Strategic planning on social is starting to give way to another tactic — instinct. With AI integrated feeds dominating platforms like TikTok brands must adopt a more fluid approach to marketing. Success in this arena is based on pace, the right creatives and collaboration. The brands that can quickly identify emerging trends (by detecting ripples) leverage them (by riding waves) will reap the benefits long term (with the power of tides). This paper details how to blend data analysis with the right creativity to help ‘manufacture luck’ on social and foster genuine connections in the new era of social media.
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Sweeney et al. (2024) studied this question.
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