In our latest Marketer 411 event, we gathered valuable insights from two noted social media marketing leaders: Bryna Corcoran, Director of Global Brand Social Media at HubSpot, and Kate Schaetzle, Director of Brand & Culture at Instacart. Our conversation revealed key shifts in the social media landscape and practical strategies for brands looking to build buzz and remain relevant.
The Evolving Social Media Landscape
The social media ecosystem continues its rapid evolution. Corcoran and Schaetzle highlighted some of the most significant developments:
Channel personalities have intensified: Each social media platform has developed distinct “personalities” with unique algorithms, audience behaviors, and content preferences. Savvy marketers are adapting their approach for each channel rather than using a one-size-fits-all “luggage matching” strategy. This approach ensures cohesive storytelling while respecting the distinct characteristics of each platform.
The creator economy is thriving: We’re witnessing influencers and creators stepping into unprecedented prominence — appearing in TV shows and major brand campaigns. This democratization of celebrity has created new opportunities for authentic brand partnerships.
AI as creative partner: AI tools have evolved from producing “cringy” content to becoming valuable creative assistants for social media teams. The tech has matured significantly, helping marketers brainstorm ideas and develop more sophisticated content quickly.
Short-form video dominance continues: Despite potential TikTok challenges, investment in short-form video remains essential. Platforms like Instagram Reels continue to capture significant audience attention across demographics.
Breaking Down Silos: Cross-Functional Collaboration
Both leaders shared valuable insights on partnering effectively across teams:
Corcoran emphasized the importance of informational alignment. “Coming into planning conversations with a distinct perspective on the audience and how they navigate their feeds” helps teams across the marketing department (and the organization as a whole) to understand social media’s unique role in broader marketing efforts.
Schaetzle highlighted the power of reactive marketing: “What you’re trying to do is insert the brand in a way that either mimics, complements or responds to what people are talking about.” This requires tight collaboration between social teams and other departments.
Examples that Inspire
Corcoran and Schaetzle highlighted several recent standout social campaigns that demonstrate the power of bringing social teams in early and giving them room to develop platform-native content that extends campaign life – and impact.
- Volkswagen’s SNL 50 integration, where social teams captured behind-the-scenes content and bloopers from “The Californians” skit-based commercial, generated excitement before the main spot aired.
- Dunkin’ Donuts’ Super Bowl campaign, which used specific teaser content and built anticipation via social media.
A Final Word
As social media continues to evolve, the most successful brands are those that understand each platform’s unique dynamics, collaborate effectively across teams, and create content that feels authentic to both the channel and the audience. By adapting to platform-specific personalities, viewing AI as a creative partner, and prioritizing cross-functional collaboration, social media marketers can build far more meaningful connections with audiences.
The Marketer 411 virtual events are partnered with The Wall Street Journal and hosted by Jennie Stark, the VP of the MTM Program at 24 Seven. These events contain deep insights on various disciplines in marketing.
Marketers That Matter® is a community of top marketing executives coming together to pioneer the future of marketing, sharing real-time experiences, and solving current challenges.
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