By Eri Mizobe, VP, Digital
Recently, Eri Mizobe attended and represented MSL at AdWeek Social Media Week. The event served as a hub for global social media and influencer marketing experts, where one major revelation echoed throughout the sessions: the emphasis as an industry on followers counts is dead.
Here’s a look at key insights from the engaging three-day conference that are set to redefine how brands approach social media:
- The shift from followers to community resonance: Gone are the days when the number of followers was the benchmark for social media success. Across influencer and owned social strategies, today's focus is on creating quality content that drives strong reach and views, sparking genuine engagement, resonance and conversation. It's about understanding the narratives that captivate your community and leveraging that understanding to stand out in algorithm-driven platforms. Essentially, it’s no longer about how many people follow you, but how deeply you connect with those who do.
- Storytelling to crack the algorithm: In conjunction with the lessened focus on follower count, within influencer marketing, a significant shift is occurring—the most successful brands are prioritizing storytelling rather than the sheer size of an influencer's following. A micro-influencer can create lasting impact if their content genuinely reflects their passions and aligns with the brand’s campaign goals, creating the perfect marriage for content that quickly gets noticed. Riding the algorithm wave, these posts can gain more traction than a post from a celebrity—in a much more cost effective way. Therefore, when sourcing influencers for your next campaign, focus on what narratives you’re looking to tell, and align the right partners to that, regardless of tier.
- Embracing a multiplatform strategy: Brands are expanding their reach by not confining themselves to mainstream platforms like Instagram and TikTok. Emerging platforms such as Substack, with its newer Live Video feature, offer fresh avenues for engaging audiences. Discord allows brands to speak directly to niche communities of super fans. And LinkedIn is more than just a professional platform—it’s an underrated and uncrowded think tank to activate with influencers. It’s clear that integrating multiplatform strategies enhances visibility and engagement, and these additional platforms are a great way to get noticed as they have fewer sponsored posts.
- Commit to a clear learning agenda: As consumers transition from traditional media to digital platforms for entertainment and news, brands are compelled to adopt creative bravery. Social media is today’s TV, rewarding those who innovate with engaging series and real-time content. When testing content on social media, it’s important to anchor it in a clear learning agenda—identifying what you’re trying to learn through various creative and messages. This way, there is a clear path to understanding what works for your brand or audience, and you’ll be able to objectively optimize from there.
- The heightened relevance of human touch in the AI era: The rise of AI hasn't diminished the value of human-created content. While AI can produce content at scale, the authentic connections that stem from human creativity remain irreplaceable. By fostering relationships with influencers and their agents, and understanding these individuals—beyond mere transactions—enriches partnerships and campaign effectiveness.
These insights serve as a roadmap for brands aiming to create meaningful impact and connections in the digital world. As social media continues to evolve, embracing these changes allows for more genuine interactions with audiences, paving the way for sustained success.