What do marketers plan vs what do consumers want in 2027?

Every year, we ask marketers what’s shaping their social strategies and where they’re placing their bets for the year ahead.

For our State of Social 2027, we want to understand not just what marketers are planning, but whether those plans actually match what consumers want from brands on social.

We’re surveying marketers and consumers side by side to uncover where the two are aligned, where there’s a disconnect, and where the biggest opportunities could be for brands in 2027.

What we want to find out

From AI and creator partnerships to community, content and changing platform behaviours, we want to understand:

• What marketers are prioritising and investing in for 2027
• What they plan to do more - and less - of
• How AI is changing social teams and content
• What consumers actually want to see from brands
• Where consumer attention is moving
• Where marketer plans match consumer expectations - and where they don’t

The findings will form our State of Social 2027 Playbook, bringing both sides together to give brands a clearer picture of what they should be thinking about for the year ahead.

We want to hear from you

If you work in marketing, social or brand, we’d love your perspective.

The survey takes less than 5 minutes to complete, and you’ll be entered into a draw to win a £150 Amazon voucher (subject to Terms and Conditions) as a thank you for your time.

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We’ll be sharing the full findings in the State of Social 2027. Keep an eye out to see how your plans compare with what consumers actually want.