The true ROI of experiential marketing comes from its use as a content creation engine. Design events with the primary goal of producing a high volume of social media creative, not just for the in-person experience.
A 'Views Editor' is a specialist who understands the constantly shifting algorithms and cultural nuances of each social platform. Their job is to post-produce content specifically tailored to what each platform is currently favoring to maximize organic views.
Corporate marketing often rewards media agencies for efficiency (low CPMs), but this is a false economy. Cheaper media is often low-quality, poorly placed, and unseen. The focus must shift from efficiency to effectiveness—paying for actual impact.
Instead of fighting over limited slots on a main brand channel, create numerous niche social media handles for specific products or audiences. This 'P&H' model decentralizes content, reduces internal debate, and enables hyper-relevant messaging.
Treat organic social as a testing ground to identify high-performing creative. Only content that proves its relevance through organic reach should earn paid media dollars, shifting budget from guessing on ideas to amplifying proven winners.
Platforms like Instagram and LinkedIn no longer prioritize a user's social graph. Their algorithms serve content based on current interests, meaning brands can achieve massive reach without a large follower base if their content is highly relevant.