The report reveals a new reality for marketers: social no longer follows a single playbook. As discovery shifts beyond owned audiences, creative quality has become the primary driver of reach, influencing how far content travels in the algorithm and how momentum builds across platforms and formats over time. Creative excellence is not one-size-fits-all, with performance increasingly driven by content tailored to how different audiences discover, engage with and share content across platforms, rather than by uniform brand formulas or past best practices.