Grappling with the fact that everything is media

As we spend more and more time on our phones, lockdown has seen an estimated 25% month-on-month increase in the time spent on Instagram and TikTok. It is estimated that over 1. 5k pieces of content compete for your attention daily, and we are becoming increasingly bombarded by targeted advertising as brands infiltrate every part of our mobile experience. Nowhere is this more prevalent than on social channels. I should know as I run an agency that supports some of the world’s biggest brands and entertainment clients to advertise on social platforms and mobile devices. Our social space is no longer private - the idea of social networks as a means to connect and communicate with friends, colleagues and loved ones has been invaded by big brands looking to steal our attention away.

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Written by The Drum

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