Attending Web Summit 2024 in Lisbon was an incredible experience, but one session that particularly resonated with me was “Know Your Audience: The Power of Social Listening.” The insights shared by Abeer Alessa (The Bold Group), Francesca Gargaglia (social+), and Doina Ciobanu (Creative Director & sustainability advocate) felt incredibly relevant to the challenges and opportunities we face in modern marketing.
What is Social Listening?
Social listening is the process of monitoring online conversations about your brand, competitors, or industry to understand what people are saying and feeling. It helps businesses gather insights, track trends, and respond to customer feedback.
Why is Social listening important?
Social listening is important because it helps you understand what people really think and feel about your brand. By keeping an ear to online conversations, you can spot trends, address issues quickly, and discover new opportunities. It’s like having a direct line to your audience’s thoughts.
Here are a few things I learned from the talk:
1. Social Listening Is About Action, Not Just Observation
It’s easy to think of social listening as simply tracking what people say about your brand, but that’s just the starting point. The real power lies in using those insights to shape strategies, products, and campaigns that genuinely resonate with your audience. Abeer Alessa’s point about shifting from “dialogue” to “consumer-driven narratives” really hit home. Today, consumers expect brands to listen and act on their feedback.
This reinforced the importance of not just collecting data but finding creative ways to use it to provide value. One example shared during the talk was a campaign that included sign language translations during Saudi Arabia’s National Day, a simple but powerful idea informed by listening to a community. It’s a reminder that even small insights can lead to big impact if you approach them with empathy.
2. It’s About More Than Just Data — It’s Understanding
Francesca Gargaglia made a great point about turning the wealth of social data available into actionable insights. There’s no shortage of metrics and sentiment analysis tools, but the key is using them to understand what your audience actually cares about.
One thought I took away is the value of “anticipating trends.” Social listening isn’t just about reacting to what’s happening, it’s about identifying what’s next. Whether it’s the rise of social commerce or shifts in consumer values like sustainability, the brands that win are the ones that treat their audiences like co-creators of their story.
3. Authenticity Is Non-Negotiable
Doina Ciobanu made a powerful case for brands to stay true to their values. Social listening isn’t just about picking up what people want to hear, it’s about ensuring your actions and communication align with your identity. Gen Z in particular can see through performance marketing, and they expect brands to walk the talk. Remember, authenticity isn’t just a buzzword, every decision needs to reinforce and build trust with your audience.
4. Inclusivity Isn’t Optional
One of the most inspiring takeaways was how inclusivity can elevate campaigns. Social listening doesn’t just tell you what people are saying, it reveals who you might be overlooking. Inclusivity isn’t just ethical, it’s strategic. If you’re not considering all voices, you’re missing out on opportunities and potentially alienating audience segments.
5. Adapting to New Trends Is Essential
The way consumers shop, interact, and engage is constantly evolving, and staying ahead of these changes is crucial. Francesca touched on the rise of social commerce, especially in markets like China and Brazil, where video-led shopping experiences are booming.
This got me thinking about how platforms like TikTok are shaping consumer behaviour and what that means for the brands we work with. Are we meeting consumers where they are, or are we expecting them to come to us? It’s a question every marketer needs to ask.
6. AI and R&D Are Worth the Investment
One of the more forward-looking points came from Abeer, who emphasised the importance of investing in AI and digital tools. While the future of AI in marketing is uncertain, it’s clear that it will play a major role in hyper-personalised campaigns and predictive analytics. This is a call to double down on experimentation and innovation. Setting aside budget for R&D and staying curious about emerging tools will be key to staying competitive.
Closing Thought
The biggest lesson I took from this session is that social listening is more than a tool, it’s a mindset and an approach that should be baked into everyone’s marketing strategy. It’s about humility, empathy, and the willingness to learn from your audience.
In an age where the consumer has the loudest voice in the room, listening isn’t just helpful, it’s essential for building trust, driving engagement, and creating campaigns that truly resonate.
At Snap, we’re excited to take these learnings and continue refining how we approach marketing in a world where authenticity and inclusivity aren’t just expectations—they’re table stakes.
