Industry perspectives: How video is reshaping social marketing

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Social is experiencing a shift; originally created as a way to stay connected, the social landscape has become much more dynamic with the introduction of video. As viewers dive into new ways to be entertained, brands are finding more success with video-first platforms like YouTube. With this in mind, we interviewed Jon Morgenstern, Crystal Duncan, Joe Yakuel, and Tiffany Rolfe – four of the industry’s top global agency leaders – to learn how they’re evolving their social strategies to keep up with the rise of video. Here’s a look into their key takeaways.

1. Redefining ‘social’ with a modern marketing perspective: As video reinvents how people think about and engage with social, leveraging proven video platforms like YouTube will enable brands to more effectively connect with social audiences. Did you know YouTube drives 2.3x higher long-term ROAS than paid social, on average?*
2. Doubling down on creative diversification: Many social platforms have video offerings limited to short-form and mobile; however, creative variation underpins effectiveness. Consider experimenting with various formats like Shorts to match viewer preferences and increase ROI.
3. Enhancing your ‘story ecosystem’ with creators: A successful social strategy hinges on a “story ecosystem”, which one leader describes as bringing storytelling to life in interesting ways. Because creators are today’s most authentic voices, brands who move beyond traditional advertising and leverage brand partnerships unlock the opportunity to participate in cultural conversations in a more genuine and credible way.

Social is changing, and brands who align to these video strategies position themselves to stay ahead of the curve. To check out our full discussion and gain more insights, sign up for Re:View’s email newsletter today.

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*Equity-to-Sales MMM Meta Analysis commissioned by Google, covering a 2-year measurement period of 20 CPG brands from across the 2021-2023 timeframe. "Long-term ROAS" is defined as impact of each marketing channel in driving brand equity & this brand equity's impact in driving sales, relative to the marketing channel's media spend.