of marketers also prioritize SEO
of marketers plan to invest in influencer marketing
of marketers prioritize content—yet content quality is cited as a top challenge by nearly the same number
plan to invest in ABM, which was lower than we expected
With Facebook celebrating its 20th birthday in 2024, we’re reminded just how much social media has changed—and, as marketers, just how challenging it’s been to keep pace with a rapidly and continuously evolving social landscape. As user attention spans shrink and digital engagement declines, it has become more important than ever for marketers to push the limits of boldness and creativity on social media.
Unfortunately, many marketers are falling short of this goal. According to research and technology firm Amplified Intelligence, 85% of ads fail to reach an “attention threshold” that is needed for them to have any significant impact. ¹
Technologies like AI can help close the gap, but not on their own. Today’s brands must strike a harmonious balance between leveraging AI for its analytical capabilities and championing human insight and creativity in their social media strategies and content. This approach not only enriches the quality of engagement—but also builds authentic connections that transcend the superficiality of digital interactions.
Our AMP.24 study revealed a significant buzz around influencer marketing. Nearly one-third of surveyed marketers cited it as part of their 2024 mix, and it was a popular topic in the survey’s write-in sections. Multiple respondents credited their enthusiasm to influencer marketing’s unique ability to communicate with hard-to-reach audiences in authentic ways—a trait that, if harnessed properly, could enhance efforts across other channels, especially content marketing.
Through countless YouTube videos, personal blogs, Twitch streams, and social posts, the best influencers have developed levels of content marketing expertise that may be unequaled—and marketers would be wise to take advantage. While this may require some loosening of brand standards and restrictions—an idea causes some marketers to shudder, especially those in B2B—we’re consistently seeing the benefits of influencer marketing outweigh the risks.
Even more enticing is the ability of influencer marketing to bring multiple channels together with a consistent and coherent voice. Influencers can build awareness and loyalty for a brand through both party’s channels, spark conversation by sharing or replying to posts, promote the brand at live events, and even drive demand through affiliate marketing tactics. More and more, we’re discovering how influencer marketing can act as a nexus of paid social, organic social, and thought leadership that amplfiies the brand throughout. And that’s an advantage no marketer—B2C or B2B—can afford to ignore.