The digital era brought a revolution in the way brands communicate with their audience. Data from a recent Warc survey highlights that social media is currently the largest channel for advertising investments, must exceed US$ 247,3 billion globally in 2024. This represents a growth of 14,3% compared to last year
Furthermore, another study, this time from GWI, pointed out that the time spent on social networks has increased by 50% in the last ten years. The average daily consumption would have jumped from 95 minutes in 2014, for 152 minutes in 2024. This means that the platform connecting Generation Y (the Millennials) with Generations Z and Alpha is no longer television, but the online experience of social networks
Moreover, a few days after the first round of municipal elections across the country, the social transformation becomes evident, politics and customs resulting from the role of "influencers" and the power of social networks in the formation and consolidation of opinions among all audiences and ages, each of them with their 'personal preference' network
In turn, data from Merrill Lynch indicates that the largest transfer of wealth in history is underway, being led by Generation Z and its successors, that will inherit more than US$ 84 trillion in assets.And what do all these data mean? To be direct: the money changed hands, society has changed the way of communicating, therefore,or you understand these changes and the aspirations of the new generations who have increasing purchasing power,or is doomed to failure in the medium term
For a few years now (notably after the pandemic), building a strong brand presence is no longer a matter of "talking to the young audience" or "providing customer service 3.0”, but another fundamental practice for the survival of the company. To make this need and this change even clearer, do you know the television,this one that, if you are over 30 years old,she was the great companion of the family? Well then,she has already started her migration to social networks — and I’m not saying that she will have a profile on Facebook, but television is going to undergo its biggest change in history with TV 3.0, what, in Brazil,is scheduled to start next year
With TV 3.0, broadcasters will be able to offer different programs simultaneously for specific audiences, based on the viewer's profile, that will be monitored in real time through algorithms. This suggests that TV 3.0 will have a level of personalization that conventional TV does not have. Thus, turning on the TV will be like watching thefeedthe social networks
In Brazil, keeping an eye on these trends and on TV 3.0, Rede Globo is also innovating in the field of advertising. The company launched GloboAds, platform that offers a variety of advertising solutions for brands. Furthermore, also presented the Binge Ads, new attractions in the multiplatform programming and new FAST channels
Allied to this change is the phenomenon of artificial intelligence, powered by Generative AI tools, like ChatGPT and Gemini. A Meta, for example, has been investing heavily –and often in a less obvious way to the general public –in AI. Recently, the company announced the international expansion of Meta AI, an AI assistant that allows users to access information in real time through Facebook, Instagram, WhatsApp and Messenger. Furthermore, Meta launched the AI Sandbox, a "test area" for advertisers to experiment with new AI tools.And it has also been successful in specialized circles in recent days with its new augmented reality glasses and AI applied to the user made with Ray-Ban that – it was discovered – captures everything we are seeing in our homes and lives to train its own AI with data, if we want to use the features that this technological novelty offers
Meta is one of the iconic examples of a 21st-century company that embraced and rapidly leads these social and market transformations, assim como em maior ou menor escala todas as “7 Magníficas” da NASDAq americana e suas pares/concorrentes chinesas
These AI initiatives are transforming the way brands interact with their consumers. Now, brands can create personalized content, answer customer questions and even predict market trends in real time. In this way,they are able to understand the needs and desires of their audience in ways that were previously impossible,and all of this directly in thefeedthe social networks, local where consumers interact using a multiplicity of personalities, that merge in the "I" of our physical-digital personas
My final message is quite simple: it is no longer possible to separate real life from digital life, because they are in symbiosis and increasingly full integration. With artificial intelligence no longer being restricted to science fiction movies and becoming a tool of everyday life, adapt quickly or prepare for irrelevance with customers. Welcome to the world of revolution 4.0
