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Brands trade broad reach for ‘fan-first’ social strategies

Poppi and McDonald’s are building social strategies around superfans rather than mass audiences, using comments and viral moments to drive product launches. Marketers like McDonald’s Guillaume Huin now use personal accounts, not brand handles, to leak news directly to fans.

Why it matters. Brands that route news through an executive’s personal account gain direct, unfiltered access to fans but cede control of the message to that individual.

Signal from digiday.com · Sam Bradley · read the original.

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