Oct 12, 2026 · 22 min · 12 segments
Joining us is Victoria Hoyle, Global VP of Intelligence at The Social Element. Victoria takes us through the agency’s Brand Currency research, explaining…
Matt SchecknerHost
You know, how many people walk into this studio at this event this year to discuss AI.
As AI makes it possible for brands to produce all of this nearly unlimited content, could we actually be making the problem worse?
One of the key things that we saw in our study is that increase, frankly, in content being produced.
In the nearly 500 brands that we looked at, there's been a 10% increase year over year in the volume of content being published by brands, let alone all the AI stuff that's being published by all these new accounts popping up by everyone else.
And I think perhaps brands take that route sometimes because there's a security in it.
When in reality, we're also in a space where we have less control as marketers than ever before, right? So again, in our study, something that we found was that 90% of conversations on the average brand are happening outside of their own channels, outside of the channels that they can actually control and influence.
But the opportunity is the flip side of that 24%, right? Which is that that's an opportunity to co-create.
That's an opportunity to listen to how consumers are talking and feeling and experiencing your brand and and to bring that kind of back into that feedback loop that we talk about so, so much.
I think a question I also often get is around if consumers are experiencing AI, et cetera, does that not give us permission to start posting about it? Like, is this not part of the new norm? And I don't think we should be necessarily like just following that track just because they see it everywhere else.
Well, it's fascinating that we would even do it at all, given your own findings that your posting frequency does not equal better results.
You know, how many people walk into this studio at this event this year to discuss AI.
As AI makes it possible for brands to produce all of this nearly unlimited content, could we actually be making the problem worse?
One of the key things that we saw in our study is that increase, frankly, in content being produced.
In the nearly 500 brands that we looked at, there's been a 10% increase year over year in the volume of content being published by brands, let alone all the AI stuff that's being published by all these new accounts popping up by everyone else.
And I think perhaps brands take that route sometimes because there's a security in it.
When in reality, we're also in a space where we have less control as marketers than ever before, right? So again, in our study, something that we found was that 90% of conversations on the average brand are happening outside of their own channels, outside of the channels that they can actually control and influence.
But the opportunity is the flip side of that 24%, right? Which is that that's an opportunity to co-create.
That's an opportunity to listen to how consumers are talking and feeling and experiencing your brand and and to bring that kind of back into that feedback loop that we talk about so, so much.
I think a question I also often get is around if consumers are experiencing AI, et cetera, does that not give us permission to start posting about it? Like, is this not part of the new norm? And I don't think we should be necessarily like just following that track just because they see it everywhere else.
Well, it's fascinating that we would even do it at all, given your own findings that your posting frequency does not equal better results.
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