Platforms no longer primarily show you content from your social circle. Instead, algorithms serve you content based on your current, often fleeting, interests. This shift from a social graph to an "interest graph" fundamentally changes marketing strategy.
The best way to test ad creative isn't through paid A/B tests. Instead, post content organically. Pieces that achieve unusually high viewership have been validated by the interest-based algorithm and will outperform guessed-upon creative in paid campaigns.
Don't just repurpose viral organic content for lower-funnel ads. Treat it as a validated consumer insight. This single piece of content should serve as the creative brief for everything from high-production brand videos and experiential events to outdoor advertising campaigns.
Marketers are overlooking Snapchat Spotlight, a content feed that functions like TikTok and Instagram Reels. Gary Vaynerchuk argues it provides an equal opportunity for underpriced attention and organic reach, making it one of the biggest untapped channels in marketing today.
In an era of advanced algorithms and AI, the mathematical and analytical side of performance marketing is becoming commoditized. The true competitive advantage lies in the "art"—the creative, human insight, and understanding of cultural relevance that determines campaign success.
The "QVC-ification" of social media is the next decade's biggest trend. This will give rise to a new type of celebrity: the live shopping influencer. These individuals will be valued for their salesmanship, not just their content creation, and are destined to become extremely well-compensated.