TikTok deal closed to avoid US ban
Amrit VirdiUnder the new agreement, the US app will be split from the global business, with its algorithm to be trained only on US data.
‘Substance versus punditry’: ServiceNow on navigating the ‘social ecosystem’
Emily ManockDescribing LinkedIn as a “holistic marketing engine”, the B2B SaaS firm’s focus on social has paid off in lead generation and brand awareness.
‘Mindful consumption’: What would an under-16s social media ban mean for brands?
Amrit VirdiFrom the emergence of “closed platforms” to the need to “re-weight spend”, what are the marketing implications of banning social media for UK kids?
How Magnum and PerfectDraft made ‘highly effective’ product demos on Instagram
Emily ManockProduct-focused ads from the two brands ranked among the UK’s top-performing Instagram campaigns this month, according to Kantar’s The Works study.
‘A new frontier’: 5 trends that will impact social media and influencer marketing in 2026
Amrit VirdiAfter a year emphasising social-first content and creator effectiveness, we assess the key trends for influencer and social media marketing in 2026.
‘Partners not opposites’: Loveholidays on balancing performance with brand to ‘grab attention’
Grace GollaschAs Loveholidays shifts from a performance-only model to a brand-building strategy, CMO Alan Murray outlines how the brand is experimenting with creative activations and rebalancing its funnel.
Marketoonist on chasing the algorithms
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
Did Jet2’s unplanned TikTok virality have a positive impact on the brand?
Grace GollaschAmid claims the viral ‘Nothing beats a Jet2 holiday’ meme proved “hugely beneficial”, we analyse the impact on awareness, consideration and value.
‘Trusted more than brands’: Unilever on mixing creators with ‘marketing science’
Niamh CarrollUnilever’s home care division, which counts Cif and Persil among its portfolio, is pushing creator-first comms via its ‘Cleanipedia’ initiative.
‘Simplify, humanise, unify’: B2B brands on avoiding social media’s ‘sea of blandness’
Amrit VirdiFrom exploring the potential of TikTok to prioritising employee advocacy, B2B marketers are increasingly treating social media as an entertainment channel.
Two-thirds of B2B marketers say lead gen tactics changing
Charlotte RogersB2B brands are ramping up their focus on creating content and investing in social media to generate leads and drive engagement.
BYD on why TikTok is now a ‘permanent part’ of its always-on strategy
Emily ManockChinese EV brand BYD has upped its use of TikTok as it looks to better connect with UK car buyers, taking it from a platform it had to “defend” to key stakeholders to something it would be “questioned for not doing”.
How Vaseline drove sales by making creators ‘co-authors of its stories’
Niamh CarrollIn line with Unilever’s recent focus on influencer-led content, the 150 year-old brand leant into social media to put itself in front of new audiences.
Pizza Hut: Social media is about ‘playing the long game’
Amrit VirdiWith social media the first and often “only screen” for some consumers, Pizza Hut’s UK CMO Jana Ulaite says there’s “no boost button” for trust and affinity.
Meta to introduce paid ad-free subscriptions for Facebook and Instagram in the UK
Grace GollaschIn the coming weeks, UK users will be asked to pay for an ad-free experience if they do not want their data to be tracked.