As social and influencer marketing become more of a focus for brand leaders, Creativebrief has launched the second iteration of its Social Sells report. 

Social Sells 2.0 uncovers the trends defining social and influencer marketing, following a survey of more than 50 senior marketing leaders from brands such as Surreal, Tinder, Unilever, Starbucks and Monzo.

The report uncovers the trends, challenges and opportunities within this growing sector of marketing as 58% of brand marketing leaders describe their marketing approach as either social-first or actively moving in that direction. 

With the growing opportunities also come challenges; the report notes how marketing leaders grapple with measurement to underline the value of social and influencer. While 83% of brand marketing leaders have increased budgets within social and creator marketing in the last 2 years, the report finds that 65% still struggle to demonstrate clear and measurable returns. 

The report also explores the relationships between brand leaders and social and PR agencies, and examines how AI is impacting approaches to social strategies. 

“Many of the shifts highlighted in this report we're witnessing in real time through our work with brands and agencies, often before they become more widely recognised,” says Charlie Carpenter, CEO at Creativebrief. 

He continues: “What these findings show is that social and creator marketing have entered a new phase of maturity. The conversation is no longer about whether brands should invest in social, but how they build the capabilities, partnerships and ecosystems required to make that investment truly impactful.”

The report aims to keep modern marketers at the forefront of a developing social and influencer landscape. With actionable insights and takeaways from some of the most cutting-edge campaigns, Social Sells 2.0 is essential reading for curious creatives. 

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