Social Networks

Why brands and marketers are falling short and where the opportunity lies.

By capitalizing on high-intent cultural peaks and co-authoring content with trusted creators on YouTube, Unilever is shifting from chasing reach to building sustained brand desire.

The partnership makes it easier to connect discovery signals from the social media platform to actual commerce outcomes.

As AI reshapes how shoppers discover and choose products, brands, platforms and retailers are racing to turn signals, conversations, and intent into measurable growth.