Social media has changed in recent weeks. Fuelled by the inauguration of US President Donald Trump, TikTok's potential ban in the US and Meta's removal of fact checkers in the name of "free speech" has raised some eyebrows across the advertising industry.

As a rapidly growing performance marketing channel, the implications of this social upheaval – particularly from a brand safety perspective – are unclear. As such, this episode of the Performance Marketing Unlocked podcast features our News Reporter Reem Makari (1:58), who alongside host Joe, dissects the state of social media and offers some advice for confused marketers on what to do next.

Following that discussion is a conversation with Perrine Masset (22:14), Marketing Lead at Deloitte Digital, who attempts to put the spotlight on an issue currently bubbling under the surface in marketing – passion vs process. With the age of data-driven marketing overtaking adland, Perrine warns that marketers are getting bogged down in the nitty gritty processes of the job, restricting their ability to embrace their passion and let creativity shine through.

How do we overcome this problem? Joe and Perrine reveal all later in the episode.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(1:58) How should advertisers respond to Trump's influence on social media?

(22:14) Passion vs Process – finding the right balance

(37:26) Is AI here to help or hinder creativity?

(48:12) PMW's famous 'Resell Me a Pen' challenge

~ Further reading ~

Trump signs order to delay TikTok ban for 75 days

The Trump 2.0 era of Meta: What does 'getting rid of fact-checkers' mean for advertisers?

Meta incentivises content creators to join its platform with $5,000 bonus scheme

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