Brands are moving away from churning out dozens of low-quality posts and toward making fewer, better pieces backed by paid promotion. As influencers lose organic reach, expect celebrity endorsements to return. Four or five polished videos beat 50 throwaway posts.
Brands are really going to start to rein it in and really be much more choosy in terms of the type of content that they push out there. And I think just like in the 80s and 90s, how brands are pursued, the Michael Jackson's and Madonnas as spokespeople, I think you're going to see brands go back to that. Also in the world where social is largely pay to play and the influencers do not have the reach that they once did, I think those two things combined, you're going to start to see a shift where brands are going to focus on quality over quantity, high quality produced content and drive that with paid media, versus the notion that they're going to just create a ton of stuff and keep pushing out content like a real time newsroom format. I see those days going away. There was a time when brands were pushing out just clip art. If it was like National Hot Dog Day, they would post out something about National Hot Dog Day and there's nobody cares about that. That's where the quality over quantity issue really I think takes hold is it's better for a brand that produce four or five well known pieces of content that are high produced a year than producing 50 to 80 pieces of short term crappy content that no one's going to care about.
