The move brings our 50-strong team together in a stunning riverside location right in the heart of Norwich. We’ve traded our old Thorpe Road office for a purpose-built space designed to spark collaboration, creativity, and fresh ideas.

20 years in the making

Founded right here in Norwich back in 2006, OneAgency has grown from a local startup into one of the region’s leading full-service marketing agencies. Today, we deliver everything from strategy, creative, and digital to content, social media, SEO, PPC, PR, and web development for clients across the UK.

This new headquarters represents the next exciting chapter for us, following a period of incredible growth and what is shaping up to be the strongest first-half performance in our 20-year history.

“This move is all about confidence in where we’re heading, our commitment to the team, and our vision for the future,” says Mark Littlewood, managing director of OneAgency.

“Wensum Wharf gives us the space, layout, and energy we need to do our best work. Bringing every discipline under one roof makes it seamless to share ideas, creating an environment where both our people and our clients can really thrive.”

Designed for what’s next

Our new home is bigger and smarter. The layout has been intentionally crafted to support how modern marketing agencies actually work, featuring:

• Dedicated creative and digital hubs, tailored environments for our specialist teams to work together on projects
• Collaborative meeting zones and flexible areas built specifically for idea sessions and quick catch-ups
• Room to grow, with plenty of breathing room to scale our team as we continue to expand.

The upgrade comes at a perfect time. We continue to grow our client portfolio across the retail, leisure, tourism, manufacturing, professional services, and e-commerce sectors – helping brands grow by blending genuine creativity with measurable commercial results.

“We’re incredibly proud of what the team has achieved over the last two decades, but we’re even more excited about what’s next,” adds Helen Littlewood, client services director. “It’s time to jump into the next stage of our journey. This office perfectly matches the ambition we have for the agency, our clients, and our people.”

Come say hello!

As we settle into Wensum Wharf, our focus remains exactly where it has always been: delivering exceptional work, building long-term partnerships, and investing in the talent and technology that got us here.

The coffee machine is on, and the riverside views are great. Whether you’re a client, a partner, or looking to join the team, we’d love to welcome you to our new space.

The post OneAgency has a new home – our Wensum Wharf headquarters appeared first on OneAgency.

Created to discover and support ambitious independent retailers ready to step into physical space, Launchpad attracted a highly competitive field of entrants from across Norfolk. Following a public vote between finalists The New Archive and Piotis, Millie’s distinctive vision and curated retail concept captured the support of both the judging panel and the local community.

OneAgency played a central role in shaping and delivering the Launchpad initiative in partnership with Chantry Place, from initial concept through to campaign execution.

From the outset, the ambition was to create a meaningful platform for emerging brands while injecting fresh energy and innovation into the centre. OneAgency developed the Launchpad name, identity and campaign messaging, alongside a targeted application process designed to attract high-potential independent businesses.

The campaign generated strong engagement, with 26 applications received from a diverse mix of regional brands and entrepreneurs.

Following a rigorous shortlisting process, six finalists were invited to present their retail propositions, growth plans and brand vision to an expert panel. Helen Littlewood, client services director and co-owner at OneAgency, joined representatives from Chantry Place and the wider business community to select the final two.

The process culminated in a public vote, placing the final decision in the hands of the Norwich community and reinforcing the initiative’s local focus.

Helen Littlewood commented: “This has been an incredibly rewarding initiative to be part of. The standard of applications was exceptionally high, and it was inspiring to see so many independent businesses with clear ambition and strong retail concepts.

“Launchpad is exactly the kind of forward-thinking approach retail destinations need – creating opportunities for emerging brands while delivering something new and engaging for visitors. Congratulations to Millie and The New Archive. We’re excited to see the store come to life at Chantry Place.”

As an ongoing strategic partner, OneAgency continues to support Chantry Place through integrated marketing activity spanning strategy, social, content, paid media and digital campaigns, all focused on driving engagement, footfall and long-term brand growth.

Launchpad is a strong example of how collaborative, community-led initiatives can help retail destinations evolve and remain relevant in a changing landscape.

To find out more about our work with Chantry Place, view our case study. If you’re a retail or destination brand looking to drive measurable results, get in touch to see how OneAgency can support your next phase of growth.

The post Chantry Place Launchpad crowns winner in search for Norfolk’s next retail success story appeared first on OneAgency.

We’ve brought Mattressman’s iconic brand mascot back to champion a new brand promise of Unbeatable sleep, as the national retailer looks to grow its market share and stand out in one of retail’s most competitive categories.

The work continues our creative partnership with Mattressman, which began in 2024, as the brand’s full-service marketing agency.

Rethinking what better sleep really means

Our strategy was to reframe what a good night’s sleep looks like – and how it makes you feel.

Because when you sleep better, you live better. And when you save smart, you have more for what matters. That’s what unbeatable sleep is all about.

Helen Littlewood, our co-founder, said: “Mascots are making a serious comeback. They give brands a relatable identity and a playful edge that audiences love. But this isn’t simply about nostalgia. It’s a strategic, creative move that uses a much-loved brand asset to tell the story of unbeatable sleep.

“People want to connect with brands that make them smile and feel something. Mattressman is a fully fleshed out character – confident, memorable, and made for modern audiences. We can’t wait to roll him out across every channel, from in-store experiences and trending social content to radio and TV campaigns.”

A brand mascot that’s built to live everywhere

Mattressman will be the star of our new brand and social strategy, which is designed to drive real-world activations, community engagement, and long-term fame. We’ve designed him to live across every touchpoint – on your feed, online, and in-store – bringing warmth, humour, and fun back to the category.

Jodie Huggins, Head of Brand at Mattressman, said: “It was time to bring joy and personality back into the mattress buying experience. The new Mattressman character is our champion for better value – a unique, much-loved mascot that our customers have called for the return of since 2022.

“As shopping becomes more digital and less personal, we’re seeing consumers crave warmth, humour, and authenticity from the brands they trust. Our new mascot will help us to connect with our key audiences online and in-store going forward.”

A new chapter begins

The new campaign marks the start of Mattressman’s next chapter, following record sales for 2024/25, a Retailer of the Year award from the National Bed Federation, and three new store openings across Norfolk, London, and Essex.

For us at OneAgency, it’s another example of how bold ideas, strategic planning, and creative flair come together to transform brands – proving that even in a functional category, warmth always wins.

The post Relaunching an iconic brand mascot for Mattressman appeared first on OneAgency.

It’s been quite some time since then. The dust has settled, and the marketing sector has not, as some predicted, become a barren wasteland of robots and sentient code.

So what impact has AI actually had on the industry? Now that we’ve had some time to get to grips with the tech, how are we using it? Are we using it? Has anything we said before held true?

And, perhaps more importantly, how can you use it? Let’s get into it.

Generative AI and marketing

When ChatGPT exploded onto the scene at the end of 2022, predictions were lofty. This was a technology that would change the world, its impact likened to the printing press and the invention of the internet. 

In mid-2023, a McKinsey report estimated generative AI could contribute up to $4.4 trillion in annual global productivity. 75 percent of that would come from marketing and sales.

The potential seemed limitless. From ChatGPT’s first iteration to 3.5, then 4, every update seemed to bring an almost incomprehensible level of progress. With such rapid improvement, the world could barely catch its breath: what would AI be capable of in a year, or five years? Would humans become obsolete as we moved towards an AI-dominated digital landscape?

In 2024, the excitement has muted somewhat. Improvements have slowed to a more incremental pace, or, as OpenAI has admitted, in some ways, performance has worsened. Questions are already being asked as to whether AI has peaked. 

After such grandiose claims during its rise, it’s unsurprising that rumours of generative AI’s decline would be similarly sensationalised. The truth is somewhere in the middle: AI has left its mark in marketing, even if the shift is more subtle than seismic.

AI and content: your least reliable assistant

AI content is a world filled with deep dives, conjunctions and tired clichés – familiarly average and frequently untrustworthy. It’s inescapable online; according to a study published by Amazon Web Services, 57 percent of web-based text is already produced by generative AI.

Previously, we discussed concerns about the homogenisation of content: would content become so similar due to AI, that readers would lose interest? The reality takes it one step further. ChatGPT scrapes from data on the internet: over half of which, as we stated above, is now AI-produced work. As AI content begins to cannibalise itself, the quality quickly starts to degrade.

This downward spiral could lead to model collapse: the more the internet is flooded with AI-produced content, the worse this is likely to get.

AI “hallucinations”

Like the first date hanging on your every word, eager to please and impress – generative AI tells you exactly what it thinks you want to hear. 

AI will never admit it doesn’t know the answer to something. It would rather give an incorrect answer – and confidently, at that – than own up to its limitations. These false answers are called “hallucinations”, and despite all the efforts of AI experts, they are no closer to being resolved. 

If you ask it leading questions, or about a niche topic, you’re more likely to get a hallucination in response. Generative AI is gullible, too often mistaken to be relied upon in any serious context, which is why its use is limited within the content team. 

Despite all this, we (the OneAgency copywriters) use AI frequently, but very carefully; for content purposes, a slight scepticism is the right approach. It can be a starting point for research, trigger inspiration, adapt or shorten text, find that niche pop culture reference you can’t quite remember, or, most often, be a fantastic, responsive thesaurus. AI-assisted transcription is also a brilliant time saver (for the English language at least!).

We rarely use AI to write content; it’s not of the level required. Especially for our client base, who often operate in niche sectors where specific, technical expertise is paramount. For brands that trade on trust, we need to create content that can be trusted. And at the moment, AI can’t do that. 

Not to mention, we believe that people like to read content written by people. And Google agrees – to meet Google’s helpful content update, content needs to be worth reading; human editing is almost always required to meet that criteria. 

It’s easy to make B2B content that’s dull, or obvious. But to truly engage and entertain, a different, more creative approach is needed. Instead, AI can help fill the gaps, give you some tips, and connect a few dots. It’s a tool that helps us be more efficient – and even with its failings, we use it more days than not.

Digital marketing: will AI search dethrone Google?

It’s not just the content itself that is being influenced by AI: how people find content is starting to change. AI search has announced itself as a player in a field long dominated by a single corporation. So, should Google be worried?

OpenAI, the company behind generative AI’s heavy hitters like ChatGPT, unveiled plans for SearchGPT in July 2024. This prototype addresses the main criticism levied at AI – it provides real, verifiable sources to support its claims. AI search is nothing new; Perplexity AI is already a frontrunner, worth over a billion to investors. But SearchGPT has the potential to be even bigger.

SearchGPT answers queries by scanning the internet and collating what the software views as the best results. Instead of pages upon pages appearing, they will be cherry-picked to only a handful of links. 

This move may be music to the ears of brands and content creators; instead of taking from their work, AI will be crediting them – and actively driving traffic to their website. As Google has taken the step to add AI overviews at the top of search results, which some publishers may view as taking potential clicks by summarising their content, alternatives such as SearchGPT may even be welcomed by content creators.

The Wall Street Journal argues Google’s dominant position in the ad market may well change. AI search in its current state doesn’t include paid search results – though this may happen in the future – giving it an extra authenticity that Google currently lacks. If AI search were to be incorporated with social channels, people could go directly from platforms that ‘inspire’ to a product page – removing the ‘middle step’ of Google.

Will consumers value the authenticity of AI search, filling a void just starting to be felt by the fall from grace of influencers? Or, as OpenAI shrugs off its non-profit status, will paid results soon be incorporated into AI search? 

Of course, nothing is certain with AI; but the potential is certainly there.

The rise of AI search will push digital marketing into unknown territory. How will AI judge the most valuable content? It’s a relatively unknown area, but quality will likely be even more important moving forward.

How can you use generative AI to increase efficiency in digital marketing?

Our digital marketing team is keeping a close eye on emerging AI technologies. While it’s only in its infancy, we’re monitoring the recent emergence of AI search – and what it might mean for the future of how we operate.

AI is already incorporated into everyday processes to improve efficiency and inspire new thinking. These are a handful of ways the digital team are using it:

– Product descriptions. Helps save time writing new copy for products, even if they’re very similar; it was able to provide variety and a warm tone. 

– Excel formulas. ChatGPT can help break down different Excel formulas for beginners

– Quickly mocking up social assets as examples for clients 

Where it has lacked:

– Inspiration for PPC headlines. It struggled to produce quality within the relevant character limits. It was often too literal from the landing page, and could not write keyword-led headlines well

– Optimising titles and descriptions for SEO. With the keyword and a rough framework it does a decent job, but it needs significant human input.

Creative and AI: the sky’s the limit

“With generative AI a major disruptor of our creative work has emerged.” The Harvard Business Review’s statement on AI all the way back in November 2022 aligns with the quite dire predictions for creative industries at the time. 

Early fearmongering of AI replacing human creativity thankfully hasn’t been realised. It may be a disruptor in that it has changed the way we work, but this hasn’t manifested in any negative sense. AI has become ubiquitous, a pervasive presence in the tools we use, but has only aided the creative process, not derailed it. 

Our creative studio has found AI a valuable tool for improving efficiency – allowing them more time to do the actual creative thinking. It’s no replacement for a creative mind, lacking emotional depth, but can help speed up small tasks. 

These are a few ways the creative team are using AI:

– In Photoshop, it can be used to adjust things slightly to save time. E.g. remove a word, mask something, provide generative fill etc. It’s most often used to change the colour of the sky. 

– Using generative AI, like DALL.E-3, to quickly mock up ideas and help get the concept across.

– Can explore different colour palettes quickly.

– Allows you to change the wording for the same graphic quickly.

– Can perform automated accessibility checks; AI can quickly identify issues with readability, colour contrast etc.

Adobe has invested heavily in integrating AI tools; they are mostly useful for smaller tasks, and, if thoroughly checked, can look professional. The team suggested AI has its limitations (particularly where images of people are concerned), and can sometimes be a bit hit and miss, but find AI to be useful – and use it day-to-day. 

AI’s best suited to small tasks, but it’s not limited to them. 

The ability of AI to produce millions of designs almost instantaneously doesn’t mean much for quality, but it does open up opportunities for personalisation on a mass scale. Long before OpenAI and DALLE-3, Nutella used an AI algorithm to create seven million unique versions of their packaging in Italy. It’s a quick and easy way for a brand to create scarcity – with the improvements in the technology since, the opportunities have only widened.

Controversy surrounding creative AI tools

Generative AI is no stranger to controversy, but the use of image and video generation tools seems to attract the bulk of it. 

It’s something for marketing teams to be aware of. As lawless as the world of generative AI currently is, restrictions may soon tighten. The appearance of deepfakes, even in political campaigns – for those unaware, Donald Trump shared AI-produced endorsements from Taylor Swift – has raised fears over its use.

The quality of generative AI is such that even judging panels can be fooled; remarkably, an AI image won the Sony World Photography Award in 2023. People are understandably concerned about the potential for misinformation. Steps are slowly being taken to address this; Meta, for example, has started labelling AI images – but more will likely be done to mitigate the damage.

Videography: pushing post-production productivity

Like the creative studio, our videography department is benefiting from the productivity boost provided by AI. It’s a tool that has been seamlessly integrated into software, improving efficiency and opening up more opportunities for on-site shoots.

It’s during post-production that AI has had the most impact. You can process and enhance audio, which allows you to isolate voices and background noise. This takes the stress out of on-set production, and the lack of control over your environment. A station, for example, would be tricky because of noise levels but is now accessible for shoots thanks to AI.

Cameras are also improving; the software understands eye tracking, with exceptional face detection-autofocus. You can shoot shallow, dynamic close-ups thanks to the technology, without worrying about people going out of focus. The amount of equipment needed for gimbal shots is also reduced – cameras are now more accurate, and require less battery power.

Videographers can enjoy more creative freedom thanks to AI, and speed up tasks that were once immensely time-consuming. When Sora, the text-to-video generative AI, is released for public use, it may shake up the traditional work of a videographer further. 

Development AI: time saver or security risk?

Generative AI for coding is still in a relatively early stage, but has potential to be a major force in improving efficiency and productivity. In theory, tools like Github Copilot can write basic code for developers, allowing them to spend more time doing advanced, innovative development. 

Our development team rarely uses the technology, however, due to the problems posed by it. Even for basic code, it can provide mixed results, requiring heavy intervention to be usable; which can end up taking longer than doing it from scratch. There are fears that AI code can compromise the security of a site, leaving it vulnerable to attack. When slight issues in code can cause huge problems for a website, using AI is a risk that many are unwilling to take. 

But, as is often the case for generative AI, the software can be useful as a starting point, or for shifting writer’s block when approaching a coding problem.

According to AI itself, it can help with:

– Writing code: can generate code based on natural language instructions, or translate code from one language to another.

– Completing code: can suggest code completions as a coder types, which can save time and reduce errors.

– Reviewing code: can check code for consistency and suggest improvements.

– Fixing bugs: can identify and fix bugs in code.

– Testing software: can generate test cases, test code, and analyse test results.

You can see from this AI snippet alone that the technology doesn’t give the most nuanced response. It may have the potential to perform these tasks, but it’s not quite there yet.

The future of AI 

As ever, changes are on the horizon for AI. Sam Altman, CEO of OpenAI, once stated: “I think AI is going to be the greatest force for economic empowerment and a lot of people getting rich we have ever seen.” 

Unsurprisingly, “A lot of people” may be closer to home than Sam Altman was willing to admit: OpenAI is moving to remove non-profit control and give Sam Altman equity. OpenAI becoming a for-profit organisation only adds to the uncertainty surrounding its future. 

While AI isn’t going anywhere, with all its controversies, lawsuits, and constant changes, its future still feels unclear. A cautious approach to integrating AI is therefore essential.

Ethical and environmental concerns

In any discussion of AI, you can’t avoid the elephant in the room. For brands conscious of their impact, AI is likely to collide with their brand values in catastrophic fashion. 

While we discussed its terrible track record with workers and ethical concerns with copyright previously, we hadn’t broached the topic of its environmental impact. It’s not just the S and G you have to worry about with AI – there’s plenty to discuss for the E of ESG as well. 

Forbes found that the cooling systems for AI’s huge servers are “causing up to 9 litres of water to evaporate per kWh of energy used.” To put that into perspective, almost half a litre of fresh water is used with every prompt.

Any company that takes its ESG credentials seriously may take issue with AI usage – at OA, we respect any requests to avoid using AI by our clients.

Some brands are playing on AI’s pitfalls to create clever campaigns. Girlguiding found that prompts such as ‘someone playing football’ and ‘someone being a leader’ would generate images of men – and used this as the basis of a powerful campaign reinforcing their message. 

AI: part of the marketing toolbox

AI is here to stay. 95 percent of marketing professionals say using AI helps them spend less time on manual tasks. This is reflected at OneAgency, where most departments have incorporated it into their daily processes – or are monitoring its potential.

As we predicted, it is a tool, not a replacement, and one we are taking full advantage of. 

It’s a very useful tool in a marketing team’s toolbox – but it is only that. We are using AI to free up time, allowing us to add value where the human mind really triumphs over computers: with strategic and creative thinking. 

You can take advantage of AI technology to increase your team’s efficiency and productivity. Spend less time on the manual tasks and more on the big thinking: contact us today to find out more about how you can use AI to bolster your team’s marketing efforts.

Written by Jo Luffman, with contributions from the creative, digital marketing and social teams.

Want to know how AI technology can benefit your business?

The post A guide to generative AI for marketing teams appeared first on OneAgency.

Our nomination this year? The ‘Best Branding & Positioning’ category for our work with AccuRoof, showcasing a campaign just as creative as its audience.

In response to the post-Grenfell Building Safety Act, SIG Design & Technology needed to realign its brand to better meet architects’ evolving needs. Enter AccuRoof – a strategic rebrand to deeply connect with architects, drawing on extensive market research. 

Survey responses revealed that for architects choosing a supplier, ‘product knowledge and product agnosticism’ ranked as the most important factor. SIG D&T’s key selling point, offering unbiased advice, led to the development of the “triple A” approach: ‘accurate, agnostic advice,’ inspiring the new name, AccuRoof.

With a bold new visual style, updated logo and graphical devices, paired with a refined tone of voice and copywriting guidelines, we strengthened an identity that resonates more effectively with architects.

Our creative strategy was clear: to guide architects, now more focused than ever on regulatory standards, to seek specialist advice on materials early in their projects. The campaign’s central message, “Unleash Your Creativity,” was designed to captivate architects across multiple channels, showcasing how AccuRoof’s specialised knowledge of roofing systems will help them find the optimal solution. 

Thanks to our understanding of this audience and the challenges in the construction sector, we were able to craft a memorable rebrand in the minds of those that matter. 

And the results speak for themselves.

So, as the awards night approaches, we’re taking a moment to reflect on the impact our work has made. We’re looking forward to celebrating our achievements and joining others at the awards gala on December 3rd.

Find out how our expertise can help you today. 

The post Construction Marketing Awards 2024 – we’ve been shortlisted!  appeared first on OneAgency.

But the way we use social media is changing: 75% of consumers now use social platforms for information, product, or brand searches, highlighting a broader trend where social media is increasingly being used alongside – or instead of – traditional search engines.

How has the social media landscape changed?

What was once used to stay in touch with family and friends, or connect with people around the world, has evolved significantly since the early 2000s.

Facebook launched in 2004, Twitter two years later, and it wasn’t until Instagram set up shop in 2010 that photo content began to flood our feeds. Text-based updates suddenly felt old hat, out of touch – social media users were now able to capture moments and tell personal stories in real-time. The noun ‘selfie’ entered our general vernacular, and visual user-generated content quickly became a simple but powerful way to connect, engage, and communicate.

‘Hey guys, welcome to my channel’: YouTube and the rise of video content

Just one year later, YouTube is hitting its stride, racking up more than 1 trillion views in 2011 alone. Once again, the landscape was forced to evolve with the way users wanted to consume content – and, as a new generation of YouTubers and creators showed, video was quickly becoming king.

Creators focused on making videos over 10 minutes in length – an unofficial rule bound to keep viewers hooked, with YouTube’s algorithm also prioritising longer content, while also making room for multiple mid-roll ads.

User-generated content and the beginnings of influencer marketing

The 2010s saw the meteoric rise of influencer marketing. The general population suddenly had access to, and could form close, parasocial relationships with, relatable online authorities – ordinary people who could address their needs genuinely, directly, and from a place of authenticity. Naturally, creators began to leverage and monetise these relationships, paving the way for the influencer-driven landscape we all know today.

Organic social platforms wanted in on the action, too. To maximise their revenue opportunity, networks quickly pivoted to a pay-to-play model. Everything brands knew about organic traffic and engagement disappeared; the shift to paid social media strategies, seamlessly integrating ads into our daily scroll to capitalise on the vast amount of time users were spending online, was inevitable.

The power of short-form video content: how TikTok is reshaping search habits

Fast forward to 2021. TikTok has amassed over one billion users worldwide, shaking up social media by putting short-form content in the spotlight. Designed for quick consumption, TikTok videos proved perfect for today’s fast-paced, short-attention-span audiences.

Now, when young people want to learn about the best coffee spots in London, they won’t start a Google search and end up on TripAdvisor. Instead, they’ll search via TikTok and start scrolling, consuming personalised and relevant content created by other users.

Why? Authenticity. It’s YouTube’s recipe for success – relatable, authentic information – but cut down into digestible, bite-size chunks with minimal reading.

TikTok’s success forced other social media platforms to adapt, or otherwise risk losing users – because if people want to consume video, they’ll prefer social platforms integrating them in search.

Naturally, social media platforms have grown into powerful, highly influential search engines. For new brands, then, this change presents a real opportunity to be seen by potential customers and connect with target audiences.

How are social media platforms like Instagram, YouTube, and Pinterest following suit?

Off the back of TikTok’s rapid rise, other social media platforms have pivoted to video. Enter Instagram reels, YouTube shorts, and Pinterest’s video content, reinforcing this shift in search habits.

Let’s take a closer look at Pinterest. A visual-first social platform, its search function inspires users by offering personalised and relevant visual content based on trends, keywords, and user behaviour. Though once famed for its photo-focused feed, video content on Pinterest now racks up over a billion views on a daily basis.

So, what sets Pinterest apart from other video-heavy platforms like YouTube, TikTok, and Instagram? It’s all about the experience.

Branded and non-branded content are in alignment, so video ads feel right at home. In fact, they play a key role in the user’s inspiration-seeking journey. So much so, Pinterest claims 97% of searches carried out on its platform contain no brand terms, giving smaller brands an opportunity to stand out in search.

But who is driving this change? Spoiler alert: it’s not just younger generations

Using social media as a search engine is most prevalent in young consumers, particularly Gen Z, who are constantly tapping into their phones for answers, ideas, and inspiration. Brought up online and with 24/7 access to the internet via mobile devices, it’s no surprise 46% of Gen Z prefer social media over traditional search engines.

But millennials are not far behind. Research shows 35% use social media instead of traditional search engines, while a resounding 84% of baby boomers feel social media is improving their lives.

Needless to say, older demographics are becoming more and more comfortable with using social media – and not just to connect with friends and family, but also as a tool for discovery. And it’s no wonder: 1 in 3 people now access the internet exclusively on their smartphones. It’s this mobile-first mentality that’s helping to reshape our relationship with the digital world as we know it.

What does this mean for traditional search engines like Google?

Let’s get one thing clear: Google isn’t going anywhere. However, the tech giant has seen mounting criticism, recently facing a landmark antitrust lawsuit – the first of its kind in the modern internet era – which ruled it had unlawfully used its market dominance to control competition.

The potential consequences of breaking up Google’s monopoly could influence how people engage with search, creating opportunities for alternative methods to gain momentum, including the use of social media as a search engine.

Is social media content the future of search results?

And it’s not just social platforms that are adapting to keep users engaging with their product – search engines are, too.

Traditional search engines are evolving to integrate social media and visual results in SERPs. Profiles, posts, and trending content from platforms like Instagram and X (Twitter) are now crawled by Google for relevant keywords – just like any other website.

By showing social media posts to answer search queries, traditional search engines are looking to offer users a more comprehensive, relatable search experience. At the same time, it also gives businesses with strong digital strategies the opportunity to break into Google SERPs, broadening their reach and getting more eyes on their brand.

But with so much change in how social platforms operate and interact with traditional search engines, what can you do to stand out?

Social SEO: how to optimise your socials for search

While best practice for socials used to be cramming 30 different hashtags into every post, guidance has changed. It’s clear brands should now stick to a ‘less is more’ approach.

As Adam Mosseri, head of Instagram, confirmed earlier this year, hashtags no longer drive reach on the platform.

When it comes to brand discovery and helping users find you, creating valuable, engaging content with relevant keywords has never been more important. By weaving these relevant keywords into your social media posts and bio, you can significantly increase organic views of your content and social profile.

Is there still a place for hashtags on social media platforms?

The benefit of using hashtags varies from one platform to the next, as does guidance. For LinkedIn, it’s best practice to use no more than 3-5 relevant hashtags per post. On this platform hashtags are also added to URLs to enhance visibility in search results, so it’s especially important to get them right.

What about Instagram? 3-5 maximum. These hashtags will help categorise your feed, making it easy for users to follow your brand and stay up-to-date with your activity.

For users searching via Instagram, though, there’s a distinct difference. Searching ‘Norfolk’ creates a curated feed of results, whereas ‘#Norfolk’ also allows users to follow the term and see regular updates in their feed.

For single searches, keywords are sufficient, but for users with an ongoing interest in a particular topic, following the keyword will mean they’re continually served content using the hashtag, giving your brand greater visibility online.

TikTok differs slightly, in that hashtags don’t influence search results. However, using hashtags gives brands the opportunity to appear in the ‘trending hashtags’ function on the platform, which makes it a no-brainer.

How can OneAgency help?

To say the social media landscape has changed isn’t just an understatement – it’s an oversimplification, because, in reality, the landscape is always changing.

Given the growing importance of social media channels in the future of search, now is the time to incorporate social media into your broader digital marketing and content strategy, so you can not only stay ahead but also stand out.

As a full service marketing agency, we always have our finger on the pulse. With 50+ specialists, and a dedicated social media, SEO, and search team, we excel at enhancing online visibility and optimising content to drive sustainable, long-term results.

As younger consumers mature, the digital realm and how we interact with it will continue to evolve. Social media could become the go-to search engine – and ‘Google it,’ well that might soon become a phrase of the past.

Need help with your socials?

Let’s chat.

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The most prestigious awards in the sector, the CMAs celebrate excellence in marketing across the construction industry, highlighting the campaigns, innovations, and teams that have made waves over the past year.

Mark Littlewood, managing director of OneAgency, said: “We’re thrilled to be sponsoring the CMAs this year. As an agency that’s all about delivering the very best in brand development and integrated marketing for the construction sector, it’s an honour to support an event recognising the amazing work that goes on in this industry every day. 

“As a new sponsor, we want to show our commitment to creative, best-practice B2B marketing with a laser-focus on tangible results and meeting business objectives. Especially in what can be an extremely complex and competitive marketplace.

“We look forward to celebrating with the best and brightest in the business on the night.”

David Pead from the Construction Marketing Awards commented: “We’re delighted to welcome OneAgency as a sponsor this year. Their commitment to pushing the limits with marketing solutions in the construction sector aligns perfectly with the values we champion at the CMAs. We look forward to a fantastic event and the continued collaboration with industry leaders such as OneAgency.”

Previously OneAgency has been finalist several times and picked up two wins at CMAs, in partnership with Keyline Civils Specialists and CCF.

The awards shortlist will be announced on Wednesday 16 October, followed by a gala dinner presentation in London on Tuesday 3 December. There’ll be some OneAgency faces in attendance, so come and say hello. And good luck to all those who’ve entered!

Find out more about our work in the construction sector.

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Maybe that’s an exaggeration, but agency life is fast-paced. Because of that, there’s perhaps more reason for marketing agencies to cultivate, promote, and protect a culture of wellbeing – not least because a happy and supported workforce makes for a more creative, innovative, and collaborative workforce. And that means better results for clients.

According to MHFA England, over half of all long-term sick leave is taken because of stress, depression, and anxiety. Yet by investing in employee wellbeing, employers and businesses, including ours, can expect a reduction in work-related ill mental health. In turn, that means fewer costs associated with absenteeism and, as a result, increased productivity. So, investing in wellbeing isn’t just good for employees, it’s good for business, too!

At OneAgency, we think we’ve found the sweet spot with a dedicated Wellbeing Committee. Comprised of wellbeing heroes from different departments throughout the agency, they plan and coordinate a comprehensive calendar of socials, initiatives, and fundraising events, each reflecting our three core pillars of wellbeing:

Social wellbeing

A sense of community and belonging is vital in all aspects of life – so why not at work? We’re an integrated agency for a reason. We work together and we work as one; and we reflect that collaborative ethos in our culture to guarantee every person feels supported and connected.

Physical wellbeing

Getting active is one of the easiest ways to give your overall wellbeing a boost, so whenever we’re planning a social event or fundraising activity, we’ll always look to include some form of physical exercise – from lunchtime badminton and yoga sessions to 96-mile bike rides for charity.

Emotional and mental wellbeing

We want OneAgency to be a happy and positive place to work. That’s not to say we won’t have days where it doesn’t always feel that way – because that’s life. But when those days do inevitably occur, we’ll have already created the emotional support network needed to ease the burden, turning someone’s bad day into one that’s, well, not so bad. Because we’re in this together.

The Wellbeing Committee’s goal is to make sure each and every one of our 50-strong team of marketeers feel supported, valued, and motivated. Here are a few examples of how we do just that:

Flexible working arrangements for a better work-life balance

We operate a flexible, hybrid working model, meaning our team can split their time between the office and home – or their favourite café, anywhere that works best for them and helps to bring out their best self.

Not only is flexible working conducive to our line of work, one that rests upon innovative and creative ideas and their elegant execution, but it also acts as recognition of our team’s diverse needs.

Around two-thirds, for instance, are working mums, and they’re able to mould work around life outside of OneAgency. Because childcare and family commitments shouldn’t have to impinge upon someone’s desire to work in our brilliant industry.

Powering up by powering down

We’re a client-focused and results-driven agency. Therefore, to create bold and brilliant work that delivers strong ROI for our clients, we know our team has to be performing at its best – and to perform at its best, our team needs to be energised and motivated.

We strive to beat the burnout with 25 days of paid annual leave, plus bank holidays, as well as a roster of wellbeing activities and lunchtime sport events.

Celebrating our successes

In the same vein, we also take time to celebrate our successes. We create both inspired and inspiring work for our clients; and we’re proud of the reputation we’ve built as an agency over the last three decades. 

Appreciation and recognition are paramount to our wellbeing culture; our Slack-based peer recognition system, for example, allows team members to shout out those who go above and beyond.

Quarterly social events, culminating in a wonderful end-of-year Christmas party, give us time for social interaction and team bonding, but also provide the perfect opportunity to reflect on all the incredible projects we’ve worked on together that year.

Giving back with local fundraising

Though our offices are split between two cities, we’re proud to call Norwich our home. Every year, we choose a local charity to be our agency’s charity of the year.

And every year, our Wellbeing Committee plans and arranges various charitable initiatives – from bake sales to sponsored runs – to raise much-needed funds for those in need. Not only does this benefit the community, it also instils a sense of purpose, fulfilment, and pride in our team.

By investing in our employees’ wellbeing, we’re building a stronger, more resilient agency – one that our clients like doing business with. As long as we’re working on websites, building brilliant brands, crafting compelling ad campaigns, and shooting catchy content for socials, we’ll also be investing in our team. Because their success is our success.

Alexander Caesari, Wellbeing Committee

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REST Hubs offer in-person and online support for anyone over the age of 18 facing mental health problems. The Norwich REST Hub, which is located on Bethel Street in the city centre and offers walk-in support for those in crisis, was set up in partnership with the NHS and The Feed, our charity of the year for 2023.

In 2023, we conducted a range of fundraising activities, including walking from Norwich to New York (without leaving our Fine City!), raising donations for more than 220 grocery boxes to support Norwich families through the charity’s Social Supermarket.

Chris Elliot, marketing manager for The Feed, said: “We are really grateful to have had the support of One Agency this year. They have supported us in a variety of ways, such as using our catering for their office events and hosting their summer team day at our Waterloo Park venue. 

“Some of the team were mad enough to join me in walking the full 26 miles of the Marriott’s Way in Norfolk to raise funds, too!” he adds. “All this support helps us to empower people in Norwich, more than 5,000 of whom currently rely on our Social Supermarket because they can’t afford enough food.”

Like last year, OneAgency’s Wellbeing Committee will plan numerous fundraising events and activities throughout 2024 so we can show our support for Mind and its incredible work in our community.

Remember to regularly check our social media channels and JustGiving page to stay up-to-date with our progress – and feel free to get involved!

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From transforming the venue to creating impactful visual and video content, and even creating an app to further boost engagement, every single detail was considered.

Showcasing another spectacular event in the ‘Best Use of Events and Live Marketing’ category is the work we carried out for CCF and their first ever innovative carbon neutral conference. Taking the theme of ‘First’, we created a suite of striking visuals to highlight the company’s commitment to sustainability.

We ensured the theme was present from invitations through to room graphics and on-screen content, making sure stakeholders came away feeling inspired and informed.

Our MD, Mark Littlewood, knows that two wins and two shortlists in the last couple of years is no coincidence: “Event marketing is no mean feat but effective event marketing is even  tougher to nail. These projects – both with Travis Perkins Group Companies – were very different briefs, and I’m incredibly proud of our team for really getting under the skin of the clients’ objectives and creating truly spectacular events.

“But events are about more than just stunning visuals. Our integrated team seamlessly delivers all elements of project management to make sure everything runs smoothly – from the very conception of the event right through to the day itself.”

Everything is crossed for another successful evening at the awards gala dinner on 5th December – best of luck team!

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