Diving In: State of Social & Beyond: Video Game Industry

The State of Gaming on Social: Why 2024 Marked a Major Reset for Video Game Marketing

The video game industry in 2024 stood at a powerful inflection point. Globally, the industry generated a staggering $184.3 billion, showing a slight but telling 0.2% year-over-year increase, according to GamesIndustry.biz. That kind of steady growth amid a rapidly shifting digital and economic landscape signals one thing: the market is maturing. And with maturity comes the need for smarter, more strategic engagement—especially on social.

With over 190 million Americans playing video games weekly (ESA), and 95% of game purchases now happening digitally (GamesIndustry.biz), reaching players online is no longer just one tactic among many—it’s the entire playing field.

To thrive in this new era, brands must align their marketing strategies not only with player behavior and platform trends but also with evolving community values and content preferences. Three reports—ListenFirst’s 2024 State of Social: Video Game Industry, ESA’s 2024 Essential Facts, and GamesIndustry.biz’s Year in Numbers—lay out the data brands need to adapt and lead.

The Players Have Changed. The Way We Reach Them Must, Too.

Gamers aren’t who they used to be. Today’s average player is 36 years old and has been gaming for nearly 17 years (ESA). They’re not just teenagers in basements anymore—they’re professionals, parents, partners, and highly engaged digital consumers. In fact:

  • 83% of parents say they play games with their children.
  • 74% of players game with others, either online or in person.
  • 53% say gaming has helped them make lasting memories.
  • 39% report meeting a close friend or partner through games.

Gaming is now one of the most powerful cultural connectors—something not lost on marketers. And yet, many brands still rely on outdated strategies that don’t reflect the emotional and social depth of modern gaming communities.

TikTok and Instagram Are the New Frontlines

On the surface, X may seem like the heart of gaming chatter—it had the highest post volume from publishers in 2024 (ListenFirst). But dig into the data, and its influence is clearly waning:

  • X saw a -18% YoY decline across all major metrics.
  • Engagements and views dropped sharply despite high content output.

Meanwhile, TikTok and Instagram emerged as powerhouses:

  • TikTok: Only platform to grow across engagements (+16%), video views, and response rate (0.92%). It also boasted the highest average video response rate at 15.7%.
  • Instagram: Led in total engagements, with spikes tied to major events like Gamescom. It had the second-highest response rate at 0.39%.

Activision Blizzard, for example, reduced its TikTok post volume by 71%, yet saw a +117% spike in engagements and +75% follower growth on the platform. Meanwhile, its X performance plummeted across every key metric.

These results reflect a bigger truth: audiences are migrating, and marketers need to follow them. TikTok’s short-form video content and participatory culture offer unique, high-impact ways to connect with gaming communities—especially younger ones.

Video Reigns Supreme Across Platforms

It’s no surprise that video content dominated in 2024. According to ListenFirst, video accounted for +82% of total content volume and led in both engagement and response rate across every major platform. TikTok and YouTube drove the highest monthly video views, with viewership peaking in June, likely timed to coincide with major gaming reveals and trailers.

From teaser drops to behind-the-scenes development clips, audiences aren’t just watching—they’re responding. On TikTok, the average response rate for video posts was over 15%, signaling just how powerful native, short-form video can be in driving real-time interaction.

Yet despite the format’s success, not every platform can keep up. Facebook and Twitter struggled to deliver competitive video engagement or meaningful growth. Even brands with high post volumes on these channels saw underwhelming results unless they diversified and optimized content format.

More Posts ≠ More Fans

One of the most critical insights from ListenFirst’s report is a wake-up call for overactive content teams: posting more does not mean gaining more followers.

In fact:

  • Brands that posted 10% above the industry average experienced user fatigue and declining engagement.
  • Those who kept post volume within 5% of the industry norm saw higher viewership and more sustained interaction.
  • Post volume had zero correlation to fan growth.

This supports a shift in mindset from quantity to quality. It’s not about how often you show up—it’s how intentional your content is when you do.

Mobile Gaming Leads in Both Play and Profit

From a revenue perspective, mobile gaming dominated 2024. Per GamesIndustry.biz:

  • Mobile accounted for $92.5 billion in revenue—50% of the global total.
  • It was the only segment to grow (+2.8%), while console and PC revenue dipped.
  • The top mobile game? MONOPOLY GO!, earning $2.47 billion, ahead of Candy Crush and Roblox.

This aligns with the ESA’s report, which found that 78% of gamers play on mobile, a massive jump from just 33% a decade ago. Mobile is no longer just an “entry-level” platform—it’s where the most diverse, engaged, and accessible audiences live.

Games Are Emotional, Social, and Human

If there’s one thing all three reports agree on, it’s this: gaming is no longer just about play—it’s about connection.

  • 72% of players believe games build community (ESA).
  • 73% say games introduce them to new people.
  • 67% play for fun. 68% play to relax or relieve stress.
  • Across generations, players consistently cite games as sources of joy, cognitive stimulation, and emotional support.

This emotional dimension fuels the most successful social content. Brands like PlayStation leaned into nostalgia and fandom with Helldivers 2 and PS5 Pro promotions, becoming 2024’s top publisher in total followers and engagements—even with a reduced posting volume.

It’s no longer enough to announce a release date. Today’s audiences expect content that sparks joy, builds relationships, and feels like it was made for them.

So What’s Next?

The U.S. gaming industry contributed nearly $66 billion to GDP and supported more than $101 billion in total economic impact in 2023. And with Gen Alpha emerging as the next wave of players—and creators—the stakes are only getting higher.

To stay ahead, marketers must:

  • Lean into video-first strategies, especially on TikTok and YouTube.
  • Embrace mobile as a primary engagement platform, not a secondary one.
  • Optimize content volume for sustainability and audience receptivity.
  • Prioritize emotional storytelling and community engagement over announcements and updates.

In short, treat social not as a megaphone—but as a gaming console in itself: an interactive, dynamic space where stories unfold, identities are formed, and relationships thrive.

📥 Want to go deeper?

Download the full 2024 State of Social: Video Game Industry report for detailed platform-by-platform insights, top publisher strategies, and creative trends shaping the future of video game marketing.

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Diving In: Performance vs. Brand Awareness

Performance vs. Brand Awareness? Brand Builds the Hype. Performance Seals the Deal.

Brand builds the hype. Performance seals the deal. The smartest marketers know you need both.


For years, marketers have felt forced to choose between building long-term brand equity and chasing short-term ROI. But new insights from TikTok + Tracksuit, Ogilvy Social.Lab, and Pretty Little Marketer reveal a reality where both are not only possible but essentially codependent. In the age of social-first discovery and “messy middle” decision-making, the brands that win are the ones that seamlessly blend storytelling with selling.

So why are so many still treating them like a trade-off? And more importantly — how do we bring them together, and who’s already doing it best?

1. Brand Awareness Fuels Performance

For years, performance marketing promised immediacy: clear metrics, fast ROI, and the ability to track every click. But new research is exposing the limits of that approach — especially when it’s done in a brand vacuum.

Recent findings from the Awareness Advantage report, a collaboration between Tracksuit and TikTok, illustrate this shift vividly. The study analyzed 147 brands and found that conversion efficiency — not click-through rate — is the true growth unlock, and that it is deeply tied to brand awareness.

Key insights:

  • Brands with high awareness (~60%) achieved 2.86× higher conversion rates than those with low awareness (~20%).
  • Even a modest jump from 30% to 40% awareness led to 43% more efficient performance.
  • CTR showed no correlation with brand awareness. But CVR (conversion rate) did.

The biggest jump in conversion efficiency happened when brands crossed the 37% awareness threshold — a critical tipping point where familiarity drives action.

Performance media often gets more expensive as a brand scales. Brand awareness helps offset rising costs by making every impression more efficient. Think of it as a multiplier: the stronger the brand, the better performance media performs.

The Real KPI? Conversion Efficiency.

Marketers are now encouraged to move beyond CTR and consider CVR and return on ad spend (ROAS) in the context of brand health. Emerging models — like ADBUG (Advertising Brand Uplift Gains) — help quantify how much of performance success is attributable to brand equity versus audience targeting or creative execution.

It’s a major mindset shift. And it’s backed by data.

“Brand is the foundation on which performance success is built. The stronger the brand, the stronger the foundation.”
— TikTok Marketing Science team

As TikTok’s Head of Marketing Science said, “If we want to maintain efficiency as we grow our performance marketing, we need to grow our brand awareness in tandem.”

2. Social Search Is the New SEO

Social platforms have undergone a quiet revolution. They’re no longer just places to connect with friends or scroll passively. Increasingly, TikTok, Pinterest, Instagram, and even Reddit are being used as search engines.

According to Pretty Little Marketer’s Rise of Social Search report:

  • 40% of Gen Z use TikTok as their primary search tool
  • Pinterest processes over 5 billion searches a month
  • Instagram’s Explore page has evolved into a visual search layer

Consumers now use TikTok for product reviews, Pinterest for planning, and Instagram to validate brand credibility. Their path to purchase is non-linear, fluid, and full of cross-platform exploration. This behavior demands content that’s searchable, snackable, and story-driven.

Tactics for social search:

  • Use platform-native phrases and trending terms in captions and voiceovers
  • Write hooky, keyword-rich headlines in the first line of posts
  • Build content around questions your audience is actively searching

When your brand shows up in those micro-moments of curiosity or need, you’re no longer just building awareness — you’re meeting intent.

3. Emotional Resonance Drives ROI

Gen Z doesn’t convert without connection. According to Tumblr’s community study, 85% of Gen Z expects brands to foster a sense of belonging. They reward brands that participate in culture, show vulnerability, and create shared experiences — not just push products.

Performance tactics alone won’t break through if the brand isn’t relatable, trusted, or memorable.

Examples:

  • A TikTok creator’s low-fi story about struggling with acne — and how a brand helped — performs better than a polished ad.
  • A carousel that says “What I wish I knew before switching to mineral sunscreen” earns saves and shares and drives sales.
  • Brands that comment back, repost fan content, and co-create moments deepen community and brand equity.

When brand and performance work together, you get conversion that sticks.

4. Content Strategy Is Always-On and Built for Discovery

Forget 12-month content calendars. Today’s leading brands operate with a layered, agile content strategy:

  • Evergreen: Educational and searchable content built for long-term discovery (e.g., “3 ways to wear one blazer”).
  • Cultural Big Bets: Moment-driving campaigns or creator collabs (like CeraVe’s Michael Cera stunt).
  • Responsive Content: Timely posts that tap into trends, memes, and cultural conversation.

Ogilvy recommends brands reserve 15–25% of their content budget for real-time, experimental content. This allows space to test what resonates organically — and scale winners with paid support.

And with the rise of social search, every piece of content should be built for discoverability:

  • Keyword-forward captions
  • Subtitles and text overlays
  • Platform-specific formatting and tone

Today’s best-performing content isn’t always the most polished—it’s the most timely, useful, and culturally fluent.

5. Social Is the Growth Engine

Social isn’t just a channel — it’s the connective tissue powering the full marketing funnel.

It informs product development, amplifies campaigns, builds communities, and drives direct sales. The most innovative brands now launch first on social and then extend across paid, PR, and in-store.

Two perfect-case examples:

  • Heinz’s “Seemingly Ranch” product drop (March 2023) came directly from a viral TikTok moment — and sold out.
  • McDonald’s “WcDonald’s” anime campaign (February 2024) tapped fan culture to drive massive in-store and digital traffic.

Social isn’t just where the conversation starts — it’s where brand and performance converge.

Final Thoughts: Stop Choosing — Start Blending

The takeaway for modern marketers?

It’s time to retire the false binary of brand vs. performance. In a world where consumers discover products through TikTok reviews, validate trust on Instagram, and make purchases through social storefronts — brand and performance aren’t separate efforts; they’re sequential and often simultaneous steps in the same journey.

The most future-ready brands don’t just balance these disciplines — they blend them into unified strategies that evolve with consumer behavior. That means:

  • Building content that’s emotionally resonant and action-oriented
  • Investing in brand equity to fuel performance ROI
  • Designing for discoverability at every stage — from search to story to swipe
  • Measuring success with full-funnel metrics, not just last-click attribution

This shift doesn’t require abandoning performance goals or ignoring brand consistency. It demands a more sophisticated, audience-first approach that prioritizes relevance, agility, and human connection.

Because when performance marketing is backed by trust, and brand storytelling is backed by intent, you’re not just reaching people — you’re moving them.

Brand converts best when it’s discoverable. Performance scales fastest when it’s trusted.

The future of marketing isn’t a balancing act — it’s a fusion. And the brands that embrace that fusion will be the ones that grow faster, last longer, and mean more to the people they serve.

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Diving In: The Death of Authenticity

The Death of Authenticity: How Social Media and Branding Are Evolving in the Post-Authenticity Era

For over a decade, social media has been the playground of brands seeking to connect with consumers in a relatable and “authentic” way. From the millennial-era obsession with transparency to the rise of corporate meme accounts, brands have consistently attempted to humanize themselves and appear as trustworthy “friends” online. However, as audiences grow more skeptical and algorithm-driven engagement shifts the digital landscape, we are entering a post-authenticity era—where brands must move beyond relatability and embrace storytelling, world-building, and immersive experiences to remain relevant.

The Death of Authenticity: Why “Relatable” Branding No Longer Works

Wendy’s Official X Profile

Not long ago, authenticity was the holy grail of social media marketing. Consumers, particularly millennials, demanded that brands be “real”—transparent, vulnerable, and engaging in a way that felt human. This led to a golden age of casual, witty, and self-aware corporate social media accounts. From Wendy’s snarky Twitter responses to Duolingo’s absurdist TikToks, brands found success by acting like an internet-savvy best friend.

But over time, this strategy became overused and predictable. When every brand adopts the same irreverent, relatable tone, none of them stand out. What once felt fresh and rebellious quickly turned into formulaic marketing speak—a strategy that consumers can now see through.

Joe Burns, strategist at Quality Meats Creative, critiques this shift in “Why Everyone Sounds Like Your Cool Friend™”, stating: “What was fresh is now formulaic… When every brand adopts a ‘witty, playful, and friendly’ tone, ‘witty, playful, and friendly’ becomes the generic tone for brands.” 

This sentiment is echoed by Miranda McWeeney, ListenFirst CEO, who explains, “For years, brands were obsessed with sounding human—casual, witty, and ‘real.’ But now, many brands sound the same, and consumers see right through it. The next wave of brand marketing isn’t about being relatable; it’s about being unforgettable. It’s a steeper hill to climb, but it’s a long game.” The mass adoption of this persona means that brands who try to sound unique actually blend into the noise.

Today, younger audiences, particularly Gen Z, are rejecting the concept of authenticity as a corporate strategy. Instead of seeking “realness” from brands, they crave fiction, immersion, and spectacle. This shift signals the death of social media authenticity as we knew it and the rise of a new era of branding that leans into storytelling and experience rather than forced relatability.

Authenticity as Performativity: The Illusion of the “Real” Online

r/InstagramReality

The concept of authenticity on social media has always been problematic. According to Allan S. Taylor’s “Authenticity as Performativity on Social Media,” authenticity is inherently performative, meaning it is not an innate quality but a carefully curated act. The digital space forces both individuals and brands to perform authenticity rather than exist as authentically “real.”

Taylor writes, “Authenticity, or the desire for it, is clearly a cultural trend that cannot be ignored” and argues that in social media, authenticity is often just a constructed performance rather than a genuine trait. He introduces the concept of performative authentism, where brands and influencers attempt to appear “real” through carefully orchestrated strategies, from casual Instagram captions to behind-the-scenes TikToks. But as consumers become more aware of how authenticity is being manufactured, they are increasingly rejecting it as a marketing approach.

Memetic Aesthetics and the Fragmentation of Online Culture

Bagel Bites attempts to jump into the Meta Meme Aesthetic to appeal to Gen-Z.

Another major shift reshaping social media branding is the rise of memetic aesthetics. Traditionally, brands have attempted to latch onto internet trends by repurposing popular memes or creating humorous content that aligns with social media humor. However, the rapid acceleration of digital culture has led to the emergence of short-lived, hyper-fragmented aesthetics that are difficult for brands to co-opt.

Whereas past subcultures like punk or hipsterism lasted for years, today’s internet-driven aesthetics—such as “cottagecore,” “dark academia,” and “indie sleaze”—cycle through TikTok and Instagram at an unprecedented pace. Brands that attempt to jump on viral aesthetics too late risk looking outdated and out of touch, while those that chase trends too aggressively come across as try-hard and inauthentic.

Successful brands do not try to capitalize on every micro-trend. Instead, they create their own cultural narratives. As Taylor notes, “Memes function in a similar way to experiential marketing—they create cultural participation and inside jokes, making audiences feel like part of something rather than being marketed to.”

Image: Joe Burns

Dopamine Design: A Tool, Not the End Goal

A new force shaping social media branding is Dopamine Design—a strategy focused on instant emotional engagement through bold visuals, vibrant colors, and high-energy branding. Unlike past design trends, which emphasized “authenticity” and craft, Dopamine Design thrives in the age of the swipe and scroll, where brands need to capture attention in milliseconds.

Joe Burns explains in “Dopamine Design Has Arrived”, “Dopamine Design thrives in the world of the swipe and the scroll, where attention is fleeting, and brands have to hit hard and fast. It’s not trying to tell an involved, deeper story… It’s here for fun.” This shift can be seen in packaging, UI/UX design, and social media aesthetics. Brands like Liquid Death and Brightland have leaned into hyper-visual, playful, and irreverent designs that prioritize immediate dopamine hits over deeper storytelling.

However, while Dopamine Design is effective in grabbing attention, it cannot sustain long-term brand loyalty on its own. Instead, it should be seen as an entry point—a way to hook consumers in an era of fragmented, fast-moving content. For brands to build lasting influence, they must go beyond visual dopamine triggers and craft compelling narratives that keep consumers engaged beyond the first hit.

Social Media as an Amplifier, Not the Main Stage

In the past, social media was the primary space where brands built their identities. However, as consumer behavior shifts, social media is increasingly serving as an amplifier for real-world experiences rather than the sole focus of brand engagement.

The shift toward experiential marketing, discussed at SXSW 2025, reflects this transformation. Brands are no longer relying on social media engagement alone; instead, they are investing in real-world activations, pop-ups, community-led events, and immersive storytelling campaigns. Social media plays a critical role in pre-event hype, live engagement, and post-event amplification, but it is no longer the core brand experience.

This change is significant. Rather than being expected to “go viral” in an instant, brands now have the opportunity to craft long-term, multi-platform narratives that extend beyond digital spaces.

The Future of Social Media Branding: From Relatability to World-Building

@eugbrandstrat

Authenticity is one of the most overused words in modern culture – and it’s a false god to follow. Today: a look at some of the pitfalls we’ve fallen into as people and brands chase the authenticity dragon, why we’re heading into an era where we’re re-establishing old categories and boundaries, and what the role of brand should be – not a societal saviour, but a reprieve that grants great access to fiction. #marketing #brandstrategy #marketingstrategy #brandmarketing #severance #valentino

♬ original sound – eugbrandstrat

Brand Strategy Consultant Eugene Healey discusses the post-authenticity era on his TikTok.

If authenticity is dead and memes are too fleeting, what’s next for branding in the social media era? The answer lies in world-building.

Consumers no longer want brands to be their “cool friend.” Instead, they are looking for immersive, fictionalized brand experiences that allow them to escape reality and participate in compelling narratives. A perfect example of this is the marketing strategy for Severance Season 2, which blurred the line between fiction and reality by creating in-world ads with State Farm and ZipRecruiter.

Severance Season 2: A Masterclass in Immersive Branding

Severance pop-up in Grand Central Terminal went viral.

The marketing campaign for Severance Season 2 is a prime example of how brands can go beyond traditional advertising to build immersive experiences that pull audiences deeper into their world. Instead of simply releasing trailers or social media ads, the team behind Severance brought the show’s dystopian universe into the real world through a series of surreal, hyper-realistic activations.

  1. The Grand Central Stunt— Fans in New York were surprised when a replica of the show’s eerie, corporate-controlled office appeared inside Grand Central Terminal. Employees dressed as Lumon workers moved methodically through the space, reinforcing the show’s unsettling themes.
  2. State Farm & ZipRecruiter Collaborations – Rather than traditional sponsorships, Severance created in-universe advertisements, including a fake job listing on ZipRecruiter and eerie corporate safety ads with State Farm. These cross-promotions seamlessly blended into real-world marketing channels while expanding the show’s fictional universe.
  3. “The You You Are” – A Meta Expansion of the Show’s Lore – One of the most innovative tactics in the Severance Season 2 campaign was the release of “The You You Are,” the fictional self-help book that plays a pivotal role in the show. Written by in-universe author Dr. Ricken Lazlo Hale, PhD, eight chapters of the book were made available digitally via Apple Books, inviting fans to immerse themselves further into the Severance world. An audiobook version was also released, narrated by actor Michael Chernus (who plays Ricken in the show). Apple TV+ described it as a guide to “self-learnedness,” fully embracing the show’s eerie and satirical tone.

This type of marketing proves that the future of branding is about more than selling a product or a service—it’s about creating alternate realities that audiences want to participate in. Brands that adopt this approach will not only capture attention but also build deep, lasting engagement with their audiences.

Key Takeaways for Brands Navigating the Post-Authenticity Era

  1. Ditch the “Cool Friend” Voice – Consumers are wary of corporate relatability. Instead, focus on creating aesthetic-driven brand narratives that feel distinct and immersive.
  2. Move Beyond Trend-Chasing – Instead of reacting to every viral moment, build a consistent brand identity that shapes culture rather than chasing it.
  3. Use Social Media as an Amplifier – The core strategy should include real-world activations, experiential marketing, and interactive storytelling, with social media supporting these efforts.
  4. Leverage Dopamine Design – Brands must capture attention instantly through bold visuals, dynamic design, and hyper-engaging aesthetics that trigger an emotional response.
  5. Invest in World-Building – Give audiences a universe to participate in, not just a product to buy. Create stories, characters, and interactive experiences that make people feel like they’re part of something bigger.

Final Thoughts: The Future of Branding in a Digital-First World

Social media has changed. What worked five years ago—relatable, authentic, and casual brand voices—no longer resonates in a hyper-skeptical, irony-soaked digital culture. The brands that will thrive in this new landscape are those that embrace fiction, immersion, and narrative-driven marketing, moving beyond traditional engagement metrics and into the realm of cultural influence.

For brands navigating the post-authenticity era, the question is no longer “How do we sound real?” but rather “How do we create something so compelling that people want to step into our world?” Those who can answer this will define the next generation of brand storytelling.

Want more deep dives like this? Make sure to subscribe to our weekly newsletter, LF Pool Party, for everything social media professionals need to know to make their strategy a 10/10.

Diving In: DEI Rollback Boycotts

The Social Media War Over DEI Rollbacks: How Boycotts Are Reshaping Brand Loyalty, Corporate Reputation, and Financial Markets

Corporate America is at the center of a political and cultural battle over diversity, equity, and inclusion (DEI) policies, and social media has become the primary battleground.

Brands are no longer just businesses—they are symbols of social movements. Whether they embrace, modify, or abandon DEI initiatives, they face backlash from one side or the other. The result? A rapidly shifting social media landscape where boycotts, viral campaigns, and digital activism can make or break corporate reputations overnight.

The ListenFirst Social Listening DEI Rollback Boycotts Report and additional audience insights reveal the depth of the DEI boycott movement, showing how social media users, news outlets, influencers, and financial markets are reshaping the conversation around corporate responsibility.

How Social Media is Driving the DEI Boycott Movement

Boycotts used to take months or even years to build momentum. Today, they go viral in hours, fueled by hashtags, news cycles, and digital organizing.

Key Trends in Online Boycotts

  • Target (TGT) emerged as the most boycotted company, experiencing a -68% decline in social media engagement and a shocking -308% drop in new followers.
  • Starbucks (SBUX), Disney (DIS), and Tesla (TSLA) also faced social backlash, with activists encouraging economic blackouts.
  • Citigroup (C) suffered the most significant engagement loss (-93%), suggesting a broad-based rejection of its policy shifts.
  • 60% of targeted brands saw an increase in negative sentiment, illustrating how DEI rollbacks have created reputational risks.

Key Social Media Metrics from the ListenFirst Report

  • Boycott Mentions: 91,654 direct mentions of #BoycottTarget—more than any other brand in the DEI report.
  • Engagement Drop: Target saw a -68% decline in social media engagement as controversy overshadowed its brand messaging.
  • Follower Loss: The company lost 308% more followers compared to previous years, indicating a major shift in consumer sentiment.

The verbatims from the report provide insight into how users feel:

“We simply will not shop where we are not welcome. No diversity? No equity? No inclusion? No dollars. #BoycottTarget”

“The boycott isn’t over btw. And Starbucks is literally one of the easiest things to boycott.”

“If you truly care about America, observe a no-spend day today! It’s an easy way to help make a big statement for a worthy cause: the character & survival of our dear U.S. Let’s not give up hope—we know what is right & good. #NoSpend #boycott #economicboycott”

However, not everyone is convinced these boycotts are effective:

“Sorry, but the way in which this boycott lacks any sort of focused target or ideological vision beyond ‘stop the economy!’ is laughable… good luck to everyone posting it on Instagram though.”

This polarization underscores a larger trend—DEI boycotts are just as much about ideological battles as they are about economic impact.

The Target Case Study: A Brand Trapped Between Two Worlds

Few companies illustrate the social media-fueled backlash cycle better than Target.

How Target Became the Internet’s Favorite Punching Bag

  • 2023: Target celebrates Pride Month with an expansive collection of LGBTQ+ merchandise.
  • Mid-2023: Right-wing backlash explodes, fueled by false social media claims that Target was selling “tuck-friendly” swimsuits for children.
  • Late-2023: Under pressure, Target moves Pride merchandise to the back of stores, angering progressive consumers.
  • 2024-2025: Target rolls back several DEI initiatives, including its commitment to Black-owned businesses. Progressives respond with boycott campaigns.

“That kind of seesawing back and forth and saying one thing and doing another—that’s what gets brands like Target in trouble.”
 — David Albert, Chief Insights Officer, Collage Group

Target’s social engagement dropped by 68%, and its follower count plummeted by over 300%, showing how quickly brand loyalty can evaporate.

Target’s Financial Decline

While social media outrage is one thing, its financial impact is another, and Target has seen major stock price declines alongside its online backlash.

CompanyTickerStock Change (%)Engagement Change (%)Follower Change (%)
TargetTGT-24.36%-68%-308%

Compared to other companies facing boycotts, Target’s stock decline is one of the worst, proving that its consumer base may be reacting with their wallets, not just their tweets.

“Target is a place that relies on impulse shopping. If people actively avoid it, the damage goes beyond brand perception—it hits their revenue.”
 — Zak Stambor, eMarketer Analyst

Beyond Target: Other Brands Feeling the Social Media Heat

Starbucks: The Quiet Casualty

  • Engagement dropped 42%, and followers declined by 267% after revelations that it was scaling back diversity hiring commitments.

Disney: The Brand That Stopped Trying

  • Engagement dropped 21%, and followers declined by 45% after the company softened its public DEI commitments in response to backlash.

JPMorgan Chase: A Firm Stand

Unlike other brands, JPMorgan Chase stood firm:

“We expect to continue to be criticized for our DEI efforts, but we believe they are the right thing to do.”
 — Jamie Dimon, CEO, JPMorgan Chase

Their unwavering commitment appears to have helped them avoid major social media fallout.

Final Thoughts: Social Media is the Ultimate Brand Judge

The 2025 DEI backlash has revealed one clear truth: social media now holds the power to shape corporate reputations faster than ever before.

“The data is clear—brands that hesitate or roll back DEI commitments face the worst reputational damage. Consumers today expect companies to stand firm in their values, not waver in response to political pressure.” —  Miranda McWeeney, ListenFirst CEO

Key Takeaways

  1. Indecisiveness is deadly
    • Brands that waffle on social issues (like Target) face stronger backlash than those that take a clear stance (like Tesla).
  2. Social engagement matters more than ever
    • Losing followers and engagement directly impacts brand perception, which can influence long-term revenue.
  3. Stock prices may not react immediately, but brand loyalty does
    • Companies ignoring social movements risk long-term reputational damage.

What’s Next?

As DEI rollbacks and social media activism continue, companies must develop long-term strategies that account for:

  • How politically engaged consumers perceive their brand
  • Which influencers and news outlets are shaping the discourse
  • How to maintain loyalty among younger, urban audiences

The battle over corporate DEI policies is no longer just a business issue—it’s a social movement. In the age of digital activism, a single misstep can cost a company millions in lost engagement, brand loyalty, and consumer trust.

Will brands double down on diversity efforts or bow to political pressure? The answer will determine which companies survive the next wave of social media scrutiny—and which ones fall victim to the next viral boycott.

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The 97th Academy Awards Social Media Performance Report 

2025 Social Media Performance Report 

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97th Academy Awards Social Media Performance ReportDownload

The 97th Academy Awards was a massive success—not just on the big screen but across social media. Conversations surrounding this year’s Oscars were 68% higher than last year and 37% above the 10-year average, demonstrating that the event remains a cultural powerhouse. In contrast, the 96th Academy Awards in 2024 saw a 15% decline in conversation volume compared to the 10-year average and a 10% drop from the previous year.

From viral moments to breakout winners, here’s how the Oscars took over social media in 2025 and how it compared to the previous year.

A Record-Breaking Night on Social Media

The Academy saw a 99% year-over-year increase in social posts, leading to significant engagement growth. While new fan acquisitions declined by 51%, total social actions (including likes, shares, and comments) surged by 93%.

By comparison, the 2024 Oscars experienced a 12% decrease in total social actions and a 25% drop in new fans, though engagements on Instagram and Facebook were strong.

One of the biggest conversation drivers for 2025 was Brazil—40% of Oscars-related discussions came from Brazilian audiences, a 26-point increase from last year. This boost was largely due to the overwhelming excitement around I’m Still Here, which won Best International Feature. In contrast, 2024’s biggest engagement driver was Poor Things, which outpaced Oppenheimer in social buzz by 30% in the 24-hour period following the event.

The Most Talked-About Moments

Social media was buzzing with memorable performances, heartfelt speeches, and unexpected wins. Here are the standout moments that dominated the conversation:

1. Lisa’s Tribute Performance (Lisa Manobal, BLACKPINK)

Lisa’s breathtaking tribute performance was hailed as a “career-defining moment” by fans. Her vocal delivery and emotional depth resonated deeply, making it one of the night’s most talked-about highlights.

2. Zoe Saldaña’s Historic Win

Winning Best Supporting Actress for Emilia Pérez, Zoe Saldaña’s victory was widely celebrated, with many calling it a long-overdue acknowledgment of her talent.

3. I’m Still Here Wins Best International Feature

The Brazilian film’s win sparked national pride, leading to a 59% spike in mentions within minutes of the announcement. Fans across Latin America called it a “historic” moment for cinema.

4. Sean Baker’s Triumph with Anora

Sean Baker’s Anora took home multiple awards, including Best Picture and Best Director, positioning him as a new powerhouse in Hollywood. Film enthusiasts compared his raw storytelling to auteurs like Martin Scorsese and Quentin Tarantino.

5. Ariana Grande & Cynthia Erivo’s Defying Gravity Duet

Performing Defying Gravity from Wicked, Ariana Grande and Cynthia Erivo delivered what many called the “best musical performance in Oscars history.” Their vocal power and chemistry left audiences in awe.

6. Kieran Culkin’s Emotional Speech

Winning Best Supporting Actor, Kieran Culkin gave a heartfelt and humorous speech that resonated with audiences, paying tribute to his family and reflecting on his Hollywood journey.

In contrast, 2024’s biggest social moments included Emma Stone’s Best Actress win for Poor Things, though her social media impact fell 70% short of Michelle Yeoh’s historic win the year before. The Barbenheimer phenomenon also played a major role in 2024’s engagement, with Oppenheimer peaking in popularity due to the summer blockbuster rivalry with Barbie.

Neutral Conversations: Streaming, Diversity, and Fashion

Many discussions focused on the role of streaming platforms in Oscar success. Films from Netflix, Hulu, and Amazon Prime dominated several categories, fueling debates about the evolving landscape of prestige cinema.

Diversity and representation at the Oscars were also key discussion points. While some viewers praised the progress made, others questioned whether Hollywood was truly evolving. Meanwhile, red carpet fashion sparked mixed reactions, with some outfits being praised for boldness while others were dismissed as uninspired.

The Controversial Moments

While the Oscars had plenty of high points, social media wasn’t without its fair share of backlash.

  • Anora winning Best Picture was a divisive choice, with some calling it “forgettable” and accusing the Academy of favoring indie films.
  • Mikey Madison’s Best Actress win was met with controversy, with some arguing that Fernanda Torres was more deserving.
  • Technical difficulties, including microphone failures and camera misfires, frustrated viewers and led to criticism of the production quality.
  • Dune: Part Two fans were disheartened by the film’s lack of major wins, with many calling it the “biggest snub of the night.”
  • The Academy was accused of playing it safe, with critics arguing that riskier, more innovative films were overlooked in favor of conventional picks.

In comparison, 2024’s most controversial topics included:

  • Poor Things outperforming Oppenheimer in social buzz, despite Oppenheimer‘s dominance throughout awards season.
  • Backlash over ABC’s handling of the broadcast, with viewers citing issues related to the event’s timing and presentation.
  • A general decline in excitement for the Oscars, reflected in the 10% drop in conversation volume from the previous year.

Complete List of 2025 Oscar Winners

Best Picture: Anora
Best Actress: Mikey Madison, Anora
Best Actor: Adrian Brody, The Brutalist
Best Supporting Actor: Kieran Culkin, A Real Pain
Best Supporting Actress: Zoe Saldaña, Emilia Pérez
Best Director: Sean Baker, Anora
Best Cinematography: The Brutalist, Lol Crawley
Best Animated Feature: Flow
Best Costume Design: Wicked, Paul Tazewell
Best Original Screenplay: Anora, Sean Baker
Best Adapted Screenplay: Conclave, Peter Straughan
Best Film Editing: Anora, Sean Baker
Best Production Design: Wicked, Nathan Crowley, Lee Sandales
Best Original Song: El Mal, Emilia Pérez
Best Documentary Feature: No Other Land
Best Sound: Dune: Part Two
Best Visual Effects: Dune: Part Two
Best International Feature: I’m Still Here, Brazil
Best Original Score: The Brutalist, Daniel Blumberg

Final Thoughts

The 97th Academy Awards proved once again that Hollywood’s biggest night isn’t just about film—it’s a global event that ignites conversations across social media. With record engagement, unexpected wins, and viral performances, the Oscars remain a cultural phenomenon that continues to evolve with the digital age.

While 2024’s event faced declining engagement, 2025’s Oscars marked a major comeback, proving that the right mix of memorable moments, global fan engagement, and star power can reignite enthusiasm for the Academy Awards.

Want more deep dives like this? Make sure to subscribe to our weekly newsletter, LF Pool Party, for everything social media professionals need to know to make their strategy a 10/10.

Diving In: TikTok vs. Reels: Sports

TikTok vs. Instagram Reels for Sports Content: Which Platform Wins in 2025?

Social media continues to evolve rapidly, and sports organizations are leveraging short-form video to engage fans. TikTok and Instagram Reels remain the top platforms, but which one is leading for sports content? Analyzing early 2025 data, we break down engagement, impressions, and video views to determine the superior platform.

Engagement: TikTok Leads in Virality

Engagement is a critical metric in social media success, and TikTok has a clear edge in virality.

Total Engagements (Sports Videos, 2025 YTD):

  • Instagram Reels: 1.63 billion (53.1%)
  • TikTok: 1.44 billion (46.9%)
  • Total: 3.08 billion

While Instagram Reels slightly outperforms TikTok in total engagements, TikTok posts experience higher spikes in engagement. The top-performing video, an FC Barcelona post on TikTok, generated 21.6 million engagements, surpassing any Instagram post.

Key Engagement Insights:

  • TikTok’s engagement is front-loaded, with most interactions occurring within the first 48 hours.
  • Instagram Reels sustains engagement over a longer period, though with lower peaks.
  • Superstar-driven content thrives on both platforms; Cristiano Ronaldo’s birthday posts, for example, generated millions of engagements across both TikTok and Instagram.

Public Impressions: Instagram Reels Has the Edge

Instagram Reels might be the closest social media experience to TikTok, but can it capitalize on TikTok’s challenges in the U.S. to surpass its competitor? Reels’ similarity to TikTok in user experience and content gives it an advantage, especially as TikTok faces uncertainty. However, Instagram must attract more Gen Z users while addressing an aging user base and convincing advertisers to continue investing in Reels despite rising costs.

Both TikTok and Instagram attract younger audiences, with 62% of U.S. users aged 18-29 on TikTok, compared to 78% on Instagram, according to Pew Research Center. Instagram also holds a financial edge, generating over $30 billion in ad revenue compared to TikTok’s estimated $11 billion in the U.S. Reels has seen an uptick in content creation following a temporary TikTok ban on January 19, with creator content growing by 16% in the week after the ban, per Billion Dollar Boy’s analysis. Some major creators, such as MrBeast, also experienced increased followers and engagement on Reels.

Additionally, Meta’s CPM pricing has surged since January 2025, indicating growing advertiser demand. Reports show Instagram’s CPM spiked 20% year-over-year, reaching nearly $12, further suggesting that brands are shifting ad spend to Instagram during TikTok’s period of uncertainty. While agencies still recommend a diversified marketing mix, Instagram Reels is emerging as the primary alternative for brands aiming to maintain engagement and reach.

At the same time, marketers are expanding beyond mainstream leagues to capitalize on niche and emerging sports. With global ad spend on sports-related advertising reaching $60.9 billion in 2024, brands are exploring opportunities in pickleball, padel, darts, and simulator golf, where they can secure a first-mover advantage at a lower investment cost compared to the NFL or NBA. For example, Best Buy signed on as a principal sponsor of TGL, a televised simulator golf tournament, while Adidas and Estrella Damm have partnered with Pro Padel League. Streaming platforms are also playing a significant role, with ESPN+ carrying Major League Pickleball and Major League Cricket, drawing younger audiences. Forrester predicts that one in five brands will focus on sponsorships with emergent sports leagues in 2025, demonstrating the rising appeal of alternative sports content.

Key Impression Insights:

  • Instagram Reels videos accumulate impressions over time, benefiting from Meta’s algorithm surfacing older content.
  • TikTok posts go viral quickly but lose visibility unless they continue trending.
  • Basketball dominates impressions, with NBA teams and Super Bowl-related content ranking highest.

Top Public Impression Performers:

Golden State Warriors (Instagram): 20.6M impressions

NBA (TikTok): 39.7M impressions

PGA Tour (TikTok): 29.1M impressions

Minnesota Timberwolves (Instagram): 22M impressions

Video Views: TikTok’s Unmatched Reach

For pure video views, TikTok remains the dominant platform, delivering record-breaking numbers for sports content in 2025.

Top Video Views Performers:

Real Madrid (TikTok): 58M views

FC Barcelona (TikTok): 252M views

NFL x Kendrick Lamar (TikTok): 97M views

One Championship (TikTok): 84M views

FC Barcelona (Instagram Reel): 72M views

Key Video View Insights:

  • TikTok’s algorithm prioritizes virality, leading to significantly higher views per post.
  • Instagram Reels performs well for structured and historic sports content.
  • Crossover content (music + sports) is highly effective—e.g., Kendrick Lamar’s Super Bowl performance clips.

Top 10 Sports Brands on TikTok & Instagram Reels

Top Brands by Video Posts (TikTok & Instagram Reels Combined):

RankBrandTypeVideo Posts
1NBASports Organization75,446
2NFLSports Organization2,465
3LaLigaSports Organization1,521
4WWESports Organization1,093
5One ChampionshipSports Organization884

Top Brands by Public Video Views (TikTok Only):

RankBrandTypePublic Video Views
1NFLSports Organization19.05B
2FC BarcelonaSports Franchise1.85B
3One ChampionshipSports Organization1.01B
4WWESports Organization912M
5Manchester City F.C.Sports Franchise810M

Final Verdict:

Both platforms play essential roles for sports brands, making a hybrid strategy the best approach:

  • Use TikTok for explosive, short-term engagement and viral content.
  • Use Instagram Reels for sustained impressions and brand storytelling.

Bottom Line: To maximize reach and engagement, sports organizations must balance TikTok’s rapid virality with Instagram Reels’ longevity. The most successful sports brands in 2025 leverage both platforms effectively.

Want more deep dives like this? Make sure to subscribe to our weekly newsletter, LF Pool Party, for everything social media professionals need to know to make their strategy a 10/10.