why is this important for marketers to understand?

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But what is the Conjoint Effect and why am I hearing about this for the first time? And why should all marketers understand it and its impact on social media strategies right now?

Because it will help you move beyond being an romania b2b leads imitator. And become an innovator.

What is the Conjoint Effect?
The Conjoint Effect is a theory that people, brands, celebrities and content creators are all acting like each other and stealing each other’s tricks (and in many cases, sadly, their content).

But

Mental availability drives fame for a brand. And yet, too many are just copying what everyone else is doing. This worked for a long time—until now. Let’s rewind.

For much of the golden era of social media (2007-2015), social media was about connection, interaction and engagement along a social graph. We got updates from people mainly in the form of text status updates and some photos. We knew these people. As a result, we trusted them. This was the early part of the influencer and creator economy. One where connections were highly valuable.

But then the “For You” feed took over and has led us where we have begun to trust complete strangers on the web, as long as those strangers have credibility and clout. The Conjoint Effect is an overthrow of past ways social has worked. One where it’s more aligned to an interest graph, focused on interests and ideas. This puts pressure on brands to start making content that rises above the signal to noise ratio. A memorable “meal” over junk food so to speak. As a result of this, brands need to make the following pivot:

Past: Brands are people, and should behave like them on social media. Sounding human, being authentic, being relatable.
Future: Brands aren’t people, and should behave where they provide value on social media. Even if this value comes in the form of entertainment or humor.
As more of the social web moves in this direction, what should you do moving forward as we cross the chasm?