01 Turning challenges into opportunities

Let’s be real—the landscape has shifted. People’s priorities and values are evolving, budgets are tighter, new AI technologies are reshaping the creative industry, and we’re seeing significant trends emerging across social media:

• Consumers are increasingly using social media for entertainment rather than personal sharing, with video content rapidly gaining popularity.
• With declining trust in traditional media, people are turning to their favorite channels and influencers for news updates.
• Social media is playing a larger role in the purchasing journey, with more people discovering products and brands via social platforms rather than search engines.

The good news? Many of the challenges agencies face today are actually opportunities in disguise. Here are a few examples:

Challenge: The Rise of AI Generative AI offers significant time-saving benefits for agencies, but consumer opinions are mixed. With the rise of spammy content, it’s no surprise that only 3 in 10 consumers find it “appropriate” to use AI for writing social posts.

Opportunity: Speed Up Ideation Use AI to expedite data gathering and spark creativity, from pitch preparation to strategic content planning. Authenticity and personalization are more crucial than ever, so ensure the “human” element remains central to align with audience expectations.

Challenge: The Attention Economy’s Stagnant growth indicates that time spent online has plateaued, with social media usage declining in over 20 of 50 global markets since Q4 2022. You’re competing against thousands of brands (and bots) for people’s attention.

Opportunity: Do More with Less To capture and retain consumer attention, focus on where and why they’re spending time on social media. Tailoring your marketing efforts to meet these preferences will help you cut through the noise more effectively.

Challenge: Inclusive Marketing Diversity, equity, and inclusion (DE&I) are increasingly important, with concerns about representation in ads. Audiences are unlikely to engage with or trust brands that don’t reflect their identities.

Opportunity: Build Trust with Engaging Content Brands with a narrow focus on Gen Z may overlook other valuable audiences. Validate your client’s target audience, and remember that baby boomers, for instance, are an often-overlooked demographic—many are active on TikTok, with their social media usage climbing since the pandemic.

02 Driving ROI with insight-led channel planning

Before selecting which channels to prioritize, leverage third-party consumer data to identify your client’s ideal target audience and their preferred social media platforms. The more insights you gather, the better you’ll understand where your audience spends their time, their unique traits, and what they expect from your brand.