As feeds become entertainment hubs, marketers rethink social’s role
Social media platforms used to be digital town squares, opening up interaction between brands and shoppers. Now, platforms function more as short-form entertainment hubs. The quiet shift is forcing brand marketers to rethink the role social plays in their marketing strategies, how creative gets made and success metrics. In some ways, brands are having to act like media companies, adapting by producing platform-native entertainment while still staying accountable to sale
