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Why Bold Social Creative Is Always Worth The ‘Risk’ | Aaron Gillies, 4Studio, Channel4

SocialMinds - A Social Media Marketing Podcast

Release Date: 10/06/2025

Vodafone on scaling the human touch when your product is invisible | Cassia Colling | Vodafone show art Vodafone on scaling the human touch when your product is invisible | Cassia Colling | Vodafone

SocialMinds - A Social Media Marketing Podcast

You can't hold up connectivity the way you hold up an outfit or a coffee. So what does the human touch actually look like when your product can't be seen or touched? Cassia Colling, Social Lead at Vodafone Three, joins SocialChain's Chelsea Noronha to talk creators, comments and culture. It's a conversation about staying relevant to everyone without losing what makes a brand feel like itself, and what AI means for all of it. Got a question or suggestion for the SocialMinds podcast? Get in touch at .

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SocialMinds - A Social Media Marketing Podcast

On this episode of Social in Six, SocialChain account executive Maya Gough joins Mil in the studio to unpack the latest from the world of social. This time, that includes two updates from Meta, including the launch of a new range of AI-powered glasses and an expansion of its livestream shopping tools.     Elsewhere, Reddit has rolled out A/B testing to all advertisers, YouTube is letting you add music to still image posts and carousels, and LinkedIn is testing two new discovery and collaboration features with collaborative posts and suggested feeds.  ...

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SocialMinds - A Social Media Marketing Podcast

How can brands stop chasing trends and start filtering content through their own lens?  Most beauty brands exhaust themselves trying to chase every fleeting TikTok trend, but Charlotte Tilbury has built an empire by doing the exact opposite. Marukh Budhraja, Global Head of Social for Colour and Complexions, joins us to discuss how the brand avoids the ‘trend trap’ by filtering every asset, comment, and campaign through the singular, authoritative lens of Charlotte herself. Learn how to maintain high-prestige consistency while executing mass intimacy at scale, and why a strong persona...

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SocialMinds - A Social Media Marketing Podcast

On this episode of Social in Six, strategy lead Chelsea Noronha returns to the studio with Mil to break down all the latest need-to-know headlines from the world of social. This time, that includes three updates from Meta, including the launch of community-focused app Forum, a familiar Series feature for Reels, and new research that says discovery is increasingly happening through social.   Elsewhere, Reddit has added video replies to comments, Instagram is testing profile interests to help personalise recommendations and LinkedIn looks set to expand...

info_outline Owning Owned: Why organic is the power play of a unified marketing strategy with Tinder, Primark and Channel 4 show art Owning Owned: Why organic is the power play of a unified marketing strategy with Tinder, Primark and Channel 4

SocialMinds - A Social Media Marketing Podcast

Organic gets written off every few years. Too slow. Too hard to measure. But for Tinder, Primark  and Channel 4, owned content is anything but an afterthought. In this panel, SocialChain’s Eve Young sat down with Madeline Riley, and Aaron Gillies to unpack how organic has become a creative engine for cultural relevance, community connection and smarter paid decisions. From repeatable formats to reactive comments, pressure tests to IRL moments engineered for the feed, the session proved  that the best organic strategies build the brand, shape the work and tell you what people...

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SocialMinds - A Social Media Marketing Podcast

The waitlist for SocialMinds LIVE x Meta 2026 is still open! (For now...) Don’t hang about, register to join us on 27 May in London:      On this episode of Social in Six, account manager Rachel Lea is back in the studio with Mil to break down the six key updates marketers need to know. This time, that includes Instagram expanding its crackdown on duplicate content beyond Reels, and testing new carousel caption formats to enable more structured storytelling.     They’re also unpacking TikTok’s latest moves,...

info_outline How loveholidays Is Challenging the Travel Category by Thinking Creativity-First | Jasmine Dye, loveholidays show art How loveholidays Is Challenging the Travel Category by Thinking Creativity-First | Jasmine Dye, loveholidays

SocialMinds - A Social Media Marketing Podcast

At MAD//North, we spoke with loveholidays about its shift to a challenger mindset. In this episode, we continue the conversation with Jasmine Dye, Senior Social Media Manager, to explore how that mindset is brought to life across social, influencer, paid and community.  In this episode, we explore what it takes for a brand to get people talking in a crowded category and how the “loveholidays twist” shapes creative decisions. Expect to learn how creators are now part of the creative process, not just a channel, and how the Book What You Love campaign is...

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SocialMinds - A Social Media Marketing Podcast

SocialMinds LIVE is back for a fourth sellout event in London on 27 May! Join the waitlist: On this episode of Social in Six, our social media manager Emily Harrison is back with Mil in the studio to break down the six key updates social marketers should know about. First up, two key updates from Meta including a major sales-focused update to Reels and a new feature that uses AI to diversify your creative in seconds. Instagram comments also get a handy upgrade, and TikTok has some big budget new ad options. Plus, Pinterest finally introduces boosting for Pins, and LinkedIn says articles...

info_outline How Primark Is Turning Store Colleagues Into Creators To Take Their Global TOV Local | Maria Duncan, Social Media and Community Management Officer, Primark show art How Primark Is Turning Store Colleagues Into Creators To Take Their Global TOV Local | Maria Duncan, Social Media and Community Management Officer, Primark

SocialMinds - A Social Media Marketing Podcast

For years, brands have tried to maintain one consistent voice on social. But the most engaging content today comes from people, not polished brand posts. Primark has leaned into that shift with its colleague-generated content programme, training store teams to become creators and tell stories from a local perspective.  In this episode, we’re joined by Maria Duncan, Social Media & Community Management Officer at Primark, and Chelsea Noronha, Strategist at SocialChain, to go behind the scenes on how it works from strategy to rollout and...

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SocialMinds - A Social Media Marketing Podcast

On this episode of Social in Six, SocialChain’s senior account manager Taylor Mitchell joins Mil in the studio to unpack the hottest social headlines. This time that includes the news that Meta is experimenting with ads for its chatbot Meta AI and a big measurement update that should make reporting easier.     Plus, TikTok has rolled out its Local feed to the US, Pinterest shares tips for better ad creative, and creators are speaking out against Instagram’s controversial shopping feature. Finally, X has quietly...

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More Episodes

Your most successful activations will be the ones that makes stakeholders squirm. Just a little. Still, most organisations are more fearful of perceived backlash than ever before - but not Channel4. As the ‘alternative’ UK broadcaster with shows that range from Virgin Island to Trump V The Truth, the nature of its programming opens doors for the nature of its marketing. In this episode, 4Studio’s senior content strategist Aaron Gillies tells all. Whether it’s sending Handmaids in full regalia to parade The Palace of Westminster a week after Roe Vs Wade was overturned, or letting mischievous Yorkshire teens take over your socials and post things like “Channel4 is for people who belong in a nursing home”, this broadcaster is no stranger to bold tactics. Is its reputation risked or ruined? No. Far, far, far from it.Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com.