TikTok has the power to make or break songs, to launch a million dance moves, to make tiny frozen Chinese desserts must-haves, to send people anywhere. And when we say anywhere, we mean anywhere. The current platform hotspot is Wakefield Wines, in Wakefield – an off-licence that happens to be well-stocked in Prime, the drink
Sizing is becoming a hot button issue for the fashion creator community and brands need to pay attention
Fashion influencer and writer Camille Charrière created a party collection for Mango which came out at the start of this month. It’s stylish, fun and perfect for the Christmas season. The only problem? The sizing is extremely limited. Lifestyle creator and writer Abisola Omole highlighted this on Instagram Stories, noting how beautiful the pieces are
Two weeks of Twitter in its Elon Musk era: fake verification, messy u-turns and new features for lols
It’s been two weeks since billionaire Elon Musk purchased Twitter and as expected, there’s been absolute chaos. Even for chronically online people, it’s nearly impossible to keep up with Musk – AKA the “Twitter Complaint Hotline Operator” – and his antics, from the mass layoffs to suspending parody accounts to U-turns on product launches. What’s
Q3 sales prove It girls plus influencer seeding is the ultimate formula for making fashion go viral on TikTok
There’s a magic formula for fashion on TikTok: influencer seedings and it girls. Here’s how it goes – model Bella Hadid gets spotted wearing a specific clothing item, TikTok influencers move at lightning speed to purchase said item. It goes viral, brands reap the rewards and the cycle repeats itself. Technology company Lyst’s Q3 report
Burberry’s Minecraft project is a logical innovation but its social audience is not convinced
Luxury brand Burberry launched its collaboration with video game Minecraft, which will consist of both a physical capsule collection inspired by the game, in-game adventures and real world experiences. But as many of Burberry’s followers commented on its Instagram announcement, “what does this have to do with clothing?” It’s an innovative partnership, but what’s the point? This is becoming
Creators slam Instagram after tech issues wipe thousands of followers from their audiences
Halloween turned out to be a nightmare for many creators as Instagram suspended accounts seemingly without reason, making both follower counts and engagement rates plummet. Many influencers rely on Instagram as a primary source of income and as the place to connect with their communities, but these outages make it challenging to trust the platform.Â
Users will have to pay to stay verified under Elon Musk’s plan for Twitter – but is it actually worth it?
Here’s the question of the day: would you pay to retain verified status on Twitter? Elon Musk wants you to subscribe to your own importance in his new and quickly emerging vision for the platform. Of everything he has done in the past 72 hours – from the sink video to the lay-offs to the
Marks & Spencer’s virtual influencer Mira leaves consumers confused about what the retailer stands for
Brands have made bold, experimental moves into the metaverse throughout 2022, but it’s become increasingly clear consumers aren’t always ready for these innovations. Case in point: the customer backlash to Marks & Spencer’s new virtual influencer, Mira. The retailer isn’t the first business to introduce virtual ambassadors (see PrettyLittleThing and Prada) but it is a
John Whaite quit OnlyFans due to its alleged failure to protect children – other platforms should take note
Author, food creator and broadcaster John Whaite has announced he is leaving OnlyFans due to an investigation which found users are sharing imagery of child exploitation on the platform. The Strictly Come Dancing and Great British Bake Off star – who has also been vocal about mental health safeguarding – joined OnlyFans in August 2022
Sephora UK needs to dramatically improve its digital to compete with homegrown beauty retailers
Sephora launched its online UK presence this month and plans to open brick-and-mortar stores in early 2023. Despite the highly-anticipated move, consumers had a lukewarm response to its poorly executed website giving shoppers a negative first impression of the retailer and weakening its potential market share of the £27.2 billion beauty industry. Across Twitter and
Zara Pre-Owned could prove resale is shorthand for greenwashing – unless Zara invests in making this part of its customer culture
Zara is the latest fast fashion business to introduce a resale platform, following Pretty Little Thing earlier this year and – if you can believe it – Shein. Instead of making strides to reduce consumption by releasing fewer products or introducing sustainable practices, fashion brands are increasingly turning to this strategy as a response to
Gen Z have spoken – creators are the entrepreneurs they aspire to and brands should examine their strategies
Two thousand young people ranked the top ten modern business icons who inspire them in a recent NatWest survey, and the list was dominated by creators including Molly-Mae Hague, KSI, Steven Bartlett, Joe Wicks and Zoella. It is proof that Gen Z not only trust the business acumen of influencers, but see them as the
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