A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
Thriller: Apple Music's dropped its five best albums of all time. Users on X are debating Lauryn Hill's "The Miseducation of Lauryn Hill" as #1 and Michael Jackson's "Thriller" at #2.
#KatyPerryIsComing: Katy Perry updated her social media profiles with a new logo, sparking widespread speculation and excitement among fans about a new era in her music career. Fans & media outlets have quickly picked up on the changes, with many expressing their anticipation for her upcoming album and lead single.
Barbie: Mattel has announced the creation of Barbie dolls in the likeness of 9 female athletes, including tennis champion Venus Williams & soccer star Christine Sinclair, as part of Barbie's 65th anniversary celebrations.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
‘Get Ready With Me’ ft. Influencer Experiences
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What it is: A new trend has emerged on TikTok with creators spicing up their typical "Get Ready With Me" (GRWM) videos. The spice? Revelations of “shady” or ethically questionable things that brands have asked them to do. Both macro & micro influencers alike have been divuling the details as they apply makeup or skincare products. Allegations include brands/influencers agencies dismissing creators’ illnesses or family emergencies to brands asking creators to avoid ad disclosure (counter to FTC requirements). All of this started with beauty influencer Abbey Yung who, at the end of January, posted a video titled "SHADY BRAND DEALS" that opened the floodgates for other creators to reveal unethical requests & mistreatment from brand partners. This should come as no surprise as creators have been transparent with their followers about pay. The only difference is the shift in conversation, publicly highlighting the brand deal process.
What brands can learn: Brands, influencer & creator culture very much pertains to you, so let's talk through the questionable practices discussed & how they can be avoided. Those practices include:
1. Pushing creators to make false claims and/or hide sponsorship As false claims go, it's very easy to blur the lines of “authenticity” to appeal to followers. Where authenticity goes awry is when brands urge creators to lie to their viewers about their experience using products/services. Social media users are smart -- they know when an influencer is lying for a cash grab. The best way to market? Natural integration & abiding by FTC guidelines around influencer marketing disclosures.
2. Setting unreasonable deadlines or not accommodating personal emergencies While brands might have tight turnaround times for an announcement or product launch, creators are human with unexpected life circumstances. Pushback on deadlines (when necessary) is the key to making successful collaborative work.
3. Using creators’ content without permission and/or payment Brands, always ask before repurposing creator content and know how influencers feel: “Getting paid in exposure doesn’t pay the bills.” Boosting influencer content? Include it in the influencer contract. Using sound bites or clips from sponsored posts for other content? Needs permission.
4. Not paying creators until several months after they post While it's the norm for brands or agencies to pay a creator within 90 to 120 days after posting sponsored content, it's a huge pain point for influencers & their agencies who depend on their content for their livelihood. Ultimately, this trend speaks to the transparency sweeping through the influencer industry and creators' familiarity with intricate brand deals.
Examples: 1, 2, 3
Four must-click links that crossed our feeds today.
Meta, Match, Coinbase, and other major tech companies are launching a new coalition to take on online fraud across dating apps, social media, and crypto.
90s kids rejoice: Capri Sun is selling giant jugs for customers whose appetites (but not tastes) have grown up.
TikTok not looking too hot: Plans for layoffs of operations and marketing employees loom.
Popular community building app Geneva was just bought by Bumble to extend its hold on friendships.
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