CXO INSIGHT
used AI – similar to influencers telling their fanbase if their content is owned and a sponsored ad .
The other element that brands need to be concerned about is whether an AI-curated ad is authentic . They need to ask themselves , “ Does it match the brand ’ s identity ?”, “ Does it look and feel like it comes from their brand ?” and “ Is it authentic or does it move us away from our brand ’ s essence ?”
Tell me more about livestreaming ads – what are the benefits of using this style of ad ?
China has been a pioneer in ad livestreaming , where it has grown in popularity through influencers selling products to mass audiences online . It ’ s like QVC turned up to 11 ! It hasn ’ t taken off so much in other markets yet , but we are starting to see increased investment and activity , with the advent and growth of TikTok LIVE and Instagram Live .
It ’ s another format that marketers need to wrestle with and understand if it ’ s an appropriate brand fit – but you ’ d be surprised how many products can be sold this way . It ’ s definitely an area to watch in 2025 and beyond .
With social media ads not performing as well as they once were , what can marketers do to innovate on social media ?
One of the most important steps marketers can take is to make their social media advertising feels more human . After all , brands that use personal language and tap into our emotions outperform those relying on functional or overly promotional messaging . Ads that connect emotionally tend to lift brand awareness and ad recall significantly .
And while social media has been around for a long time now , adopting a test-and-learn approach isn ’ t a sign that you don ’ t know what you ’ re doing . Platforms like Facebook , TikTok and X are constantly innovating , with new ad formats , features and changes to their algorithms . Experiment with these innovations early and you could also benefit from the ‘ novelty effect ’ before formats become oversaturated .
By making ads more emotionally engaging , leveraging innovation and maintaining a balanced and well-executed media strategy , marketers will be able to breathe new life into social efforts and create longer-term brand value . succeed integrate sustainability into their entire business , making it an essential part of what makes them meaningfully different , credible and valuable to consumers .
What is a creator community , and how can they help brands ?
A creator community is made up of individuals – often influencers or content creators on platforms like TikTok , Instagram or YouTube – who build highly engaged audiences around shared interests or values . These creators do more than post content ; they are able to develop a sense of community that resonates with their followers .
How can companies genuinely show they are considering sustainability ?
Eighty-four percent of people globally pay attention to the causes brands support , and 64 % believe it is businesses ’ responsibility to solve climate and environmental issues . It ’ s no wonder , then , that sustainability contributes US $ 193 billion to brand value , with brands that lead in sustainability seeing 20 % greater growth over four years compared to their peers .
Authenticity is critical . Sustainability efforts must be transparent and meaningful to avoid greenwashing accusations . Brands that
The impact of creator communities is immense : it ’ s already a US $ 250 billion industry , projected to grow to US $ 480 billion by 2027 . This reflects the power of creators to connect brands with consumers in authentic and meaningful ways .
Perhaps most importantly , creators connect with younger generations that live and breathe social media . Half of adults under 45 say finding a community that aligns with their interests or beliefs is important to them . This makes creator communities a vital tool for brands looking to stay relevant and build long-term relationships with younger consumers – who before too long will have all the spending power . x
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