SocialMinds - A Social Media Marketing Podcast

For years, brands have tried to maintain one consistent voice on social. But the most engaging content today comes from people, not polished brand posts. Primark has leaned into that shift with its colleague-generated content programme, training store teams to become creators and tell stories from a local perspective. 

In this episode, we're joined by Maria Duncan, Social Media & Community Management Officer at Primark, and Chelsea Noronha, Strategist at SocialChain, to go behind the scenes on how it works from strategy to rollout and what they're learning so far. 

Expect to hear what sparked the programme, how stores bring their own personalities to content, the guardrails that keep it on brand, and why employee voices might be the key to social that actually connects. 

Got a question or a suggestion for the SocialMinds podcast? Get in touch at [email protected]

On this episode of Social in Six, SocialChain's senior account manager Taylor Mitchell joins Mil in the studio to unpack the hottest social headlines. This time that includes the news that Meta is experimenting with ads for its chatbot Meta AI and a big measurement update that should make reporting easier.  

 

Plus, TikTok has rolled out its Local feed to the US, Pinterest shares tips for better ad creative, and creators are speaking out against Instagram's controversial shopping feature. Finally, X has quietly launched a new tool in the hopes of curbing inappropriate Grok usage.  

    

 

Got a question or suggestion for the SocialMinds podcast? Get in touch at [email protected].

Since we last heard from Kopparberg at our live podcast session at MAD//North in 2025, a lot has happened for the UK's largest fruit cider brand – namely, the launch of its refreshed creator and influencer strategy last spring. Since then, the brand has been on a mission to entice its core audience of young adults and maintain salience for shoppers in the Beer and Cider aisle through savvy partnerships with creators.  

In this episode, we're joined once again by Kopparberg's senior customer marketing manager Nancy Dales to deep dive the role of creators in bringing creativity (one of Kopparberg's brand pillars) to life on social. Expect to learn why Kopparberg had to learn to let go when handing over the creative reins, what it takes to get internal buy-in for your riskiest campaign ideas, and how to sustain cultural relevance outside of your busiest sales period.    
 
Got a question or suggestion for the SocialMinds podcast? Get in touch at [email protected].

It's our first Social in Six episode of 2026! This time our social media manager Emily Harrison is joining Mil to unpack all the latest and greatest from the world of social. First up, they're breaking down what brands need to know about X's ongoing AI image controversy, plus a handful of Instagram updates including: Customise Your Algorithm, an official launch for its new CTV app, and a so-called "likes recession". 

 

Elsewhere, YouTube has a new post format for Shorts, and Mil and Em unpack why Pinterest is increasingly becoming Gen Z's favourite platform.  

    

 

Got a question or suggestion for the SocialMinds podcast? Get in touch at [email protected].

When Argos's social team set out to level up their social channels a year ago, they had their work cut out for them. Now, their TikToks are pulling in views by the millions. Whether it's dance trends on the shop floor or the account's ongoing beef with Currys, your childhood favourite retailer has viewers hooked.  

In this episode, we chat to Aimée Scanlon, Social Media Lead at Argos, to unpack how the high street giant rewired decades of catalogue culture into a community-first, creator-style social presence. From making colleagues the stars of the show to turning TikTok comments into strategy gold, Aimée shares why employee-generated content outperforms product content, why you should treat the comments section like your boss, and what it takes to modernise nostalgia without becoming a museum piece.