The shape of social strategy is changing. Ogilvy’s latest future trend report, The Future of Social, has revealed that the rapid rise in virtual influencers could see them account for up to 30% of influencer budgets by 2026.
The report examines the rapid developments and disruptions in social media and their significance for brands and organisations. It examines 11 trends across key aspects of Social Influence, Social Content, and Social Platforms and is designed to help marketing and communications teams navigate the shifting social media landscape.
Drawing on research, expert commentary and other insights from around the world, the report concludes that social strategies used to reach and engage audiences in the past no longer apply.
“Social media has transformed how brands and organisations have engaged audiences over the past 20 years. But ongoing social and cultural shifts, rapid developments in AI, and the rise of disruptive competitors are presenting a host of challenges,” said Richard Brett, CEO of Ogilvy PR and Ogilvy Health.
“Although much has changed, social media remains as popular as ever, accounting for almost half of the time people spent on screens in 2023. Understanding the new social landscape is crucial for brands and organisations navigating these incredibly powerful marketing platforms”.
