Hard Refresh on video

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Hard Refresh

State of Social

11 episodes

1 week ago

Discover what’s in store for us in the next 25 years of digital marketing and how the first 25 years of this century shaped our industry (and the world), in Hard Refresh. This limited 10-episode series from Australia’s best marketing conference, State of Social, looks ahead at what trends, technologies, cultural shifts, and maybe even controversies, will define digital marketing over the next 25 years. Andrés López-Varela (a.k.a. ALV), one of Australia's most experienced marketing educators, is joined by a cast of industry leaders picked from the ranks of this year's State of Social speakers to unearth what's next for digital marketing. Join them as they press F5 to discover a refreshed perspective on everything from the next evolution in social media to the role of marketing in culture, from the future of digital audio to the changing role of online video, from the era-defining impacts of AI and automation to the brave new world for marketing agencies, and much more. Hard Refresh is recorded and produced on the traditional lands of the Whadjuk Noongar people, the Awabakal people and the Gadigal People of the Eora Nation.

All content for Hard Refresh is the property of State of Social and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Hard Refresh on video

Hard Refresh

40 minutes

2 months ago

Hard Refresh on video

Video has dominated digital marketing for more than a decade — but the ground keeps shifting. In this episode of Hard Refresh, host Andrés López-Varela is joined by Nanda Gunnink (Managing Director, Studio Orange), Saira Manns (PR & Social Media Manager, Greyhound Australia), and Tanya Waite (Director of PR, Mainstay Media) to explore the changing craft of video.

From lo-fi user-generated clips to high-end brand storytelling, the panel unpacks how entertainment, education, AI, and streaming are reshaping the medium. They debate whether synthetic talent and automated workflows can ever replace human creativity, and what “television” will even mean by 2050 .

In this episode:

Entertainment isn’t just humour
Brands are learning that keeping audiences engaged means blending storytelling, relatability, and information, not just chasing jokes. Lo-fi, relatable clips often outperform glossy campaigns because they feel more human.
Lo-fi VS high-production video
From cyclone updates filmed on a couch to high-budget campaigns, the panel shows how context and purpose - not budget - should determine the style of production. The lines between user-generated content and professional advertising are blurring fast.
Streaming, Connected TV and the new definition of television
With YouTube, TikTok, and Netflix competing for living-room screens, the classic 30-second spot is losing dominance. The conversation highlights how TV ads must adapt internet sensibilities to stay relevant.
AI-assisted video and synthetic talent
Tools like CapCut and AI-generated avatars are speeding up production, but the group raises ethical questions around disclosure and whether audiences will accept non-human talent at scale.
The pendulum of authenticity
Just as Instagram’s polished aesthetic gave way to rough TikToks, the panel predicts cycles where audiences swing back to craving polish; a reminder that novelty, not just technology, drives audience taste.

This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.