CPAE, Founder of digital marketing consultancy Convince & Convert , Hall of Fame Keynote Speaker and emcee
“The actual usage of social media continues to grow with new platforms like TikTok making huge gains over rivals such as Facebook. The shift appears to be more of where people choose to be social online, and how they engage, rather than any significant decline in total time spent using social media.
The use of private groups and communities, messaging apps, and ephemeral 'stories' has risen sharply in the past two years, with many of the major platforms building their core products around this change in how people now prefer to engage with others digitally.”
Social Media Industry Commentator & Consultant. Previously Director of Social @thenextweb & digital comms @govuk
"The emerging players in social media marketing right now are definitely having a considerable impact on consumers and the relationships they have with brands.
As for the trends, I’ve noticed the most? Being socially conscious, getting involved in various issues, leveraging lots of user-generated content and trying to appear as real and as genuine as possible. I don’t know if it’s really a case of them changing users – or the new generations of consumers changing them and shifting their approaches.”
Professional Speaker, Lead Conversion Expert, Content Marketing & Social Media Specialist, lilachbullock.com
“Social is moving beyond mainstream social. Social media patronage is constantly changing, especially with the younger generations.This is, and will continue to be, a challenge for those of us who wish to have a clearer understanding of these emerging consumers."
President and CEO AdSpark Inc.
“I see an emerging trend of 'micro blogs' and I'm 100% confident that it's going to be big in 2020. Take a look at social media platforms like Twitter, LinkedIn, Instagram - all of them are adding functionality that allows people to share longer pieces of content.
And all these platforms are clearly rewarding "content only" posts (with no links) with higher engagement and reach. Facebook even lets you format your posts with headlines, lists, bold/italic and such.
As a result, more and more people will be becoming "bloggers" and sharing their thoughts/knowledge online. Which I guess is a good thing.”
CMO & Product advisor, Ahrefs
“If anything, it’s about time marketers consider private messaging platforms like WhatsApp, Facebook Messenger, Telegram and WeChat; or what is referred to as Dark Social.
For a while, everyone has been relying on social media, buying ads, without realising we have been neglecting the medium closest to us. Back in 2016, Dark Social contributed to 84% of online traffic and in 2018 it became the largest referral platform, surpassing Facebook, as a platform that consumers use to share content. So imagine the potential it can bring for 2020.”
Chief Executive, Beknown Pte Ltd
“Fundamentally, we see the continuation of a trend that began several years ago, but has picked up in earnest: the continued rise of velvet-rope social media communities, private communities and collectives. In short, people want to spend time with people more like them, with a common interest, rather than in the general public where discourse has descended to rancorous incivility.”
Co-Founder and Chief Innovator at Trust Insights
“For me, the trends are all pointing to slowing down – doing more with less. The size of the marketing pizza hasn’t changed, we are simply cutting it into more and more pieces, and for many of us it’s become overwhelming. Yes, TikTok is blowing every other platform out of the water at the moment. But does that mean you need to be on it? Definitely not.
We need to get back to basics and think about our why. Stop focusing on the MarTech and start thinking about what we’re really trying to achieve, and how best to tell that story.”
Managing Director, Coffey & Tea
“Communication styles will become more personal. Content will be tailored to more specific, relevant topics. Now, more than ever, brands are viewed as living, breathing beings, as opposed to just products. Brands are viewed as entities with a belief system and articulated opinions, one that is passionate about its chosen causes and an organization that knows its consumers and target market on a personal level.”
Social Media Strategist
“The relatively newer entrants in social media like TikTok and Likee have revealed a new side to Indian users. People are not afraid of showing off their modest surroundings, as many of the TikTok videos will show.
There is also an amazing display of individual quirks, awkward dance steps being one example, something that Indians would probably have shied away from displaying, a few years back.”
Editor, Campaign India
“Video will remain to be the main social media player and advertisers should focus on this format in order to capture their, already saturated, audience. Whether Instagram, Twitter or even Pinterest, let's not stop making videos.
Beyond trends, social networks and formats, it's going to be interesting to see how the brand-influencer relationship evolves from brand awareness objectives to marketers now requesting specific conversion metrics. Lastly, we have to keep an eye on GenZ´s social media consumption, those who take a pass from Facebook and have an immense purchasing power.”
General Manager, Marketing Director Marketing Directo @mkdirecto
"Recent shifts in digital have led to opportunities for platforms to better engage with users. Emerging players such as TikTok are working with users to support and advance cultural trends that develop from the platform. This not only offers platforms a deeper connection with their users, it also allows brands to use the trend to connect with new audiences that they may not have reached in the past.
It makes sense for marketers to use the platform to ensure their brand is reactive with cultural trends and resonates with an evolving audience."
Ph.D, Social Media Professor
"Social media wellness and digital detox are fast becoming prominent issues for discussion particularly within industries where employees are expected to be constantly connected. Techniques for self-care and digital detoxes are set to become more common within workplaces that have a focus on employee health and well-being, including within the education sector.
It is a duty of care when preparing our future social media professionals."
Dr. Karen Sutherland
Social Media Educator, Author and Researcher, University of the Sunshine Coast, Australia, drkarensutherland.com
“Digital Detox comes from a place of information overload – consumers are tired of the immense amount of diversified content they are exposed to on Social Media. Consumers deserve a break, but it’s the brands responsibility to make the consumers’ time worthwhile when they are online - through timely & relevant storytelling.”
Global Voice of Consumer Analytics, adidas AG
"The increased awareness of the link between social media and mental health means users are being more mindful of what they allow to influence them and are more sceptical than before.
In order to attract attention and engagement in this evolving world, you need to model your social media posts and behaviours on those of your audience’s friends, rather than on accepted marketing wisdom. Share stories, tell jokes, let them know you care, ask questions, show an interest, share what you believe in, create impromptu lives, make your audience feel valued and that they belong."
Katie Delahaye Paine
CEO, Paine Publishing, LLC.
"Powerful forces — like personalization and privacy — are changing the rules of social media. As social dominates how people communicate and spend time online, it’s clear it now plays an important role as a high performing channel in customer-facing communication, leading the future of customer engagement.
Brands, today, are entering a world that will change how they interact with customers, a world where building relationships matters more than ever. Organizations need to learn how to harness this in a unified way and measure holistic customer engagement practices that include social alongside other digital channels. "
Sr. Manager, Social Marketing, Hootsuite
“Companies must decide how they want to show up and what kind of relationships they’ll build with customers. For trusting, loyal relationships, it starts with defining a culture of ethics, focusing on marketing practices and upholding a higher standard of transparency and truthfulness. Marketing ethics and good judgment go far beyond the PR department, penetrating an organization at every level, and from the top down.”
CEO, Pure Performance Communications
“You’ve probably been targeted by people selling ‘get rich quick’ courses on social media.
These Marketers prey on those who are looking to cut corners when it comes to making money online by selling ‘the answer’ in a course with a price tag that normally ends with a ‘7’.
Credible Marketers/business owners like Mike Winnett, Dennis Yu and Daniel Doan who are making an effort to expose these snake oil salesmen. Hopefully exposing these fraudsters will prevent others from being ripped off. If something sounds too good to be true, it usually is.”
"Will social media data be used for the greater good or system failure? The data that social media platforms have collected on individuals and organisations is now up for grabs.
As marketers and communicators, this data can be used to create beautiful, personalised targeted experiences that consumers love, or it can be used to taint, sway or influence users for nefarious purposes. Is your data protected, and how will you identify, collect, analyse and utilise data to grow your organisation? Be the change you want to see, and invest in making the data work for you and your customers."
Chief Executive Officer, RD Consulting
“It has become more important than ever for businesses to rely on their first-party data for precise targeting.
However, many businesses aren’t putting their first-party data for good use, and this is mainly due to their existing infrastructure that doesn’t allow them to crunch their data for deeper insights or easily integrate with digital advertising platforms. Although it’s a big investment for businesses to upgrade their existing CRMs, it’s become a crucial step to drive higher effectiveness of their marketing efforts and compete in today’s world.”
Yazan Al Tamimi
Social Marketing & CRM, Spotify
“Messaging is private & personal. This is becoming a huge theme now. With the ongoing privacy concerns we are no longer so inclined to share everything in the open forums, so messaging will start to play a larger role in how we communicate.
This is an enormous opportunity for us to invest in managing the messaging components of our social channels better and maybe even investing in new technology options to scale the process for better efficiencies.”
Twitter Video Marketing Specialist, www.KeithKeller.com.au
“The business world has been, and continues to be shaken by data privacy regulation — impacting marketing not only directly, but indirectly (as a result of heightened audience focus on this area, due to its proliferation).
A closely related NEXT Gen privacy trend to be aware of here? Cookies — and blockchain.
encryption makes it possible for visitors to safely be verified without a password — while also allowing pinpoint accuracy for marketing segmentation, without the guesswork and pitfalls of cookies.”
Founder of OPTIM-EYEZ
“Thanks to a bunch of different data privacy scandals, social media users worldwide are becoming suspicious of what companies are doing with their private conversations and information. Combine that with a trend towards ‘unplugging’ more often and you have a group of people who are starting to wonder ‘is what I'm getting out of social media worth what I'm losing to it?’
Unless brands can be truly transparent with what they are offering (and taking from) consumers on social, they will begin losing the younger, more tech savvy demographic to DIY solutions. Don't become the Bing of social!”
Organisational Consultant, PlusYourBusiness.com
“2020 will experience more in virtual reality tourism that will allow tourists to maneuver through the websites of places to visit before they make decisions on the destinations.
This pegging will advance the tourism industry as people can now 'tour before they buy' destinations. The same way Realtors use VR to sell apartments, they give you a chance to view the property before you get to the location, this trend will be a major focus because clients will want to believe before they commit.”
Marketing Director, Sparks Corporates, and Founder #AfricaTweetChat
“One of the biggest themes in 2020 for technology industry is 5G will be available. When it becomes possible to send and receive large volumes of data at a different level than before, we expect social media that has evolved with text, images, and videos to enter the era of VR and AR.
In order for companies and brands to exert influence on social media, we recommend that you put an antenna in this field as the first movers can take advantage of it.
User will set VR goggles and enjoy various contents with people all over the world by manipulating their own avatars on social media. Surely such a future is right there.”
Co-founder and CEO, nearbuy
“The social media landscape will increasingly demand that a successful marketer knows how to curate content assets that allow the target consumer to invest emotional equity into the entity being marketed (be it an individual or organisation) and simultaneously facilitate a two-way relationship between the two parties amid a sense of communal connection. The challenge for most marketers is that this required capability somewhat defies traditional marketing thinking. Social media will continue to distinctly define what the future of marketing looks like. Successful marketing is no longer led by affordability but is instead led by authenticity.”
Sally A Illingworth
Content Marketing Strategist, sallyillingworth.com
“Through deep learning and the vast amount of data available to learn from, data-driven decision making for successful Social Media Marketing will become even more important – and targeting even more powerful to the deepest level of consumer micro-segmentation.”
Global Voice of Consumer Analytics, adidas AG
“In 2019, the AI objectives in marketing are clear: optimization of marketing automation, individual personalization, “customer centricity” which will allow marketers to delight the consumer, optimize revenue and detect potential BZB leads, thereby signifying the end of laborious marketing tasks.
Trusting specific marketing technology providers to handle the AI will allow you to ignore the technical side of things, as the end user.
Focus your energy on training your team, and teach them to clean data – once this data is clean, structured and trustworthy, you will truly have mastered the basis of artificial intelligence in marketing.”
MarTech Trainer & Advisor
"AI is already impacting social media on multiple levels. To start, some platforms use machine learning to determine how content is ranked in people’s news feeds, depending on the quality of the content, whether or not it was shared by a person in the user’s immediate network, et cetera. Others use that type of AI to determine how interested a user might be in a certain post or piece of content, and therefore where it might appear in that person’s feed."
Senior Content Strategist at HubSpot
“The consumer and the employee are living in an emergency, with an increasing need for immediacy, this real-time injunction and this new cult of ASAP are profoundly changing our behaviour. It is the result of mobility that allows us to be ultra-connected at all times and in all places, and also the influence of social media that imposes its rules on our consumption patterns.
Selfcare with AI and chatbots offers customers the ability to manage their requests autonomously or to search for information via online diagnostic tools, without human interaction. A solution that immediately improves customer satisfaction, if the requests are not too complex.”
Founder of Social Media Week, Co-founder and CEO of Crowdcentric Media
“The #1 trend in 2020 will be hyper-personalization and hyper-targeting. Both of those techniques will allow brands the opportunity to help their followers feel as though the content was, in fact, created with their specific interests in mind.”
Author, Speaker, and CEO of 60SecondMarketer.com
“As video and live streaming content continue to dominate the social media space, more brands are embracing video to customize their services to their audiences and communities. In other words, videos will be used beyond raising brand awareness or practicing push marketing; they will be used to offer one-on-one personalized video responses and assistance on customers’ questions, needs, and issues. Receiving customized videos in your email inbox, messenger, or pop-up chat boxes, for example, will become more common.”
Ph.D., Founder, Classroom Without Walls; Educator, Speaker, Digital Learning Consultant
"The world has definitely changed since content marketing and social media became prevalent in both our personal and professional lives. We used to jump on every new platform and play around with it until we ‘got’ it. We figured we had to create all the content to stay relevant. But not only are both of those things impossible, they're not necessary.
Stop trying to do #allthethings. Instead, focus on getting deep and significant with one.Your audience, prospects, community, and customers will thank you."
Founder and Author, Spin Sucks
“‘Hey Google, show me a video on how to make cookies’ , is a legitimate phrase with a desired outcome in our current tech sphere. Britney Muller, SEO expert as MOZ , has continually harped on voice search being the next big thing for brands to watch out for with their content strategies. CloudApp When you pair voice, with visuals , and programmatic ad buying you will probably see the near term future for technology as it relates to brands.”
VP of Marketing, CloudApp
"In 2020, with social media networks abandoning vanity metrics in the hopes of encouraging a renewed focus on conversations around quality content, the trend in online presence is most definitely going to be centred around the concept that engagement is everything. Gone are the days of viral viewership!
The future is in the hands of those who create community focused content that brings practical value and creates conversations. Video is going to be a major part of this shift but all mediums need to dial in on the importance of conversation creating content that engages!”
Consultant Speaker, Millennial Motivator
"I think social media marketers need to start preparing for voice search. With the rise of different voice assistants and their increasing usage, brands need to be prepared with a voice focussed strategy. The way we speak versus the way we write are inherently different. We will need to write more conversationally in our posts.
If we want our content to be found by voice search, we need to communicate in a way that optimises for this type of search."
CEO, Social Media Marketing Institute
“Evergreen social is the way to go. The continuous expansion of the social media landscape has already led to increased audience fragmentation. Users are now jumping from platform to platform throughout the day while social algorithms are biased towards non-commercial content. As a result, attention spans are sharply decreasing, allowing marketers very little room for meaningful engagement. Passive social media posting is no longer producing ROI for brands.
To counter these developments, companies will have to rely heavily on either paid advertising or ‘discoverable’ evergreen content hosted at indexable social media platforms, raising brand awareness by capitalising on consumer intent."
Digital Marketing Instructor, www.sotirios-seridis.com
"Social media in 2020 will influence more than just the way we shop. It will influence every human transaction from the careers we choose having a minimum requirement of social impact in a focus on being a force for good to the way we empower ourselves to be more in control of how we make, manage and transact on a day to day basis with money. We are the most connected now to our external world and the rest of the planet then we ever have been in the entire history of humanity."
Mother of Unicorns & Social Nerd, mingjohanson.com.au/scale
“The renaissance of podcasts represents a strong opportunity for brands to harness their communities on social media as part of their overall promotional strategy. Whilst this is far from a new medium, it is now in vogue, but brands entering the podcast sphere are entering a space where they are ahead of the curve. They are becoming publishers. And to maximise the value they need to show bravery and commitment to the long term.”
Managing Director, markettiers MENA
“We should be watching out for the convergence of not only social buying but social media platforms with wallets built in and tokenized currencies for peer to peer trading. Facebook's Libra could be one version of this silver bullet, I predict we will see others emerge that allow for smooth and fluid trading of 'currency' between buyers and sellers.
2020 will see a lot of experimentation, with some new players emerging. Let's see who wins the next highest growth award that Tik Tok owned globally in 2019!”
Lead Consultant - KENNA, Red Communications
“E-commerce on social will boom in the coming years, especially in mobile-first and emerging markets where consumers mainly use social to search for products. Instagram’s new sales-driven feature is a great example of social’s role in e-commerce. To drive sales on social, brands need to ensure they have an effective and mobile-friendly “online storefronts” that help consumers towards purchase coupled with brand activities and influencer engagement that can drive traffic.”
Group Strategy & Integration Director, Lion&Lion Lion&Lion
“With the advent of social media, the ways in which we reach our customers are evolving rapidly. Just a year ago, search used to comprise 95% of our spend while currently, search accounts for barely 60% and the rest is made up by social media. In today’s environment, brands need to have a robust social media strategy, which includes generating engaging content and video.
Emerging markets, however, paint a different, interesting landscape. Based on our presence in over 30 cities across Indonesia and Thailand, we observe that while customers are increasingly embracing digital touchpoints to discover new brands, traditional media still wins in these markets.”
Group Chief Marketing officer, arro.sg
“In 2020, more than ever, sparking curiosity through clever content is what will drive action and ROAS. What a company stands for and how they tell that story will become crucial to cut through.
Successful marketing agencies are increasingly hiring copywriters to immerse themselves in the world of their customer to become the very fans that they want to attract. Why? Customers want to know that they are uniquely understood before they can develop trust. We need to speak their language and play on their terms if we expect consideration.
Here’s to the death of boring creative.”
Founder & Director, LEP Digital
“User’s voice is now have a big impact to brand formation. In addition, with the advance of technology, everything is connected on the network, and the target in marketing is shifting to services that instantly fulfill each customer's needs.
Every brand now has to optimize the way to approach with their customers to make sure they will impress them with unforgettable customer experiences. Daiko is implementing this “brand activation” through our strategy.”
CTO, Daiko Advertising Inc.
“We live in the age of minimal attention spans and consumers are exploring new avenues of Media consumption everyday. When it comes to Digital, Brands need to embrace the outside in strategy.
Follow the consumers where they are. Understand their behavior, triggers and derive actionable insights. And lastly focus on creating value basis these actionable insights.
One of the mantras which I recently learnt from a well known CMO in the Indian Circles (Be the voice of the consumer, NOT the consumer).”
CEO, Social Samosa
“Your business likely has favoured channels that support your inbound marketing by generating new website visits for customer acquisition. It’s essential to have a sustainable source of high volume, high ROI visits, online leads, and sales that you can rely on! This is the ‘70%’ in the 70:20:10 rule for online customer acquisition. You need to monitor this source and protect these traffic sources. However, you likely won’t be able to rely on them forever – digital changes fast.”
Dr Dave Chaffey
Digital Strategist and Co-founder of Digital Marketing Learning Platform Smart Insights
"I see the indexing of voice content through AI technology as one of the major trends. This, with the objective of increasing its efficiency in the near future. I also see a come back to the marketing basics, and influencer specialization. Beyond followers influencers are going to focus on engagement and interaction with their audiences. Lastly, I believe software companies will offer greater depth on data analysis so brands can truly “humanize” and make sense of it and ultimately transform it into specific actions.”
CEO NEO Communications and NEO Magazine
“Before assessing your 2020 marketing strategy and plans, understand the underlying Seismic Marketing Shift disrupting the content, information and data ecosystem.
This Seismic Marketing Shift consists of the convergence of three concurrent trends: Voice-first, Marketing AI & Content Saturation.
These three trends remain undetected until use exceeds the tipping point acceptance by the public. So you compete now and into the future with any and all content, information and data to answer these three micro-moment dependent questions:
 Give me the information I want and/or need (Includes personalized financial and health data);
 Entertain me (Includes movies, television, music, books, and gaming);
and  Help me to buy, go or do (Provides “near me” search).
To succeed in 2020 and beyond, marketers must focus on developing owned audiences to grow Share of Audience Attention (or SOAA).”
Chief Content Officer of Actionable Marketing Guide and Managing Partner - Riverside Marketing Strategies https://heidicohen.com
“As influencer marketing continues to gain traction, and Instagram and Facebook looking at removing likes, we are finally (hopefully) going to abandon vanity metrics and determine the real ROI of social media.
More trackable options and referral programs for influencer marketing
a shift in Facebook’s ads. If likes are removed, people will realize they need to jump into ads manager and create more strategic ads. Friends don’t let friends boost content
More and more ad spend is shifting to digital opportunities. You need to continue to test and optimize what works for your business.”
VP of Marketing at CloudApp
“I'm always saying it - people buy from people. And finally brands are realizing that they can't just sell to one big pot; they need to get others who are active and influential in communities to help them reach their audience. People buy from people they know, like and trust. And it's not just Instagram.
The micro influencer and nano influencers will finally get a piece of the pie, as brands start to see results.”
Sprinkles #Twittermagic everywhere! Owner @WomensInspireIE, Board Member @Bitaireland, tweetinggoddess.com
"In order to build trust in an age of declining organic reach and distrust of ads, more and more companies in 2020 will understand that social media is a place for collaboration - not just marketing - and will begin to think more strategically, long-term, and personalized in the relationships they will continue to build with influencers. Influencer marketing will not just be seen as a campaign vehicle or a way to engage with consumers but also with other businesses, constituents, and supporters."
Author of "The Age of Influence" (HarperCollins, March, 2020), NealSchaffer.com
“The inflated egos and megalomania of celebrity influencers and micro influencers will soon burst with the eventual demise of “likes” and “one-off” postings in social media platforms and will give rise to a more and better personal authentic conversations in brand building. This is through nano-influencers. Their stories are a wealth of untapped and unsaturated potential market which have not been exposed to brands. More often than not, the nano-influencers encourage offline conversations which is good for brands.”
CEO of PAGEONE Group
“Watch out for Micro-Influencers in 2020!
There’s nothing new about Influencers, KOLs and Ambassadors and in fact they’ve become a part of our social media wallpaper. However, there’s a new wave that’s taking hold across social. Influencer engagement is starting to wane – uh oh!
How do we navigate this as marketers? We need to start tapping into the micros (otherwise known as Nano’s) - those who have a smaller following yet they authentically use the product or service and whom will truly encapsulate the brand personality.”
Managing Partner, Socialites
“Influencer marketing is increasingly moving towards greater transparency with brand associations & measurement of deeper metrics. Brands are extensively using social listening to understand if any brand associations are being faked & to measure the overall sentiment towards influencer associations.
The right choice of the influencer plays a key role in driving the desired impact. He/she should have an image that is in line with the brand values & positioning. Hence, it is not just about the popularity of the influencer, but about the fitment of the individual for the brand objectives.”
Digital Marketing Lead, L'Oreal Professionnel & Declor
“Influencer marketing has a pivotal role into more disruptive and engaging marketing strategies. Powerful matches between brand and influencer is fundamental to deliver more authentic and long term collaborations. Influencers need to feel part of the brand strategy and even accountable for their performance that will unlock more creativity and commitment.”
Professional Speaker, Lead Conversion Expert, Content Marketing & Social Media Specialist, lilachbullock.com
“The number one short term commercial trend is monetizing UGC. I still don’t think big brands/companies have fully understood the trend behind UGC. The true opportunity in UGC is raw and honest content created by the average Joe like you and me, super powered by new cheap, advanced micro tech.
What UGC content has over any other content is true engagement and a lot more brand loyalists. This is due to raw, uncensored content accompanied by character and believe of the content creator itself."
Acting Head of Product/Head of Data & Insights - Digital at Sky News Arabia
"Decades of data leaks, product recalls and false advertising primed the world for real authentic user voices. The mega influencer movement rose from it and has begun to fall. UGC is becoming more and more critical for businesses to demonstrate social proof and a trustable voice. Influencers like brands are too big and broad. Consumers want and need to hear many voices to know which product to choose."
Head of Social and Community, Preface Social Media
"User-generated content has long been a crucial piece of any savvy B2C marketer's creative arsenal -- but a gradual shift is afoot. For years, brands focused on collecting and authoritatively curating users' content, feeling a need to establish ownership. But as overall trust in brands has declined, savvy marketers are empowering their customers with opportunities to create their own content, to be distributed to their own networks -- cutting out the proverbial middle man. Looking ahead, success will be measured in conversations about the brand, not just with it."
Sought-after millennial Keynote Speaker. Uber driver w/an epic back story.
"I strongly feel the area smart brand managers will focus on in 2020 when it comes to social media marketing is User Generated Content. TikTok is the biggest emerging platform on the planet right now and consists entirely of UGC.
These content creators are what we today would call micro-influencers. Look at the most viral content on the traditional social platforms like Facebook and Instagram. They're almost entirely made by the general population and not by agencies. This is what audiences want. By extension, this is what customers want too."
Digital Transformation Specialist, Head of Digital at Julphar
“2020 will be a battle of influence on the social media sphere. The rise of the age of authenticity prompts brands and organizations to look for strategies that drive brand affinity and loyalty. As the authenticity of influencers continues to face heated scrutiny, audience generated contents (AGCs) will play a vital role in solidifying -- if not building -- brand and consumer relationship.
These contents mirror consumers journey and/or experience and authentically amplify the message that the brand wishes to convey to its audience. AGCs disrupt the traditional matrix of brand-consumer conversation.”
Founder and President, Ardent Communications Inc , and DBrew Inc.
“Content marketers are realising they cannot create authentic, original content on tap. And with faster internet speeds, you're either in or out - if you can't create content fast, you might as well stay home. Which is where UGC is plugging the gap - great content, esp regional, and thanks to faster internet, 24X7 delivery.”
“The role that UGC will take to build GenZ-focused brands, it ́s going to be increasingly predominant. Brands won´t be able to fully control what is being said or created around them. However, they will be able to shape their creative and conjunctural framework as it relates to the content they would like to generate around their image.”