"Social platforms like TikTok, Instagram and Facebook offer huge opportunities for marketers. They are the new de facto gatekeepers to huge audiences, and there are very few other means to reach younger audiences at scale with ease. But that access comes with trade-offs, and different platforms emerge and disappear rapidly. As part of our Predictions season, The Drum Network seeks to examine where brands and agencies fit into that environment."
"To discuss that rapidly evolving landscape, and how we can ensure the primacy of brands when it comes to marketing on platforms, we're joined by three experts from across the industry. Amy Gilbert, head of social at The Social Element; Tahir Rashid, paid media manager at UNRVLD; and Callum Gill, head of insight and innovation at DRP Group, join The Drum's senior reporter Chris Sutcliffe to discuss all things platform-related."
Social platforms like TikTok, Instagram and Facebook offer huge opportunities for marketers and act as de facto gatekeepers to vast audiences. They enable scalable, efficient access to younger demographics that are otherwise hard to reach. That access comes with trade-offs, including platform volatility as services emerge and disappear rapidly. Brands and agencies face the challenge of fitting into shifting platform ecosystems while preserving brand primacy. Strategic planning must account for changing platform dynamics, balancing paid, organic and owned approaches. Accessing audiences effectively requires continuous adaptation and informed platform investment decisions.
Read at The Drum
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