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Social media is a dynamic landscape. With the evolution of social platforms, along with AI's rapid growth, things could change very quickly for social media as we know it. That's why at this year's Social Media Week with Adweek, experts from brands such as Intuit and Bic discussed a variety of topics for marketers, while creators like Brianna Chickenfry and Claudia Oshry elaborated on how brands can authentically incorporate their products naturally into creators' content. I attended Social Media Week on behalf of Spaceback. Here are some key takeaways that I found interesting:

The final stage of the marketing funnel is retention. Even though retaining a customer is generally less expensive than acquiring a new one, this is an important part of a business's long-term success. Retention marketing focuses on keeping customers and rewarding brand loyalty. By marketing to an existing customer base, brands can create experiences that strengthen customer loyalty and increase the likelihood of repeat purchases.

The conversion phase is often the most crucial phase for a business. In this phase, consumers are actively looking for solutions to their needs and ready to purchase. Brands need their creative to instill confidence that they are the correct choice, create a sense of urgency, and provide a clear call-to-action.

The marketing funnel is hardly linear, but when consumers are aware of a brand and are in-market, it's time to show the product's "reason to believe." In the consideration phase, consumers are more receptive to details, and engagement becomes key.