The problem: Why are we still treating organic social like it’s 2016? Once upon a time, a clever post could go viral. A well-timed meme, a thoughtful caption, or a quirky product shot could generate thousands of likes and shares. That time has passed. Today, the algorithm doesn’t care about your brilliant copy or carefully curated grid. It cares about ad spend. And yet, brands and marketers continue to invest hours into organic social strategies hoping for unpaid virality.

The problem: Are we rewarding creativity, or just clever engineering? Unpopular opinion by a CEO: If AI wins at Cannes, did a human even compete? This year, Cannes Lions shortlisted multiple AI-generated campaigns – and the industry applauded. “Revolutionary,” some said. “Democratizing creativity,” claimed others. But here’s the real question: Are we confusing automation with inspiration? When we hand awards to generative AI campaigns, we’re not celebrating creativity – we’re celebrating efficiency. That’s not the same thing.

The problem: Is employee influence authentic or just another marketing strategy? Once upon a time, influencers were independent creators sharing their passions. Now? Your LinkedIn feed is flooded with company employees-turned-influencers, singing the praises of their workplace in carefully curated posts. Welcome to the rise of corporate influencers, the latest (and most calculated) form of brand advocacy.

The problem: Are personalised ads helping us – or just watching us? Remember that time you talked about buying a new couch, and suddenly every ad on your phone was for sofas? You never searched for it. You never typed it out. Yet, somehow, brands knew exactly what you were thinking. That’s not marketing magic, it’s surveillance disguised as personalisation.

Founded in 1997, Wetpaint has reshaped the advertising landscape by bridging creative brilliance with innovative technology. Initially conceived as a full-service marketing agency, Wetpaint’s offerings span strategic audits, creative development, media management, and performance reporting. Over its 25+ years, the agency has grown into a global leader known for its impactful, ROI-driven campaigns that exceed client expectations

Let’s face it: the influencer industry is starting to feel like a never-ending episode of Friends. Sure, we all love seeing the same familiar faces pop up everywhere, but does every brand really need to feature the influencer equivalent of Ross and Rachel? It’s time to address the elephant in the room: are we recycling influencers just because they’re well-known, or do they actually influence anyone anymore?