In 2021, digital marketers navigate an evolving social landscape, full of both growth opportunities and obstacles. Heightened consumer scrutiny over brand actions regarding social issues, such as public health and racism, persist, causing digital marketers to exercise caution in messaging. Meanwhile, more consumers have turned to social commerce, firmly establishing social platforms’ importance across the entire purchase funnel. Digital marketers cannot afford to view social marketing as a platform for just raising awareness and consideration anymore. Long-term brand health and equity, as well as revenue, are on the line.

In Gartner’s 2021 CMO Spend Survey, social marketing captures the largest share of marketing channel investments at 11.3% (see Figure 1). Furthermore, according to our 2021 Digital Marketing Survey, social marketing was the channel most widely used by companies to support their digital marketing strategy. It was also cited in the survey as one of the two most effective channels across all stages of the buying journey, making it a key component  of their overall marketing strategy. The undeniable importance of this channel makes a cross-sector lens crucial. By looking within only one industry, digital marketers may miss the brands capturing consumers’ attention using innovative strategies to increase brand awareness, demand generation and conversion  to sales across the social ecosystem.