THE CONJOINT EFFECT: FROM FRIENDS TO “FOR YOU,” HOW CREATOR-LED CONTENT IS CHANGING SOCIAL MEDIA

Summary from the TLDR Marketing newsletter

Social media used to be focused on connecting with friends. Now it has shifted towards entertainment and education, similar to traditional broadcast media like TV. The Conjoint Effect is a theory that people, brands, and creators are increasingly copying each other's content. Brands now need to evolve their strategies from mimicking human behavior to providing value through engaging content. They need to adopt a listening strategy to identify trends, leapfrog into unique content creation, and create a flywheel effect for consistent innovation.