The IF Blog: Social Media Insights and Trends

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.

Sticking to brand guidelines fuels creative success on social media. True creativity isn’t about doing anything; it’s about doing the right thing, and in our world, that means staying aligned with each client’s brand guidelines. When we follow a brand’s guidelines, including fonts, colours, tone, imagery style, and logo use,…

Truth on Fire, and Brands Are in the Line of It We’re all in the truth business now. At Somerset House, on a chilly evening in June, I joined a panel to unpack the uncomfortable realities of misinformation and disinformation, and what brands can do about it. The session was…

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 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…

“Ugh, not another Instagram photo format update!” Don’t panic, this one’s actually good news! Unlike past changes that forced awkward adjustments, this update finally gives you more flexibility without requiring a complete overhaul of your content strategy. Finally: Instagram Supports Native 3:4 Photos! Great news for photographers, creators, and anyone…

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…

TikTok is more than just a social platform, it’s where trends are born and where B2C brands have the chance to connect with customers in a truly authentic way. With summer just around the corner, it’s the perfect time to refresh your approach and build a campaign that captures the…

The easiest thing to get right and the easiest thing to get wrong – social hooks, or the first few seconds dwell time on your social content will make or break it. Sounds logical, but it’s shocking how much we see brands missing the mark on this. With attention spans…

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…

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…

Social media is constantly evolving, and with it so do design trends that capture attention, engage users, and enhance brand identity. As we move through 2025, new aesthetics, technologies, and user behaviours are reshaping how brands and creators present themselves online. Whether you’re a marketer, designer, or content creator, staying…

Creating polished, professional videos for social media doesn’t mean you need the latest camera or a studio setup: what really matters is how you shoot, edit, and present your videos. Let’s break down the essentials that will help your video content stand out and make an impact. Preparation Is Everything…

We’ve all been there – reeling off the results of our latest B2B marketing campaign with glee, while the recipient’s eyes glaze over. Whether it’s informing CFOs or CMOs of our latest success, we need to tailor our reporting accordingly and make them far more impactful. You may have seen…

Meta didn’t announce updates. It announced control. At NewFronts 2025, Meta rolled out tools, formats, and algorithms that signal one thing: it wants to own the attention economy from top to bottom. Discovery, distribution, and even your creative process. This isn’t just about more ad slots. It’s…

We’ve all heard it — “digital works.” But if you’re still treating social media as an afterthought or a cherry on top of your marketing strategy, you’re likely missing the real opportunity that’s right in front of you. A key insight we took away from the recent FinTech Marketing Conference…

The IF Blog: Social Media Insights and Trends

The Q4 paid social trap

Social insight, opinion, thinking