Why CMOs Are Losing Patience with Social Media (And How to Fix It)

I've spoken with over 100 CMOs this year, and one thing is clear: social media is causing headaches. They’re expected to deliver fast results, but that’s not the reality.

Here’s what’s driving their frustration—and how to turn it around. ↓

CMO Tenure is Short, So They Need Wins Now

The average CMO tenure is 40 months. That means they have to get to work to move the needle for their company. With the emphasis on short-term results, brand social can often fall to the backseat.

IE. CMOs need to pull on levers that can produce wins, today. Brand social is not one of those levers.

The Fix: Set realistic goals that balance the short-term needs of the business with long(er) term initiatives. Pick 1-2 long term initiatives that your work can feed into, and explain how it complements the other short(er) term marketing efforts.

Stop Relying on Commodity Content

Too many brands are pumping out trend-based content that fades quickly. This Commodity Content may get attention, but it won’t build long-term loyalty. Without balance, the brand feels shallow.

The Fix: Mix trend-based posts with deeper, more valuable content. Offer insights that resonate over time, not just in the moment.

The Gen-Z Myth

Here’s a big misconception: hand over social media to the youngest person on your team because they “get it.” This is a mistake. Social media requires strategy and experience. Just because someone grew up with Instagram doesn’t mean they can manage a brand’s entire presence.

The Fix: Ensure social strategy has oversight and is driven by experienced marketers, not just the youngest person in the room.

Content Overload

CMOs are overwhelmed by the volume of content required to stay relevant. Social media demands more and more, and teams are burning out. This leads to rushed, low-quality content that misses the mark.

The Fix: Build a content system . Structure your approach to content creation to reduce stress and allow for creativity without the chaos.

Influencer Trust Is Declining

Audiences are growing tired of overly sponsored influencer content. It feels inauthentic, and CMOs are noticing the decline in effectiveness.

• Fact: A recent report published in The Drum shows 12% of consumers trust influencers, 82% of people regretted buying a product endorsed by influencers and 86% of consumers trust UGC content posted on brand accounts

The Fix: Focus on long-term partnerships with micro-influencers. They offer more trust and authenticity than big-name influencers. See them as brand ambassadors vs traditional influencers .

Reporting That Sticks

CMOs get bombarded with reports from every angle—sales, ads, and more. Your social media reports need to be concise and memorable. Don’t overwhelm them with too much data or technical jargon.

How to Keep It Simple:

• Focus on three key metrics that show real business impact (e.g., engagement growth, lead generation, conversions).
• Use clear visuals—charts or graphs that quickly show performance trends.
• Offer concise summaries. Remember, CMOs are looking at countless reports. Keep your updates short, relevant, and to the point.

Takeaways for Social Media Marketers

Here’s how you can ease CMO frustration:

• Set realistic expectations. Social media takes time to deliver results.
• Stop relying on Commodity Content. Balance quick trends with thoughtful, lasting posts.
• Avoid the Gen Z trap. Social media strategy needs experience, not just youth.
• Build a content system to streamline production and prevent burnout.
• Focus on authentic influencer relationships, not just one-off deals.
• Make your reporting concise. Simplify the data and highlight key insights.

Social media can work for you—but it needs the right approach. By focusing on long-term results, creating balanced content, and presenting clear reports, you can help alleviate the frustrations your CMO is facing.

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