Have you noticed that social media platforms are starting to look eerily similar to television networks?
Spitball certainly has kept an eye on this evolving transformation.
We actually think it makes logical sense. Social media has long abandoned its namesake and can be more accurately labeled as algorithmic media. Depending on the source, 80-90% of content is generated by algorithms featuring creators, public content and ads rather than personal connections. To fuel the scroll and win attention, social media, similar to how television networks rely on shows, is now more dependent than ever on creator content. Platforms have to attract and win these creators, promote their content and even develop them in some cases. Without a strong mix of shows...um I mean creators...every platform runs the ultimate risk of irrelevance.
So what does this mean, specifically to the challenger brands we specialize in, when it comes to social?
Think like a savvy TV buyer in the 90s. Paid social media is the mainstream. It's not the magic bullet for challenger brands it once was in the 2010s. Most likely, every market leader in your category is out-investing you and the advantages that could once be earned from a technical buying perspective are quickly diminishing. Compelling content will likely be a surefire way to win the platform battle but the force multiplier is showing up on the platforms and with the creators your audience truly cares about.
Seasoned TV buyers found advantages for their brands by going deeper than a network ranker and finding the shows their audience had a deep connection to that others ignored. With social media reaching full maturity as an advertising channel, challenger brands should be out punching their weight class by taking on a similar mindset.
What does this look like in 2026?
Go deep to find the creators your audience cares about. I mean really cares about. The ones that'll pay $4 a month just to join their Patreon. The adopters that watched mindless videos on YouTube for years and now pay for their streaming service or finally admit to using TikTok because they found a crafting guru they connect with. Now is the time to truly partner with those creators. Don't just stop in for a one-off execution but become a key component of the ecosystem they've built.
It's the world we live every day and we'll continue to evolve, adapt and thrive to ensure our clients have the smartest stake in the game.
Want to keep the conversation going and get an evaluation of your current media planning efforts?
Shoot me an email at sam@spit-ball.com.