The IF Blog: Social Media Insights and Trends

In B2B social, employee advocacy should not be treated as a “nice to have”. It is one of the clearest opportunities for brands that want to build trust, extend reach, and create more meaningful conversations with the people they are trying to influence. When your people share content, algorithms push…

The social commerce system behind 6x ROAS A 6x ROAS on high-ticket sports equipment is an exceptional result. We saw this first-hand with Motocaddy, where a joined-up approach to social, paid activation and measurement delivered approximately 6x ROAS. With paid social ROAS for sporting goods brands often sitting between 2x…

Why CMOs need to stop treating paid social like a media buy, and start treating it as a commercial system B2B paid social is still being bought like a campaign, but judged like a revenue system. That mismatch is where the frustration starts. The campaign performs on paper, but the…

Social commerce is growing fast. For DTC brands, the interesting question is what behaviours it encourages along the way. DTC brands have spent years trying to make social work harder commercially. And now, in some categories, it really does. TikTok Shop, creator codes, affiliate content, livestreams, product demos and in-app…

TikTok has announced that TikTok Shop will officially launch in Austria, Belgium, the Netherlands and Poland on 15 June, allowing users in those countries to buy and sell products directly within the app. This latest expansion is another major step it’s ambitious plans to become a serious…

B2B leads go cold when interest is captured before the buying group is ready to move. A form fill shows that someone acted, but it does not mean the decision is ready. Social keeps the commercial conversation alive by carrying proof, building trust and showing what buyers are researching before sales can see it.

Creative content on social media tends to fall into two camps: the stuff you actually remember, and the stuff you clicked on once… then instantly forgot. We’ve all experienced the second one. The extra dramatic hooks, the “OMG, this will TOTALLY change your life” claims, the slightly over-the-top thumbnails. It’s…

FMCG brands don’t need more hacks. They need to understand the behaviour behind the feed. This is my particular bugbear right now. The algorithm is only useful when you understand the people behind the signals.  We get endless tips about timing, hooks, formats, posting frequency and “what the algorithm wants”,…

Pinterest has announced a major update to the way its advertising system works, helping businesses show more relevant ads to users at the right time. The platform has improved its ad-serving model so it can now combine a user’s previous online activity with what they are currently…

If you work with motion, animation, or graphic design, or you just love watching how visual ideas are made, 2026’s calendar is looking pretty lively. Below are the events that I’d actually recommend checking out: the festivals, screenings, and niche gatherings where you’ll learn something useful and meet the kinds…

Senior marketers want to understand how AI search, Reddit, comments and social conversations are changing discovery, trust and commercial impact

High CPC, low CTR, reducing ER – it’s a social media marketer’s nightmare. How do you address the balance and spot the early signs for trouble? We’ve got some tips. B2B or B2C, LinkedIn or Meta, the platform top-level metrics give you an indication of how…

TikTok is no longer just the place for dance trends, funny videos and viral recipes it’s quickly becoming one of the biggest shopping destinations online. This week, TikTok launched a brand-new global campaign for its advertising platform with the catchy slogan: “Watch it. Love it. Want it.”…

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…

There’s this idea floating around that being creative means constantly coming up with something new, something different, something you’ve never touched before. Like if you circle back to the same idea too often, you’re somehow doing it wrong. But honestly, most good work doesn’t come from chasing novelty. It comes…