The Social-First Revolution Is Here
The information consumed by the 8 billion people outside our marketing bubbles is predominantly coming through mobile devices, with social networks dominating attention. Yet many brands still resist this reality, clinging to outdated models that prioritize traditional media and award-winning creative that consumers never see.
Social media algorithms have fundamentally changed how we should approach creative. Three years ago, these algorithms flipped to become completely interest-based, meaning organic reach now measures relevance. This is revolutionary—we can finally hold creative directly accountable for performance.
Consider this practical example: one-second videos on Facebook currently outperform static images dramatically. If I posted an image on a brand’s Facebook page that reached 8,000 people, that same content as a one-second video might reach 100,000 and generate 14 times more comments. That’s not theory—that’s measurable impact.
AI Will Accelerate This Transformation
The advancements in AI are creating anxiety in our industry—and rightfully so. The reality is that we’ll soon be making hour-long videos for $4 that take 19 minutes to produce, compared to productions that previously cost $800,000 and took 9 months. And the AI-generated content will likely perform better.
This transformation makes my previous arguments about social media seem minor league by comparison. However, the core principle remains the same: we must be consumer-centric in our approach, focusing on where actual attention exists rather than where we wish it existed.
The PAC Framework: Platforms, Algorithms, and Culture
To succeed in this new environment, marketers need to understand what I call the PAC framework:
- Platforms: Which platforms have the attention in your target market?
- Algorithms: How do these platforms’ algorithms work?
- Culture: What content formats and approaches resonate with users on these platforms?
This framework helps us move beyond subjective creative decisions to data-informed strategies that actually drive results. It’s about understanding the mechanics of attention in today’s digital landscape.
Rethinking Creative Budgets
The traditional 80/20 split between media and creative budgets is becoming obsolete. I predict that within three years, we’ll see a 50/50 split as companies recognize that great creative can earn attention organically before being amplified with paid media.
For the past 70 years, working media has been disguising bad creative. Today, media should be used to amplify good creative. At my agency, we don’t spend a dollar on media for a piece of content unless it overperforms organically first.
“Controlling the brand is just a fake ideology. We need to win on relevance, which means we need a lot more creative.”
B2B Influencer Marketing: The Next Frontier
One of the most exciting developments I’m watching is the rise of B2B influencer marketing. LinkedIn remains disproportionately underrated as a social network, even for consumer brands. The economic impact of B2B influencers will be substantial, and I expect this space to grow dramatically in the next 12-24 months.
Similarly, AI influencers will do to human influencers what influencers did to celebrities. Every person reading this has likely already interacted with AI-generated influencer content without realizing it. Within two years, brands will increasingly own their influencers rather than partnering with existing ones, eliminating risk while maintaining control of the IP.
The Future Belongs to the Adaptable
The marketing industry is at a crossroads. Those who adapt to these changes will thrive; those who resist will become increasingly irrelevant. The agencies and brands that embrace social-first creative, leverage AI tools effectively, and focus on actual consumer attention rather than industry accolades will be the winners in this new era.
The craft of marketing isn’t about expensive production values or winning awards—it’s about creating content that resonates with real people and drives real business results. That’s the work that matters, and it’s time our industry fully embraced this reality.
