![]() ![]() ![]() Platforms like Instagram Live and Stories allow for much more real, authentic, conversational content,” said Katie Welch, CMO of Rare Beauty. “As Instagram has evolved their features, people have evolved what they share. Its algorithm-based feed and new features, such as the ability to share posts in Stories, allowed for more opinion-based content. The marked shift in Instagram content had begun prior to the pandemic. On the day of the Capitol riot, it posted about mental health resources for its followers. It ultimately became too much to stay quiet under all of the circumstances, especially as brands look inward at their mission and also the customers they look to service.”įor its part, Selena Gomez’s label Rare Beauty launched in 2020 with a built-in brand image devoted to mental health. The old motto of ‘just focus on the brand’ no longer fit. “There has definitely been more of a shift as the political climate became more dissonant and the Black Lives Matter movement reached its tipping point. ![]() “Real-time marketing has been an underlying theme in social for a while now,” said Chandra Cooks, marketing director at Mented Beauty. It had previously released a statement on January 6 about the riot at the Capitol. Most recently, the brand celebrated Vice President Kamala Harris on Inauguration Day on Instagram. Mented Cosmetics has frequently engaged with current events. Since then, brands have become more willing to weigh in on issues such as the election, the Capitol riot and the inauguration. In the summer, the Black Lives Matter movement caused a major shift on the platform, propelling not just influencers and brands, but also regular users to post more frequently about social issues. “Celebrities and travel influencers or whatnot had to learn that the hard way.” “When people have tried to post more traditional Instagram escapist content, it just comes across as tone-deaf,” said Emery. That certainly didn’t stop many influencers and celebrities from trying, before being swiftly rebuked. While 2019 marked the decline of the Instagram aesthetic, 2020 made it nearly impossible to be in a situation where that could be achieved, thanks to “Instagrammable” activities such as travel, dining and celebrations being curtailed. Instagram users are now “going on there more to find information about our reality or what other people think about it, trying to escape our reality,” said Courtney Emery, director of cultural strategy at digital marketing firm Sparks & Honey. “But now, it’s very much more like, ‘What are you really doing? What do you care about? What are you passionate about? What do you want to talk about?’” It was aspirational,” said Mae Karwowski, CEO and founder of influencer agency Obviously. In the early days, “You could be on the beach in Tulum, or the next day, you could be at a beautiful coffee shop in Paris. ![]()
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