In this episode, Andrés is joined by deputy content director at ABC Radio Brisbane, Scotty McDonald, Instagram expert and founder/CEO of social media consultancy The Social Sandwich, Edwin Smith, and social media and marketing consultant Georgia Tappy.

Our panel of Alchemists bring their spiciest opinions to the podcast on everything from content fatigue (is it even a real thing?), defining what organic content is (and what it isn't), lo-fi VS high-production values, and the best ways to leverage organic content in paid placements, answering questions like:

• What is a useful definition of 'organic content' in 2024 given how social platforms and tech have changed?
• What's driving the shift from high-production value video to lo-fi video?
• Which social media channels are on the leading edge of content and audience trends?
• Is our industry to blame for creating a sense of content fatigue?
• How do we better align our approach to social media with the intended purpose of these platforms?

You're listening to The Alchemists, a limited-series podcast from marketing conference State of Social, delving deeper into the big conversations that start on stage at the event.

For more information, visit www.stateofsocial.com.au.

In this episode, Andrés chats with account director at performance marketing agency Bonfire, Will Bal, and Emma Hollins, principal experience designer at Western Australia's largest energy provider, Synergy.

Our panel of Alchemists dive deep into the seismic changes happening in Search right now, zooming in on the transformative impact of Generative AI, the ways that different age groups and communities search online and the role for brands in being present in meaningful ways for their audiences, answering questions like:

• What can we learn from previous generational shifts in the way Search operates and has been used?
• What are the the biggest factors driving the current disruption of traditional Search leaders?
• Is there a playbook for how brands should adapt to this new evolution in Search?
• Is Google's dominance and influence shrinking in this new world?
• Does this shift away from traditional modes of Search reflect broader societal changes?

You're listening to The Alchemists, a limited-series podcast from marketing conference State of Social, delving deeper into the big conversations that start on stage at the event.

For more information, visit www.stateofsocial.com.au.

In this episode, Andrés is joined by fan engagement expert, Dr Georgie Carroll, brand and gaming strategist James Whatley, and intellectual property lawyer at law firm Bennett slash comic book editor, Dave Stewart.

Our panel of Alchemists share their insights about the emerging power of fandoms and how brands can tap into them to build communities with deep, meaningful connections and how to know when and where your brand is welcome, answering questions like:

• How should marketers and brands go about engaging with existing fandoms?
• What's the best way to work with these communities in authentic, respectful ways?
• How can brands add value to fandoms, rather than just stealing or appropriating from them?
• When should brands not get involved with passionate communities of fans?
• What's the role of 'gamification' for brands looking to add value to fandoms?

You're listening to The Alchemists, a limited-series podcast from marketing conference State of Social, delving deeper into the big conversations that start on stage at the event.

For more information, visit www.stateofsocial.com.au.