What happened to social media marketing agencies?

In the last year, SMM has become a cold, distant, arrogant industry with little care or regard for its clients.

There are still plenty of good players, but there's a clear negative trend in the majority of the industry.

Here's what happened:

* TikTok introduced new creator programs that allow these agencies to barely interact with their contractors

* Said contractors never engage with the clients

* The contractors have very little professional incentive to create visually appealing media

* Most SMMA executives are very young and very financially successful (it often goes to their heads)

* The influx of brands selling large quantities of cheap products makes clients expendable, so dealing well with brands is no longer a priority for many SMMAs

Added together, the recent changes in the SMM landscape have created a pretty unbearable client experience.

I have no reason to believe this will change, nor do I think it should!

There are TONS of cheap brands out there who need that sort of devil-may-care marketing! Modern SMMAs meet that need.

But there will also ALWAYS be brands who need - and deserve - something better.

The media industry is splitting into two factions:

QUANTITY vs QUALITY