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How brands created buzz in 2023, and what’s next

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How brands created buzz in 2023, and what’s next

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The convergence of fashion and entertainment, the power of the destination show and the rise and rise of APAC influencers: the industry’s standout moments of 2023 reveal just what drove the most conversation this year — and where fashion will go in the next.

“Brands’ narratives go more and more beyond the product. The goal for labels is to create preferences and this can be achieved through entertainment and experiences,” says Serge Carreira, director of emerging brands initiative at Fédération de la Haute Couture et de la Mode and lecturer at Sciences Po. To be sure, destination shows offer the advantage of combining runway collections with Instagrammable experiences.

Numbers also confirm the firepower of the big brands. According to influencer marketing platform Lefty, in the top 15 shows of the year, only one is a small brand (Schiaparelli SS24) and the leading show by an emerging brand in terms of earned media value (EMV, the amount of advertising spend required to achieve the same number of impressions), is Ottolinger SS24, with $3.2 million, way behind the top 15 shows of the year by big brands (all above $30 million). Pharrell Williams at Louis Vuitton and Sabato de Sarno at Gucci were the top designer debuts, well ahead of debuts from Peter Do at Helmut Lang and Peter Hawkings at Tom Ford.

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Pharrell’s debut show for Louis Vuitton.

Photo: Aurelien Meunier/Getty Images

Fashion meets entertainment

Williams’s debut for Louis Vuitton won 2023: the star-studded show that included a performance by Jay-Z, garnered $42 million in media impact value (MIV, which assigns a monetary amount to every post, interaction and article) for the men’s collection, exceeding the largest women’s fashion shows for the first time, according to tech and social media analytics provider Launchmetrics.

“Pharrell’s show was the winner because of a combination of the three key factors of success: a large amount of influencers (top three), highly engaged (top one in number of posts) and powerful (top two in average EMV per post),” says Annika Baer, Lefty’s marketing manager.

Barbiecore was another craze that dominated fashion this year. The film generated over $474 million in MIV in July alone, surpassing major fashion weeks, says Alison Bringé, chief marketing officer at Launchmetrics. Brands stood to benefit from the Barbie effect: during the month of July, when the film was released, Birkenstock garnered $34.1 million in MIV, up 28 per cent on the month prior.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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