No. 0189
Published
Brand marketers are adopting fan-first social media strategies
Why it matters
Large marketers are trading broad reach for deep engagement with a devoted core, and answering them in real time. Poppi took 34% of the functional soda category this way, while McDonald's leans on a marketing director with 40,000 X followers and Marks & Spencer on a staffer with 93,100 on Instagram. The mechanism runs through named individuals rather than brand handles, which means giving up control by design. The named risk is employees leaving with the audience they built.
The source
Digiday
Brand marketers are adopting fan-first social media strategies
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