The Alchemists

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.

Creators & Guests

Host
Andrés López-Varela
Andrés is a senior marketing leader, one of State of Social's best-rated speakers, and a proud cat-dad.
Guest
Edwin Smith
Edwin is Australia's leading Instagram expert and the founder and CEO of social media consultancy, The Social Sandwich
Guest
Georgia Tappy
Hi, my name’s Georgia. I’m a writer and strategist who specialises in organic social media content creation. I have almost a decade of experience in digital marketing and have worked clientside for government, hospitality businesses and NGOs (Parks Victoria, Riverland Group, Epilepsy Foundation of Australia) as well as corporate agencies (Ogilvy PR, Popsicle Designs).
Producer
Meg Coffey
Originally from Texas and now proudly Australian, Meg Coffey is a “Texstralian” known for her dedication, calculated risks, and exceptional communication skills. As the founder of State of Social, Australia’s largest digital marketing & social media conference, Meg is dedicated to keeping businesses ahead of the curve.
Guest
Scotty McDonald
Currently working as a social media producer in the Australian Broadcasting Corporation’s Brisbane team, Scott continues to experiment and grow several social media channels focusing on organic growth and adapting to audience trends and interest.

What is The Alchemists?

The Alchemists is a limited-series podcast from marketing conference State of Social, delving deeper into the big conversations that start on stage at the event. Join Andrés López-Varela and the State of Social 2024 speakers for a series of lively chats about important topics and trends impacting the marketing industry and the work of marketers.