Content Consumption
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Content Consumption
Social media is more than a platform — it’s the primary stage where consumers live, work, and play. With 90% of users engaging on social channels and younger demographics increasingly substituting traditional media for social platforms, the stakes have never been higher for brands. Video dominates this shift, with formats like TikTok and YouTube capturing attention in ways that static content simply cannot. For FIs, the challenge isn’t just being present on these platforms but crafting narratives that resonate in a world where scrolling is constant, and attention spans are fleeting.

Mobile devices are the primary gateway to content, particularly for younger and multicultural audiences. As over half of consumers consider smartphones their main screen, this shift amplifies the importance of agility in campaign delivery and personalization. At the same time, the rise of multitasking means brands must navigate a fragmented landscape, ensuring their messaging cuts through while consumers juggle activities like eating, commuting, and watching TV. The key question isn’t just how to reach them, but how to remain relevant amidst their divided focus.

Trust, however, is in short supply. Younger consumers turn to social platforms for news, even as misinformation proliferates, while older demographics cling to TV but question its objectivity. For brands, this raises fundamental questions about credibility. Can partnerships with trusted influencers or alignment with localized storytelling bridge this trust gap? As audiences grow more fragmented, marketers face the delicate task of finding the right balance between engagement and authenticity in a landscape rife with skepticism.

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