paid Immediate Future

Paid social tracking: why pixels, UTMs and CAPI need to work together

Paid social works harder when pixels, UTM codes and CAPI are set up together. Here’s why better tracking means better insight, optimisation and ROI. Paid social is under more pressure than ever to prove its actual business impact. Problem is you can’t optimise what you can’t see and you definitely…

The Q4 paid social trap

How can CMOs stop Q4 paid social costs from spiralling? CMOs cannot change Q4 seasonality, but they can change how exposed they are to it. Instead of leaving all budget in live auctions when CPMs peak, use Meta’s Reservation buying to pre book key Q4 reach at fixed prices, then keep a smaller auction budget for agile tests and trading. Lock creative and plans earlier in the year, use Q2 and Q3 to find winning hooks and formats, and use AI to build CPM and ROAS scenarios. You turn Q4 from a chaotic bidding war into a planned portfolio with clear risk and upside.

B2B: It’s paid social’s time to shine

Paid social media is taking off across all social channels – so for B2B marketers, who see organic social as the go-to – how can they combat the challenges of organic suppression? And how best can paid be tackled to ensure the best budget spend? We’ve all heard the saying,…

B2B paid social plans – time for a rebuild

In 2024, paid social media is expected to lead all platforms in advertising spend. For B2B brands, this raises the question: how can they effectively organise their paid social strategies to get the most out of their advertising budgets? Additionally, which platforms should they focus on to optimise their investment?…

Meta launches a paid ad-free subscription

In a bold move catering to the evolving landscape of privacy regulations in the European Union, Meta has announced the launch of a paid subscription service to remove ads from Facebook and Instagram. This offering will give users across the EU a choice: pay a fee to…

Mastering Paid Social Media Campaigns

Staying ahead in digital marketing requires continuous learning. As summer comes to an end, the slower pace we all cherish is almost over. This is the perfect opportunity for marketing professionals to invest time in upskilling. This blog post will address the importance of social media paid campaign training on…

Organic & Paid: Complement and Triumph

Social media is a powerful tool for organizations looking to connect with their customers. I think we can all agree on that. But it’s not just that – it allows businesses to reach their exact target audience with their advertising messages; it helps create a community and build brand trust,…

Cats aren’t paid actors, but Spud is!

Have you ever tried to get a cat to do what you want it to? Impossible! Meet our little black cat, Spud – the perfect animated illustration to demonstrate how cats communicate, behave, and live around humans. As cats aren’t paid actors, we enlisted the help of our IF…

Top Metrics for Paid Media Campaign Performance

Paid & organic social go hand in hand

For those who work in marketing, or more specifically, social media, this won’t be the first time you’ve heard this. Or the last, for that matter. The roles of organic and paid social are very different but thrive on each other’s successes. Organic content helps shape the brand, building relationships…

Performance is in the Paid

You HAVE to do paid if you want performance from your social. And our paid social is so good that we broke Twitter – our bid prices were optimised so tightly it wouldn’t register on their platform! Now that is the kind of agency you want managing your hard earned…

Paid media: how to excel

Excelling in social media depends on many factors. Precise targeting, elaborated content strategy, proper measurement, and testing, etc. It is a whole structure in which each part must be studied and properly planned to be successful in social. But if you look at paid media, things can get…

Don’t get caught-out by last minute Paid Media buying

The summer month of August has always been a key month in the Ad calendar. The famous P9 period sees Back to School campaigns appear, closely followed by menu changes in pubs and restaurants, as they flip from lighter evenings to darker nights. At the same time, we start…

How long should you run your paid social campaigns?

Now, this may seem like a straightforward question. But in fact, this is a complex process that varies between channel, industry, audience size, objective and spend. So, if you came here for a short answer, you’re out of luck. But what we can give you is a top-level…

Episode 50: Serious Social – Unlocking Paid Media Excellence

Ep 50: Serious Social – Unlocking Paid Media Excellence In this week’s Serious Social Live, Colin Jacobs will be getting into the nitty-gritty of paid social media. Tune in to discover how everything from customer journeys, touch points and algorithms, will help you smash your…

Excelling in paid social media

Paid media is a complex and ever-changing beast that can make success on social particularly difficult. Especially if you don’t take note of the regular adaptations to features, functions and most importantly algorithms – recently there have been some big changes. Understanding algorithms is key for knowing what you need…

Episode 44: Serious Social – Priorities for paid social

Ep 44: Serious Social – Priorities for paid social A lot happened in 2020, and the same is true for the paid media landscape. In this week’s Serious Social, Belle Lawrence will be looking at the latest news and updates to help you navigate your…

Episode 7: Getting your paid social on-point

Ep 7: Serious Social – Getting your paid social on-point New to paid social, or looking to brush up – we’ve got some top tips and insight for you. If you’re after more know-how to break the social boring, subscribe now.

Quick tips to kick-start paid social

As the online population grows, so does the pool of consumers – some with time, and money on their hands. In recent weeks, e-commerce businesses in sectors like crafting, beauty and home accessories – as well as gifting – have started to boom. If you’re starting out in…

Twitter’s upping its paid game

Over the past few weeks we have seen multiple announcements from Twitter; filtering direct messages, swipeable lists, and 6-second video ad bidding. Now, the platform has announced its testing a new, larger image carousel format for advertisers and it seems they’re really trying to up their paid game. After…

Social media is all about experimenting, especially with paid

Every company, be it B2B or B2C, will always be searching for new ways to spruce up their social media strategy; whether there’s a new format or a fun, innovative creative concept to try – we all want to break the social boring. But, are you experimenting with your paid…

You’re not spending enough on Paid Media, and it doesn’t make sense

The media landscape has changed forever. Shock horror. No new news there. However, the majority of businesses are yet to evolve their buying behaviour. Too many are still caught in the ‘this is how we’ve always spent our budget’ camp. Happy to continue investing significantly in Out of Home and TV. In…

Taking the plunge with paid media

Investing money in advertising can feel like a bit commitment, however deploying paid on social doesn’t need to be scary. As long as you have a plan in place before you start, social is a great way to test campaigns and creatives easily, with real-time feedback. Here’s how to…

A straight-talking summary of GDPR-enforced changes to Facebook’s Paid Media proposition

Facebook’s Paid Media proposition is changing. After the data breach, and with GDPR coming up, it’s clear why they’re doing it. But, if you use Facebook for advertising, you’ll want to know what’s changing and how. As a Facebook partner, we’ve got all the finer details. In this week’s…

LinkedIn not the lone ranger of B2B Paid

For years, LinkedIn stood alone as the prime channel for B2B businesses pushing Paid models to drive attributed leads in funnel. The ability to serve targeted content to specific industry, company and job function has been appealing. Understandably so. The landscape has changed and I believe it will continue to…

Organic vs paid social audience you have vs the audience you want

Organic vs paid social: the audience you have vs the audience you want For those who live and breathe community management, or even for those who don’t, it will have not escaped your notice that your organic engagement is only going one way… downhill. Whilst the impact will vary per…

Twitter made some changes to paid…and they are pretty cool

This week has seen Twitter get all Facebook-y (yes that is a word) whilst making some nice strides with their paid advertising engine. There are three significant changes that have all gone live this week; Universal code, new custom audiences and an ‘objective-based’ interface – making the platform simpler to…

8 fundamentals to an award winning paid social campaign

We were very proud to win Best Use of Social Advertising at the recent Social Media Buzz Awards recently. Fist pump. We did so on a modest budget, pipping big agencies (Ketchum, Starcom, Havas, Manning Gottlieb OMD) and big brands (Starbucks, KFC, Phillips, Unilever, Heineken) with our work for Southbank…

What does the #adpocalypse mean for paid social?

Apple’s recent announcement that it was going to be embracing ad blocking software has sparked some serious social debate and birth of the hashtag #adpocalypse. The move by Apple has brought into spotlight the morals and ethics behind the media industry and am sure will bring about another shift because…

How paid is cannibalising ATL advertising

If you’re not already ‘paying to play’, you should be. Get your targeting right, and your customer engagement rates can be as high as 20%. It is compelling data like this that is helping to evidence the success of paid social versus above the line (ATL) advertising. Being able to…

Are social logins the real power behind paid social?

It’s more or less been accepted that with targeted advertising online, be that AdWords or social, the main drivers of the targeting algorithms lay in your browser dropping cookies and particularly in social, your likes, shares and other forms of engagement. However is the rise of…

Discover what content works in B2B social media using (non-paid) click-through rates!

After reading an interesting article from The Real Time Report last week I was inspired to share some of the metrics I know most companies won’t be tracking in the B2B space… The report above, which looked purely at website analytics as a way of determining referral traffic and…

After the scroll is gone

When reach dips, the content people keep is what earns its keep. Bank holiday weeks can be a challenge for marketing teams. Reach is often less predictable, approval chains slow down, and the temptation is to keep feeding the calendar because silence feels risky. I’d use the week differently. It’s…

Social shapes buying decisions

Social content now has a longer commercial life You’re being asked to prove social is driving growth, and half your content disappears before it’s even had a chance to matter. Post it, watch it, report it, move on. That used to be the rhythm of social, and to be fair,…

The #1 Reason to Use Snapchat Snapcodes: Explosive Engagement.

Snapchat is basically saying, “Oi marketers, don’t sleep on Snapcodes” their version of QR codes as a way to make ads feel a bit more fun, interactive, and actually worth engaging with, their take on QR codes as a way to make ads feel more interactive, less…

LinkedIn: Is it time for a re-evaluation?

LinkedIn has been the safe B2B media choice for years. We’d argue almost too safe, in some cases! Is it time to move on? It is still the platform most B2B marketers reach for when they want to target senior decision-makers, niche job functions, or named accounts. And yes, there…

Episode 3 Reset the Marketing Machine.

In this episode, Katy Howell, CEO at Immediate Future, sits down with Maxine Ashbrook, Marketing Director UK at Fujitsu, for a senior, no-nonsense conversation about the messy middle of modern B2B marketing. Today’s buyers are shortlisting without you in the room. Boards want ROI yesterday. And marketing teams are under…

TikTok and HubSpot: Booyah! Your Marketing in 1 Place.

TikTok has just made things a whole lot easier for businesses by expanding its partnership with HubSpot and it’s a big step forward if you’re looking to get more from your marketing without adding more complexity. What does this mean for your TikTok? In…

AI in social media: what it is, what it does, and what to avoid

AI will save you hours each week, as long as you stay in charge of what matters.

D2C has a channel problem

D2C has a channel problem Why platform roles and better creative are replacing the old channel plan Direct to consumer brands don’t need more social channels in the plan. What’s needed is a clearer ‘platform stack’ (sorry not being nerdy, but this is the best term I can think of!).

Why B2B marketers are getting influence wrong

Why B2B marketers are getting influence wrong If your influence plan is measured in impressions, you’re probably buying noise. ’Cos buyers are building shortlists without you, Forrester says 92% start with one. So you know how you start planning for lead generation with a list of buyer jobs to be…

Pass the sauce, your next sale is happening in dark social

Pass the sauce Your next sale is happening in dark social Yippee! Social is getting social again, and it’s brilliant news for brands that know how to show up with something worth sharing. You can feel it in the tiny moments. A forward to a mate. A DM that says…

Arrest the organic B2B slump

It’s time for a reality check on what organic B2B social is delivering for you and your followers. Is it worth the time and effort you’re putting in? Chances are, it’s not. But there is a way to counter this… The reality check We recently did a presentation to one…

Chaos sells

Make it weird, make it work Chaos culture is the internet’s new default language for attention. It sort of is an all-encompassing terms for absurd humour, fast cuts, deliberate mess, meme logic, and a kind of playful nonsense that’s very online. It’s significant because it matches how people behave now,…

AI social search for fintech and financial services

A 2-hour masterclass for B2B fintech and financial services marketers. Build content that gets found in social search and cited in AI answers. Includes the “hidden AI buyer”, templates, and metrics.

Episode 1 When Buying Groups Collide

This is the first episode of we don’t have time for this. It’s for marketers who are doing more with less, while buying decisions get messier and social, search, content, brand, comms, all of it, keeps getting judged like it’s a nice-to-have.Today’s pain is simple. You’re marketing to three generations…

LinkedIn wants YOU to post more (and pay more)

The era of UGC driving rumbles on – with LinkedIn now saying that content generated by individual profiles is proving more effective for B2B lead/sales generation than business pages. Yes, people buy from people so we can understand this logic. We’re more likely to engage with a personal post than…

Threads just became pay-to-play

Meta has started rolling ads into Threads timelines globally from late January 2026. That’s the moment Threads stops being a side app and becomes a paid, recommendation-led public square. Threads has passed 400 million monthly active users, and Meta has put daily actives at around 150 million. The strategic implication for B2C and B2B is the same; distribution gets easier to buy, credibility gets harder to earn. Threads rewards coherence in public conversation, how you answer, how you sound, how specific you are. Treat it as a trust surface, because that’s where decisions get shaped now.

The Organic Bounce-back Playbook for B2B Teams

AI is helping B2B organic content rebound on LinkedIn and Reddit, so SEO optimisation for posts has never been more important. We’ve got a playbook to help you get started on boosting that organic visibility on Google and LLMs. First things first – we do often preach here at Immediate…

Using Reddit to Find and Reach B2B Audiences

Reddit has quietly become one of the most useful places for B2B marketers to understand where real buying conversations are happening. But not by pretending to be ‘part of the community’. No, brands should not be joining subreddits to “spark discussion”.Thought leadership doesn’t really work anonymous forums – and the…

Signing off for Christmas. Properly.

We’re closing on 24 December and back on 5 January. Before we switch off, a straight take on what 2025 proved about social, what actually worked, and what we think will matter most in 2026.

Motocaddy: From cold to credible in a week

Social that proves its value: relevant reach, stronger conversion quality, and measurement that stands up in the boardroom.

LinkedIn’s AI: Pay More, Think Less

It’s been a while since AI really took off on social networks. On LinkedIn, it’s been a mixed bag – and we don’t see AI as all bad, but we do see the limitations. If you’re doing paid or doing one-click content/responses…we advise you to read on. Firstly, some stats…

Community isn’t a channel, it’s how your social actually works

Community isn’t a channel, it’s how your social actually works Over the last few weeks I have lost count of how many marketers have said some version of this to me: “We’re thinking about community for 2026.” Often it comes with a hopeful look, as if community will magically fix…

Buyers decide early. Your funnel is late.

Buyers decide early. Your funnel is late. Social Day B2B this year made it crystal clear the rulebook has changed for marketers under pressure to prove growth from social. Session after session, the same message landed from different angles. The funnel you have in your deck is not how buying…

Oh, it’s so easy to talk Thought Leadership

Oh, it’s so easy to talk Thought Leadership It’s not so easy to make it happen Thought leadership is how you build trust through expertise. You show your working, go deep on the messy bits, and nudge behaviour change over time. It’s the essential core of the way modern buyers…

Be relevant, spend smart and go synthetic on social

Be relevant, spend smart and go synthetic on social Relevance is everything in social. If the post doesn’t feel made for them, it’s gone in a flick. Knowing your audience is the difference between polite impressions and commercial impact. Synthetic personas let us speak to the audience before the audience…

ABM in social – is LinkedIn your only hope?

With B2B sales funnel focusses being so ABM orientated, how do marketing teams transfer this into social? Is LinkedIn the only answer? Maybe…but in some cases – maybe not. Firstly – let’s address the elephant in the room. It feels like there’s a real cost-pinch when it comes to marketing…

Social Snapshot: Long-form is having a social moment

Social Snapshot 22.10.25 banner, blue globe background, bold white title and date. Newsletter issue on long-form social video with platform specs, paid limits, YouTube TV viewing, TikTok Creator Rewards (>1-minute), Instagram 3-minute Reels, measurement and AEO tips

Social Snapshot: Social schedulers vs native: what actually works

Social schedulers vs native: what actually works You’re managing a posting plan that never quits. Copy, links, tags, alt text, approvals, and the “can we move this to Thursday?” Loop. You’re holding social strategy in one hand and a calendar in the other, trying to keep both upright. At immediate…

Social media in 2026: trends and tribulations

The social media landscape has undergone another seismic shift, and brands that fail to recognise the growing trust gap between marketers and consumers risk being left behind – that’s according to Brandwatch’s 2026 State of Social report. Analysing 910 million online mentions, Brandwatch has found that brands…

Social Snapshot: Make social the engine room of growth

Make social the engine room of growth I’m thrilled budgets are shifting to social; I’m less thrilled by the pressure on lean teams. The board isn’t being awkward, they’re being rational. They want growth. If social now commands a bigger slice of spend, the plumbing must match the promise.

Social Snapshot: Q4 lead gen special

(more fun, more pipeline) You’re in Q4, the calendar’s sprinting, Lead gen targets are huuuuuge, sales are nudging, and your to-do list is judging you. Breathe. We’re going to make social do the heavy lifting. Good news: social can still be your highest-quality pipeline if you keep things native,…

Social Snapshot:Why mood-based marketing is taking over

Social is increasingly about how content feels to the person on the other end (AKA Mood-based marketing). When you show up with a steady atmosphere (calm, confidence, small sparks of joy) people stick around and come back. And you can measure it properly: saves, meaningful comments, watch-time through key beats,…

Social Snapshot: Why Reddit should be on every CMO’s agenda

If you still think Reddit is the wild west of the internet, you’re already behind. For years Reddit sat on the sidelines of marketing plans, overlooked in favour of shinier platforms. Too messy, too unpredictable, too risky. And guess what, while brands looked away, audiences didn’t. They piled in. And…

Social Snapshot: Social is the oil in your marketing engine

Twenty years ago, I started saying ‘social is the oil in the marketing engine’. Not the fuel. The oil. It reduces friction, carries signals, and makes everything run better. Back then it felt like a hunch. Today we can prove it. If you tune your social properly, you lift search,…

B2B reporting: missing links costing campaigns

With budgets tightening and KPIs being closely scrutinised, B2B reporting on campaign performance has become more difficult. Senior marketers and board members are looking for better ROI proof; so how do we do this when most of the data supplied is vanity rather than sanity? The likes of CTR and…

Trends Shaping Digital Marketing

The social media landscape continues to evolve at crazy speeds, with new creative formats and strategies emerging constantly. As we move through 2025, brands are facing both unprecedented opportunities and unique challenges in capturing audience attention. Here’s your comprehensive guide to the latest trends reshaping social media creativity. The Rise…

Social Snapshot: AI and search

AI is accelerating. Reels are rising. And your content plan deserves better than guesswork. I know you’re busy. You’re juggling campaign deadlines before summer, trying to keep pace with platform changes, and just when you thought you had the hang of it – eek! Social moves…

Are organic B2B strategies under threat?

When should I post on the business page? How often? How many a week? How different should the assets be? It’s time for a reality check on what organic B2B social is delivering organically for you and your followers. Is it worth the time and effort you’re putting in? Another…

LLMs are using your social content as a source

The headline might be frightening – but it shouldn’t be; it should be validating and a reflection of impactful content. The ways of search are changing, both on the open web and on social. Clever tactics on social allows for LLM data scraping that can further personal brands and businesses.

Social snapshot: Platforms back creators and brands need to catch up

There’s been much hype around Creators in recent months. They’re not a silver bullet to social. But they are a growing force in marketing, one that’s become harder to ignore, and even harder to use well. Creators are professionalising fast. They’re running businesses, monetising audiences directly, and…

Social snapshot: Social is a performance channel

Yes, that is me being a bit obvious, but sometimes you need to be a bit blunt. Social is where buyers research, where conversion journeys begin, and where measurable business outcomes are shaped. And yet too often, it’s still seen as secondary to ‘real’ marketing. This newsletter edition…

Reddit is a safe place for B2B marketing

Reddit may have been in the shadows of other social platforms for years – in fact, the debate is on as to whether it’s a social platform at all – but one thing is for sure, the B2B buyer and marketeer are finding it a safe haven for research and…

Social Snapshot – B2B buyer journey revamp!

B2B buyer shift Social may have its label of being a Gen Z / millennial ‘thing’ – and that’s mostly true – but it’s also truer than ever for B2B key decision makers. In fact, over two thirds of buyers now fall into this category. The shift we’re now seeing…

Is your brand actually safe on social?

You don’t need a major breach to feel the burn. One dodgy influencer tag, a forgotten login, or a missed “#ad” can be enough to knock trust, damage reputation, or lock you out completely. We’ve been digging into the latest brand safety insights — and honestly, it’s more chaotic…

Social snapshot – Your social’s wide open

And just like that, your brand’s been hacked. Your Instagram’s full of dodgy crypto reels. The TikTok logins are in a spreadsheet last edited in 2022. And no one’s sure if Lucy from PR still has access… even though she left last summer. A recent study by eMarketer…

Episode 85 – Reporting hell to storytelling heaven

Marketing data is messy. But the right story makes it meaningful. In this session, Katy Howell and Brandwatch’s Barnaby Barron break down how to turn metrics into narratives that drive real business decisions. If you’ve ever struggled to make a dashboard matter – this one’s for you. Katy Howell: Hello, hello, hello. So…

Digital-first. Social-native. Trust-driven. This is the new fintech buyer.

Reflections from the 2025 Fintech Marketing Conference Speaker after speaker at this year’s Fintech Marketing Conference said the same thing in different ways: digital works. From account-based marketing to AI-powered retention to paid social that actually drives pipeline, it was clear that the opportunity is bloomin’ massive. So, here’s the…

How to talk to CFOS about social marketing

(and actually win them over) It is a truth universally acknowledged (and quietly cursed under many a marketer’s breath) that CFOs find marketing baffling. Not because they do not understand business. Quite the opposite. It is because marketing too often speaks in a foreign tongue of impressions, engagement rates and…

Social snapshot: In uncertain times, speed wins

Why short, sharp social campaigns are your secret weapon When the world wobbles, marketing must sprint, not stroll. And let’s be honest, right now it’s less “steady as she goes” and more “brace, brace!” (I am laughing in a slightly manic way as I write this!)…

Stay Smart. Stay Safe. Stay Copyright-Free.

As a graphic designer in social media, your job often feels like a race against the clock. You need eye-catching visuals, trending audio, slick motion graphics, and impactful sound effects, and you need them all for yesterday. But while speed is essential, cutting corners on copyright is never an option.

How to create B2B influence that drives pipeline

For years, B2B marketing scoffed at influencer marketing. Too fluffy. Too consumer. Too… Instagram. And yet here we are. In 2025, over 51% of B2B campaigns now include B2B influencer marketing in some form (See Joel Harrison’s post). In content marketing and thought leadership categories, that number…

Meta: ad-free experience coming for UK users?

News seems to follow Meta wherever it goes – mostly for worse. So, when it was revealed this week that Meta is considering a paid-for experience for its UK users to remove ads – we thought we’d give it a once over. Off the back of Meta…

Tragedy for B2B organic reach – it’s being suppressed

We all knew it was for a while – but now the suppression of organic reach has hit new levels for B2B. Facebook business pages are pushing organic reach down and LinkedIn is giving you a time limit to make your post impactful. Yes, organic B2B content is going…

Social snapshot: No budget, no eyeballs

Visibility now comes with a price tag The last scraps of organic reach have crumbled, leaving brands and creators staring at their engagement metrics in horror. If you’re not paying, you’re not playing. For years, brands have clung to the idea that social media could still drive…

Social Snapshot: Your Facebook page is useless? Plus more March social shake-ups

Brace yourself. March is another tsunami of changes. If you thought last month’s approach was still solid, think again. Instagram has changed what really gets reach, Facebook is quietly suffocating business pages, and AI is creeping into every platform, whether we like it or not (we see…

TikTok Made Me Buy It

The way we shop has changed massively, and TikTok is leading the charge. The recent report, Commerce Redefined, dives into how the platform is shaking up e-commerce by blending entertainment, authenticity, and seamless shopping experiences. With discovery-driven commerce and user-generated content at…

Social snapshot: The algorithm apocalypse

Another week, another algorithm shake-up. If your engagement has dropped or your content is disappearing into the void, it’s not you. It’s the platforms. AI is tightening its grip, engagement metrics are shifting, and the old tricks won’t cut it anymore. Here’s what has changed. Facebook…

CMOs want bolder B2B content for LinkedIn

LinkedIn’s recent research into what its audience is looking for shows a cry for more creativity from CMOs – they see marketing for what it really is, and they aren’t overly impressed. While voices on the platform want to network, others want to learn and be entertained.

Episode 81: AI in B2B: Brilliant Tool or Total Bull?

In this episode, we explore how AI is transforming creative workflows, from speeding up mood boards to automating repetitive tasks. Our experts discuss the balance between human creativity and AI tools, and how the right blend can unlock massive productivity gains. Whether you’re curious about AI’s role in ideation, content…

Organic social and the money pit

For B2B marketers, organic social is ever-present. Whether it’s X in accounting or Y in HR, there is constant badgering for departments to share content on social to promote their activities. Unfortunately, this is screaming into the void at the expense of better spent time and resources. There’s the adage…

How synthetic personas (could) supercharge social marketing

If you think you know your audience, think again. Social media audiences are evolving faster than you can say “algorithm change,” and relying on generic customer profiles just won’t cut it anymore. That’s where synthetic personas could come into play. Now, before you roll your eyes at another “silver bullet” marketing solution, hear me out. I’m not here to sell you a dream. Synthetic personas can be powerful, but let's be pragmatic – they’re not a guaranteed success and in fact may just be a fantasy.

Maximising ROI through smarter lead nurturing

In B2B marketing, it’s not just about generating leads-it’s about what happens afterward. Effective lead nurturing can make the difference between a warm lead that converts and one that slips through the cracks. While lead quality and conversion rates are critical, nurturing your leads throughout their buyer’s journey is what…

Episode 80: Serious Social — No More Cookies

How will Google’s decision to phase out third-party cookies reshape the future of digital marketing? Marketers face new challenges and opportunities. Let’s talk about the impact of this shift on social media marketing, the complexities of targeting and tracking data, and the broader implications of the California Consumer Privacy Act…

Social Snapshot — 14.08.2024

Curious about the latest buzz in social media this week? Dive into today’s Social Snapshot to catch up on all the must-know updates and key moments you might have missed. Let’s jump right in! TikTok Messaging TikTok is upping its direct messaging game with new features like video…

Pay-to-play – B2B’s organic social challenge

They say that every 5 seconds, a CXO of a B2B brand somewhere in the world is asking the marketing team if they can make a company’s organic social post ‘go viral’. You can almost feel the dread – the heart-sinking feeling. “I’ll see what I can do” basically means,…

Episode 78: Serious Social — Leading from the Front

Convincing Executives to Embrace Thought Leadership Struggling to make your thought leadership content truly stand out and resonate with your audience? In this episode, Katy Howell and executive leadership coach Karen Cuthbert tackle the pressing challenge of why only 15% of decision-makers rate thought leadership as excellent, despite 73% of…

Search results for "paid"

Paid social tracking: why pixels, UTMs and CAPI need to work together

The Q4 paid social trap

B2B: It’s paid social’s time to shine

B2B paid social plans – time for a rebuild

Meta launches a paid ad-free subscription

Mastering Paid Social Media Campaigns

Organic & Paid: Complement and Triumph

Cats aren’t paid actors, but Spud is!

Top Metrics for Paid Media Campaign Performance

Paid & organic social go hand in hand

Performance is in the Paid

Paid media: how to excel

Don’t get caught-out by last minute Paid Media buying

How long should you run your paid social campaigns?

Episode 50: Serious Social – Unlocking Paid Media Excellence

Excelling in paid social media

Episode 44: Serious Social – Priorities for paid social

Episode 7: Getting your paid social on-point

Quick tips to kick-start paid social

Twitter’s upping its paid game

Social media is all about experimenting, especially with paid

You’re not spending enough on Paid Media, and it doesn’t make sense

Taking the plunge with paid media

A straight-talking summary of GDPR-enforced changes to Facebook’s Paid Media proposition

LinkedIn not the lone ranger of B2B Paid

Organic vs paid social audience you have vs the audience you want

Twitter made some changes to paid…and they are pretty cool

8 fundamentals to an award winning paid social campaign

What does the #adpocalypse mean for paid social?

How paid is cannibalising ATL advertising

Are social logins the real power behind paid social?

Discover what content works in B2B social media using (non-paid) click-through rates!

After the scroll is gone

Social shapes buying decisions

The #1 Reason to Use Snapchat Snapcodes: Explosive Engagement.

LinkedIn: Is it time for a re-evaluation?

Episode 3 Reset the Marketing Machine.

TikTok and HubSpot: Booyah! Your Marketing in 1 Place.

AI in social media: what it is, what it does, and what to avoid

AI will save you hours each week, as long as you stay in charge of what matters.

D2C has a channel problem

Why B2B marketers are getting influence wrong

Pass the sauce, your next sale is happening in dark social

Arrest the organic B2B slump

Chaos sells

AI social search for fintech and financial services

Episode 1 When Buying Groups Collide

LinkedIn wants YOU to post more (and pay more)

Threads just became pay-to-play

The Organic Bounce-back Playbook for B2B Teams

Using Reddit to Find and Reach B2B Audiences

Signing off for Christmas. Properly.

Motocaddy: From cold to credible in a week

LinkedIn’s AI: Pay More, Think Less

Community isn’t a channel, it’s how your social actually works

Buyers decide early. Your funnel is late.

Oh, it’s so easy to talk Thought Leadership

Be relevant, spend smart and go synthetic on social

ABM in social – is LinkedIn your only hope?

Social Snapshot: Long-form is having a social moment

Social Snapshot: Social schedulers vs native: what actually works

Social media in 2026: trends and tribulations

Social Snapshot: Make social the engine room of growth

Social Snapshot: Q4 lead gen special

Social Snapshot:Why mood-based marketing is taking over

Social Snapshot: Why Reddit should be on every CMO’s agenda

Social Snapshot: Social is the oil in your marketing engine

B2B reporting: missing links costing campaigns

Trends Shaping Digital Marketing

Social Snapshot: AI and search

Are organic B2B strategies under threat?

LLMs are using your social content as a source

Social snapshot: Platforms back creators and brands need to catch up

Social snapshot: Social is a performance channel

Reddit is a safe place for B2B marketing

Social Snapshot – B2B buyer journey revamp!

Is your brand actually safe on social?

Social snapshot – Your social’s wide open

Episode 85 – Reporting hell to storytelling heaven