I think the problem is that companies are becoming overly obsessed with measuring return on investment (ROI), which is driving the over-commercialization of social media. This is evident in their ads, which are often overly flashy, salesy, and loud, which often has a knock-on effect on their influencer collaborations. As a result of pressure from clients, many content creators have begun leaning toward clickbait to drive quick sales, rather than selling through the compelling narratives that make them attractive advertisers in the first place.
The fundamental question is how a social media marketing team works. They are increasingly forced by their companies to report relentless increases in sales and profits. As a result, they are losing sight of the big picture: storytelling and brand building are central to the success of long-term marketing campaigns.
Let's look back at a time when advertising was primarily done on billboards, television, and radio. There was no way to track how many people who saw an ad on the train or during a break in their favorite sitcom became buyers or customers. As a result, creative agencies needed to make their ads appealing to as many viewers as possible to convert them into customers.
Today, the landscape has changed. With the advent of social media analytics, businesses mistakenly believe they have a shortcut to accessible (and cost-effective) advertising at their fingertips. We're seeing attractive ads take over as a way for marketers to get the highest click-through conversions on their posts. These tactics (heavy discounts, catchy promotions, aggressive sales) can negatively impact brand image without storytelling and compelling narrative-based advertising.
After all, in the words of marketing strategist Seth Godin, people don't buy products or services. They buy the relationships, the stories, and the magic.
