Why the “Media Lift Effect” is changing the rules of social performance

Social is no longer a series of siloed tactics — it’s a connected engine where brand and performance collide. Gareth Harrison, strategy & innovation director at SocialChain introduces the “Media Lift Effect” in this piece for Advertising Week.

He explains why discovery now drives demand, how creative has become the biggest lever for effectiveness, and why social performance needs continuous testing — not static planning. The piece reframes organic and paid as one learning loop, where creativity fuels performance and media amplifies what truly resonates.

In a scroll-first world, success isn’t about more spend — it’s about smarter alignment between content, audience, and media.

Read the full article on Advertising Week.