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Moncler celebrates its 70th birthday with viral challenge: TikTok weekly roundup

It’s all about content, right? But there is often a pinch point between an expert creator and the way they monetise their platforms. A point that was crystallised on TikTok this week by coach Andrea Cheong. Cheong is an expert in money matters and the pioneer of The Mindful Monday Method. This week she made...

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Cult Facebook group That Dubai Girl is a shortcut to connecting with millennial expats in the emirate

In the “moving to Dubai” starter kit, there are three main components: swimsuits, sunscreen, and membership to That Dubai Girl. What started as a group to support young women relocating to the emirate has blown up into a multi-platform community dictating Gen Z and millennial tastes across the city. It’s a Facebook page, it’s a support...

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John Lewis is driving social commerce via influencer livestreams and deep data analysis

KEY TAKEAWAYS FROM THIS CASE STUDY Live online shopping events hosted by creators have been a huge success for the brand. Kat Farmer has been a key force at driving engagement here, attracting thousands of views and increasing clickthrough to featured products by 52%. Erica Davies’ boot collection has been another key influencer innovation, with...

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The Try Guys face backlash after Ned Fulmer scandal: TikTok weekly roundup

This week our TikTok roundup is all about falls from grace. Mikayla Nogueira, the Massachusetts beauty influencer celebrated for her straight-talking authenticity, hasn’t posted for 5 days. The reason? An old video surfacing from 2021 with her complaining about how hard she worked – “try being an influencer for a day. Try it”- and talking about...

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Adam Levine’s cheating scandal makes headlines and The Body Shop goes viral: TikTok weekly roundup

It’s been very busy on TikTok this week. First, Iranian women are cutting their hair in protest against the brutal killing of Mahsa Amini, demonstrating how powerful a tool of communication TikTok can be. On a less sombre note, Halloween is here. It’s already been won by Horror Props and their Stranger Things 4 set up. Pack up everyone else,...

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Cost of living: how TikTok’s #CraftTok community is boosting engagement across fashion, beauty and interiors content

While dancing, fashion and comedy sketches might be the first topics that come to mind when thinking about TikTok, there’s a bustling craft movement in the short-form scene. #CraftTok has 1.2 billion views on the app and the view count will likely rise due to the ongoing cost of living crisis in the UK, as people seek...

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The evolution of #BookTok: Penguin Random House partners with TikTok to capitalise on reading enthusiasts

If you have been following the fortunes of #BookTok you’ll understand the explosive popularity – but for those who haven’t here’s the blurb: one of TikTok’s biggest and most surprising side hustles is as a seller of books. In early 2020, young creators began posting about their favourite reads, creating aesthetic videos based around their literary genres,...

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The Harry Styles effect: how brands can tap into his influence across fashion and beauty on TikTok

Singer, actor, entrepreneur and style icon – Harry Styles’ influence is wide-reaching and might be best measured not by how many stadiums he has sold out, but his impact across fashion, beauty and social media. We’re talking about a man whose gender-neutral beauty brand Pleasing sold out following its pre-order drop in 2021, who has had outfits (including the Gucci...

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Halloween beauty influencer campaigns outperform adverts in all other verticals by 10%

Beauty Reels are the best way to engage consumers via influencer campaigns in the run up to Halloween, according to 2021 data. A review of 10,000 adverts by CORQ has revealed the beauty industry overall was most successful in producing content with creators that resonated last year, and that some of the best performing campaigns...

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TikTok launches new feature to compete with BeReal as New York Fashion Week gets underway: TikTok weekly roundup

First up this week saw TikTok UK publish its top sounds of the year so far. In running order they are: Nicky Youre & Dazy – Sunroof  Kate Bush – Running Up That Hill (A Deal With God) Duke & Jones & Louis Theroux – Jiggle Jiggle Luclover – L$d Cat Burns – Go (Higher...

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Don’t Worry Darling dominates conversation and Marks & Spencer goes viral for all the right reasons: TikTok weekly roundup

At the time of the writing, it was announced that the Queen had died peacefully at Balmoral. It seems impossible that until 6:45pm on Thursday 8 September, all we could think about was whether Harry Styles actually spat on Chris Pines at the Venice Film Festival, during the premiere of Olivia Wilde’s film Don’t Worry...

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How Korean influencers are driving sales of beauty devices as the market hits â‚©1.6 trillion

The return of mask-free life in Korea has brought with it an explosive demand for beauty products beyond makeup. Interestingly it has also led to a boom in sales among at-home beauty devices, such as LED masks and facial massage tools. According to a recent study by LG Business Research, Korea’s beauty device market expanded from...

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