Dani Mariano, Chief Executive Officer of Razorfish.
CMOs have always had a lot on their plates. Unfortunately, the list (and expectations) keeps growing. I’d argue it’s easier to highlight what marketing leaders don’t need to focus on than what they do.
You won’t find a CMO who isn’t thinking about social media, integrating it into their marketing strategy and prioritizing its impact. Clearly, these platforms—from TikTok’s short-form, authenticity-fueled videos to YouTube’s long-standing network of creators—are places where brands can reach consumers across a wide range of niche categories. We shouldn’t even call it “modern marketing.” At this point, it’s table stakes. But I think we’re seeing a shift that takes this a step further. Social isn’t just one branch of marketing; it needs to be treated like a trunk, sturdy and connected to the entire tree.
When’s the last time you launched a creative campaign, paid media approach, commerce strategy or experience design that didn’t prioritize reaching audiences on social? When you measure the results of the effectiveness of any of these activations, do social metrics get neglected? I didn’t think so.
For years, campaigns started with a hero TV spot, and everything else followed. But marketing in 2026 must be social-first. It’s where consumers are and where brands need to be. From entertaining content driving brand awareness to convenient in-platform purchasing capabilities, the full funnel is right in front of us. But it’s also a connector across a brand’s entire ecosystem. Social-first marketing is a gateway.
As more companies adopt this approach, here are three predictions of how I believe it will continue to accelerate next year:
1. Influencer Collaborations: Hyper-Targeted At Hyper Speed
In 2026, I believe that influencer collaborations won’t just complement marketing strategies; they will become your affiliate program. The lines between creator partnerships and performance marketing are blurring fast.
With AI enabling brands to identify and activate hyper-niche influencers in real time, marketers can identify and reach deeply engaged micro-communities with precision and scale. These influencers bring a level of authenticity, and measurable impact is the new currency of ROI. The opportunity is huge; the challenge is building and keeping those relationships authentic.
2. Social Commerce: Seamless And Shoppable
The path to purchase has never been more fragmented but full of opportunity. Instant checkouts, in-app storefronts and platform-native shopping are reshaping how consumers buy. Scrolling through your feed is the new checkout line, and with one tap, your next impulse buy is on its way.
The question isn’t whether social commerce will dominate; it’s whether your infrastructure can keep up. Every lag, click and extra step is a sale lost. Now is the time to stress-test your systems because brands that can’t deliver instant gratification will be left watching consumers scroll right past them.
3. Dynamic Content: Real, And In Real Time
In the age of AI, there’s even more skepticism around the content consumers see on social. If a brand’s content is met with uncertainty, it can distract from the message the brand is trying to convey. In 2026, I predict we’ll see more live content that prioritizes real-time engagement. From behind-the-scenes looks and Q&A sessions to timely reactions on topics or events, the transparency these formats offer can instill confidence while building cross-platform connections.
Still, bringing this to life is easier said than done, and brands need to be prepared to be agile to deliver as cultural moments pop up. That means building a social-first media plan that prioritizes flexibility, rapid production and platform-native storytelling because in real time, hesitation kills momentum. The brands that win will be the ones treating every moment like a media moment—nimble and too relevant to ignore.
In 2026, I urge CMOs to stop seeing social as one of many marketing priorities stuck in a silo. It’s too important. When the stakes are this high and the potential impact is this far-reaching, a new approach is necessary. Social-first marketing is the future because social has become the central hub where everything converges: content, data, identity, AI, commerce and beyond. My advice to CMOs still on the fence: proceed decisively, optimize accordingly and modernize boldly.
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