Social media, creators and the 'twin pace' brand

New research from WARC finds that social and creator marketing – for all its speed and cultural relevance – hits three structural ceilings that no amount of additional content or paid media can break through alone. Tackling these ceilings is key to sustained growth. Rob Brittain and Rica Facundo join WARC's Biprorshee Das to discuss Pace Principle 2.0, WARC's latest research on marketing effectiveness from Asia.

Guests:
Rob Brittain, Marketing Effectiveness Consultant and co-author of Pace Principle 2.0
Rica Facundo, Managing Editor - APAC, WARC and co-author of Pace Principle 2.0
Biprorshee Das, India Editor, WARC

Chapters:
[00:00] Introduction: WARC's Pace Principle 2.0 research
[02:39] What is a “social sprint”?
[04:16] Content virality is an outcome, not a growth strategy
[06:30] What is the difference between social strategy and emotional strategy?
[09:35] Why do broad emotional strategies outperform social?
[12:21] How should brands choose between micro creators and celebrity influencers?
[16:28] The three ceilings of social media (platform, cultural, self-sustaining)
[19:17] Aligning target market and creative strategy boosts effectiveness by 70 percent
[23:03] Moving from “always on” content to always relevant
[25:32] Social and creator campaign measurement
[29:42] Key Pace Principle 2.0 recommendations for marketing leaders

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.

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