Navigating the Future: Social Media’s Disruptive Shift and the Strategies You Need to Stay Ahead
By Deirdre McAndrew, Hannah Bealer, Amanda Chau, and Wendy Guallpa
The Syneos Health Digital & Social Strategy team hit pause on their packed calendars to immerse themselves in the latest trends, insights, and innovations at Adweek’s Social Media Week in the heart of New York City. After three days of insightful sessions with content creators, brands, and vendors, one key theme stood out—the undeniable power of digital communities, regardless of the industry or subject matter.
The Power of Connection: Communities Crave Recognition and Authenticity More Than Ever
Content should do more than check a box—it must spark engagement and keep meaningful conversations going. Inclusivity should be the foundation of every strategy, fostering partnerships built on shared experiences rather than just metrics.
This could mean collaborating with a micro-influencer whose story resonates with a niche audience, or working with an advocacy group closely aligned with business goals. The key is letting your community guide your content direction—listening actively, engaging genuinely, and being transparent about your stance.
Trust Drives Brand-Creator Partnerships: A Worthwhile Investment in Authenticity
Most creators prioritize working with brands they genuinely believe in, recognizing the responsibility they have to their followers. No one—brand or creator—wants to face backlash for an inauthentic collaboration. This sentiment was echoed by several content creators throughout the conference.
- Adam W (YouTuber) shared insights on his seven-year partnership with Old Spice. His style and delivery align so seamlessly with the brand that subscribers often comment, “Woah, Old Spice should sponsor this guy,” without realizing they already do.
- Amelia Dimoldenberg (Chicken Shop Date) revealed she has turned down opportunities to interview A-list celebrities. Since her show is built around a dating premise, she prioritizes guests she naturally gravitates toward. She believes featuring big names just for visibility would feel inauthentic and unfair to her loyal following.
- Evelyn Ha (Youtuber) underscored the parasocial relationships creators build with their followers. Fans show their loyalty to their favorite creators by forming their own online communities—similar to how Lady Gaga’s fans proudly call themselves "Little Monsters."
Just like creators, brands seek partnerships with those who genuinely believe in their product or service. While this isn't always feasible in highly regulated industries, like pharma, more companies are recognizing the value of creators' unique processes—giving them creative control over concepting and execution. Brands understand the power of creators’ platforms and the trust they’ve cultivated with their audiences. By partnering with the right voices, they ensure their message reaches engaged communities through authentic, influential storytelling.
The Evolution of LinkedIn: A New Era of Influencers
Influencer marketing continues to shape brand strategy, and LinkedIn is no exception. Traditionally known as the hub for career opportunities and thought leadership, the platform has long provided leaders and employees with a space to share insights, industry updates, and company news.
Now, alongside established thought leaders, LinkedIn influencers are emerging and collaborating with brands to highlight products and services through authentic, lived experiences. Expect to see this trend grow, with content ranging from static posts to engaging videos that mirror the style and tone we’re seeing on Instagram and TikTok.
The Rise of Social-First Shows: Redefining Entertainment and Audience Engagement
Traditional Hollywood productions have evolved—from commercial breaks to streaming, and now to creator-led social-first content. These shows not only live on social platforms but also prioritize engagement, driving viewers back to Instagram or TikTok for the latest episode instead of relying on algorithms.
Creators like Adam Faze (Boy Room) and Jack Bryne (Side Talk New York) shared more about their experience with this shift and how they’re able to transform everyday locations, like bedrooms and the streets of New York, into compelling social storytelling. The movement mirrors YouTube’s early days, with audiences actively tracking episode drops and searching for content rather than passively consuming it.
The right voices bring important stories to life, especially in our work with patients, caregivers, and healthcare professionals. As the social media landscape evolves, we’re committed to tracking key trends and applying these insights to keep our clients at the forefront of innovation.