One of the most fundamental shifts happening right now that Gabriella Mirabelli is tracking is the way people discover content. When you’re on a social network, you discover content in a much more nuanced and significant way than you would on a traditional channel, and in order to reach people effectively, you need to understand why they engage with content, how they share it, and what they’re doing with that content. As creative people, Gabriella says, we need to remember that we’re talking to real people. How they react to information and how they engage with that information is critical to getting your message heard. Recent research found that 70 percent of brand recognition for entertainment brands was directly tied to social engagement, and there is also a strong correlation between ratings and social video engagement. So while you cannot always control what viewers are postings, and you cannot control buzz, marketers can still deliver authentic messaging that people find important, relevant, and want to share.