Today's social media feeds are flooded with advertisements, sponsored posts, and videos from influencers pushing the latest discovery. The amount of content in feeds is growing beyond what customers can digest, rendering organic postings invisible and swamped with sponsored content. As more material is released, organic reach naturally decreases. As a result, social media is becoming less viable as a traffic-generating source.

Social media is an important marketing tool for any business, but some firms have already reduced their social involvement, highlighting their focus on developing genuine connections with their customers. With 90% of the US population using social media, brands cannot "just leave."

Using Data to Your Advantage
With so many paid commercials and influencers, it's nearly impossible for consumers to tell the difference between organic and sponsored content. Furthermore, traditional social media channels only allow brands access to third-party data. While this data is useful for targeting ads, the most valuable data – first-party data — that could help understand preferences, the customer journey, and what offers could resonate best, is still elusive. As things are, brands can't see what data is gathered from clicks, browsing behaviors, and which postings capture users' attention - all of which might be utilized to create more tailored and relevant experiences for shoppers.

As organizations explore for methods to overcome this data barrier, one possibility could be to start using a

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