奥美（Ogilvy）：2025社交优先品牌的建设研究报告：关键转变（英文版）（28页）.pdf

1、KEY SHIFTS FOR 2025SOCIAL-FIRST BRAND BUILDINGKEY SHIFTS FOR 2025 2INTRODUCTIONIn 2024,the runaway success stories of brands like Liquid Death,CeraVe,and E.L.F.Cosmetics demonstrated the power of social-first not as a channel play,but a brand building approach.2025 will see more brands embracing the

2、 social-first paradigm shift.Its no longer just about social media;its about understanding the evolving connected media landscape and its impact on culture-driven consumer decisions.Attention is fragmented,dispersed across platforms with communities and creators holding the keys.Winning in this era

3、requires a lot more than understanding social platforms as a media touch point;it necessitates a reimagining of how brands are built.This means embracing new rules of engagement,navigating a world of decentralised influence,and co-creating with communities.It means loosening of traditional tight con

4、trols,while still finding innovative ways to build memory structures and gather intelligence.It means playing to the platforms strengths while seeking legitimate ways to shape culture.This report explores crucial shifts brands must make to thrive in the social-first landscape,offering actionable str

5、ategies for agencies and brand teams to unlock sustainable growth in todays attention economy.SOCIAL-FIRST BRAND BUILDINGKEY SHIFTS FOR 2025 3A business engine that sits at the core of brand strategy,product development and customer engagement.Social-first brands leverage data signals rooted in soci

6、al communities and behaviours to embed themselves in culture,cultivating online conversation,brand fandom and loyalty that translates into demand and sales.Its not limited to content strategy.Its not about superficial trend-jacking.Its not about divesting from other channels or doing away with perfo