Social media metrics are evolving, with brands now understanding that traditional in-feed engagement doesn't reflect genuine consumer interest. A Ypulse survey shows significant usage of messaging on platforms, especially among younger demographics. With the launch of new ad products in messaging apps like Discord, marketers are looking for deeper consumer connections through private channels. Influencer strategies are shifting as well; brands are encouraged to focus on shareability and cultural relevance when creating content, while also allowing influencers more creative freedom to resonate with audiences.
People are so used to liking content out of habit, and that doesn't necessarily mean they connect with it.
What would get someone to share this? is the question that brands should be asking themselves when taking to social media.
As influencer marketing continues to become more community-centric, brands will learn to release creative control to talent in order to create content that audiences want to share.
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