Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Instinct over strategy: The pivotal shift in social media marketing
Journal of Digital & Social Media Marketing,
12
(1),
17-27
(2024)
Abstract
Strategic planning on social is starting to give way to another tactic — instinct. With AI integrated feeds dominating platforms like TikTok brands must adopt a more fluid approach to marketing. Success in this arena is based on pace, the right creatives and collaboration. The brands that can quickly identify emerging trends (by detecting ripples) leverage them (by riding waves) will reap the benefits long term (with the power of tides). This paper details how to blend data analysis with the right creativity to help ‘manufacture luck’ on social and foster genuine connections in the new era of social media.
Keywords: influencer marketing; social media marketing; marketing; social strategy; performance marketing; creative strategy; AI
The full article is available to subscribers to the journal.
Author's Biography
Tom Sweeney is Global Vice President of Influencer at Brainlabs, the high-performance media agency. He is an award-winning leader in social media and community management. His previous roles include running Social Chain’s gaming division, where he built the world’s most-viewed social media gaming community, and Managing Director of Kyma Media, the specialist games and sports media publisher. His career started in the games industry, with roles such as Brand & Communications Director for FACEIT, the competitive gaming platform, and Head of Community Management for Jagex Games Studio.
Harriet Phillips is a copywriter, brand strategist and founder of Turn the Tables. She has worked with global award-winning companies in the influencer, digital marketing and fast-moving consumer goods sectors. With a background in the arts and advanced training in editorial and copywriting, she has delivered exceptional results in branding workshops, creative campaigns and content strategy. Harriet trained as an actor and still writes scripts for short films, plays and stand-up comedy.
