We live in a world of content and, on social, content creates community, which creates opportunity for brands – but they need to recognise the changing landscape.

Why it matters

In the battle for attention, influencers and creators are in direct competition with traditional brand advertising and communications. If brands don’t understand what’s happening across these channels they can be left behind.

Takeaways

• Brands can’t assume they’ll be the most influential source on social. If brands want to reach current and new audiences, they need to appreciate this shift in influence and adapt their strategies.
• When we think about content...