Monks’ head of social sees this as the biggest challenge for marketers in the creator economy

In a social media environment where people are apathetic to news and experience content overload as every brand and creator tries to stand out — how do you as a marketer captivate people?

Amy Luca, global head of social at agency Monks, believes that every marketer faces the challenge of delicately balancing timeliness and timelessness in their creator-led and social media communications. In a way, marketers have to embrace becoming a “real-time brand” and adapt in today’s landscape. While timely, reactive content may draw people into the moment, timeless content will reverberate and leave a more lasting impact.

“One of the biggest challenges with influencer creative marketing is that they forget about the brand-building part of things,” Luca told Digiday. “It’s all about, how am I relevant now?”

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