At first, social was all about big numbers. Get their eyeballs. It was the same mentality as a TV commercial. If you can get enough people aware of your product through ads on Facebook, you just might convince enough of them to generate ROI.
But the same thing happened to social as TV - people zoned out. They were scrolling right by asks to "stop and click!". So, next came the hope that great creative was the key. Stop their thumbs from scrolling, and they are yours.
But that didn't work. Turns out what really stops the scroll is outrage. Babies. And whatever the rest of the feed is talking about that day. Brands tried to keep up by being quirky , hiring quick turn content teams to churn out reactions to the latest #trend.
So what's the magic sauce? Same thing that's always worked for marketing. A great product and an authentic story. No other way achieve long term success, on social or otherwise.