How has growing up online shaped the next generation of marketers—and how are they rewriting the rules of social media and influencer strategy?
In this episode, PMW News Reporter Reem Makari speaks with Olivia Tutton, Senior Campaign Director at The Goat Agency, and Sophie Somers, Director of Paid Social at Journey Further. The duo discuss how their digital upbringing gives them a distinct edge in navigating shifting platforms, cultural trends, and influencer dynamics.
From TikTok uncertainty and the resurgence of platforms like Facebook and Snapchat, to the rise of influencer-led communities and the power of micro-creators, the conversation dives into how younger marketers balance authenticity, agility, and brand alignment. Olivia and Sophie also reflect on the generational divide in leadership opportunities, misconceptions among older marketers, and the risk of siloing social talent too early in their careers.
Plus, the pair break down some of the most common myths about followers, virality, and influencer impact—offering practical advice for brands that want to stay ahead of the curve in an industry where trust, relevance, and adaptability reign supreme.
~ Episode breakdown ~
(0:00 – 1:47) Introduction to the episode and generational differences in social media adaptation.
(1:47 – 6:50) The dynamic landscape of social media platforms and the resurgence of older ones.
(6:50 – 19:55) The evolving role of influencers and common marketing misconceptions.
(19:55 – end) Navigating social media trends, career progression, and a 'myth or fact' game.
~ Further reading ~
Majority of performance marketers see diminishing returns on social media adspend
Why brands must stay agile as social media rapidly evolves
Navigating social media in the era of 'free speech'
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