols, Sky, Sony, ITV, and more. In this episode, she shows us how copywriting goes beyond captions for the brands that really get it, and how words can be your best friend when building your brand - which is what advertising is all about. Expect to learn Vikki’s copywriting principles and how to apply them, why you have to get granular when crafting a persona for your brand, and how to make words count, make words work, and make words dance. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E207 · Mon, November 14, 2022
SOCIAL IN SIX [063]
This week on Social in Six, we break the latest on Elon Musk’s Twitter acquisition as the story develops and advertisers watch carefully. We also discuss the rollout of Pinterest’s app Shuffles, shopping integrations on Snapchat, separate tabs for YouTube’s various video formats, and Meta’s upcoming NFT toolkit - along with new wallet options. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E206 · Mon, November 07, 2022
WeAre8: An Argument for One More Social Media Platform | Sue Fennessy, WeAre8
WeAre8 is a new sustainable social platform that promises to curtail hate. It also wants to offer ‘green’ advertising solutions, reward users for watching ads, and empower creators who share positive content. But do we need another platform? Here to tell us what made brands like Heineken, Nike, BT, and lots more, partner with the new platform, is Sue Fennessy, founder and CEO. Expect to learn how it’s defining hate speech vs free speech, how their ad model differentiates itself, and what a platform looks like when it’s not designed to keep you there. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E205 · Mon, October 31, 2022
SOCIAL IN SIX [062]
On this week’s Social in Six, we mourn the demise of Facebook Instant Articles and Bulletin (sorry, journos) but welcome TikTok as the news kid on the block, as a new study shows the increase in its use for news content. We also discuss what Pinterest’s new partnership means for video-first advertisers, new TikTok ad formats that charge brands only if users watch, how Instagram is adopting Linktree’s USP, and a time-saving feature possibly coming to LinkedIn that’s sure to be a crowdpleaser. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E204 · Mon, October 24, 2022
Twitter: Brand Behaviour Has Become Bland Behaviour | Sophie Trinder, Twitter Next
Brand Twitter has subscribed to one way of doing things for the last few years, following brandter trends and popular text meme formats. Now Twitter is politely asking us to stop. Here to walk us through its #RealTalk report among other learnings is Sophie Trinder, head of the company’s UK brand strategy team Twitter Next. She warns of drowning in the sea of same and, instead of following the platform’s supposed rules, has tips for brands on their tone, topics and community to ensure your brand stand outs by being uniquely itself. Expect to learn best practice for the bio, how the humble follow feature made a standout campaign execution, and what data says people really want to hear from brands (it’s not a RIP tribute to Her Late Majesty the Queen). Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com
S1 E203 · Mon, October 17, 2022
SOCIAL IN SIX [061]
On Social in Six this week, we’re covering TikTok Photo Mode and two updates from Twitter, including the new Link Spotlight module and reports that hashtags could become pay-to-play. Plus there’s updates for advertisers as Meta rolls out an enhanced ad offering for both Instagram and Facebook Reels. Finally we discuss Meta’s survey on what consumers think of the metaverse. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E202 · Mon, October 10, 2022
Social Chain: How Social Media Services Grew Into a Profit Priority for Agencies | Pete Metcalfe
Social media no longer competes with traditional for budget. As digital natives take on agency and in-house leadership positions, it doesn’t have to. To tell us how this has changed social sales strategies, Social Chain UK’s managing director Pete Metcalfe joins us - six months into his role at Social Chain. Expect to learn how to navigate working with clients’ other agencies, whether social will soon influence TV and OOH, and what competitive pitches look like now brands have no choice but to defer to specialists. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E201 · Mon, October 03, 2022
SOCIAL IN SIX [060]
This week on Social in Six, we’re talking TikTok’s solution to business accounts and trending audios, YouTube’s answer to the demand for 9:16 ads, and Twitter’s continued push to get more people using Communities. We also cover Instagram’s badge for popular businesses, Meta’s new Collaborative Ads, and possible branded AR effects on Instagram Reels. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E200 · Mon, September 26, 2022
200th Episode Special: Eve and Calum’s Mind-Blown Moments
We’re celebrating 200 episodes of the Social Minds podcast! In this very special episode, Eve and Calum look back on 10 top moments where our guests shocked us, shook us, inspired us or changed our outlook on the industry. And this time they’re getting a word in. Hear from guests from the IPA, Weetabix, Pinterest, Meta, TikTok, and more as we talk about our hot topics and how recent updates have since seen predictions come true or plans put into action. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E199 · Mon, August 29, 2022
Ryanair: The Business Benefits of Being a (Bit of a) Bastard | Michael Corcoran, Ryanair
Ryanair wants to be the most talked about brand on social - and it’s well on its way. Its distinctive irreverence on social has recently been backed up by a solid social media strategy, courtesy of this week’s guest, Michael Corcoran - the airline’s head of social media. In this episode we find out how the brand earned 111m organic impressions in a month through low-fi TikTok memes and reactive Twitter gags, how it keeps the integrity of its snarky TOV when dealing with angry customers, and how far a brand can push it before the backlash gets too big. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E198 · Mon, August 22, 2022
SOCIAL IN SIX [059]
This week on Social in Six, we’re covering the news that advance scheduling for Facebook Reels is finally open to all users. Plus, two updates for advertisers: TikTok Shopping Ads and Meta’s enhancements to its Advantage ad suite. LinkedIn is gradually introducing a new text formatting tool, and multimedia tweets are rolling out to some users. Finally we discuss Snapchat’s shoppable Dress Up stickers. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E197 · Mon, August 15, 2022
LinkedIn: Talking Content Marketing for Today’s Workforce | John Williamson, LinkedIn
LinkedIn is a favourite for personal brands and B2B lead generation, but the value doesn’t end there. In this episode we’re joined by senior content marketing consultant at LinkedIn, John Williamson, to find out what marketers might be missing in 2022. We discuss why personal profiles outperform Company Pages, which ad products and features are often overlooked, and where the opportunities lie outside of traditional corporate content. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E196 · Mon, August 08, 2022
SOCIAL IN SIX [058]
On this week’s Social in Six episode, we discuss the latest feed changes from Instagram, reports of a TikTok Music app, and the news that Google won’t kill off the third-party cookie just yet. There’s also two new updates from LinkedIn including native carousel posts and a possible Discover tab in the works. Finally, we cover Facebook’s Music Revenue Sharing programme that benefits both creators and artists. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E195 · Mon, August 01, 2022
Innocent Drinks: How the Default Example for Social Tone of Voice Retains Its Personality | Marcus Dean, Innocent Drinks
How many brands have said ‘we want to sound like Innocent?’ For Innocent Drinks, while others’ replication tactics are flattering, they have a tone of voice and personality to preserve. In this episode we’re joined by its social media manager, Marcus Dean, to hear about the three content pillars, rigorous writer training, and ethos’ that keep Innocent one step ahead of its brand fanbase. We find out how to make your visual assets look like how your tone of voice sounds, how Twitter jokes translates to in-store purchases for Innocent, and whether or not that smoothie was actually blue. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E194 · Mon, July 25, 2022
SOCIAL IN SIX [057]
This week on Social in Six, we’re talking about Twitter’s new CoTweet feature after its first rollout stage, YouTube’s expansion of tagged products in creator videos, and an update that lets TikTok users choose the ads they want to see. We also discuss LinkedIn’s public beta launch of Business Manager, the new ability to boost Instagram Reels, and Pinterest’s latest shopping tools for brands and retailers. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E193 · Mon, July 18, 2022
SocialChain: The Model That Ends the Creative VS Strategy Debate | Jake Thompson, Social Chain
We call social the ever-changing landscape for a reason, but with that, our roles must change too. In this episode, we’re joined by Social Chain vet and current senior creative Jake Thompson, to discuss how creatives and strategists have had to evolve and what those roles must mean within modern agencies today. Expect to learn how to put together a watertight brief, how to let creative strategy inform everything from seasonal campaigns to BAU, and how you can examine your processes and keep your team motivated. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com
S1 E192 · Mon, July 11, 2022
SOCIAL IN SIX [056]
On Social in Six this week, we’re talking about two crypto features coming to Meta despite the market crash, the API update that’ll let you post Instagram Reels from Sprout Social, and what Community Managers will do for Facebook LIVE. We also discuss Twitter’s Branded Like ads and its new Campaign Planner, and TikTok’s new Attribution Manager in its ads platform. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E191 · Mon, July 04, 2022
Meta: The Next Five Years for International Advertisers | Bianca Spada, Meta
Meta’s goal on social is to engage international markets and monitor adoption of its many products across the globe. That hasn’t changed since Facebook’s rebrand to Meta, but it has brought plenty more products to inform and inspire its users - both business and personal. In this episode, we’re joined by Meta’s social media and creators lead, previously Facebook’s international social media marketing lead. She reveals what really happened at headquarters when the company decided to rebrand, what it means about the future of our digital lives, and how brands can prepare for the next five years of advertising with them. We also discuss which of its products are performing best globally, and how to adapt your strategy for different markets. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E190 · Mon, June 27, 2022
SOCIAL IN SIX [055]
This week on Social in Six, it’s updates to Instagram’s profile display, TikTok’s new ad format Branded Mission, and Twitter Notes that have us talking. We’re also breaking down news from Facebook’s solution to a no-cookies future, YouTube’s lift on gambling and booze bans, and new research into LinkedIn post performance. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E189 · Mon, June 06, 2022
Snap Inc: How Retailers Can Use Snapchat Ads for E-commerce | Samuel Bevan, Snap Inc
Gen Z’s favourite messaging app isn’t just that anymore. Since Snap Inc. pivoted into a camera company, the Snapchat platform has become a destination for brands to make the kind of creative they can’t elsewhere. In this episode, we’re joined by Snap Inc’s director of emerging for EMEA, Samuel Bevan. In this, he explains how Snapchat is improving its organic products and ad tools to meet brand and shoppers’ evolving needs. Expect to learn the best combination of its ad suite for retailers, how its AR tech is solving business problems like returns, and how to reach people up to 34yo when they’re being their true self online. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E188 · Mon, May 30, 2022
SOCIAL IN SIX [054]
On this week’s episode of Social in Six, we’re talking about Instagram’s redesigned feed and a Stories test that could hide some content. We also discuss new business tools for Facebook Messenger, YouTube Ads and WhatsApp, as well as Snapchat’s recent eBay integration. Finally we cover Twitter’s update to incentivise replies. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E187 · Mon, May 23, 2022
The 2022 Sprout Social Index: Exploring Trends for the UK & Ireland | Cat Anderson, Sprout Social
Sprout Social’s annual Index is popular in the States, but for the first time new data this year explores the state of social for British and Irish brands - and there’s plenty of opportunity to gauge from it. To talk us through the report, we’re joined by Cat Anderson, Sprout Social’s head of marketing for EMEA. In this, we learn which platform most consumers are on but marketers aren’t, why the pandemic has led to social teams restructuring, and why British and Irish consumers want to see more distinctive assets and less societal issues from brands on social. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E186 · Mon, May 16, 2022
SOCIAL IN SIX [053]
This week on Social in Six, we discuss TikTok’s new Friends tab - which is replacing the Discover page - new ad placements for Twitter in Tweet replies, and the arrival of new YouTube Shorts ads. We also talk about the updated Instagram profile grids still in testing, Instagram’s new lead generation tool, and LinkedIn’s algorithm change that will see engagement bait down-ranked. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E185 · Mon, May 09, 2022
Bix on Social: The Online Objective for a Traditional Advertiser | Gareth Turner, Weetabix
Weetabix is a staple household brand with 1000 employees and prompted awareness of 97% - and it’s one of the brands for which traditional TV advertising remains highly lucrative. So what is it doing on social? In this episode, we’re joined by Weetabix head of marketing Gareth Turner, to talk about the brand’s social objectives and successes. We cover the optimum channel mix for a campaign, Weetabix’s approach to social TOV and reactivity, and how the heritage brand is embracing new channels to adapt for modern audiences. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E184 · Mon, April 11, 2022
SOCIAL IN SIX [052]
This week on Social in Six, we talk about TikTok’s new search ads, the updated editing tools Instagram has added to Reels, and the latest on Twitter’s collaborative tweets feature. Plus we discuss Snapchat’s public profiles for brands, which will see the platform’s permanent organic content, Meta’s new consequences for videos that fall foul of watch bait, and of course the news that Twitter is actually testing an edit button. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E183 · Mon, April 04, 2022
Never Caught Sleeping: Why PUMA Puts Moments Before Products on Social | Abigail Rogers, PUMA Group
Sports brands have to prepare for every possible outcome in live football. One that does it better than most is PUMA, whose personalised reactive assets have stepped up the standard on social from stock imagery to bespoke illustrations that its athletes love to share. In this episode we’re joined by Abigail Rogers, PUMA’s team head of global creative content, to find out why PUMA talks more about key moments in sport than it does about its products. Expect to hear what’s sitting in the brand’s content graveyard, how to plan for reactive content, and how PUMA’s response differs between new player sign-ups, club sponsorships, and major tournaments. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E182 · Mon, March 28, 2022
SOCIAL IN SIX [051]
This week on Social in Six, we discuss YouTube’s new LIVE features that let hosts invite guests to a stream, Pinterest’s new shopping features including sponsored Idea Pins, and the new update for iOS users that lets you create GIFs on Twitter. We also talk about TikTok’s long-awaited Stories rollout, Twitter Shops live test, and the return of Instagram’s chronological feed. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E181 · Mon, March 21, 2022
Don’t Fear the Feedback: Why Reviews Are Your Most Neglected Essential | Leah Silverlock, Trustpilot
Product reviews are 12x more trusted than product descriptions and sales copy. But lots of brands fear, undervalue or don’t actively invest in reviews. Trustpilot is on a mission to change that, all while improving their own brand trust on social. In this episode, we’re joined by its global head of social media and community, Leah Silverlock, to find out why it’s so important that businesses priorities reviews. We cover managing expectations, listening to different customer perspectives, and making the most of a bad reputation. Got a question or suggestion for Social Minds? Get in touch at social.minds@socialchain.com .
S1 E180 · Mon, March 14, 2022
SOCIAL IN SIX [050]
This week on Social in Six, we’re covering TikTok’s 10-minute uploads update, as well as its new Agency Centre for creators. At Twitter, a podcasts feature has been spotted in testing, and at Instagram, replies on sponsored posts have been, too. We also discuss LinkedIn’s latest acquisition of marketing platform Oribi, and Reddit’s new Discover tab. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E179 · Mon, March 07, 2022
Get It Right: How Left-Brained Creative Led to the Decline in Advertising Effectiveness | Orlando Wood - System1 Group, IPA
Since 2006, effectiveness in creative advertising has been on a steady decline. While the industry at large speculates as to why, this week’s guest, Orlando Wood, in partnership with the Institute of Practitioners in Advertising (IPA), has completed two works of extensive research on the subject: Lemon, and Look Out. In this episode, Orlando reveals the visual trends causing audiences to detach, the styles and formats brands should adopt to remedy it, and all the data to back it up. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E178 · Mon, February 28, 2022
SOCIAL IN SIX [049]
On this week’s Social in Six, we cover Facebook Reels’ global rollout, Twitter’s reported untagging test, and the recommended best practice for more accurate ad conversion rates in Met-owned platform campaigns. We also reveal the details of Snapchat’s new mid-roll ad placements for public Stories, and its latest addition to the Snap Map feature. Finally we discuss YouTube’s plans to integrate NFTs into its content offering for creators. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.
S1 E177 · Mon, February 21, 2022
Digital Transformation: How to Level up Your Digital Media, Data, and Performance | Jerry Daykin, GSK
Marketers often talk about the need for digital transformation without knowing what it means for their brand compared to another. When this week’s guest, Jerry Daykin, joined GSK from Diageo, his task as senior media director was to do this for the near 100 markets of EMEA for GSK and transform their digital marketing approach. From starting out as Cadbury’s social media manager to now, Jerry has seen every mistake and triumph in the book. In this episode, he explains the metrics we need to retire, making sure more than your performance marketing performs, and his principles of digital transformation. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com
S1 E176 · Wed, February 16, 2022
Answered: Can boosting posts compare to dark ads?
Boosting posts can be a simple advertising solution for small businesses with limited skill and budget, but we’ve seen boosted posts contribute between just 3 and 7% to their KPIs compared to over 90% for dark ads. In this episode, Pollyanna explains how the two advertising tools compare and which is right for your brand. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E175 · Mon, February 14, 2022
SOCIAL IN SIX [048]
This week on Social in Six, we’re talking about new platform features including Twitter’s long-form native articles, shopping tools for YouTube Shorts, and Pinterest’s virtual Try On feature for home decor. We also cover two key updates from Meta: its status as member of the Crypto Open Patent Alliance, and concerns over its social apps’ presence in Europe due to data laws. Finally we reveal why you aren’t seeing in-stream Instagram video ads anymore. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E174 · Mon, February 07, 2022
Go For Broke: How to Market a New Brand With Next to No Budget | Matthew McNeill Love, Thursday
Organic reach is dead. Heard that one before? One business that has the numbers to prove the opposite is Thursday - a new dating app whose LinkedIn and PR-centric launch got the whole of London talking (and dating). In this episode, we’re joined by its co-founder and COO, Matthew McNeill Love, to find out how you can still win big with organic in 2022. Learn the role of the anti-personal brand, when performance marketing and OOH are best deployed, and what makes an epic PR stunt, plus much more. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E173 · Wed, February 02, 2022
Answered: What is the best time frame for a social campaign?
Organic social content may be short lived, but does that mean your social ads have to be? In this episode, Pollyanna analyses the success rate of long-term vs short-term campaigns to find out what actually works best. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E172 · Mon, January 31, 2022
SOCIAL IN SIX [047]
This week on Social in Six, we’re talking about Instagram’s expansion of its Remix feature, Newsletters for LinkedIn Company Pages, and TikTok’s new landing page option for ads - Instant Page. We also cover Twitter’s new cookie policy for UK and EU users, including how this will affect advertisers. And we’re discussing Instagram’s test to hide follower lists for some business accounts, as well as TikTok’s plans for its own Stories feature. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E171 · Mon, January 24, 2022
NFTs Explained: The Tangible Value in Virtual Goods | Zoe Scaman - Bodacious, MCX
NFTs. It’s the term on every marketer’s lips, but are they an asset to brands or the next passing fad? In this episode we’re joined by Zoe Scaman, co-founder of MCX and has worked on several top-tier brand NFT executions. In this, she explains what NFTs actually are (not JPEGs), when brands should and shouldn’t create one, and the many different ways to make use of these smart contracts. We also discuss how to navigate the metaverse, how to profit from NFTs’ secondary market, and what the internet will look like when creators can own their audiences and ideas. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E170 · Wed, January 19, 2022
Answered: What makes a distinctive brand on social?
It’s estimated that people are exposed to at least 6000 ads every day. If you took the caption and logo away from your social ads, would they be recognisable as your brand? Creating distinctive assets is crucial to being thought of at the time of purchase. Today we’re answering how you can do that. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com
S1 E169 · Mon, January 17, 2022
SOCIAL IN SIX [046]
This week on Social in Six, we cover Story highlight clips in Creator Studio, YouTube’s new performance analytics, and the possibility of customisable Instagram grids. We also talk about Twitter’s addition to Spaces replays, and LinkedIn’s version of the feature that will see live video and audio events. Finally we reveal a new study on Instagram’s most effective formats. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E168 · Mon, January 10, 2022
Pinterest Predicts: The Trends We’ll See in 2022 | Louise Richardson, Pinterest
In 2021 Pinterest Predicts got 8/10 predictions correct, from the rise of the mighty jalapeño pepper jam to film nights in home cinemas. This year we’re kicking off 2022 with a brand new set of predictions, as we’re joined by Pinterest’s director of marketing for Europe, Louise Richardson. From the rise of Black-owned businesses to the return of subcultures, expect to learn the sectors growing on Pinterest, what search reveals about modern consumer mindsets, and how any brand can use these 2022 trends, aesthetics and consumer data in their content and campaigns. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com
S1 E167 · Mon, December 13, 2021
Goal-Getter Brands: SPORF on What Modern Sports Fans Expect | Greg Rowell, Social Chain Media
SPORF shows sport through the eyes of the fans, and like all fandoms the sports sector is constantly changing. To fill us in on everything the modern sports fan wants from brands, content, and sports coverage on social, we’re joined by Greg Rowell, head of SPORF - Social Chain’s owned sports brand. In this, we learn how sports coverage now merges social media with traditional, and how sports-focused brands should speak to fans. We also discuss the importance of brands producing branded entertainment rather than content. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E166 · Wed, December 08, 2021
Beyond NFTs: How Brands Work in the Metaverse
The metaverse is an inevitability. But that doesn’t mean brands should rush to jump on the hype without stopping to understand it. In this special episode of Social Minds, recorded LIVE, a select group of our top experts talk all things NFTs, Web3 and blockchain technology, and answer real questions from real brands. Expect to learn the difference between genius branded NFTs and gimmicks, the implications of crypto for sustainable brands, and what digital marketing will look like in a decentralised landscape. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E165 · Mon, December 06, 2021
SOCIAL IN SIX [045]
This week on Social in Six, we discuss Instagram’s new longer Stories update, Twitter’s Live Shopping feature, and TikTok’s new in-built video tagging option. We also go over WhatsApp’s possible Instagram Reels integration, Facebook’s new Creator Studio analytics tools, and TikTok expanding creator access to new monetisation features including Tips and video gifts for regular videos. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E164 · Mon, November 29, 2021
Ep. 164 - Don’t Feed the Trolls: A Linguist’s Guide to Navigating Verbal Abuse Online | Claire Hardaker, Lancaster University
No brand is a stranger to verbal abuse on social media, but few know how deep the problem is rooted in human behaviour and which platform features exacerbate certain elements of those actions. Our guest this week is Claire Hardaker, forensic and corpus linguist and senior lecturer in linguistics and english language at Lancaster University. In this episode, she explains the psychological factors that drive verbal abuse, how to tell trolling apart from genuine criticism, and where big tech's response is satisfactory, or not. Plus we discuss our best possible solutions for dealing with it - and, spoiler alert, it isn’t providing government I.D. Got a question or suggestion for Social Minds? Get in touch at social.minds@socialchain.com
S1 E163 · Wed, November 24, 2021
Answered: Is ROI the best way to measure success?
ROI is most likely your main campaign metric, but ROI goes down the more you grow. That’s why you have to consider smarter ways to measure your performance and learn how to avoid relying on ROI, which we answer in this episode. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com
S1 E162 · Mon, November 22, 2021
SOCIAL IN SIX [044]
This week on Social in Six, we’re talking about Facebook Groups’ new commerce features, YouTube’s plans for shoppable live streams, and Workplace’s integration with Microsoft Teams. We also cover two new features from Snapchat, Layers in Snap Map and a new food scanner, as well as Instagram’s change to Carousel posts. Finally we reveal the ad targeting groups now banned by Facebook and Instagram. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.
S1 E161 · Mon, November 15, 2021
Say No To Jargon: How Internal Communication Aids External Success | Daniel Bulteel, TikTok
Marketers like to lean on industry jargon, but this only complicates the message for your audience and your team. For TikTok, eradicating jargon around the office is just one way improving internal comms has bolstered its external content. In this episode, we’re joined by TikTok’s global head of social media marketing, Daniel Bulteel, previously of Adidas and WPP. We discuss how TikTok’s marketing team has to be the best on the platform, how to trade traditional objectives for a principle-based output, and the danger of creating a strategic playbook. Got a question or suggestion for Social Minds? Get in touch at social.minds@socialchain.com
S1 E160 · Wed, November 10, 2021
Answered: How do I make my brand seem in-demand?
Everyone’s heard the phrase ‘a Starbucks on every corner’. But what does that kind of exposure look like in the digital landscape? In this episode, find out how to leverage multiple channels to stay top-of-mind. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com
S1 E159 · Mon, November 08, 2021
SOCIAL IN SIX [043]
This week on Social in Six, we cover the rollout of both Twitter Spaces and Twitter Super Follows, as well as TikTok’s take on Twitter’s Tip Jar that rolls out soon. We’re also talking all things Instagram, as the platform launches two new stickers and several new effects for Reels. Finally we explain the new additions to LinkedIn Company Pages. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com
S1 E158 · Mon, November 01, 2021
We’re Past Hashtag Challenges: Everything a Smart Paid TikTok Strategy Can Do | Roxanne Parker - Social Chain
TikTok’s advertising model has evolved enormously over the last year alone. No longer just a place to kickstart a dance challenge, TikTok Ads offer brands an affordable way to reach millions - and the app has an important role to play in the absence of third-party cookies. In this episode, Social Chain’s media planning director Roxanne Parker reveals the key to creating a smart paid strategy on TikTok. We cover the benefits over using TikTok over other platforms, comparing its campaign manager, what a paid TikTok campaign is likely to cost you, and where creators come into play. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com
S1 E157 · Wed, October 27, 2021
Answered: How should we use data without cookies?
Since Apple’s iOS 14.5 update, 96% of US users have opted out of ad tracking - and we can assume the trend is similar in the UK. In this episode, find out what data your brand is losing and how to build your strategy back better. Have a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com
S1 E156 · Mon, October 25, 2021
SOCIAL IN SIX [042]
In this week’s Social in Six, we’re discussing Instagram’s LIVE Practice Mode and scheduling, desktop posting as well as customisable link stickers. We’ll be covering Pinterest’s new redesign and all the new features that come with it, and we’ll go over the placement Twitter is currently eyeing up for ads. Finally we talk about WhatsApp’s new shopping feature Collections, and the rollout of Twitter Spaces. Got a question or suggestion for the Social Minds podcast? Contact us at social.minds@socialchain.com
S1 E155 · Mon, October 18, 2021
The Role of Copywriting: When Writing Goes Beyond Words for Brands | Andrew Boulton
Every brand understands the importance of storytelling, and of presenting a clear message and narrative. But the majority of brands believe that copywriters exist only to add or edit the words, which is a task many attempt to do without the aid of a professional. In this episode, we’re joined by Andrew Boulton, copywriter, senior lecturer at the University of Lincoln, and author of Copywriting Is and Adele Writes An Ad. We discuss why misunderstanding or underrating copywriting is equal to torpedoing your own content, what the ideal stage is to bring a copywriter onto a project, and exactly what a talented writer can do for your brand’s success if utilised correctly. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com .
S1 E154 · Wed, October 13, 2021
Answered: How do I make sure my social ads are remembered?
On social, views are counted by the number of people who have watched the first three seconds of your ad - not the full thing. In this episode, Pollyanna reveals how to increase ad recall from your paid social by carefully selecting what to show in that window. Have a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com
S1 E153 · Mon, October 11, 2021
SOCIAL IN SIX [041]
This week on Social in Six, we discuss the end of IGTV as we know it, the features available with Twitter’s new Professional Profiles for businesses, and what the launch of Facebook Reels in the US means. We also cover LinkedIn’s test of paid, ticketed Events - and the monetisation it brings for creators - as well as Facebook’s Content Distribution Guidelines that inform Pages why their reach is being throttled. Finally we reveal what Twitter Spaces’ new recording option means for repurposing your audio content. Got a question or suggestion for the Social Minds podcast? Contact us at social.minds@socialchain.com.
S1 E152 · Wed, October 06, 2021
Answered: How Do I Sell My Ideas Internally?
Have you ever known your brand or client should be on a new channel or trying out a new feature, but their caution is hurting their performance? In this episode, Pollyanna explains exactly how you can absolve them of fear and meet your goals by going for a walk, a jog, and a sprint. Have a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com
S1 E151 · Mon, October 04, 2021
What Creators Want: How to Collaborate With Talent in 2021 | Meridith Rojas - Logitech
Every major social platform has been improving their creator offering over the last 12 months. The difference now is that creators know their worth, have agency over which brands they choose to work with, and are an asset no brand or platform can afford to lose. In this episode we’re joined by Meridith Rojas, the global head of entertainment and creator marketing at Logitech. We discuss why brands should invest in and develop talent, when to collaborate before a star’s rise to fame, and how to vet talent for your campaigns. We also cover the factors driving the creator boom and the expectations on brands now creators are the ones calling the shots. Have a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com
Trailer · Tue, September 28, 2021
The Social Minds podcast returns
We're back with a new look, some new voices and a brand new segment. But we're still the no-BS podcast you know and love, joined by global guests from the very best of marketing and here to translate social updates for the layman. Here's what you can expect from this season...
S1 E150 · Mon, August 09, 2021
SOCIAL IN SIX [040]
This week on Social in Six, we reveal what LinkedIn’s latest acquisition promises to do for your video content on LinkedIn, why Instagram is testing a way to recommend Reels on the main Facebook app, and all the details on Twitter’s Shop Module pilot which will let users shop products from brands in the app. We also discuss TikTok’s experiment to include ephemeral Stories in its offering, the death of Twitter Fleets, Instagram’s vertical feed for Explore, and Pinterest’s two new features: product tagging and paid partnerships. Got a question or suggestion for the Social Minds podcast? Contact us at social.minds@socialchain.com
S1 E149 · Mon, August 02, 2021
The Land o’ Plenty: How Fashion Seizes The Cultural Zeitgeist | Natalie Wills, Zalando
How do you define culture in 2021? It’s a question many brands ask and one which fashion brands always seems to have the answer to. One such brand is Zalando, and this week we’re joined by its global head of social media, PR and influencers, Natalie Wills. She reveals how Zalando spots cultural trends, how to best leverage cultural partnerships and the ever-evolving role that influencers play in staying relevant on social. We also discuss how brands can navigate cultural movements like sustainability, body positivity and representation. Plus we dig into the effect social has had on brands’ cultural relevance.
S1 E148 · Mon, July 26, 2021
SOCIAL IN SIX [039]
This week on Social in Six, we’re going over lots of updates from Twitter, TikTok, YouTube, Clubhouse, and Instagram. These include a potentially upcoming edit button on Twitter, Instagram collaborative posts and Reels, and YouTube’s LIVE shopping test. Plus we talk about Twitter’s latest plans for subscriptions, including adding a new and improved version of TweetDeck. We also discuss Clubhouse’s wide launch, rebrand, and new messaging feature, and the latest from Instagram including auto captions in feed posts and a Reshare sticker to replace the current share to Stories function. Finally, we go over TikTok’s latest additions to LIVE, plus all the potential of its new Spark Ads format. Got a question or suggestion for the Social Minds podcast? Contact us at social.minds@socialchain.com .
S1 E147 · Mon, July 19, 2021
Inspiration, Delivered: How Deliveroo Creates Mass Appeal at a Hyper-Local Level | Sophie Headlam, Deliveroo
Deliveroo isn’t limited by age demographic, so how does its social team create content and campaigns that appeal to everyone, from a mother of three to a student? In this episode, we’re joined by Sophie Headlam, the global head of brand marketing at Deliveroo. In this, she reveals how to reach mass audiences at a local level, which platforms and features are best used for location-based marketing, and how to craft messaging that alienates no one. Plus we discuss the role of influencer marketing in convenience and how selling food has evolved over the last few years.
S1 E146 · Mon, July 12, 2021
SOCIAL IN SIX [038]
This week on Social in Six, we’re talking about TikTok’s rollout of three-minute videos, WhatsApp’s new additions to voice memos, and Instagram’s recent test that will let all users add links to their Stories - regardless of follower count. Plus we discuss Snapchat’s new ad tools which let users opt-out of specific topics or targeting settings, Pinterest’s TAG Brand Safety certification and all of its new rules against weight loss ads. Finally, we cover TikTok Resumes - the platform’s new LinkedIn-esque tool to help brands find top creative talent. Got a question or suggestion for the Social Minds podcast? Contact us at social.minds@socialchain.com.
S1 E145 · Mon, July 05, 2021
Entering Hypnopolis: Inside BMW’s Award-winning Fictional Podcast | Cora Güntert (BMW) & Benjamin Bruno
The most common argument against branded podcasts is difficulty measuring ROI and their impact on sales. Why, then, did BMW decide to create a branded podcast that was entirely fictional, never mentioning their products or services once? And how did that transpire into an Adweek award for the best branded podcast of 2020? In this episode, we’re joined by BMW’s digital audio and voice strategy expert, Cora Güntert and creative director Benjamin Bruno. We discuss the making of BMW’s fictional podcast, HYPNOPOLIS, as well as the brand's second, more traditional podcast, Changing Lanes. We find out the value that BMW gains from audio, the future of sound-based storytelling, and why audio is so popular among modern audiences.
S1 E142 · Mon, June 28, 2021
SOCIAL IN SIX [037]
In this week’s episode of Social in Six, we talk about Instagram’s latest tests - which include an emphasis on suggested posts, Fan Club Stories, and NFT-style collectables. Plus we discuss the arrival of Instagram desktop posting. We also cover TikTok’s new brand uplift ad polls along with its new Jumps feature, Twitter’s new sharing options, the application process for Super Follows and Ticketed Spaces, and Facebook’s launch of Live Audio Rooms and podcasts. Finally, we’re going over the new ecommerce additions to Facebook’s family of apps, including WhatsApp Shops. Got a question or suggestion for the Social Minds podcast? Contact us at social.minds@socialchain.com.
S1 E143 · Mon, June 21, 2021
Stand at Attention: Why the British Army Needs to Be Active On Social Media | Alex Schillemore & Sarah Hiorns, British Army
The general perception of the Army is that being a government organisation, it’s traditional. That’s why this conversation with the British Army was so surprising and so valuable. In this episode, we’re chatting to Alex Schillemore, the British Army’s head of digital and content. We’re also joined by Sarah Hiorns, the social media content manager for Capita, which handles recruitment for the British Army. In this, we discuss the crucial role that social plays for the Army, the Navy and the RAF, how the Army uses live streams to attract new recruits, and why even members of the Foreign Office benefit from building a personal brand on Twitter. Plus we discuss the many ways social is helping the Army to change perceptions and how Alex and Sarah have been able to turn a centuries-old organisation onto the power of new digital media.
S1 E142 · Mon, June 14, 2021
SOCIAL IN SIX [036]
This week on Social in Six, we discuss the new details uncovered about Twitter’s Super Follows and the addition of newsletter sign up buttons in creator’s profiles. We reveal the latest efforts from Instagram to keep creators onside, like new content approval processes and the ability to tag two brands in one ad. Plus we explain why Facebook will keep creator products free until 2023. Finally we discuss YouTube Shorts’ UK launch and the new Pinterest feature that will help shoppers on the platform. Got a question or suggestion for the Social Minds podcast? Contact us at social.minds@socialchain.com
S1 E141 · Mon, June 14, 2021
The Building Blocks of Creativity: How Lego Uses Social to Surprise and Delight | James Gregson, LEGO Group
Even the world’s most powerful brand finds value in social. For LEGO, it means appealing to all ages through innovative content and pulling off UGC on an epic scale. In this episode, we’re joined by the LEGO Group’s digital creative director for the Americas, James Gregson. He talks to us all about creativity, adapting to constant change, and always staying true to your brand. In this, find out why testing and learning is crucial when you’re a globally recognised brand, how to decide which trends are worth your time, and how not to get swept up in platform fads. This episode is a crash course in creating inclusive content that never fails to resonate with people from all walks of life.
S1 E141 · Mon, June 07, 2021
Ep. 141 - Stand at Attention: Why the British Army Needs to Be Active On Social Media | Alex Schillemore & Sarah Hiorns, British Army
The general perception of the Army is that being a government organisation, it’s traditional. That’s why this conversation with the British Army was so surprising and so valuable. In this episode, we’re chatting to Alex Schillemore, the British Army’s head of digital and content. We’re also joined by Sarah Hiorns, the social media content manager for Capita, which handles recruitment for the British Army. In this, we discuss the crucial role that social plays for the Army, the Navy and the RAF, how the Army uses live streams to attract new recruits and why even members of the Foreign Office benefit from building a personal brand on Twitter. Plus we discuss how social is helping the Army change perceptions and how Alex and Sarah have been able to turn a centuries-old organisation onto the power of new digital media.
S1 E140 · Mon, May 31, 2021
SOCIAL IN SIX [035]
This week on Social in Six, we’re covering several new updates from Twitter and Instagram, a few from LinkedIn and plenty from Snapchat. We discuss Twitter’s upcoming subscription model, Twitter Blue, and everything we know about it so far, plus the relaunch of verification and several new features the platform has added to its audio feature Spaces. Over at Instagram we discuss the platform’s new shopping tab for exclusive product launches, the ability to post on desktop and a new feature to monetise Reels. Finally we reveal the new features that LinkedIn has added for events and livestreams, and all the new features announced at Snap’s annual partner summit. Got a question or suggestion for the Social Minds podcast? Contact us at social.minds@socialchain.com.
S1 E139 · Mon, May 24, 2021
Always On Social: How To Craft A Sustainable BAU Strategy | Monica Hu, Twitch
There’s a lot of conflicting advice about business as usual content, or real-time marketing. Its value is widely questioned but many brands find a need for it nevertheless. In this episode, we’re joined by Twitch’s director of social media (EMEA) to discuss the merits of being always-on. Whether it’s scheduling content in advance or reacting to current trends, Twitch has crafted a strategy that works, which Monica shares with us in this discussion. In this, we talk about how to stay inspired, where to allocate your resource for best results, and how to use what you already have. Plus we find out more about Twitch streams and the platform’s creator community for brands.
S1 E138 · Mon, May 17, 2021
SOCIAL IN SIX [034]
This week on Social in Six, Theo and Eve explain Twitter’s newly-launched Tip Jar feature, Snapchat’s new Creator Marketplace and Instagram’s decision to include pronouns in profiles. Plus we discuss TikTok’s new native shopping tab, which is being tested among a small group of accounts, and Pinterest’s first foray into live streaming with its virtual event taking place the end of this month. Finally we discuss YouTube’s $100M Shorts fund for creators and how this compares to similar features on Snapchat and TikTok. Got a question or suggestion for the Social Minds podcast? Contact us at social.minds@socialchain.com.
S1 E137 · Mon, May 10, 2021
We-Centric Social: How Online Communities Are Shaping Consumer Behaviour | Jack Koch, Reddit
Online communities are more prevalent today than ever before - and that has only accelerated since the pandemic. Few companies are better placed to speak on this shift than Reddit, which joins us for a second time in this episode. This time, we’re speaking to Jack Koch, who is Reddit’s global head of marketing sciences. Throughout this conversation, Jack reveals their learnings from Reddit’s partnership with GlobalWebIndex to explore community-first social media, why today’s consumers are more interested in we-centric messaging than me-centric messaging, and the tangible factors brands can use to predict what their target audience will look for next. Plus we hear about Reddit’s plans for growth in 2021 after the platform reached the highest peak of traffic in its history this February.
S1 E136 · Mon, May 03, 2021
SOCIAL IN SIX [033]
This week on Social in Six, we discuss several new features being tested, including Twitter’s in-profile tip jar and its Business profile types. Plus we talk about TikTok’s new Lead Generation ads and give you the latest on Pinterest’s Shopify integration. Finally we reveal two big changes for Instagram: a suite of monetisation features for creators and the changes to Instagram LIVE that are set to take on Clubhouse. Got a question or suggestion for the Social Minds podcast? Contact us at social.minds@socialchain.com.
S1 E135 · Mon, April 26, 2021
Promotion Material: Why Netflix Wins At Audience-First Marketing | Alexa Diaz, Netflix
Social and digital word of mouth has changed the way entertainment brands approach show promotion. One brand you can’t ignore in this space is Netflix, whose documentaries and original shows take on a life of their own online - just look at what happened with Tiger King. In this episode, we’re joined by the global creative marketing manager at Netflix, Alexa Diaz. We discuss her approach to huge talent-driven campaigns, the merit of underrated platforms like Tumblr, and how to manage viral conversation about one of your features. Plus Alexa reveals the process behind promoting a major Netflix documentary event like Taylor Swift’s Miss Americana or Ariana Grande’s Excuse Me, I Love You, and highlights the sheer power of fandom culture on social.
S1 E134 · Mon, April 19, 2021
SOCIAL IN SIX [032]
This week on Social in Six, we discuss several new features being tested, including Facebook’s upvote and downvote test for Groups and the latest from Instagram’s experiment to hide public like counts. Plus we talk about the newly launched Clubhouse Payments feature, as well as the new audio product that Reddit is rumoured to be working on. Finally we reveal two updates to social commerce: TikToks brand new ad formats and product display options and Snap’s acquisition of Screenshop. Got a question or suggestion for the Social Minds podcast? Contact us at social.minds@socialchain.com.
S1 E133 · Mon, April 12, 2021
In Another League: How Esports Is Changing the Game for Social-First Brands | Luke Donovan-King, Guild Esports
Esports has erupted into the mainstream as a central form of entertainment in recent years. The role of social media channels has helped to push it from a subset of sports culture to an industry in its own right - expected to generate $1194.8 million in 2021. So how can brands capitalise on the rise of esports to reach a new audience? In this episode, we’re joined by Luke Donovan-King, director of digital marketing and product at Guild Esports. We discuss the characteristics and behaviour of esports fans that make them such desirable consumers, the opportunities that streamers present for a new wave of influencer marketing, and what brands can learn from Guild Esports’ unprecedented approach to creator collaborations.
S1 E132 · Mon, April 05, 2021
SOCIAL IN SIX [031]
In this week’s episode of Social in Six, find out which feature Instagram, Snapchat and TikTok now all share, what LinkedIn’s latest test tells us about the future of social-first audio, and what YouTube’s new product detection tool means for brands and creators. Plus we discuss the possibility of Twitter adding emoji reactions and downvotes to tweets, the benefits of Instagram adding drafts to Stories, and the arrival of IGTV ads in the UK and Australia. Got a question or suggestion for the Social Minds podcast? Contact us at social.minds@socialchain.com
S1 E131 · Sun, March 28, 2021
Being Top Dog: How BrewDog Uses Social-First Trends to Inspire New Products | Josh Benge - BrewDog
BrewDog is known for its outrageous stunts and reactivity. But where most brands would respond to a social or cultural trend with a quip on Twitter, BrewDog lets it inspire new products, which then fuels PR, sales and more online conversation. In this episode of Social Minds, we’re joined by BrewDog’s head of social media Josh Benge, previously of KFC UK&IRE, to discuss the merits of the brewery’s unique approach to product and social. We also talk about when stunts go wrong and how to deal with backlash, how to talk about brand purpose without appearing self-congratulatory, and what BrewDog is doing to forward climate change activism.
S1 E130 · Fri, March 19, 2021
SOCIAL IN SIX [030]
On this week’s episode of Social in Six, Theo and Eve discuss the upcoming launch of Twitter Spaces and all the new features available, TikTok’s new ads library and the introduction of personalised ads to the For You Page, and Instagram’s idea to launch a kids version of its app dedicated to under 13s. We also reveal the details behind Snap Inc’s acquisition of Fit Analytics and what it means for AR commerce, Facebook’s plans for in-stream ads in short-form videos and Clubhouse’s new Creator First program. Got a question or suggestion for the Social Minds podcast? Contact us at social.minds@socialchain.com.
S1 E129 · Mon, March 15, 2021
Changing The Game: How Adidas Balances Exclusivity With Mass Appeal | Kyle Elliot - Adidas
Often the most engaging social-first experiences are those that feel exclusive to the audience. But when you’re a global brand with millions of fans around the world, how do you balance that exclusivity with mass appeal? In this episode, we’re joined by Kyle Elliot, senior global social media manager at Adidas. Having worked behind-the-scenes on global campaigns and activations like Tango Squad FC and Adidas’s Rent-A-Pred hotline, Kyle analyses the importance of exclusivity for global brands on social and why major sports brands can’t always conform to consumer expectations. In a nod to the next wave of audio platforms, we also touch on how platform disrupters like Clubhouse and Discord are changing the game.
S1 E128 · Mon, March 08, 2021
SOCIAL IN SIX [029]
This week on Social in Six, we reveal Twitter’s plans to introduce native commerce features including shopping Cards, Pinterest’s investment in video, AR and a new creator programme, and the update to LinkedIn Company Pages that SMMs have been waiting for. Plus we talk about Facebook’s expansions of Shops to the UK and Canada, the tips that TikTok has for brands on its platform and Twitter’s latest feature announcements, Super Follows and Communities. Click this link to watch Theo and Eve webinar on podcasting for the Marketing Meetup on March 9: http://sochn.co/3v7TLhw Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E127 · Mon, March 01, 2021
Get On Board: Why Brands Shouldn’t Overlook Pinterest | MADE.com, Pinterest
People are primed to purchase on Pinterest. 98% of Pinners report trying new things they find on the platform. So why aren’t more brands taking it seriously? In this episode, we’re joined by Yulia Aleksandrova, global social media manager at MADE.com and Jackie Klimes, retail partnerships manager at Pinterest - previously of LinkedIn. Pinterest is an instrumental element of MADE.com’s marketing and their activity is the perfect case study of how powerful Pinterest can be, both organically and for paid campaigns. In this episode, we find out the differences in visual search versus social media strategies, how Pinterest caters for both long-consideration and impulse buys, and the content types that provide brands with the highest ROI on the platform.
S1 E126 · Mon, February 22, 2021
SOCIAL IN SIX [028]
On this week’s instalment of Social in Six, Theo and Eve discuss the possibility of paying for some Twitter features, Instagram’s plans to launch collaborative LIVEs with up to four people, and the job advertisement spotted on LinkedIn that suggests a focus on creator partnerships. Plus we talk about Twitter’s ongoing foray into audio with the addition of voice-based DMs, YouTube Shorts’ latest usage stats following plans to launch it in the US this March, and the new education initiative from TikTok: Seller University - which is dedicated to educating brands and creators on how best to collaborate on ecommerce-driven campaigns. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E125 · Mon, February 15, 2021
Survival of the Savviest: How Threatened Retailers and Banks Can Avoid Irrelevance
It’s no secret that regulated industries and major companies take longer to adopt new tech. But how can social work within the walls of regulation and still do its job? In this episode, we’re joined by Ben Lancaster-Nogueira, managing consultant at Deloitte Digital. Ben advises brands in the banking industry and so is no stranger to opening minds to social. In this episode, we discuss the possibilities available to risk-averse companies with ample red tape to navigate, the repercussions of slow adaptation, and why challenger brands in the same sectors can often move faster. Plus we talk about the best social channels for regulated industries, how to manage risk and crises, and how social commerce is shaking up the industry.
S1 E124 · Mon, February 08, 2021
SOCIAL IN SIX [027]
It’s the first Social in Six of 2021 and already there’s a lot to talk about. This week we cover two telling tests from Instagram: removing the ability to share feed posts to Stories and the possibility of a vertical video feed for Stories. We discuss Twitter’s acquisition of newsletter service Revue and the platform’s plans to integrate it into its own upcoming newsletter feature. We also explain the new ASA guidelines that penalise using beauty filters in advertising. And finally we reveal the user uptake in Snapchat Spotlight - the platform’s answer to TikTok. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E123 · Mon, February 01, 2021
Make The Dream Work: How Amazon Prime Video Built A Leading Social Team | Carlo Karim Frem - Amazon Prime Video
Talent or training? Specialised or broad skills? Experience or attitude? Your social team are the front line of your brand. Knowing which roles to fill, what culture to employ and how to lead by example are therefore crucial to any modern brand’s success. In this episode, we’re joined by Amazon Prime Video’s head of social media and editorial content, Carlo Karim Frem, to find out how Amazon Prime Video’s leading social team was created. In this, we reveal why company values aren’t just words on a wall, the red (and green) flags to look out for when interviewing talent and what skills you need to nurture to build the dream social team from scratch.
S1 E122 · Mon, December 21, 2020
2020 Rewind: Theo and Eve’s Top Picks From the Year on Social Minds
And just like that, Social Minds has wrapped for 2020. But before we part, we wanted to look back on our highlights from what has been a year of incredible guests and insightful conversations. In this episode, Theo and Eve share their favourite moments from the podcast this year, sharing times when our guests took us by surprise and taught us all something new and the trends that have stood out the most in hindsight. Catch up on moments you might have missed, relive your favourite episodes and listen out for our top tips for 2021. Thank you all for your continued support of the show and we’ll see you in the new year.
S1 E121 · Mon, December 14, 2020
SOCIAL IN SIX [026]
It’s our last Social in Six of 2020 and this week, Theo and Eve talk about the onset and impact of three-minute long videos on TikTok, Facebook’s plans to add shopping carts to WhatsApp and its acquisition of the CRM tool Kustomer - including what this means for retailers using WhatsApp and social commerce. Plus we discuss the findings of Reddit’s first-ever UK year in review, how new GDPR rules will impact businesses that use Facebook Messenger’s API and, of course, Instagram’s launch of shopping within Reels. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E120 · Mon, December 07, 2020
The Best of B2B: Why Data Is The Key To Creating Exciting Campaigns | Jason Maldonado, SurveyMonkey, MailChimp
Social-first creative and online experiences make sense for consumer-facing brands, where product complexity and purchase consideration are generally low. Can the same be said for business customers? In this episode, we spoke to Jason Maldonado, director of social media at Survey Monkey, and previously the head of social media marketing at MailChimp. We discuss why B2B brands should compare themselves to aspirational B2C brands, how to balance strategic-led thinking with the speed of social, and how marketers can use deep data and insights to tell stories, both during the pitching process and in the end campaign.
S1 E119 · Mon, November 30, 2020
SOCIAL IN SIX [025]
It’s been a busy fortnight packed with updates to every social platform. This week on Social in Six, Theo and Eve are discussing the global rollout of Instagram Guides and the opportunities for brands, Twitter’s plan to bring back verification in 2021 and the details of Snapchat Spotlight - its answer to TikTok which is promising a share of $1M dollars to the creators of its most viral videos. Plus we reveal how your brand can use Pinterest's new online events feature, where ByteDance’s TikTok battle with Trump is up to, and why YouTube’s changes to monetisation have proven so controversial. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E118 · Mon, November 23, 2020
Finding Your Funny Bone: Why KFC’s Social Media Marketing Always Hits Headlines | John Hutchings - KFC UK&IRE
Ask anyone in the industry which brands do humour on social well and chances are KFC will be mentioned; the brand has gained notoriety for its witty jokes and quick comebacks on Twitter. Its recent Rate My Plate Twitter activation even made it to the big screen through an acclaimed TV spot which saw social inspire OOH - something most brands wouldn’t even consider. In this episode, KFC UK & Ireland’s social media executive reveals the secret spices, sadly not in the chicken, but of the brand’s social strategy. We talked about the changes they’ve had to make post-pandemic, the merits of leading with your social media manager’s personality and what brands miss out on when they consider themselves to be above cracking the odd joke.
S1 E117 · Mon, November 16, 2020
SOCIAL IN SIX [024]
This week on Social in Six, Theo and Eve take a first look at Instagram’s redesign, which puts Reels and shopping front and centre, reveal what WhatsApp’s new shopping button means for social commerce and messaging payments, and speak to what Spotify’s latest acquisition means for podcasters. Plus we cover the benefits of new public subscriber counts on Snapchat, Twitter’s expansion of Fleets and Carousel Ads, and what could go wrong if Facebook introduces downvotes on comments. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E116 · Mon, November 09, 2020
Done With Diversity: How Businesses Should Actually Fight Inequality | Scott Morrison, Arooj Afta
The #BlackLivesMatter movement and the events of 2020 have shone more light on the issue of inequality within business. So how can companies make sweeping changes from entry-level to C-suite and how do we all promote inclusion and representation without box-ticking or indirect discrimination? This week we learn from Scott Morrison, a mentor, founder of The Boom, and advertising alumn for names such as Diesel, Levi Strauss & co and Saatchi and Saatchi. Plus we’re joined by Arooj Aftab, the Diversity Campaigns Executive at Brand Advance at the time of recording, winner of the Asian media awards in 2019 and founder of #DoneWithDiversity. In this, we learn why diversity is the wrong word to use, why hiring different nationalities doesn’t solve anything and how this generation is hustling to benefit the next.
S1 E115 · Mon, November 02, 2020
SOCIAL IN SIX [023]
Social in Six is a breakdown of the top social media stories and what you need to know. This week, Eve breaks down some huge updates in social commerce, including TikTok’s Shopify integration and WhatsApp launch of shopping in chats. We also cover updates to Instagram LIVE and the new measures being put in place to force influencers to disclose ads, plus two updates to Snapchat’s AR capabilities that hold massive opportunities for brands. Finally, we discuss Facebook’s venture into cloud gaming and what it means for its competitors, and the Neighbourhoods feature being tested on Facebook in Canada and how it could change the way we use social media channels. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E114 · Mon, October 26, 2020
r/AskReddit: What Opportunities Lay at the Front Page of the Internet?
Reddit was once a relatively niche forum website. Today it sits alongside behemoths like Facebook and Instagram, and even overtakes Twitter and Pinterest in daily active users. With its growth has come increased opportunities for brands and advertisers, which we hear all about in this episode from Harold Klaje, Reddit’s VP and president of global advertising, previously of Pinterest and Google. In this, we discuss the unique qualities of Reddit’s audience that can’t be reached elsewhere, the importance of using Reddit to trend-spot for brands and the rewards available from its many ad product offerings. Harold also reveals what motivated the company to open its first HQ in London recently and the truth about brand safety concerns on the platform, including how they’ve tackled it since 2017.
S1 E113 · Mon, October 19, 2020
SOCIAL IN SIX [022]
Social in Six is a breakdown of the top social media stories and what you need to know. This week, Theo and Eve discuss the launch of Snapchat Sounds, a new audio browser for Reels, shoppable IGTV videos and Facebook’s ban on political ads until after the US Presidential Election. We also talk about what will happen if Instagram turns into Facebook entirely, the new update from Wordpress which lets users publish their entire blogs as Twitter threads, and Spotify’s latest attempt to lure podcast creators away from Youtube and Apple - by releasing a new audio format that blends spoken word with streaming. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E112 · Mon, October 12, 2020
The Inside Track: How Video Games Created a New Stage for Artists and Brands - Toa Dunn - Riot Music Group, Riot Games
Gaming’s popularity is experiencing an unstoppable evolution, a large part of which is the involvement of the music industry. Fortnite’s recent live in-game gig with Travis Scott saw over 12 million players tune in while brands like Burberry and Louis Vuitton are already utilising the creative opportunities that this collision of worlds has created, designing digital fashion lines and sponsoring virtual musicians. In this episode, we’re joined by Toa Dunn, the head of Riot Music Group, which is owned by Riot Games, the company behind League of Legends. In this, Toa teaches content creators how to craft emotional narratives through music, how in-game concerts and esports matches present massive opportunities for brands and how major artists are using video games as a means to connect with new audiences.
S1 E111 · Mon, October 05, 2020
SOCIAL IN SIX [021]
This week on Social in Six, Theo and Eve announce the long-awaited launch of Facebook Messenger and Instagram Direct’s integration, explaining what it means for both brands and users. We also cover stories from Snapchat, LinkedIn and Pinterest, as Snap expands its video ad offering and LinkedIn and Pinterest both roll out their versions of the popular Stories format. Finally we discuss what Reddit’s move to the UK means for advertisers in the region and how Facebook’s update to Rights Manager will affect what images you post on Facebook and Instagram. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E110 · Mon, September 28, 2020
The Last Laugh: Has the Advertising Industry Lost Its Funny Bone? | Dom Boyd, Kantar
Times are tough. And, as such, in the past few months, brands have taken their duty to communicate purpose seriously - too seriously. This week we’re joined by Dom Boyd, managing director of market research company Kantar and previously of adam&eveDDB. Dom says there’s a concerning trend in creative advertising: we’ve lost our sense of humour. Kantar has crunched the numbers and found that funny ads are becoming harder to find. While we are in a pandemic, Dom believes that people don’t need intermittent reminders that life can suck - ad breaks are annoying enough. So why have brands cowered away from comedy, how can advertisers reverse the trend and what are the differences in tone between traditional and digital? We discussed all of this and more, revealing Kantar’s own data on the matter and Theo and Eve’s advice for brands who want to use social to inject some comic relief back into their creative.
S1 E109 · Mon, September 21, 2020
SOCIAL IN SIX [019]
Theo and Eve are back with Social in Six - a breakdown of the top social media headlines and what you need to know. This week we’re talking about Instagram’s new home screen which highlights Shopping and Reels, Snapchat’s decision to bring ads to its lightweight Minis apps and the launch of Google’s answer to TikTok, YouTube Shorts, in India. We also discuss Facebook’s AR glasses in partnership with Ray-Ban, Facebook Messenger’s new co-watching feature and the launch of closed captions on IGTV. Plus we share with you our own insight from The Social Media Leaderboard in August, revealing which brands performed best on each platform. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E108 · Mon, September 14, 2020
Front Page Ideas: How To Get Adweek’s Attention | David Griner - AdWeek
As one of the most prestigious advertising magazines in the world, it’s easy to fall into the trap of thinking Adweek’s writers only care for a specific type of ad. But just as creativity has moved on from eye-wateringly expensive masterpieces and ten-minute short films, so too has Adweek’s definition of what makes a memorable campaign. In this episode, we’re joined by Adweek’s creative and innovation editor, David Griner, who reveals he and other industry insiders would rather see great ideas executed swiftly and in a way that’s culturally-relevant than flawless ideas that come late. That’s welcome news for anyone working in social, where speed and reactivity often trump indulgent artistry. So is it possible to penetrate Adweek’s pages with a well-timed tweet or TikTok trend? From creative effectiveness to award show politics, tune in to hear what the top writers in advertising are looking for from brands today.
S1 E107 · Mon, September 07, 2020
SOCIAL IN SIX [019]
Theo and Eve are back with Social in Six - a breakdown of the top social media headlines and what you need to know. This week we discuss TikTok’s partnership with Teespring and what that means for creators and monetisation, the expansion of Instagram Guides as the platform experiments with long-from, and the reasons why Facebook might soon ban all news posts in Australia. We also cover the trend causing a surge in Snapchat user growth, Twitter’s update to Trending Topics and the expansion of Facebook Shops and Instagram Checkout in the US. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E106 · Mon, August 31, 2020
Make TikToks Not Ads: How Brands Should Leverage the Platform of 2020 | Inam Mahmood and Abi Clarke - TikTok UK
When TikTok first stepped on the scene, cynics called it a passing fad. It’s only been two years since Musical.ly merged into TikTok and the platform has fast become the gold standard for content creation. In this episode, we’re joined by TikTok’s managing director of global business solutions, Inam Mahmood, and Abi Clarke, a stand-up comedian who has shot to fame on the platform over lockdown. Between the two of them, they provide a comprehensive look at TikTok for brands and creators. We discuss how TikTok’s algorithm works, how to find creators to partner with and the tangible impact of UGC. From breakdowns of the best TikTok campaigns to the power of the platform’s comment section, we find out everything you need to know to make your mark on the hottest platform of the year.
S1 E105 · Mon, August 24, 2020
SOCIAL IN SIX [018]
Theo and Eve are back this week with Social in Six - a breakdown of the top social media headlines and what you need to know. We’re talking about TikTok’s first music distribution partnership with UnitedMasters, Twitter’s new reply features and Facebook’s campaign to get brands and users including more hashtags in their posts as well as using them as a search tool on the platform. We also discuss the news that Facebook has officially entered the first stage of its messaging merger, as Facebook Messenger and Instagram Direct are seen to combine for the first time. Finally we discuss Snapchat’s new strategy to encourage its users to share Snap content on everywhere but Snap, including TikTok which Snapchat has created several new Lenses specifically for. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E104 · Mon, August 17, 2020
Watching the World: What YouTube’s Trending Tab Says About Your Audience | Roya Zeitoune - Youtube, Google
For the last 15 years, YouTube has shaped culture, but culture equally shapes YouTube. Because the platform’s Trending tab is curated based on what’s popular, it’s a true reflection of society and culture by country - and therefore an invaluable resource for brands. This week we’re joined by YouTube’s culture and trends lead, Roya Zeitoune, whose job it is to track these trends. In this episode she reveals what is popular right now, how brands can use that information in their strategy and what you can learn about your audience with these insights. We also discuss how YouTube content reflects how our needs have changed since the pandemic on a truly global scale. Plus we cover the impact of YouTube on culture, broadcasting, celebrity and discoverability. This episode is a must-listen for brands and marketers that want to crack YouTube, understand the function of its many content formats and understand its nuanced relationship with your customers.
S1 E103 · Mon, August 10, 2020
SOCIAL IN SIX [017]
Theo and Eve are back with Social in Six - a breakdown of the top social media headlines and what you need to know. This week, we discuss the updates to Messenger that are seeing SMEs and users through lockdown, including livestreams from Messenger Rooms and a new ecommerce and customer service plugin. We also discuss the latest from Twitter’s proposed paid subscription model, and reveal the features you could soon be asked to shell out for. Next we talk Snapchat as its latest feature is the last in a long line of music licensing deals for all the major social media players, but it’s not necessarily the attack on TikTok that most headlines assume. And finally, on TikTok, we discuss the latest in its campaign against Facebook’s monopoly - a pledge to open its algorithm and moderation processes for evaluation. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E102 · Mon, August 03, 2020
Disordered Tech: Is Social Media Responsible for Preventing Suicide and Self-Harm? | Dr Ysabel Gerrard - Facebook Advisory Board
Warning, themes of a sensitive nature (suicide, self-harm, eating disorders): Social platforms face enormous pressure to improve their policies on suicide, self-harm and eating disorders. But pointing the finger at Facebook might be the most dangerous move of all. In the same week that the UK government sparked outrage among people recovering from an eating disorder, we spoke to one of Facebook’s advisory board members, Dr Ysabel Gerrard, whose job it is to make sure Facebook isn’t also adding to a problem that pre-dates its existence. In this episode she reveals exactly how policies are implemented at Facebook Inc and what matters to the company right now. We also discuss the other social platforms posing an equally problematic risk. Importantly, Ysabel reveals the issue with governments and press using Facebook as a scapegoat for mental health, and how everyone from parents to fashion brands has a role to play. Ysabel specialises in the psychology of eating disorders and tells us that anorexia has the highest mortality rate of any other mental illness. Its online communities are among the most impenetrable and private. And that is presenting researchers and platform moderators with an unprecedented ethical and logistical dilemma: should we be trying to moderate recovery?
S1 E101 · Mon, July 27, 2020
SOCIAL IN SIX [016]
Theo and Eve are back this week with Social in Six - a breakdown of the top social media headlines and what you need to know. In this episode, we reveal the US launch date for Instagram’s Reels and explain how it differs to TikTok. We also give you a first look into Snapchat’s new brand profiles that are currently in testing among a select group of brands, and are due to roll out at the end of this year. Speaking of Snapchat, it and Twitter have released their Q2 earnings, highlighting the impact that COVID-19 has had on ad revenue - though Twitter’s user growth shows a boost of relevance these last few months. We also cover two updates from Facebook, including a new section for official music videos in Watch and a Pages redesign that removes Likes altogether. Finally we discuss the new advertising formats on offer from YouTube, including spots for livestreams and 3D product displays. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E100 · Mon, July 20, 2020
Influencing the Future: Why We Have to Future Proof Influencer Marketing Now | Rahul Titus - Ogilvy
In a time where consumers have been confined to their homes and social contact has been limited; influence has been pulling to the forefront of our increasingly virtual reality. Where other channels have been on the back foot, unable to activate amongst social distancing, influence has found itself in a unique position. In this episode of Social Minds, we’re joined by head of influence at Ogilvy, Rahul Titus, to find out how brands and agencies can future proof the influencer marketing landscape when it is needed more than ever, and new platforms like TikTok are changing how we interact with and discover talent. Challenges such as brand safety, engagement fraud and consumer mistrust still plague influencer marketing, and Rahul says it’s up to us to address these issues as influencers will become ever more important to their brand partners. In this, expect to hear why the ASA is crucial, the opportunities for influencers now and the measures brands can put in place to ensure real ROI from their influencer campaigns.
S1 E99 · Mon, July 13, 2020
SOCIAL IN SIX [015]
Theo and Eve are back this week with Social in Six - a breakdown of the top social media headlines and what you need to know. In this episode, expect to hear all about Twitter’s new paid-for feature and what it means for publishers, the leaked code that shows how WhatsApp and Messenger will be integrated (and sooner than you think) and get a first look at TikTok’s new ad platform for brands, which looks suspiciously like Facebook Ads Manager. We also talk about several new features coming to both LinkedIn and Instagram, including a double-tap Like function for the recruitment platform and a dedicated page for Stories on Instagram, as well as the test of a new Shopping tab for users outside of the US. Finally hear why Facebook decided to kill its TikTok clone Lasso, and whether or not your brand should pay attention to the boycott. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com or drop a post in our Facebook Group.
S1 E98 · Mon, July 06, 2020
Lockdown Listens: What COVID-19 Quarantines Did to Podcasting | David Hill - Acast, Spotify
A lot of industries have been damaged or made irrelevant by the onset of COVID-19 lockdowns across the world. Podcasting isn’t one of them. Despite a lack of commuting, there has been a significant shift in the creation and consumption of podcasts, in everything from wellness to true crime. In this episode, we’re joined by David Hill, account manager at Acast and previously of Spotify, to lean how people’s behaviour with podcasts has changed in the last three months, which behaviours are here to stay and which will revert back to normal one day in the hopefully not-too-distant future. Acast’s primary data on podcast listeners across all demographics is a crucial resource for creators and brands, which includes insight on sponsored reads versus branded shows and the time of day that people tune in.
S1 E97 · Mon, June 29, 2020
SOCIAL IN SIX [014]
Theo and Eve are back this week with Social in Six - a breakdown the top social media headlines and what you need to know. In this episode we discuss the arrival of Voice Tweets and TikTok For Business, as well as the news that brands that want to advertise on Instagram will no longer have to have a Facebook Ads account to do so. That news follows the growing advertiser boycott of Facebook - the third in as many years. We also cover everything revealed at Snapchat’s smash-hit Partner Summit event, as well as revealing the reasons that WhatsApp Pay was suspended by Brazil’s government just one week after its launch - paving an uncertain path for Facebook’s Project Libra. Finally we talk about the latest addition to Instagram Shopping - something that small businesses and creators will be very, very happy to hear. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com. Sign up to our email broadcast list here - https://socialchain.us13.list-manage.com/subscribe?u=f139902c8c0bcd5bd207a6843&id=07e80d00de&fbclid=IwAR2F9-2La46u3n0jeH1tvfoHh6Q64PrcsLGbSUmt9ewRuuBTa5Tz91gW1h4
S1 E96 · Tue, June 23, 2020
Post-Milk Marketing: Why Oatly’s Approach to Tone of Voice Works | Michael Lee - Oatly
Marketing and advertising is saturated with rules for best practice. Swedish plant-based milk brand Oatly has rejected them all. The brand frequently mocks the idea of advertising within its ads, it prints negative feedback on its packaging and once took to Instagram to poke fun at its own CEO. In this episode of Social Minds, we’re joined by Oatly’s creative director Michael Lee, to find out the process behind every self-deprecating billboard or tweet. The impressive part? Oatly has successfully scaled with just three copywriters, no CMO and no TOV guidelines across global markets. In this, Michael explains the importance of TOV and language, why having a marketing director hurts progress, and how a brand can be 100% serious about its cause, without taking itself seriously at all. This episode is a lesson in unapologetic fun, meaningful action and doing things differently.
S1 E95 · Mon, June 15, 2020
SOCIAL IN SIX [013]
Theo and Eve are back this week with Social in Six - a breakdown of the top social media headlines and what you need to know. In this episode we cover several new updates from Twitter, including the launch of its Stories product Fleets and the return of the infamous blue ticks; we talk about Instagram’s latest change to Stories, which alters the UI to double the number of Stories on your screen; and we discuss Facebook’s new engagement analytics for measuring the effect of comments on reach, including what that means for refining performance. Also this week, we reveal new research that shows the average usage of TikTok among 4-15 year olds has caught up to YouTube, and what that means for both platforms. Finally, we discuss changes to Reddit’s board as co-founder Alexis Ohanian’s request to replace him with a Black man is honoured in the appointment of Michael Seibel. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E94 · Mon, June 08, 2020
The Cost of Reach: How Paid Social Managers and Platforms are Meeting Demand | Kat Cimetta, Ex-Domino’s
As more and more users join social media, the challenge of reaching those most relevant to your brand gets harder, dialling up the demand for ad space. Knowing this, platforms have to continually find new ways of helping paid social managers and advertisers reach users on their apps. So which of social’s main players should you invest more time in? This week we’re joined by Katrina Cimetta, a paid social media manager for Domino’s at the time of recording, to discuss everything from incrementality testing to the race for more creative solutions in paid social. In this episode, Kat, who’s now working at Great Ormond Street Hospital, discusses the lessons to be learnt from each platform and the future for TikTok as it ramps up its appeal to paid marketers. And finally, with so much uncertainty, is now the time to ramp up your paid social activity or take a step back?
S1 E93 · Mon, June 01, 2020
SOCIAL IN SIX [012]
Every week Theo and Eve bring you Social in Six - a breakdown of the top social media headlines and what you need to know. This week we dissect some of the biggest stories to come out of Instagram, including a breakthrough in social commerce with Shops, a new space for editorial content called Guides, and the platform’s move to finally show ads on IGTV and split the ad revenue with creators. Elsewhere, we take a closer look at President Trump’s decision to remove certain immunities for social platforms, which came in the same week Facebook rebranded its Calibra crypto wallet to Novi. And finally, after one of the biggest executive shuffles in social, we give our reaction to Disney’s head of streaming becoming TikTok’s new CEO. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E92 · Mon, May 25, 2020
How to Be Famous: Decoding the YouTuber Framework | Chris Stokel-Walker
Journalist Chris Stokel-Walker understands YouTube better than most. The majority of his career has been spent covering the vast and sometimes chaotic development of its influence and its influencers. In this episode of Social Minds, Chris joins us to share his insight into the world of the streaming powerhouse, its creators and their superfans. In this, we discuss whether or not YouTubers can claim privacy, the crossover of YouTube and TV and the nuances of new ‘celebrity’. Plus he reveals the mistake every single influencer today is making that puts their privacy - and sometimes their lives - at risk. Brands, agencies, YouTubers: this conversation explains the YouTube career in detail, exposing the complex motives that drive fans to become so much more than a subscriber.
S1 E91 · Mon, May 18, 2020
SOCIAL IN SIX [011]
Theo and Eve are back this week with Social in Six to break down the top social media headlines and what you need to know. In this episode we cover a handful of new features from Facebook, Instagram and Twitter, including anti-bullying tools and prompts to reconsider offensive language. We also discuss the news that Facebook will compensate its moderators for the first time ever, many of whom have been left with mental health conditions like PTSD due to their work for the company. Finally we give you a first look at Spotify’s new video podcasts - currently in testing with two of YouTube’s biggest starts - and reveal the new advertising format from TikTok that has Snapchat and Instagram quaking. Want to be on Social Minds? We’re answering your questions about the social landscape in every episode of Social in Six. To have your question featured, send us a voice note at social.minds@socialchain.com.
S1 E90 · Mon, May 11, 2020
A Global Call to Action: WWF on Social Media’s Role in Saving the Planet | Alice More O'Ferrall and Holly Kay
Non government organisations like WWF are used to driving action on and off social, while balancing sensitive messaging with limited budgets. Now the majority of brands find themselves in that very position. So what can brands learn from NGOs during a global pandemic? This week we’re joined remotely by Alice More O'Ferrall and Holly Kay, acting head of global digital and social account manager at WWF respectively. WWF needs no introduction; it was established in the 60s and is the world’s leading independent conservation organisation. In this, we discuss how COVID-19 has impacted the WWF’s messaging around climate change and animal welfare, as well as key activations such as #EarthHour. Plus, we learn a crucial lesson in how to not be tone deaf, and hear how to spend a limited budget wisely when it comes to comms and marketing.
S1 E89 · Mon, May 04, 2020
SOCIAL IN SIX [010]
Every week Theo and Eve bring you Social in Six - a breakdown of the top social media headlines and what you need to know. This week we reveal new features from Instagram and TikTok, as competition increases between the two. While Instagram has made food ordering available through the app, TikTok is pressing ahead with Donation Stickers and a potential Shop Now button having just hit 2 billion downloads. Also this week, we discuss how Facebook is monetising lifestreams and why Twitter has opened its API to data researchers. Finally we discuss the recent study that revealed 75% of people in the US want brands to do more in the fight against coronavirus, believing brands to hold more power than their own government. **Exclusive discount code for Social Media Week One virtual conference: SMWsocial20ONEchain** Want to be on Social Minds? Every Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E88 · Mon, April 27, 2020
The Innovators Behind AR: Why Snapchat Matters to the Future of Big Tech and Media | Will Scougal - Snap Inc.
If you’re a brand that wants to speak to Gen Z and you’re not on Snapchat, what are you doing? We have Snapchat to thank for the mass adoption of augmented reality. It’s the reason everyone is currently sat at home trying on ‘guess the gibberish’ and ‘which Disney character am I?’ filters. Here to tell us why AR lenses are the phenomenon they are is Snap Inc’s global director of creative strategy, Will Scougal. Before Snap, Will was head of brand strategy at Twitter. In this episode, we reveal what brands can achieve with immersive ad experiences, why Snap is determined to democratise AR and why inclusivity has been key to the platform’s success. Snap Inc has been named the most innovative company of 2020 by FastCompany and now with the DIY Lens Web Builder, a promised $750,000 to AR influencers this year and optimistic revenue and user growth in Q1, it seems this is no lucky streak for Snapchat but years of consistent innovation and a strong USP finally paying off. This episode gives you an inside look at the creative strategy of Snapchat - now the go-to platform for direct-response advertising and Social Minds’ favourite comeback kid.
S1 E87 · Thu, April 23, 2020
SOCIAL IN SIX [009]
Every week Theo and Eve bring you Social in Six - a breakdown of the top social media headlines and what you need to know. This week we address TikTok’s messaging ban on under 16s, Facebook’s $5.7 bn investment and the return of Project Libra. We also discuss what can be deduced from Snapchat’s Q1 earnings report, as well as reveal new features from Facebook and Instagram, including a gaming app from Facebook that hopes to rival Twitch and YouTube, and a simulcast option that will finally enable brands and influencers to maximise their engagement on one stream across two audiences. Finally, we want to update you on our new schedule for Social Minds, and report what Instagram chief Adam Mosseri had to say to our CEO Steven Bartlett on capped Instagram Story views. Want to be on Social Minds? Every other Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E86 · Thu, April 16, 2020
The Burden on Brands: Why We Turn To Brands In Times of Crisis | John Kyriakou and Jon Slater
People look to brands when they feel like governments are failing, when they want something to change and when they need to believe that corporations with money are more than that. In this episode we’re joined by a formidable creative director duo in John Kyriakou and Jon Slater, aka The Jo(h)ns. In this, they reveal why now more than ever, brands have to reassure and support their customers, both in action and creative work. Expect to hear why all your audience data is now useless, what people will think of brands when this is all over and how brands can turn the tide on trust.
S1 E85 · Mon, April 13, 2020
SOCIAL IN SIX [008] | WEBINAR SPECIAL
Every week Theo and Eve bring you Social in Six - a breakdown of the top social media headlines and what you need to know. This week was a little different; after hosting a series of live webinar sessions, we share our highlights and key takeaways from the most popular episodes. In this roundup, learn what we really mean when we talk about brand storytelling, why time-blocking is your new best friend and what you stand to gain from absolute transparency. We also cover the creative opportunity that crisis presents and what the COVID-19 pandemic looks like in social listening data so far.
S1 E84 · Thu, April 09, 2020
A Brief Quarantine: How to Discover Your Creativity in Isolation | Olivia Downing - TBWA
COVID-19 has split advertisers and creative professionals into those halting spend and output entirely and those using this rare moment of global togetherness to create something that resonates. In this episode we’re joined by TBWA\MCR’s copywriter Olivia Downing, also named in The Drum’s 50 under 30 outstanding women in creativity and digital. We discuss what makes a powerful piece of work amid a pandemic, why fear is still our greatest enemy and why Olivia thinks isolation is having a profound effect on our creativity.
S1 E83 · Mon, April 06, 2020
SOCIAL IN SIX [007]
Every week Theo and Eve bring you Social in Six - a breakdown of the top social media headlines and what you need to know. This week we break down the key updates from Facebook in response to the coronavirus, including a new Messenger desktop app and a Stay Home reaction button, and explain what Messenger’s new Auto-Status feature means for privacy. Also in our top stories this week is YouTube’s TikTok clone, Snapchat’s surge in usage and the reason a newly popular app, Houseparty, is offering a $1,000,000 bounty. Want to be on Social Minds? Every Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E82 · Thu, April 02, 2020
Campaign Against COVID-19: The True Impact of a Pandemic on Advertising | Omar Oakes - Campaign Magazine
Read the room. COVID-19 has changed everything over the last month and advertising is definitely no exception. We spoke to the global tech editor of Campaign Magazine, Omar Oakes, to find out how the industry is responding, how consumer sentiment has changed and what brands’ place is in all of this - if they have one at all. Omar has been celebrating and critiquing brands in Campaign Magazine for over 5 years and he had seen it all - until now. In this episode we spoke about why it’s not the time for wartime spirit, why the internet is angry at McDonald’s and how Campaign is adapting to a shift in readers’ attitudes - including by canning its iconic Turkey of the Week segment.
S1 E81 · Mon, March 30, 2020
SOCIAL IN SIX [006]
Every week Theo and Eve bring you Social in Six - a breakdown of the top social media headlines and what you need to know. Our second remote recording features news from across the ever-changing landscape and the impact COVID-19 is having on platforms. We look at Facebook’s mounting response to the pandemic, including the introduction of Instagram’s long-rumoured Co-Watching tool and a new WHO-backed information centre for WhatsApp. Meanwhile, our strategy director, Mike Blake-Crawford, weighs in on the seven major brands who have upped their social media spend. Remember, if you want to feature on the podcast, you can send your questions via voice note to social.minds@socialchain.com or drop them in the Social Minds Facebook group.
S1 E80 · Thu, March 26, 2020
Hacks at Home: How to Stay Motivated and Productive in Isolation | Chris Williamson
Madness requires methods. We’re all adjusting to this new normal. Whether you’re working from home, passing the time or having to pivot an entire business model, Chris Williamson has some life-changing hacks to share. Chris is the director of Voodoo Events - an industry that has been greatly affected by the COVID-19 pandemic. But he’s also the host of Modern Wisdom, whose Life Hacks series has been making people more productive since 2018. He’s also no stranger to working from home. In this episode, Chris shares the methods he’s found most useful to increase productivity. He talks us through how to build habits that you can use now to cope, and when reintegrating into work. Expect to hear some surprising truths about posture, metabolism and mindset, as well as some of the creative ways independent businesses are keeping their livelihoods afloat. This guide for the confined is a slightly different episode than you’re used to, but we really hope it helps you cope in this strange climate. Look after yourselves - Eve, Theo and Ollie.
S1 E79 · Mon, March 23, 2020
SOCIAL IN SIX [005]
Every week Theo and Eve bring you Social in Six - a breakdown of the top social media headlines and what you need to know. Undeterred by the pandemic, we hosted our first-ever remote recording to bring you news on LinkedIn’s new ad format and why Instagram is temporarily putting a hold on new AR filters. This week’s episode also takes a first look at WhatsApp’s self-destructing messages, Facebook’s proposed quiet mode and a preview of our Social Chain webinar series on the opportunities available to our industry in times of crisis. You can sign up by following the links in our recent LinkedIn and Twitter posts. Want to be on Social Minds? Every Monday we're answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E78 · Fri, March 20, 2020
The Power of PR: What Brands Can Learn From Experts in Shareability | Adrian Ma
Social science says organic reach is near impossible. But PR specialists have always known how to spread a story far and wide for virtually no cost. It comes down to the TRUTH. Transparency is key, but in this case TRUTH is also an acronym for the five steps that our guest this week, MD of Fanclub PR Adrian Ma, swears by. In this episode we discuss how PR can create shareablity for social campaigns, the power of a well-timed stunt and how to navigate a press nightmare. We also reveal how to increase sales using PR tactics and the ways in which PR and social have had to evolve to accommodate each other.
S1 E77 · Mon, March 16, 2020
SOCIAL IN SIX [004]
Every week Theo and Eve bring you Social in Six - a breakdown of the top social media headlines and what you need to know. This week we address how coronavirus is impacting the money that YouTubers make as well as what brands should and shouldn’t say, according to Twitter. We also walk you through the new Lens Web Builder on Snapchat, which lets brands and advertisers build their own branded custom lens for the first time. Also on our agenda are stories from Facebook’s growing relationship with Instagram, Reddit’s change of heart on advertising and big taxes for big tech. Want to be on Social Minds? Every Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E76 · Thu, March 12, 2020
Data’s Dark Side: Deep Fakes and Even Deeper AI Secrets from Silicon Valley | Omar Latif
They know every search, every purchase, every click. Facebook, Google and Amazon are data-mining companies. More than ever, people understand how their data affects the advertising they see online. Still there is a huge discrepancy between what we knowingly give away and what uses its put to by third-parties. In episode 076 of Social Minds, we’re joined by Omar Latif, founder of AI tech firm We Are Assif and ex-developer at Google. In this, he reveals what big tech and third-parties do with our data, what the pixelocalypse and demise of cookies will mean, and why deep fakes have more sinister repercussions than impersonation.
S1 E75 · Mon, March 09, 2020
SOCIAL IN SIX [003]
Every week Theo and Eve bring you Social in Six - a breakdown of the top social media headlines and what you need to know. This week we reveal the status of Facebook’s Libra, WhatsApp’s dark mode and Twitter’s version of Stories - Fleets. We also reveal how much money Byte (aka Vine 2.0) will be paying its creators, cover YouTube’s policy on coronavirus content and discuss Instagram’s latest change to IGTV - which TikTok fans will likely recognise. Want to be on Social Minds? Every Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E74 · Thu, March 05, 2020
Serve Your Purpose: Why Big Brands Are Losing out to Social-First Challengers | Tim Donald
Big brands are forgetting what their founders set out to do; when you’ve been in the business for decades, you can lose touch with your roots. This week, we speak to Social Chain’s new creative director, Tim Donald. He reveals the challenge facing brands to simultaneously adapt and to rediscover their purpose. And brand purpose to Tim doesn’t mean cause marketing - not every purposeful piece of content has to reflect an environmental mission. It’s also not about product pushing. In this episode, Tim explains what brands need to do to reconnect with themselves, and their audience.
S1 E73 · Mon, March 02, 2020
SOCIAL IN SIX [002]
Every week Theo and Eve bring you Social in Six - a breakdown of the top social media headlines and what you need to know. This week LinkedIn tries its hand at Stories, Instagram brings DMs to the web and Yorkshire Tea started a movement on Twitter. We also cover the latest news from Facebook Inc. and explain what YouTube’s latest hire means for influencer marketing. Want to be on Social Minds? Every Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E72 · Thu, February 27, 2020
All About Podcasts: Tricks to Help You Ideate, Grow and Distribute Your Show | Mark Asquith
For our first episode of 2020, we’re joined by Mark Asquith - aka ‘that British podcast guy’. Mark’s years of experience as founder of Rebel Base Media give him unrivalled authority to advise on podcast ideation, production, growth and distribution. Forget the myths you’ve heard about chart-climbing. Find out if your brand suits a slick show or a chilled chat. Plus learn the importance of retention rates, varied content streams, repurposing and bonus content. This episode is a must-listen for brands, influencers and individuals who want to grow or launch a successful podcast.
S1 E71 · Mon, February 24, 2020
SOCIAL IN SIX [001]
Every week Theo and Eve bring you Social in Six - a breakdown of the top social media headlines and what you need to know. This week that’s Instagram’s algorithm, Facebook’s recommendations for regulation, WhatsApp’s first ad campaign, Twitter maybe getting Stories, what TikTok link in bio means for brands and Burger King’s divisive mouldy Whopper. Want to be on Social Minds? Every Monday we’re answering your questions about the social landscape. Send in your voice recordings to social.minds@socialchain.com.
S1 E70 · Tue, December 17, 2019
That’s a Wrap: What to Expect from Platforms and Brands in 2020 | Theo and Eve
And just like that, 2019 is over. We entered the year bursting with questions about influencer fraud, meaningful engagement and political ad meddling. Though that last one is yet to be resolved, 2020 presents new questions about private payments, brand safety and digital wellbeing - among other things. In our final episode of the year, Theo and Eve break the latest news from each of our favourite platforms, critique this year’s Christmas ads and present our predictions for the coming year. Plus, we answer your burning questions. That’s a wrap for 2019. See you in the new year!
S1 E69 · Tue, December 10, 2019
Class Issues in Advertising: Is The Industry Doing Enough? | Craig Oldham
Many would argue the standard of advertising and creativity is now the best it’s been for ages. But how much better could it be if the industry opened its doors to the millions that are held back from creative careers by their class or background? In episode 69 of Social Minds, Craig Oldham, who chairs D&AD North, gives a frank take on the lack of representation in top creative roles. We also discuss the classism that still exists in the industry and whether or not the world’s most awarded works give a true reflection of society. Craig also calls for an end to outdated hierarchies at idea-level, arguing that a creative director doesn’t always have better ideas than a junior.
S1 E68 · Tue, December 03, 2019
Playing Facebook’s Game: How to Make the Algorithm Work for You
Facebook is a hostile environment for pages right now. Organic reach continues to decline, Facebook is pushing three-minute videos and capping the reach of memes, despite their popularity. In episode 068 of Social Minds, we’re joined by Social Chain co-founder and director of social and creative at Social Chain Media. In this, she reveals what Facebook is asking of publishers and brands, what changes are being made in the backend of their algorithm and just how far its dictatorship goes. We also discuss the definition of growth hacking in 2020 and why TikTok and Twitter present huge opportunity for those struggling under Facebook’s weight.
S1 E67 · Tue, November 26, 2019
Get Over Yourself: Why Empathetic People Make the Best Marketers | Joe Glover
Creative professionals come with an ego attached. That’s usually their downfall. In episode 067 of Social Minds, we’re joined by Joe Glover, founder of The Marketing Meetup. In this episode, he explains why empathy is the trait to be proud of and a skill that everyone can develop. Joe says empathy doesn’t just mean being nice. Empathy is the ability to become the person you’re trying to reach. To take on their problems in order to provide their solutions. But it’s not not being nice. In this episode, find out why humanity is the best strategy for long-term business success.
S1 E66 · Tue, November 19, 2019
Rally For Reform: Social Media Has Democratised Everything—Besides Democracy | Tristan Hotham
As the UK prepares for another General Election, we spoke to PhD researcher Tristan Hotham, who has spent the last four years collecting over a decade’s worth of data on political parties' use of social advertising. His findings prove that irreversible damage has been done. Now, as Twitter bans all political advertising and Facebook is under immense pressure to do the same, a new problem presents itself: how can challenger parties and smaller political groups be seen and heard? 80% of Trump’s tweets become news headlines. As we know, organic reach is reserved for the posts which create the most intense emotions. In politics, that’s often the most divisive and controversial messages. In this episode of Social Minds, we learn how banning political ads—or allowing them to run amok—has and will continue to upset Western democracy.
S1 E65 · Thu, November 14, 2019
The Creative Countdown: Why Instinctive Thinking Births the Best Ideas | Nick Entwistle - One Minute Briefs
Who here is guilty of overthinking a creative idea? A stroke of inspiration can easily be diluted by meeting after meeting, chef after chef. One man who has made a business out of avoiding that trap is Nick Entwistle, founder of One Minute Briefs - an online community with over 20K followers. Like its name, One Minute Briefs asks its fans to draft adverts in one minute, with prizes for the best each week. Some have even been realised as fully-fledged campaigns. In this episode, we find out from Nick why instinctive ideas are the best, how to develop these ideas without losing their genius, and when to balance speed and quality. We’re also asking our listeners to try their hand at a One Minute Brief, selling the medium of podcasting. To take part, tweet your submissions to @OneMinuteBriefs and @TheSocialChain. Good luck!
S1 E64 · Tue, November 12, 2019
Breaking Social LIVE: Facebook Is Losing Its Own Competition | Theo & Eve
Facebook’s end goal has always been to eliminate its competition, whether that's through acquisition or a 'clone and destroy' strategy. Except it’s not working. In fact, recently other tech firms have been showing Facebook how’s it’s done. In our first LIVE episode of Social Minds, Theo and Eve discuss social’s latest headlines and get candid about the state of Facebook. While Facebook says it can’t fact-check political ads — but absolutely can ban popular emojis used in a sexual context — Twitter has banned political ads altogether, Snapchat Discover is giving publishers the ad revenue that Facebook won’t provide, and TikTok hasn’t even flinched at Facebook’s clone efforts. Instead, it’s expanding further still by introducing its own advertising platform. In this, we reveal the new features coming to Twitter in 2020, the surprising year-on-year growth of Snapchat Discover, TikTok’s agency pitch deck and Facebook’s real motive for introducing the world to the new but not that improved FACEBOOK.
S1 E63 · Tue, November 05, 2019
Guarding Against Tech: While Facebook Hungers for Power, We Pay the Price | Alex Hern - The Guardian
In June 2006 Yahoo tried to buy Facebook. Mark Zuckerberg ignored advice to reject the offer. That September, Facebook launched News Feed, once again against strong advice. Now, Zuckerberg has been conditioned to believe he knows best. In episode 063 of Social Minds, The Guardian’s UK tech editor, Alex Hern, joins us to discuss Facebook’s growing power and the repercussions of that. Alex says that, while Zuckerberg is skilled at making the right decision for Facebook’s business model, those decisions are rarely best for everybody else. In this episode, we learn the heavy responsibility of a tech reporter today. Plus we get the insider account of Snapchat’s dossier, the dark life of content moderators and the crucial role of the whistleblower.
S1 E62 · Tue, October 29, 2019
Breaking America: How We Moved Our UK Agency Stateside | Oliver Yonchev
America is a market so large that its 50 states may as well be 50 countries. So what can UK businesses do to ensure they make a transatlantic impact? In this episode of Social Minds we catch up with managing director of Social Chain USA, Oliver Yonchev, who is currently growing our office in New York. We discuss the hurdles that UK companies need to overcome when tackling the US, what to consider for differences in size, tone and culture, and the nuances in innovation, creativity and competition. Madison Avenue gave the American advertising landscape the gift of maturity, but Ollie insists that the UK remains adland’s hub for experimentation. In this episode, he reveals the strategies that each market should borrow from one another and how brands crossing the pond can employ the best of both.
S1 E61 · Mon, October 21, 2019
Digital Emancipation: Why The Dark Web Is The Least of Parents’ Worries | Kat Callow
New parents are often warned against posting pictures of their children online, due to the dark web hosting a network of child abusers. But while that is a very real concern, it is the tip of the iceberg when it comes to reasons why parents should think twice before hitting Post. In episode 61 of Social Minds, we welcome back Kat Callow who has recently returned from a consulting role in Silicon Valley. Children become self-aware at age 5. By that point, there are already about 5,400 images of them online - and that’s just in the UK. In the last few years, millennial parents have popularised ’sharenting’ while some children are influencers in their own right. But Kat emphasises the permanence of hosting images on Facebook or Google’s servers, and how they’re used to study behaviour for commercial gain. As we start to see the first legal cases of digital emancipation emerge, transgender rights, ownership of identity and mental health are all feature heavily in this growing debate between parents and platforms. Join the Social Minds Facebook group - https://sochn.co/2BxgqJA
S1 E60 · Mon, October 14, 2019
Bank of Facebook: The Truth About Libra | Dilen Pattni and Josh Riddett
eBay, Mastercard, VISA and Paypal are four of the world’s most powerful companies. Along with Stripe, a Californian financial software company, they are also the first early backers to leave Facebook’s Libra project. But is Facebook’s plan to launch a cryptocurrency doomed or will it push through regulation to help create the world’s biggest bank? In episode 060 of Social Minds, we’re joined by Social Chain’s instant messaging lead, Dilen Pattni, and Josh Riddett, the CEO of Easy Crypto Hunter. Both have a comprehensive knowledge of blockchain technology and a deeper interest than most in what Mark Zuckerberg is up to. They discuss blockchain, bitcoin and why not every international government is averse to Facebook’s plans, even if the G7 are.
S1 E59 · Tue, October 08, 2019
Breaking Social: Why a Solid USP Is the Best Defence Against Facebook | Theo & Eve
Vast changes have been made to the social landscape over the last month. In this week’s episode of Social Minds: Breaking Social, Theo and Eve dissect the latest updates you need to know about, including Stories ads’ new chatbot function, Instagram Shopping’s new Product Launch tags, Snapchat’s extended three-minute ad spots and LinkedIn’s new targeting mechanism. We also take a first look at Facebook Dating as it launches in the US, and translate the leaked audio of Facebook’s internal Q&A which revealed its takedown strategy for TikTok and contingency plan if Senator Elizabeth Warren succeeds in breaking up the Facebook ecosystem. Finally we walk you through Twitch’s brand refresh, Reddit’s new video formats and Libra’s latest blow, as PayPal, VISA and MasterCard all reconsider their input.
S1 E58 · Mon, September 30, 2019
Front Page News Feed: Is PR Still Relevant in 2019? | Nicki Bannerman
When brands are free to control their own online narrative through social media, is the traditional press release still relevant or has it become an obsolete relic of the past? In episode 058 of Social Minds, we’re joined by PR publicist, producer and co-founder of The Influential Women podcast, Nicki Bannerman, to debate the role that public relations plays in 2019. We discuss how PR has moved from print to online, whether or not being published by trade and national press still holds weight and how brands and marketers can sync their earned media with PR activations to get the most exposure. We also cover people’s attitudes towards PR stunts among contrast between a demand for experiences yet a disdain for fabricated or forced publicity.
S1 E57 · Wed, September 25, 2019
Magnetic Marketing: Why You Should Preach to the Converted | Teresa Heath-Wareing
Getting people’s attention is one thing. Actually converting them is another. In episode 057 of Social Minds, Teresa Heath-Wareing, TEDx speaker and one of the UK’s leading experts on social media marketing, puts an end to the use of ‘value exchange’ as a buzzword. Instead, she reveals how marketers can put it into practice. We discuss UK marketers’ confidence issues, the meaning of lead magnets and the importance of give and take. Teresa also explains the necessary boundaries between brands and businesses who expect too much, and those who aren’t asking enough. This episode is packed full of actionable insight and demonstrates perfectly the reasons why we should stop trying to get everyone’s attention and just focus on the people who we know will buy into a brand.
S1 E55 · Tue, September 24, 2019
Much Ado About Data: Separating the Facts from the Fearmongering
What do you think of when you hear the word data? Big data, little data, data scandal, personal data, market data, opinion data… Forget what you’ve read in the headlines; Social Chain’s own head of data and insights, McVal Osborne, joins us on episode 056 of Social Minds to iron out the facts. In this episode we discuss when our concerns are justified - and when they aren’t - what the different types of data mean and which are the most useful to brands and marketers. Finish this episode understanding how to manage your personal information and how to employ ethics when using data to target your audience.
S1 E55 · Mon, September 23, 2019
Disability Is Diversity: How We Can Fix Representation in Advertising | Marianne Waite
1.3 billion people in the world live with disability. Just 0.6% of adverts represent them. In episode 055 of Social Minds, we’re joined by Marianne Waite. Marianne is director at Omnicom's The Valuable 500 - the global movement putting disability on the business leadership agenda, whose Diversish campaign took home a Cannes Lions award earlier this year. Disability is seen as a charity or government issue, but Marianne stresses that it is brands and corporations that have the scale, power and money to make real change. In this episode, we expose the fear, bias and ignorance that is taking place across our industry and preventing the fair and accurate representation of a large group with equal spending power.
S1 E54 · Mon, September 16, 2019
Breaking Social: Brand Fails, Instagram’s New App and Snap’s AR Gamble
Would you pay £330 for Snap’s latest Spectacles? We’re debating Snapchat’s parent company and its bold push into augmented reality and much more from Facebook, Instagram and Twitter in our latest edition of Breaking Social, where Theo and Eve walk you through the last month of online activity. This month, that includes several key platform updates and brands’ best and worst campaigns - a crash course in how to take care with controversy. Expect to hear why advertisers should care that there are now 1.5 million more over 60s than teens on Facebook, why influencers are using Instagram to promote their tweets, and why everyone is talking about NARS and Adidas. Plus we provide a first look at Instagram’s new messaging app, Threads, and invite you to join our brand new Facebook Group for Social Minds. To speak to Social Minds guests, send your topic suggestions and keep up to date with all of our latest episodes, head to this link: https://sochn.co/2kML64E
S1 E53 · Mon, September 09, 2019
Threads of Genius: What Fashion Brands Are Doing Better Than You
You know times have changed when a high-end heritage brand like Gucci starts posting memes. Fashion and social media have always been a perfect match, but fashion brands’ innovative uses of social media are setting a precedent for the rest. Our guest for episode 053 of Social Minds is Amy Miller, senior account manager in fashion at Social Chain. In this episode, we find out how ethical conversations are impacting the fashion industry, what drives teenagers to wear luxury labels and why Amy believes the high street is far from dead. Our conversation shows that social is in vogue, and no sector is proving that more than fashion; from luxury to fast fashion, clothing brands and retailers are busy weaving the fabric of online experience. But as others are left to watch and learn, we discuss the brass tactics being used by fashion brands that are available for every brand to try its hand at. Plus, we delve into the emerging opportunities in new media - including podcasting - while providing proof that digital and social media is an absolute must for every kind of fashion brand.
S1 E52 · Mon, September 02, 2019
The Influential 1%: Anyone Can Be An Influencer, But How Many Make It?
90% of people are watchers and 9% are engagers, which leaves 1% of content creators who can demonstrate influence over audiences, social media platforms and brands. So why does it feel like the bubble could burst at any moment? Neal Schaffer is a Forbes Top 50 Social Media Power Influencer and business consultant with a tremendous amount of influence. And while he doesn't fit into the traditional lifestyle blogger blueprint, his advice to brands and defence of influencers who have fallen on the wrong side of the mistrust debate is relevant to everyone. In Episode 052 of Social Minds, we question why people still listen to influencers over brands and touch on the one organic social strategy that still rivals paid media.
S1 E51 · Mon, August 26, 2019
Social Anatomy: How To Align Your Strategy With The Platforms’ Game Plan
Understanding the inner workings of social media is crucial to creating a successful strategy. Few are better placed to inform marketers about this than our guest for this episode of Social Minds. At the end of last year, Social Chain strategy director Mike Blake-Crawford came on the podcast to predict what 2019 would have in store for social. Now, half way through the year, we check back in with Mike to see which of his predictions have come to pass and what new trends have presented themselves. In this episode, we cover the ‘demetrification’ of social as Instagram moves to hide likes, noting what the impact will be for brands and influencers. We also discuss the rise in chatbots and ‘chatvertising’ amid a shift towards private messaging. Finally, Mike reveals Facebook’s motive behind encouraging long-form video posts, how YouTube and Facebook have reversed their stance on video length, and what our data says about the ongoing long-form versus short-form debate.
S1 E50 · Mon, August 19, 2019
Break Fresh Ground: Why Student Marketing Matters All Year Round
Students are a key demographic for all B2C brands. But this generation of freshers is different from their predecessors; the internet was up and running before they learned how to speak. That means their formative years were spent on Facebook, and they’ve spent the last decade being targeted by Instagram ads. In episode 050 of Social Minds, we’re joined by Social Chain social media director Roxanne Parker. Freshers Week is just around the corner but, formerly of UNiDAYS and the National Union of Students, Roxanne stresses the importance of student marketing all year round. In this episode, she reveals how social-first data can aid understanding current student behaviour, which events in the student calendar to note and how to think outside the Facebook bubble to reach more students. We also discuss the crucial difference between practical and aspirational student marketing and how to find where your brand fits into the mix.
S1 E49 · Mon, August 12, 2019
Buck It Up: Are Creative Advertisers Scared of Interesting Ideas?
In 2019 brands expect agencies to produce more content, faster for less money. It’s an unavoidable side-effect of our fast-paced, tech-driven world that gives marketers just three seconds to be remembered. But it’s one that our guest for episode 049 of Social Minds, Nicholas Young, thinks is stifling creativity in advertising. Nick doesn’t blame social media, though. He puts it down to an epidemic of fear among creatives who would rather play it safe than anger Twitter trolls. He’s working to remedy this by educating the next generation of advertisers as a senior lecturer in creative advertising at Leeds Arts University, after over 12 years serving as creative director for various advertising agencies including TCS Advertising and MC2. The first lesson he teaches his students? Take risks to execute fearless ideas. In this episode, Nick reveals the trends he’s seeing in tomorrow’s creatives, the truth behind brand loyalty, how to fix ageism in the industry and the many ways social media has changed everything.
S1 E48 · Mon, August 05, 2019
Breaking Social: 3 Things Brands Can Learn From Social Media Companies
In episode 048 of Social Minds we return for another Breaking Social segment, in which Theo and Eve translate the biggest social media stories to break over the last month—and July 2019 was not short of material. The last 31 days have seen Snapchat take its naysayers by surprise with impressive second-quarter results; the platform gained 13 million new users. Also new at Snap Inc. was Snapchat’s first major ad campaign, Real Friends, which reveals its USP and strategy against long-time rival, Instagram. Twitter was the second social networking site which had a campaign to share; its Me On Twitter user-generated ads are the latest in a shift towards a new and humanised tone of voice. Both campaigns hold important lessons for brands and hint at the most noticeable and cost-effective marketing opportunity right now. As well as this, we talked all things Facebook, following the FTC’s largest fine in its history, how Facebook widgets are falling foul of GDPR and the release of Netflix’s Cambridge Analytica exposé, The Great Hack. These setbacks come at a crucial time for Facebook as the data implications of its new Neurolink-style tech and Project Libra are under scrutiny. Finally we are thrilled to share the details of Social Chain Data’s official launch—a new dedicated service giving brands access to 80 million super fans, consumer trends and unprecedented marketing insights.
S1 E47 · Mon, July 29, 2019
Giving Brands A Voice: Why Personalities Win On Social
People respond to people. That's not a new lesson, far from it, but it has forced brands to change how they talk to their consumers on social. Andréa Jones, a strategist and founder of her own social media consultancy firm, Onlinedrea, regularly tells businesses to show off their personality or risk going unnoticed. She joins us via Skype for episode 047 of Social Minds, which discusses the opportunities for valuable dialogue between brands and people, and the role copywriters, AI and chatbots play. Finally, we forecast the future of email marketing and increasingly integrated marketing strategies across social and non-social platforms.
S1 E46 · Mon, July 22, 2019
An Appetite For Experience: Why Social Is Food Marketers’ Secret Ingredient
Food and drink should be an easy sell; it’s a necessity for every age and demographic. So why is the industry still falling behind in its comms and marketing? In episode 046 of Social Minds, we’re joined by Mark McCulloch, brand and marketing executive at Supersonic Inc and host of the Supersonic Food Marketing Podcast. In this, Mark reveals why food and drink marketing needs to move beyond knee-jerk promotion and how brands can do that while using social to make their budgets stretch. We also discuss the brands who are succeeding at innovation and relevance, and break down their recipe for success.
S1 E45 · Mon, July 15, 2019
Ep. 045 - Listen Up: What Really Matters When Starting a Podcast
2019 is the year of the podcast; high value and low competition means the opportunity for first-mover advantage is hot right now. But how does one avoid being just another voice with nothing to say? In episode 045 of Social Minds, we’re joined by Social Chain audio executive Charlie Perry. Charlie played a crucial role in getting PrettyLittleThing’s podcast, PLT: Behind Closed Doors, to number one in the top podcast charts in just 24 hours. In this episode, she reveals how to rank in the top charts, why downloads are a weak metric and why discoverability is key. We also discuss the importance of audio quality, effective promotion and the lucrative qualities unique to podcast listeners. Finally we explain where brands fit into the mix—and why branded podcasts are proving to be a life line for those seeking diversification, intimate consumer relationships and a home for long-form, value-rich content.
S1 E44 · Mon, July 08, 2019
Breaking Social: Social Media’s Latest Updates Prove 2019 Is the Year of Peer-To-Peer
What do LinkedIn, Libra and Instagram Stories all have in common? Each one has made recent changes which take us a step further towards a social media landscape that is primarily designed for peer-to-peer interactions—whether that’s through messaging, payments or regular posts. In episode 044 of Social Minds, Theo and Eve discuss the meaning behind June’s biggest social media stories, including LinkedIn’s algorithm change, Facebook’s cryptocurrency Libra and Instagram Stories’ new Chat Sticker. This episode also sees the return of our monthly Q&A segment as we answer your submitted questions.
S1 E43 · Mon, July 01, 2019
First Impressions Last: Why Now Is the Time to Build Your Personal Brand
People respond to people, not logos. That’s not news, but LinkedIn’s focus on personal video posts has provoked a personal branding revolution. In episode 043 of Social Minds, personal brand consultant Ashley Jones discusses the impact of personal branding for businesses. Ashley, who was instrumental in raising Steven Bartlett’s profile at the beginning of Social Chain, also shares the crucial difference between personal branding and influencer marketing. Finally, we discuss how raising the profile of leaders and employees—at every level—can win pitches before you even enter the room.
S1 E42 · Mon, June 24, 2019
Licensing Virality: Understanding the Peaks and Pitfalls of Video’s Democratisation
Social has irreversibly changed the way news is broken; publishers now rely on user-generated content for on-the-ground video and photo reporting. But what does that mean for the health of information and the content we consume? In episode 042 of Social Minds, we’re joined by Jon Cornwell, co-founder and CEO of Newsflare—a company which licenses viral and breaking news videos to media and news organisations globally. In this, we discuss Facebook’s treatment of publishers, the democratisation of editorial video as well as what the future has in store for different video formats such as LIVE and long-form episodic content. We also cover the EU’s new directive, Articles 13 and 11, also known as the meme ban and link tax respectively, and what these new laws will mean for aggregators of social-first video content.
S1 E41 · Mon, June 17, 2019
Stay On Target: Where The Real Value Lies In Targeting Audiences on Social
In all forms of marketing, misunderstanding your target audience means missing the mark. But why are so many brands failing to resonate with their audience on social media when the tools available to them are so sophisticated? In episode 041 of Social Minds, we’re joined by Social Chain UK managing director Katy Leeson, to discuss how social-first data capabilities are revolutionising our understanding of modern consumers and what lessons can be transferred from traditional media targeting. Intuitive targeting means knowing that customers’ offline actions don’t always marry with their online thoughts, or that effective youth marketing means not falling for the stereotypes associated with millennials and Gen Z. In this, Katy reveals how brands can succeed by understanding who is talking about your brand, where they’re talking and what those conversations really say about you.
S1 E40 · Mon, June 10, 2019
Breaking Social: Why Landscape IGTV Is Instagram’s First Failure
Has Instagram left itself vulnerable to vertical-first competitors? In episode 040 of Social Minds: Breaking Social, Theo and Eve are back to translate the biggest social media stories to break in May. We discuss Facebook’s latest algorithm update and its effect on publishers, and share the first-look reaction from our own Pages; Twitter’s update which places emphasis on direct messages, as a wider shift towards private sharing continues; Snapchat’s recent licensing deals, which put music front and centre of the platform; and what brands should make of IGTV now after Instagram wobbles, surrendering to creators and sacrificing the USP of its long-form experiment.
S1 E39 · Fri, June 07, 2019
A Social-First Success: Why Huel Created Its Empire on Facebook Ads
Huel has rejected the status quo for a new brand. It has abandoned target audiences, rejected niche appeal and advertises its products purely on social over traditional means—to enormous success. So how does a brand go from start-up to household name without all of the above? In episode 039 of Social Minds, we’re joined by founder and chief marketing officer of Huel, Julian Hearn. In this, Julian reveals how one-to-one communication with customers, an intuitive paid social strategy and the knowledge that no success is permanent has the likes of Forbes, The Telegraph and The Guardian calling Huel “the food of the future”.
S1 E38 · Mon, May 27, 2019
The Millennial Mindset: How Culture Is Determining the Success of Start-Ups
Every new business wants to create the ideal working environment. Challenger bank, Monzo, is no different. In episode 038 of Social Minds, Social Chain COO Dom McGregor is joined by Monzo COO, Tom Foster-Carter. In this, we discuss how core values, an intuition for what young people want and determination to do things differently is the only way to create a successful business in a time where the average lifespan of a company is just 15 years.
S1 E37 · Mon, May 20, 2019
Outsmarting Social: What Data Can Really Do For Your Social Media Strategy
Earlier this year we collaborated with Buffer on its annual State of Social report, which enables marketers to form an informed strategy through social-first data. In episode 037 of Social Minds, we’re joined by Buffer’s editorial director, Ash Read, to unearth the learnings which have come to light since then, discuss how to strike the balance between research and creative instinct, and reveal when to use data to outsmart the platforms’ ever-changing landscape.
S1 E36 · Mon, May 13, 2019
Earning Cultural Capital: Why Brands Are Moving Underground
Being present in culture is a dream for any brand, but earning real capital takes more than sponsorship—brands must be sincere to succeed. In episode 036 of Social Minds we’re joined by Theo and Robin, directors at Warm Street, to discuss how brands can participate in subculture movements through music. In this, we reveal the steps brands need to take to make an impact from grassroots level to mass marketing campaigns.
S1 E35 · Mon, May 06, 2019
Breaking Social: F8 2019 Reveals The Private Future of Social
As we enter a new era of social media, Facebook’s annual F8 conference laid out the blueprints for a privacy-first approach. Across messaging, commerce and meaningful interactions, Facebook made clear exactly how user behaviour is changing and where its focus—and ours—should be. In episode 035 of Social Minds, we break down each major update announced at F8, what they mean for Facebook and the opportunities they present for brands and marketers.
S1 E34 · Mon, April 29, 2019
Bigger Better Creative: The BBC’s Defence Against Netflix and YouTube
Young people are watching less TV—that cannot be argued. So where does this leave traditional broadcasters? In episode 034 of Social Minds, we’re joined by James Cross and Tim Jones, creative directors at BBC Creative, for a candid discussion about the future of linear television. In the face of Netflix, Hulu and YouTube, organisations like the BBC have been forced to play catch up. Now, we get an insight into their survival strategy. For James and Tim, the answer is a reimagined approach to creativity.
S1 E33 · Tue, April 23, 2019
Ep. 033 - Niche Value: Why Facebook Still Needs Publishers
Facebook and publishers are locked in a power struggle; neither want to concede ownership of their communities, but both need the other to survive. In episode 033 of Social Minds, we speak to On The Tools co-founder and CEO Lee Wilcox, to discover the value exchange that can happen when the two work together. In this, Lee explains how niche communities are combatting the symptoms of content overload. These groups also play a crucial role in deciding and influencing trends, and On The Tools are using that to make real change in the construction industry. Finally, we reveal the fate of UGC as social video moves further towards long-form.
S1 E32 · Mon, April 15, 2019
Regulation Is Coming: How an Internet Crackdown Will Shape the Next 5 Years of Social
Last week we saw the second plank of Facebook’s strategy: self-regulation from its product teams. The government has also decided it’s time to regulate social media platforms. But are either the right ones for the job and if not, then who? For episode 032 of Social Minds, we spoke with Useful Social founder Dan Price about the price of data, the ramifications of regulatory legislation and what happens when both are placed in the wrong hands.
S1 E31 · Mon, April 08, 2019
Moving In-house: How Agencies Are Adapting To Changing Adland
We’re undergoing a substantial shift in the way agencies operate; large network agencies have learned to share the market with specialist and challenger agencies. But how do we differentiate from one another when there’s an agency for everything? In episode 031 of Social Minds, Oliver Global COO Leo Harrison joins us to discuss differentiation, sustainability benefits for consumers and brands and the future of the agency model in our new adland.
S1 E30 · Mon, April 01, 2019
Breaking Social: On Article 13 Controversy, Instagram Checkout and the Fate of TV
For episode 030 of Social Minds, Theo and Eve cover the biggest social media stories to break in March. On our list is Instagram’s new Checkout button, including what it means for social commerce and e-tail websites; Article 13, the EU’s controversial copyright law amendment and so-called meme ban; and the future of linear TV following Apple TV+ and the news that online subscriptions have overtaken cable for the first time. Finally, we answer your questions about the world of social media marketing.
S1 E29 · Tue, March 26, 2019
Wanderlust in 2019: How Social Media Is Dictating Global Travel Trends
40% of millennials choose their next holiday spot based on its Instagrammability, but how much does social media influence global travel trends? In episode 029 of Social Minds, we’re joined by Maria McKenzie, social communications manager at Lonely Planet, to discuss influencers, overtourism and how Instagram became a booming tourism industry in its own right. In this, Maria reveals the travel trends shaping 2019 and where marketers should look to find them.
S1 E28 · Tue, March 19, 2019
Time Is Money: Gener8 Ads’ Plan to Bring Value Back to Advertising
Mistrust in advertising is the result of a lie. That lie tells consumers they are the audience of advertising when, in reality, they are the product. Now, a solution has emerged which aims to solve the attention crisis by literally giving value back to the user. In episode 028 of Social Minds, Sam Jones, founder of Gener8 Ads, reveals his industry-shaking plan to educate consumers, reclaim ad space and pay users in cash for their attention.
S1 E27 · Tue, March 12, 2019
Antisocial Media: How Social Media Became The Cause and Cure of Social Anxiety
The brain requires idle time to develop, but our constantly connected world seldom allows for boredom. Attention is now currency; aggressive marketing tactics and intensive social media use has earned the industry a reputation for its contribution to mental health issues. But our guest for episode 027 of Social Minds, Dr Fjola Helgadottir, has research which proves otherwise. What’s more, her online CBT programme demonstrates how digital media can actually be used to cure the very illnesses it can contribute to.
S1 E26 · Tue, March 05, 2019
Social for Good: How Brands and Charities Can Eradicate Badvertising
$500 billion was spent on digital advertising in 2018 alone. Now imagine if that money could be funnelled into life-changing causes. That’s the vision of our guest for episode 026 of Social Minds, Amy Williams—founder of ad tech platform, Good-Loop, which aims to make digital advertising ethical again by donating half of its revenue to charity. In this, we speak to her about the future of cause marketing, the epidemic of young ad-blockers and social media’s crucial role in fixing both.
S1 E25 · Tue, February 26, 2019
Breaking Social: A Content Crisis, the Secret to Organic Growth and Facebook’s Transparency Paradox
For episode 025 of Social Minds, Theo and Eve sat down for another edition of Breaking Social, this time covering the hottest social media stories to break in February. We dissect YouTube’s latest brand safety debate along with its new community legislation; the launch of LinkedIn LIVE and what this means for the up-and-coming social network; and Facebook’s ongoing struggle between offering transparency and security and what this means in the face of government regulation following a scathing report.
S1 E24 · Tue, February 19, 2019
The Perfect Pitch: How You Can Make Your CEO Care About Social Media
Social media is not just a young person’s game. It is increasingly important that C-level executives have a full understanding of the value which social media can provide. But how does a social media manager sell a big idea to a big cheese? In episode 024 of Social Minds, we’re joined by senior strategist at WeStrategise, Rob Alderman, to find out what makes the perfect pitch—and how those skills can create actionable solutions to an industry-wide dilemma.
S1 E23 · Tue, February 12, 2019
Sounds of Social: Why Emerging Artists Are Becoming Influencers
Disruption is on the way, and Silicon Valley’s tech giants have an appetite for it. In episode 023 of Social Minds, we’re joined by Anya Du Sauzay, head of digital marketing at Sony Music Entertainment / Syco Music, to find out how social media has altered the way new artists are discovered and marketed. In this, we explore how important social media, brand partnerships and algorithmic Spotify playlists are to today’s rising stars—and vice versa. It’s clear that social has changed music forever, but is it a threat to the industry or a new opportunity?
S1 E22 · Tue, February 05, 2019
Content That Works: 3 Principles to Effectively Scale Your Marketing Output
Content marketing is still relatively new, so why are our processes stuck in the past? Externally, we strive for speed and innovation but, internally, the industry’s way of working remains slow and bloated. In episode 022 of Social Minds, CEO of Planable, Xenia Muntean, shares her three core principles to effectively scale content marketing, create a shared language with your clients and, ultimately, save valuable time so that creatives can do what they do best—create. Ready to bring your organisation into the 21st century?
S1 E21 · Tue, January 29, 2019
Breaking Social: On Mark Zuckerberg’s NYE Resolution, Instagram’s Hypocrisy and THAT Gillette Ad
In our first episode of 2019, Theo and Eve sit down for a special edition of Social Minds: Breaking Social. In this, we debrief from the biggest social media stories to break so far this year—including Mark Zuckerberg’s challenge to host public debates, the hypocrisy of Instagram’s spam ad scandal, Twitter’s promising public beta and, of course, THAT Gillette advert. To make sure you’re prepared for every change 2019 has in store for social media, download FWD: Cut The Bullsh*t Volume 2 here: insights.socialchain.com/fwd-2019
S1 E20 · Tue, December 18, 2018
Moving FWD: What 2019 Will Bring For Users, Platforms and Brands
From the death of the News Feed to social-first CRM and a departure from social networking, December has seen an influx of marketers making their predictions for 2019. In our final episode of 2018, Social Chain strategy director, Mike Blake-Crawford, makes his return to Social Minds in order to pave the way for brands in 2019. In this, we cover his top 5 predictions, including WhatsApp’s advent as a business tool and what Instagram’s leadership under Adam Mosseri will bring in the new year.
S1 E19 · Tue, December 11, 2018
Social Media IRL: Why Experiential Marketing Must Embrace Utility To Survive
Experiential marketing is broken. That is the opinion of Lee Benecke, head of digital engagement and our guest for episode 019 of Social Minds. In this episode, Lee gives a sobering account of the state of online/offline activations and blames brand naivety for the thoughtless addition of social media to OOH campaigns. With screen time increasing and marketers constantly competing, we ask: have social media marketers stopped living in the real world?
S1 E18 · Thu, December 06, 2018
Rewriting Social Storytelling: How To Engage The Masses In 15 Seconds Or Less
Is storytelling a realistic goal on social media, or just another of marketers’ favourite buzzwords? In episode 018 of Social Minds, we sit down with Alex Ayin, commercial director at Media Chain, to find out exactly how brands can overcome platform limitations to drive a powerful narrative home - in 15 seconds or less.
S1 E17 · Tue, November 27, 2018
An Industry’s Prejudice: Why Social Media Managers Deserve Our Respect
Social media professionals typically suffer from a lack of understanding and respect from the outside world - but there’s one position which struggles to gain recognition within the walls of the industry. In episode 017, we’re joined by Elizabeth Knights-Ward, marketing director and champion of the social media manager. In this, we address why such a challenging position is regarded as entry-level - and why it’s time for that to change.
S1 E16 · Tue, November 20, 2018
The Art Of Influence: Why Today’s Youth Are Rejecting ‘The Influencer’
You might think that kids all want to be YouTubers or Instagrammers when they grow up. But among adolescents, the desire to be an ‘influencer’ is on the decline. In episode 016 of Social Minds, we’re joined by Bexy and Krupali of culture-based agency, Amplify, to discuss the disconnect between youth’s craving to be influential and their rejection of ‘the influencer’. As marketers seeking to engage and influence a youth market, we first have to ask what influence really means to them.
S1 E15 · Tue, November 13, 2018
Think Inside The Box: Why Vertical Video Should Be A Priority For Brands
96% of video is consumed on mobile, so brands and marketers should understand the importance of mastering vertical video. In reality, many remain stubborn in their execution - either hacking, botching or ignoring the pivot to 9:16 entirely. In episode 015 of Social Minds, we’re joined by head and founder of Sporf, Nick Speakman, who has brought dynamic vertical content to the screens of 15 million people - diversified for purpose and platform. His advice to his industry peers? Prioritise vertical now, or fall behind for good.
S1 E14 · Tue, November 06, 2018
Just Ad Copy: Why Artificial Intelligence Won't Kill Copywriting
The AI apocalypse is a recurring theme in tabloid newspapers, but journalists have bigger concerns than bots cloning the newsroom. Copywriters are less optimistic, however, and their fears haven’t been quashed by the arrival of Phrasee – a tool that uses AI to produce millions of email subjects and social media captions in seconds. In episode 14 of Social Minds, Parry Malm, Phrasee’s CEO and co-founder, calls BS on claims that AI will kill copywriting and explains why he wants to liberate wordsmiths, not replace them.
S1 E13 · Tue, October 30, 2018
Turning Social Inside Out: The Top 10 Hacks We’re All Unaware Of
Solving social media can sometimes feel like everyone is in on the secret but you. But for Media Chain head of innovation, George MacGill, growth hacking is not only about having the answers but asking the right questions. Whether it’s cracking YouTube discoverability, Facebook’s hidden crypto conspiracy or the new app dominating Chinese social media, in Episode 013 of Social Minds, George proves that once you know where to look, there’s no shift you can’t decode.
S1 E12 · Tue, October 23, 2018
Q&A With The ASA: Who Claims Responsibility For Social’s Media?
Born from a saturation of social media scandals, the age of digital transparency is upon us. Episode 012 of Social Minds hears Matt Wilson, senior media relations officer for the Advertising Standards Authority, explain that while regulators don’t seek to censor the colourful, risqué and edgy world of advertising, their duty to prevent harm and offence will not waver. Having lived through the advent of social media and the dawn of influencer marketing in his 14 years at the ASA, Matt has some important distinctions to make and advice to impart, as calls for social media regulation grow bolder.
S1 E11 · Tue, October 16, 2018
Nature, Nurture and Neuroscience: How To Win The Minds of a Generation Who Expect It All
As marketers, we’re obsessed with making people feel. But why should anyone have feelings about a brand? Social Chain’s own Oliver Yonchev believes that ‘the mindset marketer’ will be everything in 2019. And as age and profile labels become redundant, a greater focus will be placed on emotion. In Episode 011 of Social Minds, Oliver reveals his learnings on the youth brain and explains why understanding the mindset of a generation must come first, before earning the right to sell to it.
S1 E10 · Tue, October 09, 2018
See It, Scan It, Buy It: How AR Will Shape E-Commerce in 2019 and Beyond
To the average consumer, augmented reality means little more than face filters - for now. But ask a futurist such as Kat Callow, our guest for Episode 010 of Social Minds, and you'll see how this revolutionary tech is set to shape the future of shopping - causing ramifications for bricks and mortar, e-tailers and influencers. Snap Inc. has shacked up with Amazon and, whilst Facebook opens beta for Instagram Camera Effects under Spark AR, Google Lens looks to move from maps to media buys. As huge changes are on the horizon for 2019, brands and marketers must move fast to trial AR tech ahead of its mass adoption.
S1 E9 · Tue, October 02, 2018
When Sponsorship Meets Sport: How Brands Can Engage The Next Generation of Fans
For sports fans in 2018, a logo on a shirt simply isn’t enough. Sponsorship deals are part and parcel of the beautiful game, but Social Chain head of sport, Rich Johnson, warns that brands are failing to resonate with a modern crowd. As a new generation of sports fans comes of age, it is imperative that marketers meet heightened expectations, navigate endless accessibility and translate the integrity of sport through authentic advertising. In Episode 009 of Social Minds, Rich reveals how.
S1 E8 · Tue, September 25, 2018
A CEO's Burden: Predicting The Unpredictable Future Of Technology
Social Chain Group CEO, Steven Bartlett, has a responsibility to brands, employees and investors to predict the ever-changing landscape of social media. But how do you predict the unpredictable? In Episode 008 of Social Minds, Steve gives us a candid insight into how he navigates constant shifts, the state of social media - following a scandalous year - and the importance of finding optimism in innovation.
S1 E7 · Tue, September 18, 2018
Understanding Meaningful Engagement: What Facebook Isn’t Telling You
Facebook’s algorithm is crippling content which fails to inspire ‘meaningful engagement’ - but who dictates what meaningful means? As Social Chain strategy director, Mike Blake-Crawford, points out: the perceived value of content differs between people. And as content restrictions continue to contradict Facebook’s latest objective, agencies’ role to provide unbiased guidance has never been more crucial. In Episode 007 of Social Minds, we translate Facebook’s actions and agenda to reveal how brands, publishers and creators can survive in such uncertain times.
S1 E6 · Tue, September 11, 2018
Bots Are No Silver Bullet: Why Marketers Must Manage Their Tech Expectations
When it comes to automated tools, as an industry we’re confused. Are chatbots artificial intelligence, a customer service tool, the death of email marketing or all of the above? Syd Lawrence, CEO of The Bot Platform and our guest for Episode 006 of Social Minds, laments the term chatbot; after all, who wants to chat to a bot? Instead he explains why marketers are in dire need of managing their tech expectations, and shows us the real magic that can happen when bot technology is put in the right hands.
S1 E5 · Tue, September 04, 2018
The New Face of Charity: How No-Nonsense Advertising Is Saving Lives
Suicide is the biggest killer of men under 45 in the UK; nevertheless, a metaphorical handbrake exists whenever the ‘S’ word is mentioned. This week on Social Minds, we sit down with Simon Gunning, the CEO of CALM (Campaign Against Living Miserably), who is taking a sledgehammer to the taboo of male suicide with a hard-hitting approach to advertising. We discuss the new face of corporate social responsibility (CSR), poisonous masculine stereotypes and the role data-led technology can have in saving lives.
S1 E4 · Tue, August 28, 2018
Influencer Fraud Explained: The Questions Brands Should Be Asking
Calls have been made for urgent action to tackle influencer fraud - before trust is lost forever. But short of being put off, brands continue to blindly pump billions into influencer marketing. Social Chain head of influencer talent, Tom Peters, claims brands still aren’t asking the right questions on credibility or challenging ROI. And without adequate action from the platforms, it’s up to agencies to educate brands on how to improve the integrity, transparency and measurement of influencer marketing.
S1 E3 · Wed, August 22, 2018
Social Equity and the Student Night Out: An Events Marketer’s Secret To Survival
When marketing a club night where the venue, the DJ and the drinks deals are all the same, how does one ensure their night out is the place to be? In Episode 003 of Social Minds, we speak to the managing director of student events company Voodoo Events and host of the Modern Wisdom podcast, Chris Williamson. In this, we gain a candid account of social equity, selling the student night out and how championing students’ emboldened sense of self is in an events marketer’s best interest - if they hope to survive in this unforgiving industry.
S1 E2 · Tue, August 21, 2018
Love Island Exposed: How One Show Ended the War Between TV and Tech
If Love Island was ever a guilty pleasure, this year, they dropped the guilty. But how much of the show’s success is owed to social media? In our second instalment of Social Minds, ITV business development director, Jason Spencer, reveals how Love Island managed to become the summer’s hottest TV show. Covering everything from brand partnerships to savvy social media use and winning the coveted attention of a 16-24 demographic, this conversation challenges the myth that tech is the enemy of traditional television.
S1 E1 · Fri, August 17, 2018
Tackling Cynical Britain: How Brands Can Combat Distrust Among the UK Consumer
Modern Britain is presenting brands and marketers with more challenges than ever before. Staggering social media use and overexposure to advertising has taught us to be cynical - and it’s having a major impact on campaign strategy and content creation. But how do you charm a nation of cynics? In the pilot episode of Social Minds, the UK’s first social media marketing podcast by Social Chain, we’re joined by Kellogg’s UK & Ireland social lead, Joe Harper. In this, we ask whether or not consumer cynicism is a behaviour we can unlearn, and Joe reveals how FMCG brands such as Kellogg’s are working to educate a woke generation and earn the elusive trust of the UK consumer.
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