Trust, Influence and the Future of Social Media Marketing

Description

Social media marketing is evolving faster than any other area of the communications landscape. Platforms rise and fall in relevance, audience behaviours continue to shift, and the balance between professionally produced brand content (BGC) and user-generated content (UGC) is reshaping how trust, influence, and authenticity are created online.

Younger audiences are increasingly drawn to content that feels personal, immediate, and creator-led, while other segments still value polished brand storytelling for reliability and clarity. For marketers, this creates both opportunity and challenge. Decisions about voice, platform, ethics, community, measurement, and creative approach now matter more than ever and require constant adaptation.

This 90-minute hybrid event brought together Lancaster University’s Marketers in Residence and academic specialists to explore what works, why it works, and how organisations can stay ahead in a shifting digital environment.

Period	11/03/2026
Held at	Marketing
Degree of Recognition	National