Relevance beats awareness: how brands win on social media

Executive overview

Fortune 500 brands don't have an awareness problem — they have a relevance problem. Social media is the tool that closes that gap, because it forces creative volume and surfaces free consumer insights.

Relevance is built through storytelling that hits differently for every person — and social is the only channel that scales that.

Why relevance matters more than awareness

• Awareness gets a brand to Fortune 500 status; relevance keeps it there
• Nike, Apple, BMW, Prada all face the same challenge: making the brand matter to each individual
• Storytelling is the mechanism — but the story must resonate differently for different people
• Social platforms algorithmically reward interesting content, turning engagement into consumer insight
• Consumer insights are the starting point for creative work that drives action

What brands should do on social

• Commit to output: more volume, more platform strategy, more creative and cultural strategy
• Use the PAC framework (platforms and culture) to structure the approach
• Mine the free data each platform provides — insights are already there, at no cost
• Do it yourself first; don't outsource until you truly understand it
• Hold agencies accountable to platform and cultural strategy, not just reach metrics

Do's and don'ts

• Do: talk about things you genuinely care about and know
• Don't: chase trends you don't believe in just because they're trending
• Do: deploy kind candor and remove people who damage culture, regardless of their contribution to revenue
• Don't: ignore cultural damage because someone is hitting their numbers
• Do: stay curious about AI, metaverse, NFTs, and new tech — default to "maybe"
• Don't: use fear to dismiss new technology and bury your head in the sand