2026年社会趋势 x 脉搏广告

by Pulse Advertising2026SocialTrends Foreword In February 2025, Unilever announced it would move 50% of its advertising spend to Here's the paradox: just as brands recognized they need to be on social, AI flooded it with content. Consumer comfort with AI-using brands dropped from 57% to 46% in twelvemonths. Only 26% trust brands to use AI responsibly.When everyone gains access to the same execution capabilities, execution stops being adifferentiator. The brands winning aren't using AI to produce more, but they're using social, over $5 billion, with a 20x increase in influencer partnerships. Two months earlier,Coca-Cola's CEO had declared: "Influencers are our new television." category expertise to produce better.The 12-month window largest advertisers. By mid-2025, the majority of brands had increased influencer budgets,with nearly half raising spend by double digits.This isn't a trend. It's a large-scale reallocation and hesitation compounds for yourcompetitors. Spending more on social without strategic clarity just scales mediocrity faster. Theadvantage belongs to brands that know what's worth saying before they amplify it. From reach to revenue The window for first-mover advantage is 12-18 months. Unilever and Coca-Cola moved asthey recognized that influencer partnerships are commerce channels, not awareness plays.80% of brands are now increasing spend. The decisions determining competitive positionthrough 2027 are being made NOW. The shift is happening because social media became commerce. Platforms processed $684billion in transactions in 2024, approaching $920 billion by 2026. TikTok Shop reached $33.2 billion in GMV, achieving in 16 months what took Amazon 8 years. This report is built to help you move with confidence. According to BCG, up to 40% of skin care purchases are now directly influenced by social andconverting them. surpassed 2024’s Cyber Week performance by 50%. Lookingahead Executive SummarySocial became commerce ShiftsThis chapter documents the ForcesParticularexternal forces are structural breaks in howmarketing works, each requiringorganizational response rather thantactical adjustment.07 accelerating these shiftsbeyondwhat traditional planning cycles canhandle, widening the gap betweenearly movers and late adopters.39 Agenda⚡infrastructure in 2025.This reportdocuments what changed, why itmatters, and how Fortune 500brands must respond before thewindow closes. 05 This section identifieswhere to focusresourcesacross platform power The gap between consumerattention and spend creates 2026's The report combines 11 years ofindustry leadership with research from global consultancies ontransformative shifts in competitivedynamics and social mediamarketing strategy.141 Agenda⚡shifts, content evolution, creatorpartnerships, micro-communities,and global-first strategy.51 biggest opportunity - with thissection providing ablueprint tomeasurement, reallocation, andorganizational transformation.110 Executive Summary The old marketing playbook is broken. This 2026 report shows exactly where to reallocate spend, which creator models drive real ROI, how to build contentsystems that keep up with culture, and why global-first strategy now outperforms market-by-market optimization. 5 Shifts 5 Values 3 Forces 5 Measurements Where algorithm changes and TikTok Shop reached $9 billion in killed patienceCFOs demand proof of revenue commerce integration create newcompetitive dynamics sales in only 16 months multi-dimensional,revenue-focused approach impact now, not in 18 months 71% of Gen Z values demonstratedcompetence over "authentic" Which formats win attention anddrive conversion as AI raises the bar Target a 50%+ allocation towardcreator, social, and digital channels evolved fasterNew communities emerge withina few weeks; planning cycles can't keep up measurable ROI Algorithm changes and featurelaunches happen weekly, not quarterly reactive to predictive marketing cultural interpreters rather thancontent distributors will win 40-60% of every social $ 5 strategic shiftsreshaped social media Five fundamental shifts broke how marketing has worked for 50 years. Theseweren't trends - they were structural changes in consumer behavior, platformeconomics, and competitive dynamics. 1.Social is commerce -TikTok Shop reached $9 billion in 16 months 2.Expertise beat relatability- 71% of Gen Z values demonstrated competenceover "authentic" connection3.AI killed average- 73% of content became AI-assisted, widening theperformance gap4.Micro-communities beat demographics- Interest-based targeting delivered3-5x better lifetime value5.Legacy budget models became your biggest threat- Your 2020 budgetmodel is burning 40-60% of every social dollarEach shift is documented with Fortune 500-level data. Each shift is alreadyaffecting your competitors' performance. And each shift requires organizational response, not just tactical adjustment.The gap creates the opportunity.