Top-10 Social Media Executive Transforming Local Government Former Chief Content Officer Bleacher Report; General Manager Vimeo; Head of Digital @ MGM. Innovating city and county social media communications.
🚨🚨IT’S ABOUT TIME 🚨🚨 It is frustrating how slowly (most) brands and (almost all) agencies make moves in media. - It’s been crystal clear for a decade that this was the trajectory and low-and-behold, brands are (finally) adjusting spend despite agencies urging them to waste ever more billions on the geriatric TV audience; - What’s also clear… interruptive spot advertising is a TV thing and doesn’t port well to digital native. We are all thankful to the inventor of the SkipAd button. For brand marketers: when the ad isn’t skipped, it’s not that they’re into your product… they’re probably on a second screen or got distracted; - What’s painfully clear is authentic connection between creator and brand can drive so much value. I recently worked with a creator who loves a popular kids breakfast product. This creator has over 10M followers…in the kids space! No brainer? NOPE! It was impossible to get the brand’s ad agency to see what the genuine love this creator had for the brand could do to sales (they even told me once “I’d talk about _____ for free, I love it so much!!”). - Instead brands source creators like they were products on a grocery shelf, selecting them for various reasons but never asking themselves or the creator about the emotional connections between creator<>brand<>audience. Instead, they give these creators an overworked brief and tons and tons of notes along the way. We have a LONG way to go… - Brands need to evolve their thinking; - To do this they need to ask critical questions of their agencies; -Agency incentives need to fundamentally change from simply putting dollars to work (on which they scrape a %). They need drive actual relevance in a changed (and changing) media landscape.
Lets put things into perspective with 2 simple stats: 1) Brands will spend $8.14B in creator marketing in 2024. Up 16% from last year 2) Brands will spend $58.99B in TV ads in 2024 and is expected to fall 13% next year For the first time in 60+ years the game is changing. Amazing article by Kaya Yurieff https://lnkd.in/e4iRn3qn