Marketing firm StudioSpace has released its ‘Marketers Most Wanted’ report, suggesting that most brands’ top concern in June was looking for greater social media support to deal with the growing impact of TikTok on their business.
The report analysed the demand for agency services from major global brands, including Google, HSBC and Legal and General.
It indicated that social media was the main priority for CMOs this month, and that the search for top class talent with specialist social media skills was in high demand.
StudioSpace’s report, which monitors briefs posted by CMOs and brand owners across its platform, has found that social media and content now make up around 15% of agency briefs.
“Brands are grappling with the emergence of TikTok as a prominent channel and what this means for how they are engaging with customers,” StudioSpace CEO, Pete Sayburn, said.
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“TikTok is a topic on everyone’s lips and it is seen both as an opportunity but also potentially a threat. It means many CMOs are changing their social media and content strategies as they want to ensure they are on the right side of the influencers.”
Further findings indicated that social media has overtaken user experience, down from just under 17% of briefs in May to 13% in June.
In contrast, demand for creative and production has increased from 11% to 12%, remaining in third place for the second month running, whilst brand strategy has retained fourth spot with 8%.
Sayburn added: “It’s a really rapidly evolving area and so it’s a battle to stay current and on top of things. Major brands are struggling to attract and recruit top social media talent into their businesses on a permanent basis.
“Marketing departments are now coming to us and asking for access to specialist agency talent, adopting an on-demand, outsourced talent model.”
