Gartner for Marketers Research

Intelligence Report September 25, 2019

Social Platforms & Influencers 2019

Social media continues to be an ever-changing, hypercompetitive space where advertising best practices collide with platform proliferation and generationally varied social media usage. While the most populous social networks remain at the crux of social marketing strategies, brands are trialing secondary and emerging platforms in hopes of finding white space opportunities to connect with niche audiences. Achieving broader multichannel objectives remain a key challenge for marketers, and best-in-class brands demonstrate greater sophistication, successfully maintaining a cohesive, scalable strategy across social platforms.

This report answers the following questions:

  • What are best-in-class tactics for brand-owned content deployment on Instagram and Facebook? 
  • What are the initial steps brands must take in order to build successful partnerships with influencers?
  • How can brands use influencers to effectively reinforce campaign messages within their social content strategy?
  • How are leading brands using social commerce and customer service features to support customers during the product discovery and purchase phases?

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