Over the past week, TikTok was banned and then came back, marketers have been taking inspiration from Bad Bunny’s album launch strategy, and creators are becoming more mindful about their consumption. Here’s what has been hot on social media this week…
Now this is slightly embarrassing…
Ahead of the US TikTok ban, which lasted for just 12 hours, creators decided they would share their final confessions before dropping off the app.
Creators posted videos with a caption along the lines of “Since the app is being banned anyway, there’s one more secret I have to share…”. Some were light-hearted, and some were more revealing…
Cultural catalyst Reesa Teesa, who rose to popularity on the app for her 50-part “Who TF did I marry?” series shared: “There’s one more secret I feel I have to share with you… I couldn’t fit everything into the 50-part series… so I’m putting it ALL in a book.”
This was a genius move from Reesa who used a trending moment to tell her audience about her new business venture, and the best part is, TikTok is back! So her audience can continue to get excited in the comments, and Reesa can continue to share updates about her book-writing journey.
There were however takes on the trend that have resulted in a less positive outcome for some creator's careers. Videos started appearing on FYPs featuring fitness influencers confessing they never did the workouts in the programs they sold to their followers, and creators declaring they didn’t actually use or enjoy a product they’d promoted for a brand deal.
The creators that took their confessions one step too far have now damaged their audience's trust and put themselves in a position where brands will question whether they’re a suitable partner for future collaborations.
Musician Bad Bunny has become an inspiration for marketers across the world following his album release, and he’s drummed up a lot of excitement on social media.
The marketing strategy around his latest album DeBÍ TiRAR MáS FOToS (I should have taken more photos), has been a hot topic of discussion online, praised for community connection, cryptic posts that drive excitement, and a focus on cultural authenticity.
His key community-building move was his decision to announce 9 concerts that would only be available only to Puerto Rican residents, prioritizing his home community, by inviting them to an experience that celebrates their culture, their music, and their identity.
Marketing gurus are celebrating Bad Bunny’s decision to prioritize his community. Taking inspiration from Bad Bunny’s choice to create an exclusive experience that deepens loyalty with his most dedicated fans, and celebrates culture.
Fans of Bad Bunny are sharing their love for the album drop and social media hype on their own channels, and a video trend surrounding the album’s title has gained 421.7K posts under the hashtag #DTMF. Creators are posting videos to the song sharing beautiful moments from their lives that thanks to Bad Bunny’s song, they’ve been reminded to document on camera.
Creators and their audiences are bonding over emotional and heartfelt experiences, building an even stronger community around the album. Well done Bad Bunny!
Mass product gifting is a contentious topic in the Creator Economy. Influencers are regularly gifted products from brands, far more than they can use – no one REALLY needs 100+ lipsticks.
“Project Pan” isn’t an entirely new concept, but post-Christmas, a time of heavy gifting, creators are looking at the surplus product they’ve accumulated and are challenging themselves to “hit pan” (finish the product) before purchasing or accepting anything new.
Creators are encouraging their audiences to get involved with the challenge too, spreading the message of conscious consumption and living a more sustainable lifestyle.
This trend is one for brands to be aware of, especially those who regularly send gifts to influencers. As creators and their audiences become more mindful and frugal with their consumption, brands need to reflect on their preferences to gain trust and solidify their ethical standpoint.
Want to learn more about aligning with social media trends? Reach out to us at hello@digitalvoices.com.
