There’s no let-up in the pace of change in social media this quarter as tactics continue to evolve, budgets shift, influencer marketing matures, and new channels open up for advertisers to venture into.
Airbnb has become the latest brand to double down on social, following in the footsteps of rival Booking.com, as the company follows the rising influence of social media on travel inspiration. Meanwhile, research from Sprout Social and dentsu has put hard figures behind the brand shift towards emphasising social media.
Research from Billion Dollar Boy shows that influencers are also benefiting from a step-up in spend, but there is friction as the channel matures. Meanwhile, we look at Substack’s continued evolution into a broader platform for creators and why it has sparked fears of ‘walled garden’ status as well as interest from funders and advertisers.
Elon Musk is setting out a renewed pitch to advertisers with the introduction of AI-driven advertising in X’s Grok chatbot, but serious doubts remain over whether the platform can overcome its brand safety issues. Meanwhile, Reddit has reported an impressive ad revenue forecast for Q3 on the back of new AI-powered advertising formats and tools to reach its highly engaged community; and WhatsApp is rolling out advertising for the first time since an aborted attempt in 2018.
Read our analysis of all these stories and more in Econsultancy’s Social Trends Quarterly.
Airbnb increased its sales and marketing spend by 18.7% in the three months to the end of June, after repositioning itself as a full-service travel brand that facilitates more than just overnight stays. The company is also adapting its marketing approach. In August, CEO Brian Chesky told investors that the company would be “shifting a lot of our advertising from TV to social”, in line with social media “taking over as the number one place for travel search from Google”.[1]
As customer behaviour evolves, Chesky believes Airbnb is “really primed for social media” and particularly to appeal to young American travellers, whom he described as “the kind of heart and soul … of the social media audience”. Social’s granular targeting power is one of its biggest attractions, with Chesky adding that when an Airbnb customer watches an ad, “we can link it to inventory and get them to go directly to the app”.
Airbnb enjoyed a strong Q2, exceeding expectations across its key metrics, with revenue growing 13% year-on-year to $3.1bn, while its adjusted EBITDA grew by 17% to $1bn (£746m), making the business’s adjusted EBITDA margin 34%. Chesky said in the company’s financial results statement that these figures reflect the progress it has made against its priorities: “We’re excited by the early momentum behind the launch of Airbnb services and reimagined Airbnb experiences and believe both will be key contributors to long-term growth.”[2].
One of the company’s biggest competitors, Booking.com, has also been progressively shifting its attention to social media “as travellers’ search patterns and travel discovery methods evolve”, in the words of CEO Glenn Fogel, with social spend up 25% year-on-year as of Q2 2025.[3]
Earlier this year, CFO Ewout Steenbergen described social media as “a big area of investment” for the company and one that is delivering “attractive incremental ROI” as it attracts new travellers to spend with the brand.[4]
A look at the wider landscape also reveals a trend of brands shifting spend to social media. Sprout Social’s ‘The 2025 Impact of Social Media Marketing’ report revealed that 80% of marketing leaders globally plan to reallocate funds from other channels to social media, suggesting that social media is growing in importance as a strategic channel.[5]
The findings, drawn from a global survey of more than 1,200 marketing leaders, show that top-of-funnel brand awareness is still seen as social’s biggest strength, with more than two-thirds of marketing leaders believing that social drives awareness. At the same time, many credit it with also delivering key down-funnel outcomes like customer acquisition (60%), customer loyalty (58%), and revenue (56%).
Marketing leaders say the platforms that drive the most business impact are Facebook, YouTube and TikTok, although B2B brands cite LinkedIn as the top driver, followed by Facebook and YouTube. A decisive majority (85%) of marketing leaders also agree that their brand needs to be present on more networks to maximise social’s influence on business goals.
Close to nine in 10 (87%) marketers plan to increase their paid social spend, while over 80% intend to increase their spend on influencer marketing and organic social media.
The figures are echoed by dentsu’s June Global Ad Spend Forecast, which stated that advertising spend is forecast to grow by 4.9% globally in 2025, with social expected to rise by 9.2% — ahead of programmatic spending (projected to grow by 8.4%) and search (8.3%).[6]
Argos is one brand growing more confident with its investment in social media — and influencing consumer sentiment — in June launching a mockumentary-style series described by its influencer lead as “its most ambitious creator campaign to date.” Developed in conjunction with Billion Dollar Boy, it satirises the world of high art through the lens of a fictional art gallery called Arghaüs.
As Retail Week reported, the first series launched across TikTok, Instagram Reels and Stories, and the campaign’s first two two-minute episodes netted more than eight million impressions, driving 90% positive sentiment and an 8-14% positive uplift on ‘top of mind’ brand awareness.[7]
As social marketing investment increases, companies are also looking to augment their skills and resources in this area. Three-quarters plan to increase the headcount of these teams over the next year (although this drops to half for B2B leaders), while more than 50% say they want to hire for specialised roles—such as social media search optimisation, social customer service and support, social analytics and listening, paid social, and influencer marketing.
Skills such as strong storytelling and original thinking will also be invaluable for success in a saturated field. As Kantar’s Media Reactions 2024 stated, while 43% of people globally claimed that ads in social media platforms captured their attention in 2023, figures a year later showed that this proportion had dropped to 31%.[8] The report authors remarked that, “Creative innovation will be key. This could take the form of visual theatre, experimenting with camera shots, cuts, and bringing in new ways of telling an old story. Ads need to be so well conceived and made that viewers derive instant meaning.”
As resources and budget increase, so will pressure to deliver ROI, meaning CMOs must ensure they have the necessary reporting infrastructure in place. But social teams need to focus on the right metrics — Sprout Social’s figures show that engagement (68%) and conversion rates (65%) are the most popular metrics for success, yet according to marketing leaders, teams that self-describe as “experts” at measuring social media’s business impact are more likely to use revenue and efficiency metrics to measure ROI.
Substack wants to evolve beyond simply being an app for email newsletters. As marketing interest in community-oriented platforms grows and influencer marketing gains new importance, Substack has begun positioning itself as a platform for creators generally – with increased emphasis on its mobile app.
Hamish McKenzie, Substack’s co-founder and chief writing officer, told The Observer that the platform’s mission hasn’t changed: “We started by making it simple for writers to start paid email newsletters, but have expanded to support all media formats… Now we’ve networked the people, publications and communities together to help people find great voices and work, and to give publishers a chance to grow their reach and revenue. That has always been the plan.”[9]
Substack’s recent shift in strategy has piqued the interest of investors, and in July the company raised £100m in a new funding round, valuing the business at $1.1bn, up from $650m in 2021. The company abandoned its first attempt to raise a Series C round in 2022, despite generating considerable buzz in the world of publishing, as question marks remained over whether the platform could generate meaningful revenue.[10]
Substack’s current business model is based purely on subscriptions, with the platform taking a 10% cut of revenue from creators who charge for access to their newsletters, blogs and podcasts.[11] However, as brand interest in Substack grows, advertising is an increasingly-discussed possibility.
The New York Times reported that one of Substack’s funders, The Chernin Group co-founder Mike Kerns, said it is “inevitable” that Substack will embrace an advertising model, given many creators on the platform have indicated to leadership that “they want Substack to support advertising”. Kerns went on, “We think it is a massive opportunity to launch a native form of advertising within the Substack ecosystem at some point.”[12]
Not all of Substack’s users are happy with its shift in emphasis. As Substack pursues broader appeal, it has introduced features that are less favourable to newsletter publishers, such as a recent launch of in-app payments (IAP) for subscriptions on iOS. Because the payments are handled by Apple’s app store, the billing relationship belongs to Apple, which publishers have pointed out undermines one of Substack’s key appeals: mailing list portability. Apple also adds a 15-30% charge to app store payments, leaving small publishers torn as to whether to take a revenue hit or pass the cost onto users.
Sam Shedden, author of The Melbourne Snap newsletter, told Journalism.co.uk that the move “runs against the idea of creator ownership that Substack has built its brand on and will have many considering other platforms.”[13] While Substack has presented the payment options as additional revenue – reporting that “early tests suggest that the additional options help bring in more paid subscribers”[14] – some long-standing creators see it as an unwelcome shift to ‘walled garden’ status.
Substack’s central pitch to creators has always been about direct audience engagement, and so it’s understandable that some would be nervy about having less control. Nevertheless, its expanded offering, with media formats like live video and audio as well as strong engagement features, is compelling. Substack is setting out its stall to compete with traditional social media – with a recent post calling Substack “an escape from the doomscroll”[15] – and will undeniably be an outpost for brands to watch.
Research from influencer marketing agency Billion Dollar Boy has revealed that despite brands now investing extensively in the creator economy, they are facing major “growing pains” as they scale up.[16]
The study, based on responses from 2,000 senior marketing professionals across the UK and US, found that while three quarters (71%) of US marketers and half (52%) of UK marketers are now investing in excess of $1m annually in creator marketing, less than half feel fully confident in measuring effectiveness or ensuring compliance across campaigns.
The findings underline three key challenges. First, scaling influencer activity remains difficult, with 29% of respondents citing identifying and vetting the right influencers at scale as an issue. As brands engage more creators, managing contracts, approvals, and campaign consistency becomes increasingly complex.
Secondly, measurement and attribution continue to frustrate marketers, with respondents struggling to reliably link influencer content to sales or conversions — 28% cite proving effectiveness against business objectives as a challenge. Senior marketers are also under pressure to justify spend in terms of tangible business outcomes, especially as influencer fees are rising in response to growing brand demand.
Thirdly, the regulatory and reputational environment is tightening, and 23% report handling due diligence, compliance and legal requirements as an issue. Compliance with advertising standards, disclosure rules, and expectations for authenticity is a growing concern, and brands that don’t implement clear governance may risk financial penalties, reputational damage, or both.
Ed East, CEO of Billion Dollar Boy, said that while operational complexities are holding some brands back from experiencing the channel’s full creative and commercial potential, “the solution isn’t choosing between scale and authenticity – it’s building the infrastructure to deliver both. Creators can provide emotional connection and commercial results – but only if the strategy, systems, and teams are aligned.”
Those that get it right could see influencer marketing drive not just reach and engagement, but measurable business growth.
One brand that has recently stepped up its influencer marketing is Mr Kipling’s parent company, Premier Foods, under the guidance of new CMO Catherine Lloyd. During a July call with investors, CEO Alex Whitehouse stated that the company is “support[ing] many of our brands with … engaging and impactful marketing campaigns” and is “evolving to incorporate more digital media and leveraging influencers on some of our brands.”[17] While Whitehouse declined to specify particular creators, he emphasised that the brand is increasing its marketing spend overall in order to “scale up how much we’re spending behind our bands.”
It follows the announcement in March that one of Premier Foods’ key competitors, Unilever is considerably boosting its spend on influencer marketing.[18] Chief executive Fernando Fernandez told The Times that customers are “suspicious of all advertising created by brands”, prompting the company to scale back traditional ad spending “in favour of a twenty-fold increase in the budget for influencers.”
August saw Accenture Song (formerly Accenture Interactive) continue its spate of acquisitions with the purchase of US-based social and influencer agency Superdigital.[19]
The acquisition underlines the reality that social is where consumers are now discovering brands. With CMOs under pressure to deliver ROI in a fragmented and saturated social space, independent influencer businesses have become increasingly attractive as acquisition targets.
“Marketing as we know it is evolving at an explosive pace, reshaped by AI and redefined by rising consumer expectations,” said Sean Lackey, Accenture Song’s Americas marketing lead. “For many of our clients, social media is where their audiences see them first. Leading with social is essential to building connections, experiences and driving demand.”
Founded in 2013, Superdigital is known for short-form video, influencer partnerships, and social-native content, working with global clients across tech, consumer goods, gaming and entertainment. Now absorbed into Song’s marketing practice, they will expand its social marketing capabilities, from community strategy to content and commerce.
The move is part of a broader trend. Social and influencer agencies with strong cultural credibility are being acquired by networks and consultancies racing to keep up with client demand. Accenture Song itself completed an impressive nine acquisitions last year, including Unlimited, Work & Co, and Soko, while Publicis Groupe acquired the (then) world’s largest influencer marketing agency, Influential, last year, marrying its capabilities with talent management specialists Captiv8, acquired in May.[20]
Research from the World Federation of Advertisers (WFA) in June revealed that the use of influencer agencies has risen to nearly 74% when it comes to identifying influencers, up 20% when compared with WFA’s similar research in 2019.[21]
In addition, more than half (54%) of multinational brand marketers say they plan to boost influencer spend in 2025, with 61% agreeing that influencer marketing will become more important in the future.
More brands are also making moves to acknowledge creators as partners in their marketing (thus highlighting their pivotal role), with beauty brand Dove describing itself as “turning to content creators … as publishers and strategic partners”[22] and FMCG brand Oatly – which has been working with influencers since 2012 – referring to influencers as “creative directors” who “can bring a whole new style, tone and relevance to the brand”.[23]
Sarah Sutton, global media director at Oatly, told Marketing Week that smaller creators in particular can help the brand “lean into local communities”, and that one of Oatly’s ultimate goals is to have a “constant cadence of influencer work across all markets”.
Reddit, long recognised for its power in fostering highly-engaged communities, reported a 78% year-over-year revenue increase for Q2 2025 to $500 million – of which $465 million was driven by advertising (an increase of 84% year-on-year).[24]
In July, COO Jennifer Wong reported during Reddit’s quarterly earnings call with investors that the number of active advertisers had increased by 50% year-over-year, comprising large, medium, and small businesses alike.[25]
The results show that Reddit’s moves to double down on its advertising capabilities, particularly in the realm of AI-enhanced advertising features, have been paying off.
Some of the latest developments on this front include an integration with AI advertising platform Smartly, rolled out in June;[26] Reddit’s acquisition of ad creative optimisation platform Memorable AI in August 2024;[27]and the launch of Reddit’s AI-powered ‘Community Intelligence’ at Cannes Lions Festival of Creativity.[28] Described as “collective knowledge from the billions of human conversations across Reddit”, in short, it transforms Reddit’s 22+ billion posts and comments into structured data that can inform marketing campaigns.
Reuters reported that Danni Hewson, head of financial analysis at AJ Bell, said that Reddit’s focus on understanding user intent through community conversations positions it to unlock new opportunities for monetisation.[29] “Being able to home in on exactly the kind of consumer who might be open to splurge on what a seller is offering has made sites like Reddit hugely popular with advertisers,” Hewson said.
The company has unveiled two ‘early stage’ products powered by Community Intelligence that give marketers a direct line in to Reddit community activity. The first, Reddit Insights, is an AI-based social listening platform that lets brands track real-time topics and trends across Reddit’s posts and comments. The tool builds on Reddit’s prior release of Reddit Pro Trends, similarly a social listening tool that enables businesses to track “virtually any” topic via a conversation feed and list of top communities.[30]
The second tool, Conversation Summary Addons, allows brands to feature positive Reddit comments beneath ad creative – “putting community conversations front and centre in the user experience”, in the words of Reddit’s announcement. Wong reported to investors that the solution has been delivering more than 10% higher click-through rates when compared to standard image ads.
Reddit is continuing to exploit the wealth of human conversations and knowledge situated on its platform, with CEO Steve Huffman describing Reddit as “one of the most important and differentiated data sources [of human knowledge]”. The company celebrated its 20th anniversary in June, and while Reddit’s leadership is keen to position Reddit as being as community-focused as ever, it’s undeniable that the growing advertising powerhouse of 2025 is a far cry from Reddit 20, or even 10 years ago.
Reddit is clearly succeeding in the niche it has carved out for itself within advertising – offering a potent combination of granular interest-driven targeting and scale – but is still dependent on the goodwill of its community for its success. The challenge for Reddit will be to show that its dedication to user experience is as great as its dedication to advertiser returns and opportunities if it is to keep its invaluable community on board in the long run.
Meta has introduced advertising to WhatsApp in a bid to further monetise the messaging app – some seven years after its first attempt at launching the initiative.
At present, ads will surface only in the Updates tab, between status posts, keeping the main chat interface end-to-end encrypted and free from paid intrusions. The Updates tab is optional for users, but Meta reports that it is used by 1.5 billion people per day globally.[31]
WhatsApp employs users’ country, city and native language information to determine which ads to show, as well as how they interact with advertising and which Channels they follow. People who have linked their WhatsApp account to Facebook or Instagram will also receive more personalised ads.
Meta has also launched two new tools for creators and businesses: promoted Channels, which allow content owners to pay for greater visibility within the Update tab’s directory; and Channel Subscriptions, which enable users to pay for exclusive content and updates via monthly fees.
As The Verge reported, Meta (then known as Facebook) previously announced the arrival of ads on WhatsApp in 2018, which ultimately led the company’s founders, Jan Koum and Brian Acton – who had sold the app to Facebook four years prior – to depart based on concerns that this would compromise the messaging app’s data privacy and encryption.[32] The contentious plans were ultimately scrapped in 2020 when Facebook disbanded the team responsible for building ads into WhatsApp.
At the time, the Wall Street Journal reported that the company had instead opted to focus on “features [that allow] businesses to communicate with customers and organize those contacts”.[33] Facebook had launched WhatsApp Business, a dedicated app featuring profiles and messaging tools for businesses, in select markets at the beginning of 2018.[34]
However, WhatsApp – which earlier this year was revealed to have passed the 3 billion mark for worldwide monthly active users[35] – has long represented a largely untapped opportunity for Meta to drive additional revenue. As encryption and privacy play a major role in WhatsApp’s appeal as a messaging app, Meta will be aware of the fine line it needs to walk in respecting privacy while offering commercial opportunity to businesses. In Meta’s Q2 2025 earnings call, CFO Susan Li warned investors that, “We also expect WhatsApp ads in Status to earn a lower average price than Facebook or Instagram ads for the foreseeable future, due in part to … more limited information that can be used for targeting.”
Writing for The Conversation, Yusuf Oc and Janina Steinmetz called Meta’s introduction of ads to WhatsApp “a potentially lucrative but risky move”, noting that, “WhatsApp’s introduction of ads is not just a business decision, it’s a cultural shift. It reflects some economic logic, but also challenges the assumptions many users have about their private digital spaces. … [I]f users sense their private sphere is being commodified, the backlash may be swift.”[36]
Given WhatsApp’s vast user base, Status ads could offer brands an unobtrusive gateway to engaging audiences within a private messaging context, with early adopters potentially standing to benefit from heightened discovery without undermining user trust in the app’s privacy guarantees.
However, the need to keep ads at a remove from WhatsApp’s main conversational interface shows that Meta is still wary of the potential to drive users away or make them feel that privacy has been compromised. With this in mind, there may be a limit to how far advertising on WhatsApp can go.
Elon Musk has laid out a vision for X advertising that will include monetised placements within answers by Grok, the platform’s generative AI assistant.
Speaking during a live Spaces session on X in early August, in his first major pitch to advertisers since the departure of CEO Linda Yaccarino, Musk framed the move as a pragmatic response to the high cost of running large-scale AI.[37] He said that X will now turn attention to funding the expensive GPU (Graphics Processing Unit) infrastructure that is seen as critical to powering generative AI and machine learning’s immense compute requirements.
X is well-known for its chequered history with advertisers following its acquisition by Elon Musk. In late 2024, research from Kantar revealed that a net 26% of marketers were planning to reduce their ad spend on X in 2025, describing it as “the biggest recorded pullback from any major global ad platform.”[38] This followed multiple successive instances of hostility from Musk, including a lawsuit brought against advertising coalition the Global Alliance for Responsible Media that ultimately led to the coalition’s dissolution.[39] Following the United States presidential election, some major brands were reported to have quietly returned to advertising on X, but at greatly reduced levels.[40]
The Spaces session represented a renewed attempt from Musk to improve X’s ad fortunes, with Grok now pivotal to the platform’s offering. Musk argued that if a user is asking Grok to solve a problem, “advertising the specific solution would be ideal at that point.”[41] Grok would join a list of other generative AI solutions with advertising embedded into their responses, including Google’s AI Overviews[42] and Snapchat’s My AI.[43]
However, given that AI tools such as Grok and My AI revolve around giving a definitive response to queries, the user experience surrounding paid placements needs to be carefully crafted so as not to simply position the highest-paying brand as the ‘answer’.
A bigger problem for X and Grok is one of brand safety. Grok has a history of generating highly offensive posts on X, which as recently as July included praising Hitler, referring to itself as ‘MechaHitler’ and responding to user queries with antisemitic remarks.[44] Musk attempted to attribute the assistant’s actions to “user prompts” and said that the issue was “being addressed”. Grok has also created explicit deepfake content unprompted in its ‘spicy mode’, prompting calls from consumer safety groups for the Federal Trade Commission to investigate.[45]
While Musk may be making a renewed push to appeal to advertisers, many are unconvinced that X will be able to bounce back from its long history of brand safety issues and advertiser hostility, particularly following the departure of Yaccarino. Brett House, senior vice president at MediaRadar, told NBC News, “The brands that had already left the platform or radically reduced spending are not coming back or not going to increase spend. It’s more effective to spend on places like TikTok.”[46] MediaRadar analysis has reportedly estimated consistent declines in year-over-year ad revenue for X in the past 18 months.
“You’re not going to come back unless there’s real turnaround and change within the organization,” House concluded.
Socially-driven brand Duolingo has reported positive results for the past quarter, with full-year revenue for 2025 projected to exceed $1 billion[47] – despite some recent hits to its brand image.
An April announcement by the company that it would be embracing generative AI at the expense of contract workers, and integrating AI into its hiring process, performance reviews and work processes, was met with widespread backlash from Duolingo’s highly-engaged social community.[48]
While Luis von Ahn, CEO and co-founder of Duolingo, hailed the “incredible impact of our AI and automation investments, which have allowed us to scale at unprecedented speed and quality”, the community responded negatively to the perceived sidelining of human talent and effort. von Ahn later backpedalled, stating that he “did not give enough context” in the original AI memo, and insisting that there would be no job losses impacting full-time staff within the company.[49]
The positive results reported by Duolingo for Q2 2025—daily active users (DAUs) rose 40% year-on-year, on target for the company’s projected range of 40-45% growth—suggest that even though Duolingo’s growth over the years has been heavily driven by social media, the backlash was not ultimately detrimental. However, there are reasons to believe that Duolingo’s position is more tenuous than it was before its poorly-received ‘AI-first’ pivot.
First is the fact that Duolingo’s growth only reached the lower end of its estimated range – something that von Ahn attributed to the fallout from his AI comments in a call with investors. He described how the brand had worked to rehabilitate its image: “…we wanted to make the sentiment on our social media positive. We stopped posting edgy posts and started posting things that would get our sentiment more positive. That has worked.”[50]
However, as a result of playing it safe, von Ahn claimed that Duolingo’s social posts were less likely to see viral success, thus dampening growth. The comments are a tacit acknowledgement that Duolingo’s success is still tied to social media – even though the company can achieve its desired growth while enduring negative sentiment.
Another potential dark spot is the fact that Zaria Parvez, Duolingo’s longstanding senior global social media manager – whose work entirely shaped the brand’s approach to social media – left the business in August.[51] Earlier in the year, Parvez led the hugely-successful ‘death of Duo’ campaign, which inspired a 20% increase in app downloads[52] – with the brand seeming to go from strength to strength.
It’s possible that Duolingo’s growth will remain resilient despite these bumps in the road as it has matured away from needing viral social media hits in order to succeed. Without one of its key figures at the helm of social strategy, which heavily shapes public perception, however, Duolingo may struggle to weather another storm like the one from this summer.
Instagram has introduced a spate of new engagement-focused analytics for Creator and Business accounts globally, giving brands more granular insight into what’s resonating with their audiences.[53] Instagram Insights now includes post level demographics and viewer data, enabling marketers to analyse which audience (by age demographic and gender) is interacting most with each Reel, photo or carousel in order to inform content decisions and give an insight into who they are reaching.
Instagram has continued to place emphasis on short video at a time when the format enjoys sustained popularity and engagement. Mark Zuckerberg revealed in late 2024 that Reels across Facebook and Instagram were being reshared more than 4.5 billion times per day,[54] and in April Meta launched its dedicated app for video editing, Instagram Edits, to encourage users to stay within its walled garden as they polish and finalise videos.
Instagram has also tackled the perennial problem of measuring carousel videos across individual slides, including Like insights to reveal which slide in the carousel proved most compelling. It’s not foolproof — the first frame is still likely to attract more generic Likes because it’s the primary image, while some Likes may be prompted by the overall carousel — but spikes on other frames can provide valuable insights into exactly how and when creative is resonating.
Brands can now identify which posts are attracting the most new followers too — after all, just because a post drives engagement doesn’t mean it is driving growth. By breaking out ‘Top content by follows’, Instagram enables marketers to dig deeper than simple engagement metrics and understand which content is successfully building a following.
Knowing who is watching content is clearly gold dust for optimising targeting, and Instagram will now provide much more detailed viewer insights, such as location, age and interests, enabling brands to create content that speaks directly to individuals who are most likely to engage or convert. These insights can also expose new content opportunities and allow brands to refine or shift their strategies based on hard data.