Social media has officially grown up, which in advertising terms means it now demands far more work, far less certainty and an existential crisis or two per campaign.
According to a joint Ipsos and Smartly report, marketers are now producing creative assets at “unprecedented scale,” with some brands increasing output tenfold. Because nothing says efficiency like doing ten times the work to achieve marginally better results.
The problem isn’t subtle. Social has become the largest media channel globally and is on track to swallow roughly a quarter of all ad spend. Naturally, the industry response has been to flood it with content until something works, which is less a strategy and more a cry for help.