New social media trends appear daily, platforms and formats are created, and major players will either emulate them or simply buy them up, but some broader things remain for people and marketing teams – places where everyone is co-existing and getting something valuable from the experience.

According to VJ Anand, executive creative director at VaynerMedia, heavy investment from platforms – billions from the likes of YouTube, TikTok, Meta, and the monetization efforts being built around their content – continues to drive the blurring of advertising, branded content and entertainment.

Why it matters

Social media is no longer just a place...