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originally posted to www.carnsight.com

 

It’s been no secret that Google is slowly losing its status as the default search engine. With TikTok as an evolving social media platform, younger generations are looking to discover things beyond Google.  

It’s been talked about before, but it’s fully coming into play now. And as a brand, you need to adapt to the needs of your audience. Search engines aren’t dead, and they won’t be anytime soon, but it’s no longer just about being visible on Google. To be visible across your social content as well, you need to optimise for social search.  

 

What do we mean by social search?

Social search describes any user behaviour which involves searching for information directly within the social platform, instead of using Google. And this is steadily on the rise – it’s reported that 23% of users search within the first 30 seconds of opening TikTok. 

TikTok pioneered this growth in social search with its interest-based algorithm, offering users a personalised experience they hadn’t had before. It made discovery less passive – instead of being fed the content of people we follow, TikTok made it so users can actively search for the content they want to know more about.  

That content also became more engaging than a traditional Google search, with social media making education both accessible, and attention-grabbing. Audiences began to trust the storytelling in User Generated Content. For a quick dinner meal idea, people are turning to TikTok and getting inspiration from a creator, rather than following a written recipe. So just as your recipes want to rank high on Google, it’s time to get them visible for social search. 

 

How do you optimise content for social search?

People are much less likely to randomly stumble across your content. They have a need, they search for that need, and if your content appears for that search term, they will watch it.  

It’s similar to implementing SEO for Google – social content needs keywords, captions and on-screen text to rank. TikTok’s algorithm has to give your content an accurate label, for it to appear in a user’s search results.  

Whatever your niche may be, Google Trends or Creator Search Insights can help ensure your content is based around trending and related searches. Creator Search Insights will show you the topics that are frequently searched for on TikTok, but it can also show you the search topics that have fewer relevant posts. You can identify content gaps within your niche, and tailor your content plan to fill this gap. Less competition means more visibility for your brand, so do your keyword research before you create your content, rather than trying to shoehorn it in later.  

 

How is your content discovered?

After your post the content, TikTok will index your video, essentially putting it into a category that will appear when another user searches similar keywords. But that’s not the only way to get your content discovered, and TikTok’s comment section can be just as effective as its search bar. When you look through comments of a video, you may notice some turn blue: 

A picture of TikTok comments, with two comments turning blue.

This is a feature added by TikTok – if the words in a comment are relevant to the specific videos, or are frequently searched, TikTok will turn the comment blue to link it straight to that search term.  

So again, keywords are essential. And the more relevant your keywords are to the content you’re posting, the more discoverable that content will be.  

 

Testing the algorithm

Of course, this is something that may take some trial and error. The algorithm isn’t perfect, and you can’t expect TikTok to accurately index your videos all the time. For example, say we wanted to rank for the term ‘ice cream’, so we posted a video eating an ice cream in Marshfield. Despite the content being more relevant to ice cream, writing Marshfield in the caption could trigger a location tag from TikTok, meaning the content would now rank for the term ‘Marshfield’.  It’s a bit of a delicate balance, but TikTok lets you tweak captions for up to 7 days after posting, so if you find your content is ranking for the wrong search term, it may be worth trying a different caption, and removing the location tag. 

 

It may be something you have to keep testing, but it’s definitely something to start trying. Optimising across multiple platforms, including both search engines and social search, is key for top visibility, and letting your audience find you however is best for them. 

Looking for more SEO tips? Here’s how to get started with Google. 

originally posted to www.carnsight.com 

 

If you’ve ever worked in PR, you’ll know there’s a lot of spinning plates and wearing a lot of hats.

And sometimes you can spin a hat and wear a plate and it all gets a bit chaotic.

There are press releases to write, journalists to chase, campaigns to plan, and about a hundred emails to answer. Staying organised is a huge part of the job. That’s where my trusty Kanban board (among many other organisational obsessions) comes in.

What is a Kanban Board?

A Kanban board is a visual tool that helps you manage tasks by moving them through stages. These stages are usually something like “To Do,” “Doing,” and “Done.” Think of it as a to-do list with a bit more movability.

I use a lot of different versions of a Kanban board. I have digital ones and physical ones, and I reset them and try new iterations often. I’ve used everything from a notebook or A3 paper, to tools like Excel, Trello and Notion. The principle is always the same.

My PR-friendly approach

Over the years, I’ve tweaked my board to reflect the way I actually work. Here’s how I’ve got it generally set up now:

  • With me – These are the tasks I’m actively working on. Writing copy, building media lists, planning campaigns – basically, anything that’s currently sitting with me.
  • With the client – This is for anything I’ve sent off to a client for review or approval. It helps me keep track of what I’m waiting on so I don’t accidentally chase them too many times!
  • With a journalist – Pitches sent, interviews scheduled, follow-ups pending – it all goes here. It’s a great way to keep tabs on media outreach without digging through your inbox.
  • On hold – This is my “not right now” column. Maybe I’m waiting on an event date, or a client’s budget sign-off. It’s not dead in the water, just on pause.

And of course, when it’s done it comes off the board altogether (I keep a note of those elsewhere).

Why it works

PR is fast-paced and often reactive. My Kanban board gives me a clear view of what’s happening, what’s stalled, and what’s next.

It also helps me communicate better with clients and teammates. If someone asks for a status update, I can give them a clear answer without rummaging through emails or WhatsApp threads.

A few tips

  • Use labels. I colour-code by client, which makes it easy to scan the board and see where my time’s going.
  • Review regularly. I do a regular tidy up – move things around, archive what’s done, and prep for the next day/ week.

Kanban boards won’t stop last-minute requests or magically make journalists reply faster (if only), but they will help you stay on top of your workload and feel a bit more in control. And in PR, that’s no small thing.

What methods do you use to stay organised at work? I’d love to hear about them.

And for other organisation tips, have a look at how we clean up our inbox.

originally posted to www.carnsight.com

 

Gen Z isn’t just on the way – they’re already here. They’re your customers. They’re your colleagues. They’re your employees. And in 2025, they make up 27% of the global workforce. 

This generation, currently aged 12 to 27, is already the largest globally, with around 2 billion people according to the UN. They’re not just influencing culture, they’re creating culture.  

  

So, what are they telling us?

 

  1. They want work-life balance… REAL work-life balance

This isn’t about being lazy. It’s about setting boundaries. Gen Z has grown up watching burnout being glorified and mental health being overlooked. They’re not interested in repeating that cycle. They want flexibility, autonomy and a workplace that respects their time and energy. If your business still equates long hours with loyalty, it’s time to rethink. 

  

  1. For them, brands actually caring is the bare minimum

Gen Z can spot inauthenticity a mile off. They’re not impressed by token gestures or vague values. They want to see real action on things like sustainability, diversity, mental health and more. If your brand says it stands for something, you need to be able to back it up… because you bet they’re going to check. 

  

  1. They want purpose-driven business

Profit doesn’t cut it. Gen Z wants to work for and buy from companies that are driven by purpose. That doesn’t mean you need to save the world. But it does mean you need to stand for something meaningful and make it part of your everyday operations, not just your marketing. 

  

  1. They won’t buy your false promises

They’re a generation that’s frankly deeply sceptical. We live in a world of misinformation, greenwashing and broken promises. So if your business says one thing and does another, they’ll notice and walk away.  And they’ll probably talk about it.  

  

  1. You can ignore them – but that’s your mistake to make

You can call them lazy. But if you do, you’re missing the point. Gen Z is redefining what work looks like, what leadership means and what success should feel like. They’re a generation working towards building better systems. Out of complete necessity (see the climate crisis). And if you’re not willing to adapt you’re going to face the consequences.  

  

What Can You Do? 

 

 

It’s snuck up on us, but Gen Z aren’t the future anymore. They’re the now. 

originally posted to www.carnsight.com

 

We don’t sit as a panel, there’s no getting in a warehouse lift to meet us and no interviewer outside asking about last-minute nerves. But, in many other ways, there are similarities between our process and Dragon’s Den. That’s because the success of PR and social media is closely linked to an understanding of your business fundamentals. And they’re something we work to understand really quickly. 

To create a compelling pitch about a new product, to work out where we need to focus our media attention, or how to craft a powerful social media post, we need to understand the product really well.  

We need to know the problem it solves and why it will fly. We need to know where it sits in the market and what its competitors are. We need to understand the target audience, and how it suits their needs, how many people you’re expecting to engage, as well as any seasonality. And we need to know your overall business objectives. 

It’s these facts that will lead us to the essence of the business, and will enable us to make someone stop and pay attention.  

 

That’s why we start with our Four Lens Messaging Session 

Our work always starts with a conversation to understand what you’re trying to achieve, but the real gems are uncovered in our Four Lens Messaging Session. We’ve designed this discovery workshop around busy founders and their teams or stakeholders, and it’s where we get to the heart of your business in just a few hours. 

We call it a Messaging Session as some of the key messages we’ll communicate around your business will spring from this workshop. It’s our job to uncover the interesting angles, and they come from a deep dive into your world.  

 

We understand what will engage a journalist 

For PR, the press release you might write about your business is rarely the one we would. That’s not to say that some of the content will be the same, but we filter it through a journalist’s lens. Remember, they’re not there to promote your business, they’re there to engage their readers. 

Knowing the ins and outs means that we can pitch this correctly. Are you really the only business doing what you do? Are you actually the first to launch this product? It’s fine if you’re not, but we need to find out what you are doing that’s different. 

 

We find the stories behind the business 

People buy from people, journalists buy people’s stories, as will your audience on social media. How many times do you click on a link because there’s an interesting line about the person’s life in the caption? One of the great things about working with founder-led businesses is the interesting backgrounds of the founders themselves. Your journey and your daily life is just as interesting – and sometimes more so – than your business. We work to identify those. 

Focusing on a PR or social media campaign can mean opening yourself and your business up for more scrutiny. It can lead to amazing results. But we understand that people have boundaries, so it’s good for us to establish those upfront.  

 

Numbers really matter 

When we ask for the numbers behind your market, your product or your team, it’s because those numbers matter. It’s important to get the details right, and strong stories often lead with numbers. So, we’re not asking for clarification to channel our inner dragon, but to make a better story. 

 

Being open with us really helps if a crisis hits 

It’s something many companies are nervous about, but the reality is, most businesses don’t face crises regularly. However, crisis management is an important part of our job, and that starts with preparation. 

It’s not appropriate to share case studies of crisis management but the common factor is that good management starts with us really understanding the situation. A lot of what you tell us doesn’t get passed on, but it’s important that we know everything, warts and all, to be able to respond in the right way and be ready for any question. 

 

You can turn the tables on us when it comes to reviewing activity 

Accountability is key, so we have regular check ins with clients (bi-weekly or monthly), to talk results, and offer a live status report and CoverageBook tracker for PR. After the first three months we do a more in-depth review and then do it again at regular periods. 

This is when our clients become the dragons! It’s good to understand what’s behind the numbers, what’s been working well and what needs to change, so we encourage questions and comments. 

 

We keep checking in 

Businesses evolve and focusses change, and no one can ever know your business better than you do. So, our regular check ins ensure we talk about what’s going on in our clients’ business and the wider market. Sometimes people choose to hold another Messaging Session, which can help us understand what’s going on right now. 

 

So, never fear the dragons! When we know your business inside and out, we can make sure journalists and followers really understand it, too. Every question will help us get to a more powerful, authentic result. 

originally posted to www.carnsight.com 

 

If you’re a brand, Gen Z will not be texting about you. But that’s not to say they aren’t talking. It means we’re seeing a new wave of communication, one that is far more visual-heavy and uses random, chaotic images to do the speaking for us. 

The days of hand-written letters are (mostly) coming to an end. Understanding the current virtual language is essential for understanding how people are actually talking about you, and how you can keep your connections going strong. 

  

Communication is not just words

Gen Z is the largest generation on Earth at the moment, and it’s safe to say they have a huge impact on cultural and social media shifts.  One of their biggest was turning visual images into a language in their own right. GIFs, memes, and other stills from hit TV shows are now being stored and saved to the camera roll, ready to be sent at the perfect opportunity. Group chats are now imbued with cultural references, and they aren’t references you want to miss out on.  

Online content can be used as a visual backup to our feelings. And that’s why 67% of Gen Z Facebook and Instagram users have shared video content in those apps with family and friends, as sharing content has become an easier way to connect than text-based conversation. The percentage of sharing activity on Instagram is also much higher, which underlines why Instagram now considers shares as a much bigger factor in its algorithmic ranking. 

By choosing videos that reflect your personal feelings, we can speak in a language that only exists from re-sharing other people’s content. This strengthens not only our personal connection with social media, but with the origin of the meme itself. You don’t have to have watched a single episode of Real Housewives to recognise the That’s My Opinion! lady. But that meme, despite going viral 6 years ago, is still making its way through the comment section today, so don’t underestimate the new visual language. 

 

Make talking as easy as possible

As a brand, you have to make the language easy for new social media users. It’s one of the reasons why reactions became so popular, giving people a way to end the conversation in a way that isn’t awkward (or worse, a full-on ghost).  

Channels started expanding these emoji reactions, adding the perfect balance of simplicity and nuance. It’s no longer an option to just ‘thumbs up’ or ‘thumbs down’ – users can express shock, admiration, anger, happiness, surprise etc all at the click of one button.  

This is where Snapchat does a good job of having simplified responses, with maximum engagement. Your bitmoji can react to chats in 14 different ways, all animated, depending on what emotion you want to express. However, you can only have 6 of these on your dock at one time, letting you give a timely response, without the overwhelm.  

And these quick reactions have been brought into real-life – laugh reacting to a DM is no different than the emoji feedback machines you find on the customer service desk. Giving people easy, painless ways to express their emotions makes engagement all the more accessible.  

 

Know your meme

Getting all your visual cues is one thing, but deciphering them is the next step. You have to be on it with your pop culture – if an image is popping up in your comment section, and you don’t know how to correctly use it, your brand will just look out of touch. 

And this will only become more prominent with future generations, both in visual language and the filler words that are now dominating social media. If you’re thinking “ate, no crumbs” is an insult, then you need to do your TikTok homework. When you understand the silly references of the generation you’re talking to, you have a much clearer perspective on what to say back.  

 

So yes, you need to lean into online content. Memes, stills, and even the most obscure of references will resonate with your Gen Z audience. Do your homework, and join the conversation. 

Need more tips for using social media? Leigh-Ann’s blog has got you covered.

 

originally posted to www.carnsight.com

One of the most common mistakes we see brands and business owners making on social media is forgetting that it’s meant to be social. It sounds obvious, but it’s easily overlooked, particularly by B2B brands.
There’s often a misconception that B2B communication needs to be overly formal, corporate or distant. But businesses are made up of people. And those people want to engage with content that feels human, just as any consumer would.
A lack of humanity

AI can be brilliant. It can also be terrible. But that’s a conversation for another time.

At the moment, one of the biggest issues we’re seeing is the rise of generic, AI-generated posts filling up our feeds, especially on LinkedIn. These posts might follow a neat format or sound ‘polished’, but they completely miss the mark when it comes to making a genuine connection.

Worse still, we’re seeing so much of this kind of content that even when people write their own posts, they often unconsciously mimic the same flat, lifeless tone (I’ve even caught myself doing it!). The result is a stream of boring samey sounding updates that don’t reflect anyone’s actual voice or opinion.

What social media is actually for

At its heart, social media is supposed to be about people. Your content should be interesting, helpful and engaging for the human beings you’re trying to reach. If everything you post is purely self-promotional, it reflects poorly on you.

You can’t expect to hand over your content to AI and still build meaningful relationships. Social media is becoming less social because we’re moving further away from what made it valuable to begin with – connection, conversation and community.

A return to community

But maybe social media is coming full circle. With algorithm changes making reach more difficult than ever, the most valuable thing any brand or business can do now is focus on growing and appreciating a tight-knit community.

This only happens when your content is personal and genuine. Success isn’t about visibility alone. It’s about relevance and resonance.

So, how do you make social media social again?

  • Engage with others as much (more so in fact!) as you post yourself
    Start conversations. Leave thoughtful comments. Be present in your community.

  • Sound like a real person
    Whether you’re posting as a brand or an individual, your tone should reflect a real human voice not some generic template.

  • Write your own content
    Avoid copying what you’ve seen online. Trust your own tone and experience and play with structure.

  • Focus on value, not just sales
    Ask yourself what someone might take away from your post. A new idea? A bit of encouragement? A helpful tip? That’s the kind of content people remember. When you re-read your post, ask yourself – would I stop scrolling for this?

Social media still has huge potential. But only if we stop treating it like a pure advertising platform and start using it for the potential it has for good – to help people connect and spread awareness for important issues. Let’s not lose sight of that.

And if you’re feeling drained by it all, have a look at how we balance our time on social media.

originally posted to www.carnsight.com 

 

Leigh-Ann here, Carnsight Account Director. It’s been a crazy busy few weeks in the Carnsight office. But today, as I write this, is a work from home day, and so I’m sitting in the garden with a cup of coffee and the sunshine, and thoroughly enjoying a bit of time writing as…well… me!

If you’ve followed Carnsight for any length of time, you’ll very likely know that we all really love to write. And good thing too! Because PR involves A LOT of it. We spend so much time ghostwriting, drafting social post captions, press releases, thought leadership and comments. It can be really fun to take on the challenge of embodying the tone and style of the brands and wonderful professionals we work with. But I’d be lying if I said it wasn’t a real treat to settle back into my own voice every once in a while.

Feeling drained by social media?

Maybe I’m projecting here, but I get the feeling that over the past few years there’s been a growing disillusionment with social media. And frankly, rightly so. Whether you use social media in your personal life, professional life, or both, you’ve likely got a mixed bag of feelings when it comes to the pros and cons of spending time on the internet.

As someone who works in social media and the news, people in my personal life often think that means I’m always pro-social media. And of course, I think social media offers a huge variety of wonderful opportunities and I spend a lot of time on it. But I also know that there are problems with it too.

I won’t pretend to know how to address all of the pitfalls of social media doom scrolling and questionable algorithms, but what I do want to do is share some of the ways that I (both personally and professionally) aim to keep social media as positive an experience as possible. I hope you might find these tips useful too.

Remember it’s about people

I personally think social media is at its best when we remember that it’s about people. Social media can bring people together, connect humans from two sides of the world. It can create a community. It can aid access. It can spread awareness of brands doing amazing things for people and planet. It can help raise money for causes and it can give a voice to those who might not otherwise be heard.

I think especially when we’re using social media for business purposes, we can get a bit lost in the metrics and forget that ultimately, social media is about people. And the more human you are, the more your content will resonate and the stronger your connections to others will grow.

Set time limits

Again, whether it’s spending too much time scrolling TikTok on your sofa at home, or spending hours comparing your most recent post to your competitor’s latest update, there’s definitely such a thing as too much time spent on social media.

I had a conversation with a client just recently about how frustrating it can be that the post you barely thought about and just popped online can perform so much better than the one you spend hours pouring your best advice and expertise into. Of course, social media requires thought and strategy – that’s what we do at Carnsight. But we also know that it’s all about testing and learning, trying things out and being open to how things play out. And it comes back to that human element I mentioned too.

Setting yourself time limits to ensure the time you spend working on or consuming social media is considered, effective and enjoyable is something I’d highly recommend.

Create and follow what actually interests you

If your social media feed or profile is filled with content that you personally don’t even want to take the time to read and consume, then you’re not using social media to its advantage. Even as a business, you have to think about how much you actually enjoy the content for the simple reason that if you don’t, a) people reading will be able to tell in how it’s written and created, and b) the likelihood is your audience probably won’t enjoy it either.

Before you post, ask yourself, would I stop scrolling for this? And actually spend a bit of time on your business accounts, engaging with and looking for content from people and business you like, are inspired by and have connections to.

Know what platforms are the best spaces for you

Personally, my favourite platforms are Pinterest and YouTube. Professionally, it’s LinkedIn and maybe just a touch of Bluesky. These are the spaces I feel like I see the content that I learn from and enjoy the most.

You don’t have to be everywhere. And there will be some online spaces that just don’t feel relevant or right for you or your business. Pick the ones that do and don’t worry about the rest. It’s also to switch up your primary platforms as they all change and evolve.

I hope that these tips have been useful for anyone feeling a bit lost with social media at the moment. They’re simple but surprisingly effective!

originally posted to www.carnsight.com

 

Having a strong online presence is important for businesses of all sizes, especially in today’s fast-paced digital landscape. One of the easiest and most effective ways to ensure your business is visible to potential customers is by setting up a Google Business Profile (GBP). This free tool allows businesses to appear in Google Search and Google Maps, providing essential information such as location, contact details, operating hours, and customer reviews. 

So, what even is a Google Business Profile? 

Previously known as Google My Business, this platform allowed business owners to manage their online presence across Google Search and Maps. In November 2021, Google rebranded it to Google Business Profile (GBP) to simplify the experience, encouraging businesses to manage their profiles directly within Google Search and Maps rather than through a separate interface. 

 With a GBP, businesses can take advantage of various features, including updating business information, responding to reviews, posting updates, and directly engaging with customers. If you’re not yet using a Google Business Profile, you could be missing out on valuable opportunities to reach and connect with local customers. Let me explain to you why I think your business needs a GBP.  

Boost local visibility 

One of the advantages of a GBP is increased visibility in local search results. When potential customers search for a product or service you offer, your business can appear in relevant search results, increasing the chances of attracting nearby customers. Having an optimised profile with updated information, high-quality images, and positive reviews can significantly improve your chances of standing out in local searches. 

Building trust 

A well-maintained GBP indicates professionalism and reliability to potential customers. Businesses with complete and verified profiles tend to be more trusted by users, and positive customer reviews further enhance credibility. According to a Google study, businesses with complete listings are 2.7 times more likely to be considered reputable by consumers. Additionally, 76% of people say they “regularly” read online reviews when browsing for local businesses (Bright Local, 2023). A business with strong ratings and genuine customer reviews naturally stands out, often earning greater trust and preference over its competitors.
 

Additionally, responding to reviews, both positive and negative shows that you value customer feedback and are committed to providing a good service. 

Gain customer insights 

Google Business Profile provides detailed analytics that helps businesses understand customer behaviour. You can track insights such as how customers find your profile, what search queries they use, the number of website visits, phone calls, and direction requests. These insights allow you to refine your marketing strategies, tailor your services to customer needs, and improve overall engagement.  

Improve customer engagement 

A GBP enables direct interaction with customers. They can ask questions, leave reviews, book appointments, and even message your business directly. Keeping your profile updated with fresh content, responding promptly to inquiries, and posting regular updates about promotions or new offerings can foster strong relationships and encourage customer loyalty. 

 Setting up and maintaining a Google Business Profile is a simple but powerful way to enhance your online presence, attract new customers, and build trust within your community.  

 If you haven’t claimed or optimised your Google Business Profile yet, now is the time to do so! 

 Would you like to learn more about SEO? Why not start here? 

originally posted to www.carnsight.com

This week’s blog has been guest written by Niamh Brodrick, who recently completed a week’s work experience at Carnsight for her university placement.

 

As a second-year Media and Communications student at Cardiff Metropolitan, I’ve spent a lot of time thinking about the kind of work I might want to pursue after university – but this week at Carnsight Communications has really helped me turn my vague idea of what I want to do into more of a clear picture.

Before starting my work experience here, I was both excited and nervous. I’ve always been drawn to the world of social media, but stepping into a professional environment is very different from university life. Those nerves disappeared almost instantly as I walked into the Carnsight office and I was greeted by a welcoming team and a supportive environment. I instantly felt comfortable in the space and everyone took the time to involve me in real tasks.

 

My activities

On my first day, I was given the opportunity to write a blog post for the Carnsight website – something I hadn’t done before, but a task I really enjoyed. I also created some Instagram content, which felt like a perfect introduction given my interest in social media. It was really satisfying to see ideas I’d put together being considered for real-world use and it made the experience feel more meaningful.

By the second day, I continued with Instagram content creation, but also began researching influencers for a client – helping identify potential partnerships that aligned with the brand’s identity and goals. It was a great insight into the level of strategy that goes into the smallest details of PR and marketing.

Midweek, I was given the task of helping write a monthly review for one of Carnsight’s clients, breaking down their social media platforms for the month. It was a valuable task that gave me a better understanding of how social media performance is monitored and assessed. Seeing how data and insights are used to shape future content – something I hadn’t explored much before but now see as an important part of effective communication work.

On my final day, I wrapped up the week by writing a blog post reflecting on my favourite marketing campaigns – this allowed me to reflect on what I find interesting and looking at campaigns through a more analytical lens made me realise how much work, creativity and planning goes into them.

A standout part of the week was how approachable the team were. Whether it was giving me helpful feedback on a piece of writing, explaining a process or simply checking in to see how I was finding things, everyone made the effort to help me learn and feel at ease. It was clear that they cared about making the experience valuable for me.

My learnings

This week has been incredibly valuable. I’ve learned so much in a short space of time, not just about PR and social media, but also my own strengths and interests. The Carnsight team have been so generous with their time, support and feedback and I’m really grateful for how encouraging they have been throughout.

This experience has definitely given me a new sense of direction and motivation. As I head into my final stretch of my degree, I’m excited to take what I’ve learned and continue with what I’m passionate about.

 

Thank you Niamh – it’s so nice to hear you’ve enjoyed your experience! To hear from another work experience student, have a look at what Anneka had to say. 

Originally posted to www.carnsight.com

Today’s blog has been written by Niamh, our lovely intern who’s here with us on her university placement. Studying Media and Communications, we’re giving her the floor to share her thoughts.

We’re only a few months into 2025, but the marketing world has already delivered some standout campaigns. This year, brands are pushing the boundaries of traditional advertising, embracing innovation and finding new ways to connect with their audiences. From AI-generated content to interactive experiences, marketing is evolving rapidly. The standout campaigns of the year aren’t just being seen – they’re being shared, discussed and remembered. 

Here are the campaigns that are setting the standard for 2025 so far: 
Virgin Media – Switch to the Red Team

Virgin Media’s campaign, ‘Switch to the Red Team’, draws inspiration from Lewis Hamilton’s iconic move to Ferrari. Coinciding with the start of the Formula 1 season, the campaign positions Virgin Media as the fast, reliable choice for broadband services. This campaign aims to capture the excitement of racing and apply it to the speed and quality of Virgin Media’s services. 

Beyond Equality – See What She Sees

Beyond Equality’s International Women’s Day campaign, ‘See What She Sees’ highlights the difference in safety concerns between men and women. The campaign encourages men to understand the everyday fears women face by asking them to ‘see’ those experiences. It sparks important conversations around safety and the aims to make it a more active issue. 

Dove – These Legs

Dove’s 2025 ‘These Legs’ campaign continues their #KeepHerConfident initiative, focusing on building body confidence in young girls, especially in sports. Research shows that by the age 14, girls drop out of sports at twice the rate of boys, often due to body image concerns. The campaign aims to challenge the traditional beauty standards and encourage girls to stay active and confident. Dove aims to shift the conversation around body image, promoting inclusivity and self-love. 

Polly Pocket x Airbnb

In 2025, Polly Pocket teamed up with Airbnb to offer an actual, life-sized Polly Pocket themed Airbnb experience. The nostalgic yet innovative collaboration allowed fans to live out their childhood dreams in an oversized, custom-made Polly Pocket house. It was a blend of nostalgia, fun and unique marketing that captured attention across generations. 

Duolingo – ‘RIP Duo’

Duolingo’s ‘RIP Duo’ campaign took a humorous twist by announcing the death of its beloved mascot, Duo the owl, after users failed to maintain their daily streaks. The campaign went viral, with users sharing tributes and memes across social media. The campaign itself combined humour with the brand’s quirky personality, boosting engagement whilst reinforcing the focus on learning. 

 

The campaigns of 2025 have already set a high bar for creativity and engagement. Brands are embracing bold ideas, humour and technology to connect with their audiences in innovative ways. Whether its Virgin Media’s Formula 1 inspired broadband, Duolingo’s ‘RIP Duo’ campaign or Dove’s body positivity message – they’re not just catching attention, they’re fostering meaningful conversations and creating lasting impressions. As they year unfolds, it’s clear the most successful campaigns will continue to drive engagement and inspire change. 

It’s been super interesting to see how 2025 is panning out! Have a look at our predictions so see what we’re getting right so far 😉