No One Cares About Your Social Campaign. Here’s How to Succeed Anyway

To attract jaded audiences, take a page from entertainment brands.

EXPERT OPINION BY JASON MITCHELL, CEO, MOVEMENT STRATEGY @MOVEMENTS

Illustration: Getty Images

For brands that need to hear this: most people don’t open social media hoping to see an advertisement. They’re there to be entertained, distracted, or to feel something. So, when brands show up assuming there’s an audience for their message, they’ve already completely misunderstood the platform. 

It’s not that social media storytelling can’t be novel anymore. Audiences have just gotten much sharper. They know when........

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