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.
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Ep. 245 - SOCIAL IN SIX [082]
04/15/2024
Ep. 245 - 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 .
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Ep. 244 - Surreal: How To Make People Care About Product | John Thornton
04/02/2024
Ep. 244 - Surreal: How To Make People Care About Product | John Thornton
This episode is proudly sponsored by Riverside.fm. 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
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SocialMinds Live is back, and we’re heading to London!
03/19/2024
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
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Ep. 243 - SOCIAL IN SIX [081]
03/18/2024
Ep. 243 - SOCIAL IN SIX [081]
This episode is proudly sponsored by Riverside.fm. 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 . to sign up to RiversideFM with our promo code socialminds -
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Ep. 242 - Sidemen: Managing One of YouTube’s Biggest Entertainment Properties | Jordan Schwarzenberger
03/04/2024
Ep. 242 - Sidemen: Managing One of YouTube’s Biggest Entertainment Properties | Jordan Schwarzenberger
This episode is proudly sponsored by Riverside.fm. 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 to sign up to RiversideFM with our promo code socialminds -
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Ep. 241 - SOCIAL IN SIX [080]
02/19/2024
Ep. 241 - SOCIAL IN SIX [080]
This episode is proudly sponsored by Riverside.fm. 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 to sign up to RiversideFM with our promo code socialminds -
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Ep. 240 - Booking.com: How to Differentiate Your Brand in a World of Choice | Laura Kaye
02/05/2024
Ep. 240 - 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 [email protected].
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Ep. 239 - SOCIAL IN SIX [079]
01/15/2024
Ep. 239 - 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 .
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Ep. 238 – Pinterest Predicts: Spotlight on Trends for 2024 | Louise Richardson
01/08/2024
Ep. 238 – 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 [email protected].
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Ep. 237 - Our Top 5 Nuggets of Wisdom From SocialMinds’ 2023 Season
12/18/2023
Ep. 237 - 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 . Links to each interview featured in today’s episode:
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Ep. 236 - Mob: How to Stand Out in the Busiest Social Spaces | Jake Gauntlett
12/04/2023
Ep. 236 - 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 .
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Ep. 235 - SOCIAL IN SIX [078]
11/20/2023
Ep. 235 - 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 .
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Ep. 234 - Reddit: How Community Recommendations Lead to Repeat Purchases | Yvonne Quinn, Head of International Marketing
10/30/2023
Ep. 234 - 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 .
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Ep. 233 - SOCIAL IN SIX [077]
10/16/2023
Ep. 233 - 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 .
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Ep. 232 - SocialChain: How to overcome the disconnect and behind SocialMinds LIVE
09/25/2023
Ep. 232 - 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 [email protected].
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Ep. 231 - SOCIAL IN SIX [076]
09/18/2023
Ep. 231 - 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 .
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Ep. 230 - SOCIAL IN SIX [075]
09/04/2023
Ep. 230 - 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 .
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Ep. 229 - Doing Things Media: When Creators Become Business Empires | Scott Dunn, Head of Business Development and Creator Partnerships
08/29/2023
Ep. 229 - 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 .
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World’s Shortest-Ever Podcast Episode: An Invitation From Us
08/23/2023
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:
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Ep. 228 - SOCIAL IN SIX [074]
08/21/2023
Ep. 228 - 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 .
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Ep. 227 - SOCIAL IN SIX [073]
08/07/2023
Ep. 227 - 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 .
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Ep. 226 - OceanX: Fuelling Social Conversation On Ocean Conservation | Shannon Forrey - Director of Social & Digital Media
07/31/2023
Ep. 226 - 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 .
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Ep. 225 - SOCIAL IN SIX [072]
06/19/2023
Ep. 225 - 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 [email protected].
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Ep. 224 - Formula One: How to Convert Casual Viewers Into Hardcore Fans | Sam Barker, F1
06/12/2023
Ep. 224 - 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 .
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Ep. 223 - SOCIAL IN SIX [071]
06/05/2023
Ep. 223 - 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 .
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Ep. 222 - Specsavers: Giving Your Social Media Strategy 2023 Vision | Lisa Hale, Specsavers
05/29/2023
Ep. 222 - 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 .
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Ep. 221 - SOCIAL IN SIX [070]
05/22/2023
Ep. 221 - 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 .
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Ep. 220 - The Washington Post: Making TikToks to Tell the News | Carmella Boykin, The Washington Post
05/15/2023
Ep. 220 - 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 .
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Ep. 219 - SOCIAL IN SIX [069]
05/01/2023
Ep. 219 - 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 .
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Ep. 218 - Hootsuite: How to Cure Creative Block With Artificial Intelligence | Billy Jones, Hootsuite
04/24/2023
Ep. 218 - 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 [email protected].
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