In 2022, the adage “content is king” proved too simplistic a view for brands aiming to not only adapt to, but thrive within the ever-evolving digital landscape.
Data from Tribe Dynamics shows that almost all beauty brands saw declines in earned media value in 2022 — even people who saw a year-over-year increase within the variety of social media creators mentioning them — largely on account of the growing shift toward short-form video content, which brands are still learning to navigate.
“It’s not that the underlying drivers of EMV are changing dramatically, but more that there’s a shift in consumer preference when it comes to kinds of content and channels; that’s essentially the most significant change that’s occurring,” said Conor...
Continue reading
0 Comments
