The old strategy of a single brand account across multiple platforms is obsolete. A more effective modern approach is to supplement the main account with numerous persona-driven accounts (human or AI-generated). This distributed model creates a more authentic presence and multiplies the chances of content going viral.
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Instead of spending big on trendy mega-influencers, Gamma found success by scaling relationships with thousands of micro-influencers in niche, high-trust "echo chambers" like education. These smaller, authentic voices spread like wildfire within their communities, driving more effective growth.
Forcing brand messaging on an influencer leads to inauthentic content that fails to resonate. A better approach is to educate them on your product and collaborate on an angle that aligns with their established voice and topics. Authenticity drives distribution and engagement, making the partnership more effective than a boilerplate promotion.
To achieve authentic, word-of-mouth growth, Olipop's social media strategy intentionally relies on real customers. A full 70% of its content creators are first-timers, not professional influencers. This ensures the brand's messaging feels genuine and resonates with its audience, fostering high brand affinity.
According to LinkedIn, personal profiles get significantly more reach than company pages. Businesses should shift focus from solely posting on their brand page to empowering and encouraging employees to build their personal brands and share content, amplifying overall visibility.
Gen Z consumers curate different personas across various social channels (e.g., TikTok vs. LinkedIn), making brand positioning exponentially more complex. A brand's purpose must serve as a connective tissue, agile enough to be tweaked for different channel-specific identities while maintaining a core consistency.
To execute a 'volume negates luck' video strategy, you need hundreds of warmed-up accounts, each posting ~3 videos daily. Crucially, each video must have unique metadata (coloring, flips, descriptions, hashtags) to avoid being flagged as duplicate content by platforms like TikTok and Instagram, which would kill its reach.
The common advice to chop up a single video or blog post for every social platform is a myth. Each platform's algorithm and audience expectations demand native content. True growth comes from mastering one or two channels with tailored content, not from thinly spreading repurposed material across many.
The traditional "one-to-many" broadcast model no longer delivers sufficient reach or engagement. Unilever now uses a "many-to-many" approach: the brand develops multiple message expressions, then activates creators to communicate them authentically to their respective audiences.
Brands will need a bifurcated approach for marketing. One strategy will focus on creating authentic content for human connection, while a separate, distinct strategy must structure information to be effectively parsed and prioritized by the AI agents that increasingly intermediate the customer journey.
Top fashion brands no longer treat influencer marketing as a separate channel. They are creating unified "press and influence" departments, signaling a strategic integration of content creators into their core communications and formalizing their role alongside traditional media.
