We sat down with Jacinta Faul, CEO of SocialChain, to explore the evolving digital landscape and how the agency is positioning itself at the forefront of social-first marketing.
SocialChain recently announced the launch of StrategyChain – a consultancy that places social at the core of marketing strategies. Comprising four key service lines – brand strategy, communications strategy, product innovation, and business transformation – StrategyChain is a direct response to the rising demand from brands looking to drive growth “from social out”.
How has SocialChain’s approach to social-first marketing evolved over the years?
Social media is no longer a testing ground or a secondary channel, it’s a leading space. I joined SocialChain at a time when our strategy proposition was maturing rapidly.
The evolution we’ve seen is that brands now recognise that social channels deliver brand value comparable to traditional media like TV.
Today, most of our audiences live on mobile and interact in social spaces, so it makes perfect sense for marketers to invest where their customers are. We’re not about chasing stunts or short-lived novelty; we’re about creating lasting, measurable business value through social.
What opportunities does a social-first approach unlock for brands?
The primary opportunity is the ability to reach audiences in real time with a level of precision that traditional media simply can’t match.
Social channels allow brands to track everything, from brand sentiment to purchase intent, in a way that’s far more agile than ever before. Our clients benefit from being able to continuously test and learn, which helps them refine their messaging and content in line with audience behaviour.
Essentially, social isn’t just another channel; it’s a dynamic ecosystem where every touchpoint can drive business growth.
What are some of the biggest challenges brands face in today’s social landscape?
Social media is incredibly noisy. With so many brands competing for attention, making your mark requires you to do more with less. Budget constraints mean that every pound has to work harder, and the pressure to be distinctive is immense.
There’s also the challenge of balancing creative risk with brand safety, particularly when dealing with influencers and creators.
Platforms are constantly changing their targeting and delivery models, so brands have to stay agile. It’s about knowing how to stretch your budget, stand out in a crowded space, and maintain authenticity at the same time.
How is AI transforming the way you approach social strategy?
AI is a fantastic tool for real-time audience planning and tracking social trends. We use it as a co-pilot, helping to inform our briefs and identify opportunities as they emerge.
However, I always caution that AI should support creative decision-making rather than drive it. There’s a distinct value in human creativity and the ability to craft a brand’s unique personality.
While AI helps with frequency, recency and data-driven insights, it’s the creative talent and authentic storytelling that truly set a brand apart.
What role do influencers and creators play in your strategy?
Influencers have evolved from being mere content producers to genuine brand advocates.
The key is authenticity. Short-term campaigns with licensing deals might create a quick spike, but they rarely build lasting relationships with consumers. Instead, we advocate for long-term advocacy programmes.
By engaging with influencers who truly love a brand and understand its ethos, you create a community that speaks on your behalf. This approach is more sustainable and helps build trust with your audience over time.
How do you measure the success of a social-first marketing strategy?
Measurement is critical to our approach. We use robust media measurement frameworks, which allow us to track everything from brand awareness to conversion rates.
Unlike traditional campaigns where results can be mixed, social media offers clear, actionable insights. Whether it’s through A/B testing in real time or analysing the impact of specific touchpoints along the customer journey, we ensure that every campaign is continuously refined.
The goal is not just to meet short-term targets, but to build a flywheel of content and engagement that delivers long-term value.
What advice would you offer to brands looking to adopt a social-first mindset?
First and foremost, be authentic. Your brand’s personality should shine through in every interaction. Understand that social isn’t just about immediate results, it’s about building a relationship with your audience.
Invest in strategies that allow for continuous testing and learning, and don’t be afraid to pivot as trends evolve. Social media today is a dynamic, ever-changing environment. If you’re prepared to invest time and resources into truly understanding your audience and delivering content that resonates, you’ll find that social can be one of your most powerful marketing tools.
