Brand marketers are adopting fan-first social media strategies

August 17, 2026 For soft-drink brand Poppi, fans come before consumers. The Pepsico-owned brand has bottled up an innovative approach to social media that’s beginning to be picked up by the marketers behind the industry’s largest brands, but it carries risks, too. The brand’s “fans” act as evangelists for its fizzy qualities online, amplifying its content while also providing a source for social listening and trend observation. TOP STORY Brands in Culture Brand marketers are adopting fan-first social media strategies Bigger brands are picking up a social playbook perfected by startup and scaleup marketers, having seen the results. But can it work at scale? Advertisement OTHER THINGS TO KNOW ‘They haven’t been given the receipts’: What one brand audit reveals about programmatic transparency. As live sports streaming and AI change the game for digital advertising, one brand is auditing its partners to ensure transparency and validate the performance of its programmatic video campaigns. Partner insights from Blockboard. Approximately 70% of digital media consumption happens within apps, yet most programmatic platforms treat mobile as a distribution channel rather than a data asset. Partner insights from Blis. Time is running out to enter the Digiday Awards. The extended deadline for the Digiday Awards is Friday, Aug. 21. Gain industry recognition alongside past honorees including Tripadvisor, OLIPOP, NFL and Digitas.  MARKETING Zero-click Future Creators build GEO strategies to get discovered by brands and agencies in AI search With no established playbook for AI search, creators are starting to build their own. Agency Culture New court filings detail how WPP’s turnaround stalled — from the inside Inside WPP’s unravelling: what 13 former execs told lawyers in a wrongful termination suit. The Creator Economy USA Fencing relies on creators to attract new fans ahead of the 2028 Olympics Creators can bring new fans to niche sports in droves, and USA Fencing wants to tap into their cultural power. PARTNER INSIGHTS FROM MOLOCO How brands like Fetch are measuring true incrementality on CTV CTV is growing fast, but many advertisers are still measuring it the wrong way — or not measuring it at all. FROM DIGIDAY EVENTS Don’t miss your last chance to save on passes to AI Marketing Strategies Join AI Marketing Strategies on Sept. 24 in NYC for a day of actionable insights and real-world case studies on how brands and agencies are using AI to transform product discovery, personalization, creative, targeting and more. Secure the early rate by Sept. 1. Register Experimental Channels How H&M, Chobani, UrbanStems and Teleties are refining their partnership strategies Brands are refining partnerships to match audiences, drive cultural relevance and find new growth. PARTNER INSIGHTS FROM OPTABLE The five pillars of agent readiness: Step-by-step self-assessment Adopting agentic AI too early or too quickly can have devastating consequences. This self-assessment helps teams determine their readiness by analyzing key pillars: data, inventory signals, content and context signals, technical infrastructure and organizational awareness. Advertisement DIGIDAY+ Member exclusive Media Buying Briefing: How 'outcomes' has become the latest term to be overused After throwing around transformation for the last few years, holdcos are now obsessed with delivering outcomes — but it’s not as easy as they make it sound. PARTNER INSIGHTS FROM TALON ONE Why marketers must become AI agent-ready now Agentic AI is projected to account for 15%–25% of total U.S. e-commerce by 2030, according to Bain & Company — an indication that businesses won’t truly be omnichannel unless they have incorporated agentic shopping experiences. ICYMI Brands in Culture Brands won this season of ‘Love Island USA’ Brands are eager to find their way into shows like Love Island USA and events that have become appointment viewing. Member exclusive Future of Marketing Briefing: What World Cup breakout stars Haaland and Zlatan can teach marketers about sports stardom This year’s soccer darlings confirm the emergence of a new kind of sporting celebrity in direct conversation with fandom and social media. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy