"You won't find a CMO who isn't thinking about social media, integrating it into their marketing strategy and prioritizing its impact. Clearly, these platforms-from TikTok's short-form, authenticity-fueled videos to YouTube's long-standing network of creators-are places where brands can reach consumers across a wide range of niche categories. We shouldn't even call it "modern marketing." At this point, it's table stakes."
"For years, campaigns started with a hero TV spot, and everything else followed. But marketing in 2026 must be social-first. It's where consumers are and where brands need to be. From entertaining content driving brand awareness to convenient in-platform purchasing capabilities, the full funnel is right in front of us. But it's also a connector across a brand's entire ecosystem. Social-first marketing is a gateway."
CMOs must prioritize social media as the central element of marketing strategies. Social platforms—from TikTok's short-form, authenticity-fueled videos to YouTube's long-standing creator networks—enable brands to reach niche audiences. Social should function as a trunk connecting creative campaigns, paid media, commerce strategies, and experience design. Marketing must shift from TV-first hero spots to social-first approaches by 2026. The full funnel exists within social, spanning entertaining awareness content to in-platform purchasing and ecosystem integration. Measurement frameworks should elevate social metrics alongside other activation KPIs. Influencer collaborations will increasingly merge with performance marketing, operating like affiliate programs and enabling hyper-targeted, high-speed partnerships.
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