SocialMinds - A Social Media Marketing Podcast

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 Ingram, 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].