Two days, countless coffees, and enough social media insights to last us until next year. That’s the nutshell version of our time at State of Social 2024. We’re brimming with fresh ideas and perspectives, all thanks to the keynotes that kept us wide-awake, and networking that didn’t make us want to hide in a corner. So, grab a cuppa’ and settle in for 10 (of many) things we loved at State of Social 2024!
1. People go to social media to escape their shitty lives.
Amongst many other insights and refreshing F bombs, Michael Corcoran (ex-Head of Social at RyanAir, current managing partner at Frankly) dropped a banger that resonated with us. “There’s two motivations of why most people go to social media. One is to be entertained, and two is to escape the shit show that’s going on in our lives on a daily basis”. Cheery stuff – but there’s a silver lining; be transparent, be honest, be relatable, and you might just win them over.
Don’t try to be something you’re not – GenZ will notice, and they will let you know. If you’re looking to build an engaged online community, then be the digital equivalent of a good friend. Just don’t do it too well, or you might end up with ‘Taylor Nation’… Thanks for the heads up Dr Georgie Carroll!
2. Creatives aren’t dogs. They’re children.
We’d have left it at that, but Richard Berney (Executive Creative Director at Berlin Creative) explicitly told us to add context so that he doesn’t get cancelled on LinkedIn. Let’s be honest – as creatives, we’re fragile. Feedback delivered in the wrong way can break us. I’m sat here tearing up about the time my triangle solo got cut short in a Primary School talent show – a little nudge in the right direction and I might’ve been the 8th leg of King Gizzard. It’s nothing personal…
Treat your creatives like the temperamental artists they are, and you’ll get work that doesn’t look like a MS paint crashed halfway through your project. Creatives aren’t dogs, they’re children. They need encouragement, an occasional ego-stroke, and the time-tested “Yes, and…” to keep creativity soaring. As Richard posed – “Stress is the enemy of playfulness”, so keep it light.
3. It takes real smarts to be stupid.
No, we don’t mean the ‘tide pod challenge’ kind of stupid, but rather the ‘question everything’ kind. Paula Bloodworth (Global Chief Strategy Officer at SillyFace) completely re-defined the way we view the word “stupid”. Further cemented by Michael Corcoran – nothing in this industry is absolute, and anyone that says otherwise is bullshitting. Don’t be afraid to enter a room not knowing the answer. Do everything in your power to find out. Stupidity fosters strategy, which bridges the gap between where you are, and where you want to be.
Be open to new ideas, even if they sound bonkers at first. Don’t let your pre-conceptions rule your creativity, and be the person in the room that says the dumb things.
4. Be more Dutch.
Ahh the Dutch – tall, cheese-loving, bike-riding enthusiasts who’ve mastered the art of talking bluntly without being (totally) offensive. To be more Dutch is to cut the fat and get to the point – whether it’s to your client, boss or the co-worker who needs to brush their teeth.
A 73-page organic social strategy might satisfy your Dropbox storage, but it’s not going to satisfy your clients needs. Figure out what it is you are really trying to say, and say it. Attention spans have been condensed to the length of short-form content, so treat conciseness as a superpower! Just remember, there’s a fine line between Dutch directness and getting fired.
5. GenZ is ruthless.
Trends: use them with caution. The allure of viral trends can be appealing, but it’s not always the best path for every brand. GenZ can (and will) sniff out try-hard brands faster than they can swipe left, so tread carefully. Social media is a vast, repetitive, and consumption-driven space that most of us spend A LOT of time on. A TikTok audio can quickly turn from funny and quotable, to the reason you reboot your old Nokia brick.
As a member of the GenZ community herself, Georgia Tappy (writer & strategist) pointed out that as a cohort, we’re jaded, particular, and ruthless when it comes to outdated or ‘cringe’ content. If you’re not first (or maybe second), you might as well be last. There’s always going to be another viral saying, song, dance or recipe – so maybe sit this one out. Our main takeaway – it’s better to be a trendsetter than a trend-chaser.
6. FIFA is a marketing channel.
Who knew a video game could be a marketing goldmine? Burger King did. They scored big by sponsoring the kit of a low-tier English football club (Stevenage FC) that appeared in-front of millions in the video-game ‘FIFA’. This wasn’t a one-off either. James Whatley shined a light on some bangin’ marketing applications in the gaming industry, as well as the brands that have managed to capitalise off of a massively under-tapped market of 3.2 billion gamers.
Among these case studies, we dived into some of Whatley’s very own work, in which he was involved in the award winning Oreo X Xbox ‘Cheat Cookies’ campaign, prompting customers to unlock hidden cheat codes in the form of Oreo cookies. Genius!
James’ keynote session was a practical reminder that sometimes the best marketing strategies come from left of field – or in this case, the football field.
7. Match the frequency of the reality you want.
If you couldn’t tell already, we really enjoyed Richard Berney’s workshop. Exploring themes of playfulness and fostering creativity, Richard’s workshop reinforced that when your office feels more ‘DMV waiting room’ than ‘creative wonderland’, it might be time for a switch up. Stop feeding your designers a dry brief and expecting magic to pop out of the other end. Go for a walk. Visit your clients’ HQ, and experience what you’re promoting first-hand. Get a real feel for what it is that you’re working so hard to convey!
Manifest the energy of the work you want to create, and for the love of all that is holy, bring that energy into your meetings. As Richard put it, “match the frequency of the reality you want, and you cannot help but get that reality.” Deep stuff, right? But before you go full-on feng shui and start rearranging the office furniture, remember: no amount of strategically placed crystals can fix a toxic work culture. Sometimes, the best energy boost comes from simply stepping outside the norm – or maybe investing in a better coffee machine.
8. You can’t change your product, but you can change the way people think about it.
You can’t turn water into wine. But you can change how people think about your water. Storytelling, transparency, and maybe a dash of Jedi mind tricks are all your friends (the light side ones, we’re not going full Sith here).
Take a page from RyanAir’s book – they can’t change the fact that their planes are basically flying sardine cans with alcohol thrown into the mix, but they can explain why their quick turnaround times keep your ticket prices lower than your expectations.
Show insights into your product, explain the ‘why’ behind your decisions, and focus on building trust and loyalty. You can’t change the product, but you CAN change the way people think about it.
9. Just do it.
Dave Jorgensen, senior video reporter at The Washington Post gave us a masterclass in “fake it ’til you make it”. With zero TikTok experience, he dove headfirst into the world of vertical videos after being tasked with connecting the Washington Post to a younger audience. Dave transformed a relatively localised newspaper into a viral sensation, through his creative & comedic approach to journalism.
The result? Tens of millions of views, 5 Webby nominations, and a position on Forbes ‘30 under 30’ list. Dave’s secret was learning on the job, and submitting to a tiny bit of self deprecation.
Sometimes, the best way to learn is by doing. You might not nail it immediately, and you might end up dancing in front of millions in a cockroach costume (like Dave), but that’s exactly how you get better. So next time you’re faced with a new platform or tool, channel your inner Dave and just give it a go.
10. Less Is More
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Closing Thoughts
In the end, State of Social 2024 was much more than an excuse to escape the office. It was a melting pot of ideas, some brilliant, some bonkers, but all thought-provoking. We left with our notebooks full, our brains buzzing, and a newfound appreciation for the weird and wonderful world of social media marketing.
Our endless thanks go to Meg Coffey (founder of State Of Social and Coffey & Tea), for her thought provoking Q&A’s, captivating talks, and impeccable organisation of a kick-ass event. Til’ next year, SOS ✌️