The Social Media Focus

If you're ticked off by TikTok and tweeting leaves you weeping, our collection of pieces on the state of the social media landscape should help you out.

Insight

Under the influence: Why social media is scaling down

Stepping in to what can sometimes be the wild west of the web that we call social media, Tim Cumming talks to leading players in branding for social, and discovers why the mega-influencers of the pre-pandemic world are downsizing.

Insight

How to stop the scroll (and why AR has finally come into its own)

Getting audiences to take note of content is a continuing battle, especially for brands. Laura Lane, Chief Marketing Officer at Studio BLUP, looks at how to stop people scrolling past your posts, and examines why augmented reality is finally finding a place on social.

Insight

The Boomers should be influencers... and that’s okay

Rachel Carlson, creative director at Mekanism, argues that a wealthy and largely vaccinated generation probably shouldn't be ignored by social media campaigns.

Insight

Going mobile is the key to accessibility design

When social media apps lead the way, accessibility becomes a priority for all brands, argues Malcolm Poynton, Global Chief Creative Officer, Cheil Worldwide.

Insight

Social media is moving into the real world

While irreverent puppy-face-with-your-tongue-out filters are dominating now, Greg Swan, Fallon’s Head of Creative Innovation, argues that the most successful Social Media ads are going to be in Augmented Reality.

Insight

Cooking for one social feed at a time

Textile artist and curate films director Andrea Love, of Cooking With Wool fame, shares how her viral social media videos helped her gain artistic independence and find commercial success.

Insight

Unlocking TikTok in 2021

Brands need more than one key to succeed on TikTok argues Kelsey Docherty, a marketing and communications consultant specializing in TikTok strategy.

Insight

What’s your #MotionType?

Sean Koriakin, Creative Director at Watts Media, kicks off this month's Social Media Focus with some tips on how to make sure typography cuts through on the transition from broadcast to pocket screens.

Insight

The evolving relationship between brands and social

The way we build brands and develop businesses has remained mostly stagnant, says Gerard Crichlow, Global Planning Director for Unilever at MullenLowe London. But with social media, we've entered a new world, which calls for a new approach.

Insight

Battle of the brands: How to engage in ‘branter’ on social

Weetabix recently lit up social media with a tweet about a very divisive breakfast, which other brands leapt upon. With a lot of reputations at stake, Tamara Littleton, CEO at The Social Element, explains the perfect recipe for brand interaction on social.

Insight

Why Dove wants to reverse the selfie trend

After a recent campaign looking at the potentially damaging impact of the selfie culture, Dove's Global Client Lead along with the Global ECD on Unilever at Ogilvy and WPP, talk about why unrealistic beauty standards still need calling out.

Retouch responsibly: How VFX artists can help eradicate the damages of influencer culture

Control or delete? How brands can avoid social media cyclones

Is social still about being social?

Showcase

Throwback Thursday: Social Media

Pulling from movie activations and restaurant stunts, this month's selection of case studies shows off some of the most innovative ways brands have leveraged social media to up community engagement.