Today, however, audiences are taking a more active role in shaping their digital experiences, inspiring brands and platforms to adapt to their behavior rather than the other way around. Take Discord, for example, which started off as a platform for gamers to connect and stream collaboratively, but then saw its user base transform it into a space for community-building across a wide range of topics. In recognition of this evolution, Discord redesigned and expanded its platform to accommodate therapists, financial advisors, creators and many others who were already using it in different ways.

One of the key drivers of this shift is that audiences are craving meaningful interactions—something that can’t be fulfilled by simply being passive consumers. As my colleague David Iñiguez Spinola, our Director of Strategy, puts it: “We’re drowning in information but hungry for wisdom. We are constantly expressing ourselves to all our social media followers, yet we seek moments of introspection. And as our networks grow wider, we yearn for smaller, more intimate spaces where genuine connections can thrive.”

This marks a fundamental change in how audiences think—but what does it mean for brands? First and foremost, their approach to digital engagement needs to feel more meaningful and human-centered. Let’s explore what that looks like.

Moving from information overload to actionable wisdom. 

If we think about the overwhelming volume of information available online, it’s easy to understand why people would value sources that offer clarity and depth. The constant flood of content—much of it irrelevant—has left users feeling disconnected and overloaded. As a result, there’s a significant demand for curated, meaningful and personalized insights that cut through that noise.

Consider the growing popularity of TikTok for everyday decisions, such as choosing a restaurant or a café. While a maps app may present an exhaustive list of available options, TikTok simplifies the process by highlighting just a few top recommendations, often accompanied by firsthand insights that show exactly what to expect. This turns a routine search into actionable, digestible wisdom, enhancing the overall experience. How can brands echo this approach? By curating content—including user-generated content—that highlights key insights tailored to their audience’s needs and simplifying the decision-making process.

Personal reflection is the new norm.

Historically, much of our digital lives have been spent on the pursuit of external validation. However, there’s a point to be made about how this culture of approval-seeking has often resulted in shallow, surface-level interactions. Now, we’re witnessing a shift toward introspection, with people looking for spaces that encourage emotional engagement, personal growth and self-reflection. 

For brands, this means moving beyond traditional marketing tactics that prioritize likes and shares. Instead, they will benefit from fostering authenticity, encouraging dialogue with their audience and creating spaces that resonate deeply with audiences. Encourage consumers to share their stories, tailor your message to individual preferences and craft narratives that resonate with shared human experiences.

Intimate communities are on the rise.

Another side of the same coin: after years of accumulating followers and building large networks, audiences are shifting toward contraction. “For a long time, we prioritized quantity over quality, resulting in environments that feel fragmented and lacking in meaning,” says Iñiguez Spinola. “A large audience or follower count, for better or worse, hasn’t guaranteed a sense of belonging.”

This shift suggests that niche communities are likely to shape the future of digital interactions. For brands, this is a chance to move away from focusing only on growing their follower count and instead thinking about how to cultivate communities that align with their values and mission.

A future guided by depth and connection. 

This shift toward wisdom, introspection and contraction signals not just a collection of trends, but a new paradigm for digital engagement. We call this social intimacy, which allows for deeper emotional resonance and shared understanding. Brands and platforms alike will need to adapt by designing experiences that prioritize authenticity, personal growth and meaningful interactions over sheer content volume or superficial metrics. 

For brands that embrace this evolution, the rewards will be lasting as they’ll remain relevant in a world increasingly driven by connection and purpose. After years of surface-level interactions, the future of digital engagement lies in creating depth and forging relationships that truly matter.

As our Managing Director in Mexico, Luis Ribó, said following the announcement, “TikTok has become a constant companion for a large portion of users who seek fresh, interesting content, which is why we strive to create culturally relevant campaigns that also allow people to enjoy their time.” Indeed, our approach is built on the belief that establishing a feeling of intimacy is paramount, and that TikTok offers a space to cultivate that sense of closeness. It’s working, but what does that look like, and what makes a brand more or less successful in this space?

The shift toward social brands: acknowledging the power of social media.

When partnering with brands to collaborate on their social strategy, we prioritize an overarching goal: to ensure that our clients fully grasp the transformative power of social media. We go beyond the superficial notion of social as mere repositories of visually appealing content in a feed, or a simple channel for paid advertising. Instead, we emphasize the immense potential of an organic social media strategy that fosters spaces for meaningful interactions and community building. Through this approach, social media becomes a catalyst for shaping entire industries and influencing markets on a significant scale. We call this the shift toward social brands, and it highlights the power of social in creating brand value, influencing consumer decisions and driving growth. 

While it may seem obvious, it is surprising how many businesses still treat social media as an afterthought or underestimate its risks. The fact that social media can elevate our brand to new heights coexists with another undeniable reality: a single post has the potential to trigger a stock price drop, ignite a social movement, or even spark boycotts that can severely damage long-established brand equity and sales figures.

This is not meant to instill fear. When it comes to social and brands, the scales are tipped in favor of success. But whether we are embarking on a fully-fledged campaign to launch a new product or creating a 10-second TikTok video that taps into the latest trend, every action taken on social media carries weight and significance—and should be executed with the same level of excellence as any other endeavor. 

Building authentic connections and trust: the power of intimacy.

Recognizing that social media is a dynamic engine for brand and business value is the first step toward becoming a social brand. The second step is leveraging these platforms to create experiences and cultivate authentic human connections. To us, TikTok represents that authentic space where audiences can feel a sense of intimacy—which is ultimately the key to building long-lasting relationships with consumers.

This fact is better illustrated by the overwhelmingly positive response garnered by Toyota’s Escudería Canina campaign on TikTok. This project, which received the gold medal in the TikTok For Good category, pushed the boundaries of the “mobility company” concept by crafting custom-made wheelchairs for disabled dogs, enhancing their prospects for adoption. In other words, it aimed to make a positive impact on the communities where the brand operates, thereby cultivating trust with the audience and captivating their interest.

That said, it’s important to recognize that sustaining connections on social media goes beyond occasional for-good collaborations. It requires a consistent understanding of their interests and staying attuned to them on a daily basis. Additionally, humor can be a powerful tool as long as it resonates with their language and preferences. Take, for example, the success of KFC’s Nuggets campaign, which secured the silver medal. Regardless of the specific project at hand, a social brand must always demonstrate a deep respect for the audience and their entertainment.

The AI Agency of the Year meets the Creative Agency of the Year.

To summarize, social brands acknowledge the power of a single social post and know how to foster close relationships with their communities—but they aren’t doing it alone. Behind the world’s best social brands lies a machine that constantly analyzes what is happening online, what people care about and the spaces where they connect. In our case, this involves AI-powered workflows that combine human talent with artificial intelligence to react swiftly.

As Carlos Tejeda, our Associate Vice President of Innovation Technology, highlighted during Advertising Week, “We need to harness the power of AI in four key areas: insights, creativity, community management and measurement.” In doing so, we can infuse our creative process with data-driven inspiration and manage our communities more efficiently. The key is to do it in a way that enhances the human element—for example, by enabling more personalized interactions.

Ultimately, succeeding in the realm of social media relies on a powerful synergy between communities, brands, partners, and creators. As brands continue to leverage the potential of social media and embrace innovative technologies, such as AI, they will be better able to create that synergy and deliver exceptional experiences and drive growth. The Creative Agency of the Year award serves as a reminder of that potential, and the importance of constantly evolving in this ever-changing landscape.

The rise of the avatar era and the influence of pop culture.

Masks have been used since ancient times in ceremonies and rituals to symbolize deities, spirits and even emotions. In the digital realm, avatars follow the same pattern; they have evolved into our contemporary masks, blending our true selves with the image we want others to see.

Popular culture has had a significant impact on our idea of avatars. Films like Ready Player One, The Matrix, and even Avatar have portrayed worlds where virtual reality and digital projections are as tangible as our physical existence, with barely perceptible differences. Likewise, video games like Cyberpunk 2077 or the iconic Grand Theft Auto enable us to immerse ourselves in roles and characters that, despite being fictional, shape our perception and influence our actions in the real world.

Some of the early examples of virtual avatars’ success span from Second Life, where people could purchase properties and live alternate lives, to the competitive world of Fortnite, where players can obtain and customize skins. Even in Roblox, we have the ability to create an avatar and construct a whole experience to recreate stories, much like the Cielo Grande campaign for Netflix, which won a silver award at the 2022 Clio Awards.

Furthermore, just like certain pop culture phenomena have shaped our perception of virtual avatars, these avatars are also transforming other industries. For example, they can now attend and actively engage in virtual concerts, where they interact with other avatars and savor live performances. Last year, the Song Breaker Awards were hosted on Roblox, featuring virtual performances by artists like GAYLE and Lizzo using state-of-the-art motion capture. 

Speaking of stars, in the midst of this avatar-dominated era, the emergence of digital celebrities further blurs the lines between authenticity, fame and reality. Take Lil Miquela, for example, a CGI-created character who has achieved influencer status on par with real-life personalities. This very concept inspired us to create the film The First-ever BMW iX2, a project that, together with Lil Miquela, aims to challenge the distinction between real-life experiences and virtual beings, showcasing the longing of a digital entity to belong in the physical world. (Quite ironic, isn’t it?)

The construction of identity and its impact on brand perception.

In the realm of online self-expression, virtual avatars serve as a means for individuals to create and project their identities digitally. However, even those who have not yet explored this virtual avenue are actively shaping their identities online. There is no better evidence of this than on social media, where influencers and celebrities, who exist in the physical world, have mastered the art of presenting idealized versions of themselves. Through filters, edits and careful image curation, they set standards for how we should look and behave in the digital realm.

On one hand, the desire to present ourselves differently in the digital realm is largely influenced by an era where vanity metrics, such as likes and followers, have become the ultimate social currency. We build our digital identities based on how we want to be perceived and how we think others want to see us. However, the digital world has allowed us to break down barriers across gender, sexuality, race and more—and that’s why 60% of Gen Z believe that how you present yourself online is more important than how you present yourself IRL.

It is important for brands to understand and navigate this dynamic when engaging with their audience. The concept of authenticity may be changing, but the importance of transparency and respect for individual identity is as relevant as ever in building meaningful connections in the digital space. Ultimately, individuals tend to follow and connect with brands that align with their values, interests, and lifestyle.

Recommendations for brands in the era of digital identities.

Just like people build their personalities online, so do brands. As individuals, we ponder: What does my avatar say about me? What hidden secrets, desires, and truths lie behind aesthetic choices such as hair color or clothing style? For brands, these questions are equally thought-provoking: Is this digital representation the essence of what truly defines my brand, or is it merely a projection of the ideals set by a brand manager? Are we allowing our brands to evolve in the digital realm naturally, or are we confining them within strict boundaries of expectations and corporate norms?

In my experience, the key lies in harnessing the power of creativity and technology to explore and express what truly resonates with the brand’s essence and with the digital identities of their consumers. Here are some recommendations:

1. Align your brand with the values and aspirations of your target audience. Just as individuals shape their digital avatars to reflect their desired identity, brands should strive to align themselves with the values, interests, and aspirations of their target audience. Understand what matters most to your audience and ensure that your brand messaging and experiences resonate with their digital identities.
2. Embrace fluidity and adaptability. Allow yourself to be flexible with your brand book and have different personalities and tones of voice depending on the channels your brand lives in. Digital identities are constantly evolving, and if people can do so, why can’t a brand? Use A/B testing to understand what resonates best with your target audience, redefine success parameters as you progress, and learn from your experiments.
3. Let people make your brand their own. Foster spaces where users can collaborate and co-create with your brand, customizing their experience and contributing to the narrative of your social brand. This gives them a sense of ownership and personalization that aligns with their desire for self-expression in the digital realm.
4. Navigate from digital to physical and vice versa. The journey doesn’t have to be one-way. Blur the boundaries between the digital and physical realms by creating meaningful connections and experiences that resonate with both, while tapping into your brand’s passion points 
5. Emphasize authenticity and integrity. In an era where digital identities can be curated and idealized, brands should prioritize authenticity and integrity. Strive to portray your brand’s true essence and values, avoiding the temptation to conform to unrealistic expectations or projected ideals. By remaining true to who you are and upholding transparency, you can build genuine connections with consumers. 

Ultimately, the proliferation of digital avatars in the online world has given individuals the power to create and project their desired identities—thus giving brands a unique opportunity to connect with their true selves. As individuals shape their digital avatars based on their values and aspirations, brands should align themselves with the values and interests of their target audience. By fostering collaboration, blurring the boundaries between the digital and physical realms, and emphasizing authenticity, brands can build meaningful connections with consumers in the era of digital identities.

For brands, navigating this audience-driven process can be challenging. While user-generated content flows freely, brands operate within controlled and limited environments. These spaces are often carefully curated, limiting the element of spontaneity. In contrast, viral content knows no bounds or restrictions, effortlessly traversing different media, platforms and even formats.

Considering style guides, risk management and other factors, it’s understandable that spontaneity may not come naturally to certain organizations. However, actively participating in the creation process can be the differentiating factor between a successful brand and one that no one has heard about. Let’s delve into the significance of content transformation and explore what brands should take into account to be involved in the creation process.

Content iteration serves as a means of social connection.

In today’s world, people establish connections by sharing content. We exchange memes, TikToks and all kinds of posts as a way to forge bonds, whether the goal is to showcase shared interests, convey emotions without relying on words, or simply bring joy to others.

What’s particularly fascinating to me is that when audiences can’t find the content they desire, they create it themselves—often drawing inspiration from others and then customizing it to suit individual needs. And just like that, everything we share digitally fulfills our creative, expressive and communal needs. It instills a sense of belonging, whether within a large or small community.

A great illustration of this phenomenon is the case of Cheems, who gained renewed attention following the unfortunate news of his demise. The Cheems meme initially originated from a photograph shared by its owner, which was then transformed into a meme by another user, who inspired a snowball of subsequent memes. Each one of those serves as an example of how content iteration has evolved into a significant mode of social connection—and it’s only natural for brands to strive to speak this language. While some may be hesitant, fearing it may divert from their brand identity, others have effectively integrated it into their content with great success.

Nostalgia becomes an opportunity.

When discussing how the public embraces a brand, it is impossible not to mention the remarkable phenomenon surrounding the Barbie movie. Not only did Barbie achieve unprecedented success at the box office and in marketing, but it also triumphed in generating user-generated content. Platforms like TikTok witnessed the audience embracing and replicating Barbie, with both critiques and praises of the movie, as well as the birth of numerous trends. Perhaps you've come across the viral TikTok trend where boyfriends surprise their partners with a Barbie doll as a gift, inviting them to watch the movie together.

Furthermore, songs from the soundtrack also gained significant traction on the platform. One notable example is Billie Eilish’s "What Was I Made For?" Initially, the content associated with the song revolved around the movie, featuring edited scenes and memorable moments. However, over time, the song evolved into a popular choice for sisterhood topics or introspective moments that resonate with people.

Barbie, along with other phenomena, opened doors for brands to engage in meaningful conversations and create captivating content. Opportunities like this demand that brands be quick and responsive, as these conversations take place at a specific, fleeting moment in time. Nevertheless, it’s important to mention that time constraints should not hinder a brand’s strategic approach. The Barbie/Oppenheimer collaborations, for example, garnered significant attention in certain markets, but it wasn’t well received by Japanese viewers.

That said, some brands successfully found the sweet spot, seamlessly intersecting the movie and their own brand identity. For instance, the post we created with KFC Mexico garnered an impressive organic reach of 1.7 million on Facebook, marking a 14.7-fold increase compared to the brand’s average regular posts.

From guilty pleasure to content vortex.

In Mexico, the reality show La Casa de los Famosos, produced by Endemol and broadcast by Vix and Televisa-Univision, became a powerful content generator. It was virtually impossible to avoid encountering related content when browsing any social network. TikTok and Reel edits seemed never-ending, spreading like wildfire through WhatsApp groups and even sparking face-to-face conversations. The edits evolved into filters and were accompanied by songs associated with the reality show.

As mentioned above, content iteration has become an integral aspect of the daily lives of younger generations, including millennials, Gen Z and Gen Alpha—the target audience that many brands, if not the majority, aim to connect with. This presents a unique opportunity for marketers to engage with their audience by providing platforms for self-expression and creativity.

To that end, the showrunners were skillful in choosing participants who already had a significant following on social media. In other words, they seized this opportunity by capitalizing on the contestants’ popularity to generate genuine interest, much like how brands partner with influencers who resonate with their target audience. As proof of the power of these connections, the winner of the show was initially propelled to fame by her ability to forge genuine connections with her fans through authentic and spontaneous live streams.

Overall, the surge was so overwhelming that brands using both paid and earned media attempted to capitalize on the phenomenon in one way or another. The objective was to intertwine their narrative with the ongoing conversation, effectively becoming an organic extension of the show’s cultural impact. This brings us back to the central premise of this article: your brand doesn’t truly come to life until people go beyond passive engagement and adopt it as their own.

Techniques for co-creating content (and culture) with consumers.

Recognizing that people are at the heart of content production is the first step. All consumers have the potential to be content creators, and this kind of "content anarchy" is what makes it a powerful communication medium.

However, this is where many brands face challenges. They struggle to propose and embrace consumer-generated content, as they are conditioned by rigid systems of meaning, values, visual identity and more. Brands often find it difficult to adapt and yield the spotlight in a landscape of flexible and adaptable content.

There are several mindsets that brands can adopt to co-create culture with their consumers while staying true to their values. Here’s a summary of what you need to consider:

• Be a team player, not just a player. See your audience as part of your team and become a team player. Allow people to take ownership of your brand, not just during a purchase but also in the content they want to consume and replicate.
• Be ready to iterate quickly. Consistency should not hinder your brand’s adaptability. While your brand holds meaning for the audience, that meaning is not fixed. Be swift in your ability to react and be part of ongoing conversations. Avoid exhaustive approval processes and explore the option of sharing user-generated content, as there is great value in the organic way your audience already relates to your brand. (Plus, it can help reduce production costs.)
• Think less like a brand and more like a person. Embrace the concepts of buildability and personification. Understand that the content the audience creates, even without a sales call-to-action, can be equally or more powerful in building your brand, as it reinforces memory structures among the audience. Also, keep in mind that platforms like TikTok demand a higher degree of humanity. Find the sweet spot between your brand’s essence or personality and the life stage of your audience, considering their behavior, self-expression and interests. Embrace imperfections, just as people do.

It all boils down to the question: why should brands behave as something static, rigid and inert, instead of reflecting the dynamism of culture? Brands are born and evolve within culture, which is alive and constantly transforming. By adopting a more dynamic approach, brands can better connect with their audience and co-create culture together.

On Twitter (now controversially referred to as “X”, but that’s another story), the number of verified accounts has grown from 5,000 in 2010 to over 424,000. This leads us to ponder whether there will come a point when everyone is verified, or if the platform will offer content authenticity as an inherent value without relying solely on badges. While nothing is certain, here are some of the advantages and disadvantages that come with seeking verification.

The importance of verification in ensuring the authenticity of information.

To understand the pros and cons of verification, it’s worth looking back at where it all began. One significant turning point was the 2018 Cambridge Analytica scandal. While that case highlighted a larger issue pertaining data privacy and the use of personal information, it also sparked discussions about the spread of misinformation. Among other things, Cambridge Analytica utilized personal data to create targeted political advertisements and present users with tailored messages—amplifying content from dubious sources in the process.

The scandal emphasized the need for stricter verification measures to ensure credibility of information. While it’s part of a broader effort that includes education, fact-checking and privacy policies, verification plays a crucial role in distinguishing legitimate sources of information from fake profiles.

More recently, there have been other instances where verification has been employed for positive purposes. For example, during the Covid-19 pandemic, verified accounts—such as that of the World Health Organization—have been instrumental in ensuring users have access to reliable information during the pandemic. Plus, platforms like Facebook and Twitter partnered with some of these reputable organizations and outlets to append reliable information to related posts.

Similarly, verification plays a role in amplifying and legitimizing the voices of individuals and organizations involved in specific movements. With Black Lives Matter, verification provided a means to distinguish genuine accounts from fake profiles that sought to undermine or misrepresent the movement.

The pros and cons of verification in social media profiles for brands.

All things considered, let's analyze the advantages and disadvantages of obtaining verification in social media profiles. First, let’s begin with the pros.

• It serves as a credibility check. The main benefit of verified accounts is the credibility they bring to social media platforms. In an environment flooded with impostors and anonymous trolls, the blue verification badge is a knight in shining armor, shielding users from fake profiles and misleading information. It is worth mentioning that the phenomenon of virality can sometimes create a false sense of authenticity, but reaching a verified source generally helps halt the dissemination of falsely amplified information.
• It offers VIP access to privileged circles. Having a verified account unlocks a world of exclusive privileges: from accessing restricted features and joining unique communities to enhancing the reach of the content itself (as emphasized by Mr. Musk). For brands and individuals actively engaged in social media, this serves as a ticket to participate in elite conversations. (You can't sit with us!)
• It’s an extension of your business model. Monetizing exclusive responses for verified accounts is just the tip of the iceberg of the controversial add-ons that platforms plan to implement; a glimpse into the future of advertising where verified content and brand safety will be paid for.

Now, we cannot discuss the benefits of verification in this era without considering the disadvantages. For example:

• It can turn into a Game of Thrones of verification. In most platforms, obtaining the coveted blue badge is no easy feat; and if it’s achieved through payment, there’s no guarantee that platforms won’t revoke it at some point. An uncomfortable truth is that the verification system has been criticized for being exclusive and favoring established figures. There have also been cases where verification has been granted to fake or parody accounts, causing chaos within the network, as exemplified by Disney.
• At times, the unverifiable is verified. The blue badge is not an infallible shield against deception. Recent incidents have underscored the vulnerability of verified accounts to misinformation. For example, a fake image of an explosion at the Pentagon, shared by verified Twitter accounts, caused confusion and even triggered a stock market downturn.
• Advertisers missing in action. The possibility for verified accounts to obtain monetary benefits through Twitter ads raises concerns regarding the authenticity of sponsored content. It becomes difficult to distinguish whether a celebrity’s endorsement of a miracle product is genuine or simply the result of Photoshop or AI manipulation.

In conclusion, verification provides a crucial safeguard against identity impersonation and enhances the credibility of brands and influential individuals. However, the verification process can be exclusive, and verified accounts are not immune to the propagation of misinformation. The introduction of ads in replies can bring economic advantages, but it also raises concerns about the authenticity of sponsored content.

Finally, a question that has crossed every marketer’s mind: Does verification have an impact on our metrics? At least for now, the answer is yes. On platforms like Instagram, verified accounts can experience up to 30% more engagement, according to a study encompassing over 6.5 million accounts. However, other platforms like Twitter may show smaller increases. Therefore, dear friends, proceed with caution, as not everything that glitters with a blue verification badge is gold.

And let us not forget, in the tumultuous realm of social media, where truths and falsehoods often intertwine, it is always prudent to approach every tweet and post with a healthy dose of skepticism, a touch of humor and a discerning eye for the truth.

What’s special about the platform that netted Jennifer Lopez, Netflix, Amazon, Spotify, and Shakira as early adopters, and where does it fit in your brand’s strategy? You’ve probably got a lot of questions about Threads, and we’ve got answers.

How has Threads grown so quickly, and does it have staying power?

Much of Threads’ success is thanks to its close integration with Instagram; users simply carry over their existing usernames onto the new app, where a ready-made account awaits them. This seamless transition from one network to the next eliminates some of the complicated barriers of entry that are present on other microblogging platforms. Bluesky and Mastodon, for example, require users to sign up to one of many servers, and while each server is interoperable, following users on a different one can be difficult for a novice to wrap their head around. Threads has no such hurdles, simply requiring an Instagram handle to start.

What do I need to know about privacy?

Threads currently faces scrutiny due to privacy concerns, as mandatory iOS disclosures reveal the app collects highly sensitive user information, including health and financial data, in addition to all the typical things to expect. This may turn some users off, but more notably, it puts the app’s future in the EU into question.

EU data protection regulations require explicit consent for processing sensitive information like health data. Adding to that, Meta has listed Threads as a “gatekeeper” under the Digital Markets Act, a law that prohibits gatekeepers from combining users’ personal data across different platforms. Threads currently isn’t available in the EU as Meta determines how data sharing with Instagram will comply with local regulations. 

The good news: Threads is transparent about the data it collects and requires explicit consent to gather it, which is a step in the right direction for companies who prioritize transparency and user choice.

Are there limitations for users? What about for advertisers?

After signing up for Threads, users quickly took notice of missing features found on similar platforms. There is no “discovery” page, hashtags, trending topics or search function, limiting discovery on the platform. This means brands will do best by focusing on organic strategies that drive brand love by being fun and entertaining, rather than just selling. It’s also worth noting that Threads lacks an API, meaning community managers will need to manually manage and administer content on the channel.  

Still, we can expect that Threads will eventually become an additional option in Meta’s ad manager, following a similar strategy used with WhatsApp and emerging Instagram features, like extending the reach of content on the Explore page.

How do I build a strategy around Threads or decide if it’s right for my brand?

Before migrating to any platform, consider if it aligns with your needs and values. Think about your goals as a brand and the type of community you want to engage with. I always recommend that brands secure their official handles on any platform, but actively participating on those channels requires a clear understanding of their functionality and their data-sharing practices. That said, diversifying your presence across many platforms is a smart move, and Threads offers yet another place to cultivate community.

An interesting strategic consideration about Threads is how the platform brings the decentralization trend into the mainstream. Meta has plans to soon make Threads interoperable with Mastodon through W3C’s open social networking protocol, ActivityPub. This strategic move aligns with Meta’s recognition that the future of social networks will be decentralized—even if that means relinquishing some control—while also making it easier for brands to join and find their friends on such networks.

I’m in—so how do I show up?

Before you get started on Threads, understand that this is a platform that is focused on healthy conversation. Many brands have had success on Twitter by talking smack and starting tongue-in-cheek Twitter beefs, but that’s not the kind of climate that Meta is trying to cultivate on Threads. Focus on fun and positivity—and while the platform may be mostly text-focused, consider incorporating eye-catching photos, videos, and graphics that complement your message to stand out from the crowd.

Feeling the pressure of your first Threads post? Here are three ideas to get you started:

• Step onto the scene. Ask your followers to give you the scoop on what’s been going down while you were away.
• Unveil your essence. Share more about yourself or your brand—and inspire others to do the same.
• Make a gentle nudge. Share a mesmerizing tale relevant to your specialized domain.

Then what? “Once you’ve made some posts, begin to identify top-performing content types, topics, and formats on Threads,” advises my colleague Paula Velandia, Head of Data, US. “Tailor your content to maximize engagement and drive desired outcomes."

Unfortunately, there are currently no built-in insights or analytics features on Threads, so you’ll need to manually track content’s performance. “Test and learn, and try to understand the platform's algorithm to adapt your content strategy effectively. Monitor brand health and sentiment: Without social listening software on Threads, rely on vigilant community managers,” adds Velandia.

In short: have fun with it! It’s been incredible to see how Threads has spun up so quickly—and at a pivotal point in the realm of social media. Only time will tell how the platform continues to evolve amidst a growing list of microblogging competitors, and how brands will experiment with folding them into their strategies.

When it comes to creating work that works, the key is in the details. We need a strategic process that allows brands to optimize for performance and apply learnings to future projects. But generic approaches only produce generic results, so while we require a systematic process to guide us, it’s important to open ourselves up to new opportunities. Sounds challenging, but the results can be impressive: Klarna, for example, garnered 4+ million views in the Playing for Keeps livestream partnership with Snoop Dogg and Twitch streamers. Here’s how you too can turn needs into actionable strategies, split into three digestible phases. 

Phase 1: Discovery 

First, we need to lay the groundwork: understanding the performance of your brand’s existing social media content, competitor mapping and social listening on topics that are relevant to the brand. This will provide your team with a better grasp of how the brand is truly doing on social media compared to the market and industry benchmark. 

We apply the discovery methodology not only for client work but for a number of trends and culture reports too, such as The Power Of Fandom Is Not Random, in which we dive into the rise of fandom culture and how brands can act on its potential. In the discovery phase, it’s crucial to define the brand’s problems and business objectives regarding social media, to then establish goals and target metrics. 

Phase 2: Brainstorming 

Armed with a baseline understanding of where your brand stands and where you want to take it, it’s time to think about your target audience. No industry, market or brand is the same, so this analysis should be tailored to yours. For example, you could start by asking your partners, the team and yourself the following questions:

• Who are we talking to, and how do we define them? What do we know about them?
• Are we targeting the audience demographic in specific markets and/or regions?
• What are the audience's pain points and motivations?
• What should our persona and voice be like on social media?
• How does this ladder up to our brand and vision?

With the answers to these questions, you can then determine a strategic proposition and creative platform to address Gen Zs in their specific contexts. 

Phase 3: Creation

You now have all the building blocks in place to create content that Gen Zs can’t resist. The final phase is where the magic happens. What you will be producing at this stage are conceptual proposals, mock-ups and communication plans that string all the pieces together to reach your audience across various touchpoints. The best briefs are co-created, so brand-agency alignment is crucial to the success of each campaign or strategy. 

Through the three-phase process, our team created Ally Island, a branded space within the game Animal Crossing, which peaked during the pandemic. Packed with minigames showcasing different aspects of Ally, the space educated visitors on money management while helping to promote the bank’s services amongst youths. The cherry on top? The participation of a popular Animal Crossing streamer, Kang, who taught gamers how to make money work smarter. In the end, the activation was featured on the front page of Twitch for three weeks, won The FWA of the Day and even bagged an Effie Award. But most importantly, it achieved 1.38+ million individual viewers and 112+ hours spent with the brand by the target audience.  

Similarly, the German fintech company N26 teamed up with us to bring their YouTube content strategy to life. To show you how the three-phase approach played out in that case, here are the outcomes of the workshop and brainstorming sessions:

• Audience pain point: There’s a huge disconnect between the values of our consumers and the financial system as a whole.
• Audience insight: Our audience has new lifestyles and changed expectations towards banking, asking for solutions that fit their life versus the other way around.
• Audience motivation: Confidence, relevance.
• Point of entry: Show N26 as a way to achieve our goals, instead of a barrier that keeps us from our goals.
• Role of brand: Be the finance partner for an entire generation.
• Strategic springboard: Making you the expert. We’ll leverage Gen Z’s desire for personalization by building talking tracks around N26 being the financial partner that caters to this generation’s values. 

After the brainstorming sessions, we moved into the creation stage. The result? A YouTube content strategy that was introduced in five markets and featured content series like “Talking to friends about money,” which resulted in a 289k average view rate for the fintech company. 

It all boils down to the idea that crystallizing everything into a single brief allows teams to address the heart of the matter and inspire creatives. A lot can be achieved with purpose and intention, especially when it comes to winning with Gen Zs. Trust building shouldn’t be hard—at least not if brands are staying true to their mission. So follow these steps with confidence and remember: generic approaches breed generic work. A willingness to embrace new opportunities can lead to impressive results.

Social media is the perfect place for brands to start building relationships with Gen Z audiences while fulfilling their need for personalization, speed and simplicity of engagement. They’re driven to this space for guidance, as a recent GWI report revealed that only 55% of Gen Z say that they are supported by their bank to meet their personal finance goals. 

Just look at social channels and you’ll find financial advice in abundance. But ironically, this sea of unfiltered, unverified and untailored content contributes to confusion, because Gen Z are faced with analysis paralysis as they vet the information out there. This opens the opportunity for brands to deliver content that engages in conversations about money and, most importantly, gives Gen Z the means to take action. Below are three ways that financial service brands can leverage social content that captures, engages and empowers Gen Z as they secure their financial destinies.

Brand as a platform for change: offer alternative saving strategies.

One way that brands can offer value to Gen Z with social content is by providing a space for them to take action through conversation. Gen Z increasingly prefers “soft saving,” a philosophy that focuses on building comfort and minimizing stress. This is in stark contrast to unsustainable, short-term money “hacks” like the FIRE (Financial Independence, Retire Early) movement and its various offshoots that go viral. The takeaway for brands: lean into social communities of like-minded savers and spenders and support them with product and industry knowledge when needed.

This has been done on a product and feature level by brands such as DBS Bank The Burrow and The Finance Bar. Options for crowdsourcing financial advice could support both lifestyle choices of Gen Z consumers and serve as a tool for product promotion if positioned in the right way.

Brand as publisher: spotlight insights from real people.

As touched on above, Gen Z isn’t a monolith; there are lots of differing perspectives and philosophies around money. By positioning themselves as publishers, brands can normalize talking about money and addressing the different tactics Gen Z uses to better manage their finances. The opportunity here is to curate a diversity of profiles and situations that Gen Z audiences can relate to.

Refinery29’s Money Diaries does a great job of this by offering a view into how money is spent differently for everyone. This format has been popularized and adapted into social content series, too, such as Money Diaries by Sav Finance. What’s great about the format is brands can feature real people or tap into trends, like the #cashstuffing saving method that went viral on TikTok or the evergreen content of #whatispendinamonth.

Brand as culture: educate and entertain.

Financial advice must be nuanced to ensure the right information is given based on an individual’s needs. That same principle applies to influences who represent brands and speak as a source of truth, as advice can quickly turn into misinformation. This danger was made clear in the high-profile lawsuits against YouTubers in the wake of the FTX collapse.

Nevertheless, there’s still opportunity to offer educational content on social media in a fun way with well-loved personalities. Klarna partnered with Snoop Dogg and Twitch streamers KittyPlays and SypherPK to host a gamified, two-day event. Viewers were challenged to win gaming equipment by playing against the pros, getting a taste of what they can buy through the Klarna app’s “buy now, pay later” payment plans while interacting with their favorite personalities.

This offers Gen Z value beyond money, and when brands speak in terms of value instead of dollars, they offer a universal experience that can be relevant regardless of one’s financial circumstances. So don’t just focus on showing consumers how to make money quickly; cater to culture to drive the most value for Gen Z now.

Speak the language of Gen Z.

Financial service brands looking to capture, engage, and empower Gen Z should prioritize creating content that speaks to their unique perspectives and challenges when it comes to money. By offering alternative saving strategies, spotlighting insights from real people, and educating and entertaining in a way that goes beyond just financial advice, brands can build long-term trust with their audiences.

As Gen Z continues to grow in their financial responsibility, financial service brands have an opportunity to play a valuable role in supporting their journey towards financial security, and social media is a key channel to bring that to life. At the end of the day, it’s all about bringing value in the most direct, honest and relatable way.

For the new generation of consumers, a brand that keeps its distance on social media is not a memorable one. Quite the opposite. Audiences today have come to expect a degree of relatability—and above all, a real understanding of their interests and necessities. It’s not about keeping up with the top 10 TikTok trends; rather, about thinking and creating like consumers. 

Marketers who have a solid grasp of this are expanding their businesses and promoting their brand just as with word of mouth. But they are not doing it alone. Community managers are one of the main players in the game of hooking consumers—even if their role is often simplified and associated with junior professionals who are just starting their careers. As consumer behavior continues to evolve, we need a new approach to community management that understands its importance and allows us to harness its true power. Here’s what that looks like.

AI and automation meet an increased focus on being human.

As previously mentioned, consumers are more likely to engage with brands that demonstrate some sense of humanity. And if they are not afraid to show an actual human behind the screen, all the merrier. Community managers today are spending less time solving problems and more time sharing their own opinions, experiences and emotions—acting more as entertainers and relatable friends than customer service agents.

If we think about the spaces where consumers connect with brands, these are mostly global digital platforms with a demand for always-on interaction. One of the ways that world-class brands deal with this expectation is by hiring community managers in a bunch of different time zones so that they are manually working round the clock to serve them. However, by incorporating automation tools—such as social bots or other applications of AI—you can also offer on-demand attention and instant solutions so that the users feel supported 24/7 while CMs focus on being creative.

In other words, these tools manage all the liking, retweeting and answering of repetitive queries so that community managers can better direct their energy toward inspiring real connections with people.

On top of that, you can have fun with it. Working with the television series Atlanta, for example, we created their own custom AI bot to take over the show’s official Twitter account for a week. In a joint effort between Jam3, Cashmere and Media.Monks’ teams, we trained it on every tweet from the Atlanta handle. Then, we used Twitter’s new edit function to tease out a takeover that had communities on Reddit and Discord following along.

Web3 fosters a spirit of participation.

Many factors have pushed community managers to expand their roles, and as long as new platforms keep emerging, they’ll continue to adapt and evolve. With its values of collaboration, decentralization and power-to-the-user, Web3 is already changing the way we engage with communities, switching the focus from “talking to” to “participating with.” In that landscape, community managers will need to be quick on their feet and feel prepared to appropriately engage with consumers—whether that means communicating through a virtual avatar or even hosting an auction of NFT artwork. 

What’s more, commerce is going live—prompting brands to blend communities and real-time connection to offer entertaining interactive experiences. While influencers or digital creators are typically the stars of these events, community managers play a fundamental role in moderating and executing these activities. 

Community managers are becoming more involved in creative processes.

As virtual worlds evolve and virtualization emphasizes the spirit of collaboration, brands have an opportunity to give more thought to the role that community managers play within their team. Instead of simply asking ourselves what new platforms to join, we need to follow it up with, “What should be the purpose of the CM in each one?”

Not all brands need to have the same approach, but one thing is certain: when community managers are invited to creative rounds, campaign briefs and content calendar meetings, they are better equipped to create the kind of brand experience that social media managers and creatives are working so hard on. What’s more, they can provide unique insights they’ve gathered from interacting directly with consumers.

In a world where brands need to be active listeners and co-create culture alongside their audience, community managers are key liaisons between the two. As their role evolves, we need to get rid of the simplistic view of posting, responding and reacting—understanding that they have the power to create brand love and a direct impact on the brand experience. Let’s move away from the concept of community managers as an exclusively intern-level position and recognize the importance of elevating the role of those communicating directly with consumers.

The role of digital communities is multifaceted and growing—not just to connect with loved ones or those who share similar interests, but to also gain information and understanding of the world around us. In short, digital communities aren’t just for the bottom of the social media marketing funnel any longer. For today’s virtualized era, they play a significant role in driving purchasing decisions, arguably more than traditional advertising. My colleague Ryan Ford aptly put it this way: “TikTok made me buy it isn’t just a meme; it’s a powerful driver of social proof.” Given the elevated role that communities play in consumers’ lives today, brands must infuse community across their digital marketing strategy—an important tactic behind brand virtualization as brands aim to remain relevant within a new era in digital. Here’s how you can.

Bringing users closer to your brand.

Communities thrive on human-to-human connection. In realizing the power they have to forge deep relationships, savvy brands are tapping into communities’ highly engaged members and the key opinion leaders (KOLs) they admire—an approach to marketing that’s built around driving conversation, not conversion.

Acting with a sense of purpose is key to supporting—not exploiting—the communities that your audience has carefully built, and this reinforces communities’ power to validate or amplify a brand’s values. For example, OPPO realme’s inspiring and inclusivity-minded campaign exemplified the power of community by featuring local influencers known to defy the status quo in their own communities. A brand film championed the pursuit of their individual and collective truths—a rallying cry that resonated so well that it achieved 1.5 billion topic engagements in just two weeks.

There are many more ways brands can effectively and authentically engage with existing communities—or maybe even launch their own. To know how to best plug into communities, it’s helpful to understand the different kinds that exist.

Personal interest communities.

Platforms focused on user-generated content like Reddit and Discord are examples of personal interest communities. Diverse groups of highly active users meet in these self-governed communities to share their interests and passions. Norms are unique to each one, making it important that brands understand their culture to engage with them authentically.

In some instances, personal interest communities cross social media platform lines, meaning that accounts set up on one social media platform may funnel users to another. For example, an instructor in sports anatomy may post an instructive video on Instagram that tells followers to tune in for a live Q&A session on TikTok. Another example, this time among gaming communities, is overlaying Discord chats on Twitch streams.

Brand-initiated communities.

Brand-initiated communities are communities built by brands that draw in audiences who align with their core values. Fitness giant Nike has cultivated its lifestyle communities via a range of apps and touch points such as Nike+ and Nike Running Club. These spaces allow Nike to actively engage not just individuals, but also their personal circles, by allowing consumers to share their own fitness and lifestyle goals with like-minded friends within the Nike ecosystem.

LG recently took an approach that blended key aspects of both personal interest and brand-initiated communities. Partnering with Star Wars to promote its OLED TV, LG launched a Discord server focused on the sci-fi franchise in conjunction with its presence at the Star Wars Celebration held at Anaheim Convention Center.

To entice fans to join the new Discord community, LG handed out lenticular cards with a QR code that directly linked visitors to the group. Merging product demonstration with digital activation, an LG TV acted like a photo booth for visitors to take photos from. Animated photos could also be retrieved digitally from the Discord channel.

KOL-led communities.

KOL-led communities are centered around key opinion leaders and are ready made for brands to tap into. Much like brand-initiated communities, KOLs attract followers who align with their personal values and enjoy the content they put out. Therefore, brands partnering with KOLs can associate themselves with values of those community and the positive associations that come with them.

Automobile innovator Kia engaged with KOL communities to great effect with their “Movement that inspires” rebranding campaign. Kia created a virtual instrument using high-resolution music samples captured from nature. Partnering with Soundcloud, Kia then launched a music competition with its freely available virtual instrument.

Media.Monks curated a list of prominent music producers known not just for their artistic ability, but also for their past work as advocates for the environment. This fostered genuine synergy between Kia’s rebranding and the music community and demonstrated to audiences how Kia is both sophisticated and conscious of sustainability.

In order to thrive, being genuine is key.

Connected by shared passions and values, audiences in social communities are incredibly engaged. Brands who immerse themselves in these spaces authentically have an opportunity to gain new fans and drive culture in compelling ways.

Staying true to your brand’s values and being consistent in how you show up—despite the fleeting and fickle nature of social media—instills trust. By fueling conversation and supporting audiences, brands can build deeper relationships with consumers and position themselves at the forefront of how people connect today.