CPG brands shift to social-first strategies, targeting Gen Z on TikTok and beyond. They're facing challenges, embracing influencers, and adapting marketing for social's dynamic landscape. Advertising spend rise.
“It’s an amalgamation of a few things — the rise of right-wing propaganda and general political ties definitely puts a sour taste in the mouth — same as with Twitter [now X],” says writer and creator Molly Elizabeth Agnew, who has shifted from posting daily fashion content to only covering tentpole events.
As part of the partnership, which runs through the end of the year, Sephora is sponsoring a range of editorial features and social content on Remezcla, which has carved out a space for beauty alongside its preexisting culture, music, sports, film and food verticals.
I’ve noticed that some of my influencer friends have started to be more self-deprecating either on par with their own — often sponsored — content or by splitting personas between Instagram (manicured, curated) and TikTok (off the cuff, playful).
