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1、The Social Marketing opportunity for brands has never been more exciting,nor more challenging.Page 01System1 data1 revealed Social Creators as the most powerful brand-building touchpoint,ahead of TV,PR and Print.The Financial Times2 declared that social peaked in 2022,with younger cohorts leading th

2、e charge to log off.Unilevers CEO announced3 that the FMCG giant has increased social marketing spend from 30%to 50%.The words of the year4 were“rage bait”and“slop”.Proof Points And the audience context requires fresh thinking.After years of frictionless design and algorithmic optimization,theres a

3、feeling that the internet has hit its saturation point.Users are fatigued by infinite scrolling on feeds engineered for outrage.Every swipe delivers more content,but less satisfaction.What started as convenience content on demand,now feels compulsive and exhausting.And culture is starting to push ba

4、ck,craving friction,connection,and meaning as antidotes.But this also presents great opportunity for brands to cut through.People arent abandoning social,theyre searching for better reasons to stay.Brands that give them those reasons will earn attention that actually matters.IntroductionSocial with

5、Substance&the Return to RealIntroductionTrend 001Trend 002Trend 003Trend 004Trend 005Whats real,whats worth my attention,and who can I trust?01Page 02Audiences are left asking Whats real,whats worth my attention,and who can I trust?The result is a growing rejection of the noise-a cultural detox

6、led by young people logging off,curating tighter circles,andseeking smaller,slower,more intentional spaces for expression and belonging.Socialremainsa must-win channel.But the old playbookwontcutit.The next frontierof social marketingis about creating work that earns attention,cultivates intimacy,an