5 Minutes With Ryan Northover

Perth has produced some incredible digital talent and we want to show them off!

Each fortnight we’re bringing you ‘5 Minutes with’ some of Perth’s best digital people, and this week we caught up with one of our favourites and original #SMPerth attendees.


ryan northover

Ryan Northover

Job Title

Head of Social Media Strategy at News Corp Australia.

Favourite drink

Lychee Martini

Favourite platform and why?


I’m a bit of a polymath and a news junkie, so it’s the perfect platform for me. I think it’s the most influential social media platform, in terms of the ability to connect with a wide range of people and converse around a wide variety of topics. Although the discourse has unfortunately deteriorated in recent years. It also has the scale where content can reach a lot of people very quickly, including traditional news Journalists. So, Twitter is where the news is. I’ve also made a lot of personal and professional connections from Twitter, that’s led to a lot of opportunity.

Prediction for what’s hot in digital marketing in the next 6 months?

Video is exploding.  We’ve seen Instagram’s IGTV kick off recently and Facebook Watch is due to launch in Australia soon, so that may have implications for the video ad market and content marketing.

People are moving away from linear TV at a rapid pace. More TV dollars will instead flow to platforms and hopefully publishers, big and small, who are doubling down on video content.

What digital marketing trend do you think is totally overrated?

Email marketing. Maybe because my inbox is flooded and I don’t stay on top of it well. I just don’t think it really works. I’m sure it has its place for some if it’s targeted well and personalised, but I can’t remember the last time I purchased something from an EDM.  Brands spend too much time and money with email.

Remember back to your first SMPerth, what would you tell yourself to keep in mind?

I’m proud to say I was an attendee of the very first SMPerth, I was a fan before it was cool.