I'm sure not many people knew what an algorithm was before Easter weekend, but thanks to everyone losing their shit on Instagram, the word is now pretty mainstream. In case you have no idea what I'm talking about, last week there were whispers in the wind that Instagram were changing the format of news feeds. So instead of seeing all posts of everyone you follow in the order they posted them, we will only see posts from people we view most/interact with most, or brands who have paid for the pleasure. Celebrities and influencers had a meltdown, frantically telling people to turn on notifications so they wouldn't miss out on their posts. In some ways, this is good. No longer will you see 12 consecutive photos of Susan's "night out with the gals" which prove that she cannot: a) work a camera, and b) grasp the concept of art direction.. (It's quality Susan, not quantity.) But in many ways, this is bad. I like waking up in the morning and scrolling do...

Up there with the likes of my favourite social brands such as Lego, Marmite and Adidas; Lucozade Energy  made it into The Drum's Best Brand Vines of 2015, as well as Twitter's Top Global Brand Vines of 2015. Having led the social content for Lucozade Energy's 'Find Your Flow' campaign, I am pleased our Vine formats have been accredited. We had great success with them on Twitter, achieving  over 22% engagement rate , compared to 2% FMCG benchmark. We noticed which Vines were performing best and optimised them, not just on Twitter, but created versions for Facebook, targeting our audience with the most engaging and shareable concepts. I only wish they had shown the best performing (and my personal favourite) Vine as the example in both articles! Which was this one: Looping videos work so well to bring out the  visual aspect  of 'Flow'. We are about to go live with our exciting new content as part of our Always-On Social Plan and...