4. Brands must be prepared to move fast
“The art of doing well, especially in the modern day social era, is through iteration. The world changes every single day. You could literally plan to post something the day before and something will happen in the world that swings your perspective. So ultimately, if you should want to post something, you should always be prepared to say, “That’s history,” and should move forward,” said Elfried Samba, co-founder of Butterfly 3ffect.
5. Diversity and inclusion aren’t box-checking exercises
“It’s not just trying to check off your marketing budget and say, ‘We’ve got to target the queer community, now on to the next one,’ but really figuring out long-term partnerships,” said Jen Leung, director of social and comms planning at Leo Burnett UK.
6. Creators don’t always have to be ‘real’
“Conversational formats are going to be in the mainstream,” predicted Melody Meacher-Jones, head of social and influencer for Accenture Song UK.
“We’re seeing it in programmatic components, and we’re starting to see it come through social, and AI personas are really pushing that through. If we look at Lil Miquela, who is a virtual influencer, she’s now doing so many brand deals at the moment with a lot of fashion houses, and I think we’ll see exactly the same with these AI personas. It’s a big opportunity for brands because you’re going to be able to tap into the influence that big celebrities have probably at a fraction of the cost.”