FROM SEARCH TO SOCIAL: INSIDE THE BILLIONS SHIFTING TO SOCIAL-FIRST MARKETING

Summary from the TLDR Marketing newsletter

Unilever's decision to shift half its media budget to social reflects a broader trend, with 80% of marketers reallocating funds from traditional channels. Social media has become the core of discovery, engagement, and purchasing, with ad spend projected to hit $406 billion globally by 2029. The 2025 Impact of Social Media Marketing Report found that 87% of leaders plan to increase paid social spending, and over 80% expect to increase influencer and organic social investment. Brands like Wild, Duolingo, Lowe's, and Marks & Spencer show how social-first strategies can drive measurable sales growth, especially with Gen Z and Millennial audiences.