How do you take the guesswork out of social media marketing/commerce success in an increasingly expensive, creator-saturated, algorithmically driven arena? Behemoths (Meta) and social management software agencies (Dash Social and Fohr) laid down new rules and key insights in discussing the post-follower era, avoiding the ‘three-second leak’, predictive modelling, influencer mapping and parlaying fan-forged trends into brand hits.

Multiple speakers highlighted advertising’s gap in disability representation (16% of people globally are disabled, yet only 1% of ads feature those with disabilities; Creative Equals, 2026). Discussions on the moral-meets-commercial imperative for inclusion encompassed guides to “delicious alt text”, which add LLM (AI chatbot)-based brand visibility benefits.

Connecting with underserved audiences (specifically disabled people and women’s football fans) and grassroots sports fandoms was another hot topic, covering match day atmospherics and digital engagement for rugby and football (soccer).

Two major British ‘digital challenger’ or ‘neobanks’, Monzo and Starling, spotlit new tools, services and stances they’re deploying to break banking moulds and engage audiences intimidated by traditional institutions. Most (scam detection tools, agentic AI assistants and a book demystifying everyday money matters) aren’t directly revenue-generating, instead targeting trust and driving loyalty metrics.

Two key sessions spotlit the power of supercharging eco communications with pop-cultural clout – from edgy ads for renewable energy (overturning pious sustainability stereotypes) to eco initiatives as part of a global pop star’s stadium tour.