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The average person spends around 400 minutes per day online, according to research firm GWI.
Social media platforms, including Facebook and TikTok, account for an increasing amount of this scrolling and thumb-tapping, using canny algorithms to serve users a carefully selected range of content guaranteed to pique interest.
For brands and publishers, it can be tricky to stand out in such a saturated market. At Social Media Week Europe, media and marketing experts revealed how they’re winning the war for attention with a little help from creators.
“Creators are a great way of cutting through these algorithms,” said Mobbie Nazir, chief strategy officer at We Are Social, which counts Samsung and Google among its clients.