How to Turn Social Media into a Demand Engine with Darien Payton, Antidote

“Social media programs that are built solely for driving awareness are almost always destined to fail, not because they don’t achieve their objective, but that they are almost always misaligned,” says Darien Payton, founder and CEO at AntidoteIn this episode of The Content Cocktail Hour, Darien Payton, Founder and CEO of Antidote, challenges the way B2B brands think about social media. Darien breaks down why social media should drive demand—not just awareness—and why creativity is the key to capturing attention and fueling pipeline growth. Darien introduces the concept of Creative Demand, shares real-world examples of unconventional marketing tactics, and explains why taking a clear stance in content is the most effective way to stand out.In this episode, you’ll learn:Why traditional social media strategies in B2B are failing—and how to fix themHow Creative Demand combines storytelling and strategy to drive revenueThe role of strategic campaigns in turning social into a demand engineResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comFollow Darien on X: https://x.com/DarienPaytonConnect with Darien on LinkedIn: https://www.linkedin.com/in/darienpayton/Explore Antidote: https://www.antidotemedia.co/Timestamps:(00:00) Intro(01:18) Creative demand explained(03:18) The role of creativity in demand generation(06:14) Successful creative campaigns(08:10) Social media strategies for B2B(14:56) Converting social media into demand(18:47) Misalignment of social media and business objectives