Recorded in front of a live audience at SocialMinds Live 2025, we go behind the scenes of Primark's bold social-first strategy with Primark's Kymberley Thomson in this raw, unfiltered conversation between client and creative. From concept to execution, we lift the lid on the work and the wins that put community at the heart of the brand, and how collective creativity turned one of fashion's biggest names into a cultural conversation starter. 

Get in touch at [email protected].

On this episode of Social in Six, SocialChain strategist Chelsea Noronha returns to the studio to help Mil break down social's biggest updates. They cover Meta's ad-free subscription tier launching in the UK, plus the news that Instagram is trialling opening the app to the full-screen Reels feed. 

They also discuss two updates from Facebook, including keyword search suggestions for Reels, and the platform's rising popularity as a news source. Finally, they cover TikTok Travel Ads and YouTube's AI tool that generates alternate endings for Shorts. 

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

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 [email protected].

On this week's trend-focused Social in Six, account manager Scarlett Carson joins Mil for a midyear lookback on the trends that are dominating social right now – and the trends to come. They dissect Pinterest's autumn trends report, YouTube's digital culture recap, and talk about the trends they think will sustain in 2025.  

They also break down the hottest new updates, like Instagram adding new analytics, a Reels linking feature and considering screenshots as a measurable metric; plus TikTok quietly implementing a hashtag limit and Reddit's Pro Organic playbook.  

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

For TV broadcasters, social marketing has to do more than just educate or entertain – it has to convince audiences to get *off* their phones and sit down to watch. Sharing the solution to that challenge is Erina Jones, director of social media and social AVOD at UKTV, part of the award-winning BBC Studios. Erina delves into why consolidating UKTV's owned channels made for a stronger brand, the secret to a perfect TV show cutdown for social, and how data helps the team convert passionate communities into loyal brand fans. 

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

On this week's episode of Social in Six, The Fifth's account manager Chiara Yeomans joins Mil in the studio. They're talking about the updates that have social marketers talking, including Instagram finally launching Reposts, YouTube beating out ITV to become the 2nd most-watched channel in the UK; and the hottest influencer marketing trends set to continue in 2025.   

They also cover Meta's new tips for Advantage+ campaigns; a familiar collab post feature from YouTube; and TikTok's reported Engaged Session feature that lets you retarget website visitors without a tracking pixel. 

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

Mindsets matter more than metrics. In episode two of The Media Lift Effect, Eve Young returns with Gareth Harrison (SocialChain) and Mark Byrne (Brave Bison) to unpack how brands can apply the model across audience, creative, media, and measurement. 

From auditing assets to making use of AI tools like AudienceGPT, this episode shows how to build strategy around real behaviour, not outdated personas. Creative becomes your targeting, organic becomes your testbed, and measurement becomes the bridge between brand and performance. 

If you want a social strategy that works with the algorithm, not against it — this is where to start. 

🔗 Get the full framework in the whitepaper: https://www.socialchain.com/social-minds/insights/the-media-lift-effect/%E2%86%97

Social ad spend is growing but over half of it still goes to waste. In this first episode of The Media Lift Effect, a special SocialMinds × Brave Talk collaboration, host Eve Young is joined by Gareth Harrison (SocialChain) and Mark Byrne (Brave Bison) to unpack why performance is falling short — and what needs to change. 

They explore the new realities of rising CPMs, fractured attention, and misleading last-click attribution. And introduce a smarter model built for how people move through social: aligning creative, media, and measurement to reduce waste and lift performance. 

From creator content to dwell time, organic signals to data-driven attribution — this is your reset on what effective social performance really looks like. 

🔗 Download the full whitepaper: https://www.socialchain.com/social-minds/insights/the-media-lift-effect/%E2%86%97

On this week's episode of Social in Six, senior creative Eve Young is back with Mil in the studio. Together, they recap the top headlines from social, including Bulletin Boards, TikTok's answer to Broadcast Channels; Instagram and TikTok developing connected TV apps; and YouTube's new shoppable stickers for Shorts. 

They also discuss Meta's plan to train chatbots to send follow-up messages unprompted; X making advertisers literally pay by the pixel, and Reddit's new Recommendations tool. Got a question or suggestion for the Social Minds podcast? Get in touch at [email protected]. 

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

Dr. Oetker is a brand that has a place in every household's cupboards, but it's also found its place on everybody's social feeds - particularly for its baking category.

Today's guest is Josephine Keller, Dr. Oetker's head of digital marketing, and she joins us to share how the brand has successfully built out its in-house social production capabilities, what the power of both UGC & EGC has been for them (and when to use each) and why old cult classic Facebook Groups is still worth the investment.  

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