SocialMinds - A Social Media Marketing Podcast

On this episode of Social in Six, SocialChain growth and marketing executive Emma Baskeyfield joins Mil in the studio to break down the six key updates social marketers should know about. This time, TikTok has unveiled a range of AI-powered ad updates, including new shopping and lead generation tools, while Instagram is testing a shopping feature of its own that recommends similar products based on users' preferences.

Elsewhere on the shopping front, YouTube is testing new product tag placements. Plus, LinkedIn is testing advanced creator discovery to help brands find the right partners for B2B campaigns, Pinterest is expanding creator content promotions, and Instagram is trialling an option to open the app directly to Reels.

Got a question or suggestion for the SocialMinds podcast? Get in touch at [email protected].

Behind every viral song there's a lot of work going on - and a spike in views doesn't always mean good news for the artist. In this episode, we're joined by Danny Ingham, Director of Creator Marketing at Universal Music UK, to unpack what really happens when a track starts to trend.

Expect to learn why a meme-driven moment can inflate numbers without driving streams, when the team steps in to amplify something organic rather than trying to manufacture it, and why Google Trends data is one of the metrics they watch most closely.

We also get into how labels work with artists who don't want to behave like creators, why YouTube and younger audiences are a gap many marketers are overlooking, and what consumer brands could learn from the way the music industry trusts its creators.

Got a question or a suggestion for the SocialMinds podcast? Get in touch at [email protected].

SocialMinds LIVE is back! Sign up to the waitlist to join us on 22 October: https://www.socialchain.com/socialminds-live-x-canva/ On this episode of Social in Six, SocialChain strategist Vanessa Damien joins Mil in the studio to unpack what's causing a stir in the world of social. First up, Meta has launched Muse, its first ever personal AI agent, and there's two updates from Instagram: the ability to add tagged posts to profile grid, and First Draft for Reels.

Elsewhere, YouTube is testing an upgrade to its personalised video feed experience, plus TikTok is rolling out new content formats, and we think comments are about to get a lot more unhinged.

Finally, YouTube is testing an upgrade to its personalised video feed experience, and Mil and Vanessa discuss new Australian legislation that could give users the option to choose a chronological social feed by default.

Got a question or suggestion for the SocialMinds podcast? Get in touch at [email protected].

Food has always been one of the internet's most competitive categories, but with the rules and what works constantly shifting, getting people to stop scrolling long enough to subscribe is becoming harder than ever. For Mob, that means constantly testing, analysing and evolving its approach to social.

In this episode, we're joined by Mob's Social Strategy Director Ayala Daly to deep dive what it takes to create food content that cuts through. Expect to learn why views don't necessarily translate into followers, how series' are helping brands build audiences beyond individual viral hits, and which creative decisions can turn the same recipe from a 20,000-view flop into a 20-million-view success.

We also get into the role of data vs creative instinct, how Mob approaches experimentation, and whether brands should be chasing trends or trying to create them. Got a question or a suggestion for the SocialMinds podcast?

Get in touch at [email protected].

When Essity started pushing the conversation around femcare and body confidence, taboo-breaking was a genuine differentiator. Now every brand's got a bold campaign and a creator to match. Luciana de Azevedo Lara, Senior Global Communications Officer at Essity, joins SocialChain CEO, Jacinta Faul to get into what happens next when the mould's already been broken and the bar for cutting through keeps rising. They cover why human instinct and cultural taste are still the things AI can't manufacture, how to build authentic community at scale across markets with very different sensitivities, and where the real tension sits between a brand pushing the envelope and a creator doing it.

Got a question or suggestion for the SocialMinds podcast? Get in touch at [email protected].

On this episode of Social in Six, midweight creative Harrison Kennedy joins Mil in the studio to break down all the latest updates from the social sphere. First up, Instagram has removed an AI remix feature just days after launching it, while YouTube's Shopping affiliate programme has officially expanded to eligible creators in the UK.

Elsewhere, LinkedIn is testing a new way to report AI slop, TikTok Shop is giving UK sellers enhanced product insights, and we get into what Article 50 of the EU's AI Act means for brands and creators. Plus, Meta is working on an AI coding agent to rival OpenAI and Anthropic as part of its wider push towards personal superintelligence.

Got a question or suggestion for the SocialMinds podcast? Get in touch at [email protected].

How do you build a brand that resonates with everyone without losing your edge?

In a market crowded with 'stuffy' booze brands, NICE has carved out a new space by refusing to take themselves too seriously. In this session, we sit down with the team behind the brand to explore their crowd-pleasing philosophy - a strategy that bridges the gap between viral digital stunts and meaningful, real-world community building. From iconic IRL stunts to reactive, budget-friendly social wins, discover how NICE ignores the red tape to deliver authentic, high-impact marketing that keeps the crowd coming back for more.

Got a question or a suggestion for the SocialMinds podcast? Get in touch at [email protected].

Brands are spending more on creators than ever, but attention doesn't always equal brand growth. Beth Marchant, Strategy Director at System1, joins Brave Bison's Chief Marketing Officer Hannah Baker to dig into The Creator Effectiveness Playbook: the new evidence-based research that gets into how to close that gap. Expect a conversation about what the data actually says, and what it means for how marketers should be thinking about creator advertising going forward.

Got a question or a suggestion for the SocialMinds podcast? Get in touch at [email protected].

Time Out has been the definitive guide to city culture since 1968, but in 2026, legacy heritage is a double-edged sword. How do you honour decades of editorial credibility while fighting for attention in an algorithmically driven feed? Chante Piette-Valentine, Head of Social and Video, takes us behind the scenes of Time Out's ongoing transformation. In this honest session, we move beyond the myths to explore the real-world challenge of launching publishers on social: navigating trust, balancing data with editorial instinct, and why, in an AI-saturated world, society's modernity fatigue can work to any legacy brands' advantage.

Got a question or a suggestion for the SocialMinds podcast? Get in touch at [email protected].

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 [email protected].