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The Role of Agencies in a World Where Paid Social Dominates

Authors: Eric Siu
Posted Under: Social Pros Podcast
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Follow Social Pros on LinkedIn.

To inquire about becoming a guest or show sponsor, please email our Executive Producer, Leanna Pham, at

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Eric Siu, CEO of Single Grain, joins the Social Pros Podcast to discuss the evolving role of agencies in a marketing landscape dominated by paid social.

How the Role of Agencies Is Evolving

The focus of most digital marketing agencies has changed drastically over the past few years, as older tools and strategies have given way to things like paid social media, live video, influencer marketing, and more. Eric Siu’s agency has rolled with these changes, continually innovating, to deliver the best support possible for its clients.
The days of saturating our audiences with content and seeing meaningful results are behind us. Instead, Eric urges clients to do more with less. Using a technique they call “content sprouting,” businesses can nurture and proliferate their best content for a greater impact, rather than attempting to “be everywhere.”
While it’s impossible to know what audiences will demand from brands in five years, Eric brings a treasure trove of experience-backed predictions to the table, along with recommendations for where businesses should focus their energy now.

In This Episode

  • 10:35 – What businesses should do less of when it comes to marketing.
  • 13:42 – What’s ahead for influencer marketing.
  • 15:32 – Why the future of live video as a marketing tool is bright.
  • 17:53 – Predictions on whether or not businesses will still be running organic social media in three years.
  • 19:12 – How Eric bought his marketing agency for just two dollars.
  • 23:30 – How a “content sprouting” technique helps you stay competitive in a content-saturated environment.

Quotes From This Episode

“The most important thing, I think, for agencies to differentiate themselves is to offer some sort of transformation.” — @ericosiu
Start with one seed first. If you're good at video, do video. If you're good at audio, do audio. If you like to write, go ahead and write. Click To Tweet
“Organic social isn’t going anywhere because communication isn’t going anywhere.” — @ericosiu


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