Why Brands Must Think Like Content Creators Now
Social platforms have evolved from places to follow acquaintances into major channels for news, shopping inspiration, and entertainment, and that shift is changing brand marketing. According to the article, people now spend more than an hour a day watching short-form video, and YouTube has even overtaken Netflix in average daily viewing time. As a result, brands are no longer competing only with direct rivals, but with every other claim on users’ attention.
Eitam Dror, marketing communications executive and owner of SparkMe Marketing, says the old model of relying mainly on TV ads and billboards is no longer enough. Dror, who previously led marketing communications at Adidas Israel, built the brand’s influencer program there, later headed global influencer communications at SodaStream, and most recently managed TikTok Israel’s marketing communications, says companies now need to act like content creators. He argues that campaigns must be useful, interesting and entertaining, and that influencer marketing, gaming ads and other digital channels can deliver similar budgets and sometimes a better return than traditional media.
Dror says TikTok and Instagram are increasingly resembling YouTube because their goal is to keep users on-platform longer, which forces brands to fit naturally into each platform’s language. He points to short “mini-drama” series made for smartphones as one example, and says brand pages themselves are becoming content channels that people actually want to follow. He also notes that algorithms now fill feeds with videos designed to maximize watch time, so brands must become part of the content rather than just place ads next to it.
In Israel, Dror says the challenge is even sharper because of the uncertainty since October 7, which has reduced brands’ ability to plan far ahead. Companies must be able to pause campaigns quickly after breaking news or act fast when opportunities appear. That makes social and digital tools valuable because they allow testing, A/B comparisons and smaller, lower-risk experiments. As an example, he cites a SparkMe campaign with Gett during Noa Kirel’s wedding, when users who ordered a ride saw a special unicorn-shaped taxi icon, prompting sharing and exposure. Dror warns that brands must avoid looking ridiculous by chasing every trend, and says the goal is to remain bold while protecting brand DNA.
