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Summary: This briefing document outlines key trends and strategies for brands to succeed in the evolving social media landscape of 2025. The core message is that social media has moved "Beyond the Feed," requiring brands to adopt an "omnipresent" approach, prioritize engaging and shareable content, leverage creators, foster direct connections, and utilize AI for content optimization. Follower counts are diminishing in importance, replaced by metrics like shareability and reach as indicators of brand impact.

Key Themes & Insights:

1. Social is Your Brand's Digital Footprint; Omnipresence is Key:

• Core Idea: Social media is no longer just about posting; it's about establishing a comprehensive digital presence across all channels where the audience spends time. This includes various platforms, content formats, collaborating with creators, and engaging in comment sections.
• Quote: "Social isn’t just a feed. It’s your brand’s digital footprint."
• Fact: Successful brands are "omnipresent" to remain top-of-mind in the "emerging attention economy."

2. The Death of the Follower Count; Rise of Algorithm-Driven Reach and Shareability:

• Core Idea: Follower counts are no longer the primary measure of success. The algorithm dictates visibility, and shareability and reach are now "stronger indicators of brand impact."
• Quote: "The era of the follower is dead, right now — we are living in the time of the algorithm." - Cyntia Leo, Head of Brand Marketing and Communications at Urban Outfitters.
• Fact: Monthly follower growth has plateaued, dropping 27% on TikTok and 14% on Instagram compared to a year ago.
• Fact: Brand content shares have significantly increased, by 60% quarterly on TikTok and 10% on Instagram Reels.
• Quote: "We believe the highest compliment someone can pay your brand is to talk about it or share it. We design our content using our comment section as the brief so that our community feels seen and enticed to share something hyper relevant and reflective of them." - Christina Massari, Brand Social Lead, Taco Bell.