In the age of ‘all data everything’ we are overwhelmed with metrics and measurements on every platform, piece of content and behaviour. This has many benefits to brands and content creators as we discover how to optimise our output, what works and where to invest. Brands spent $27 billion buying media on Facebook in 2016, a 57% year on year increase. This rise and rise of paid media on social, along with the metrics, kpis and jargon that come with it is suffocating creativity in digital marketing and wasting brands money.

Combined with the marketing shift to short termism has led us to measure efficiency over effectiveness. We’re looking for immediacy rather than impact, reach over resonance and prioritising a ‘2 second 50% in view’ view over a genuine reaction. The reason attention spans are so low is that people are utterly indifferent to ads. Therefore brands in to declare war on indifference and grab peoples attention. Brands should focus on making content, not adverts that are non consensual and peer-to-peer.

BBH LIVE take you through their 10 commandments for how to cut through and bring the social back to social media.