Instinct over strategy: The pivotal shift in social media marketing

Tom Sweeney and Harriet Phillips
Additional contact information
Tom Sweeney: Brainlabs Bidco Ltd, UK
Harriet Phillips: Turn the Tables, UK

Journal of Digital & Social Media Marketing, 2024, vol. 12, issue 1, 17-27

Abstract: Strategic planning on social is starting to give way to another tactic — instinct. With AI integrated feeds dominating platforms like TikTok brands must adopt a more fluid approach to marketing. Success in this arena is based on pace, the right creatives and collaboration. The brands that can quickly identify emerging trends (by detecting ripples) leverage them (by riding waves) will reap the benefits long term (with the power of tides). This paper details how to blend data analysis with the right creativity to help ‘manufacture luck’ on social and foster genuine connections in the new era of social media.

Keywords: influencer marketing; social media marketing; marketing; social strategy; performance marketing; creative strategy; AI (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/8532/download/ (application/pdf)
https://hstalks.com/article/8532/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2024:v:12:i:1:p:17-27

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().