SOCIAL
Social Media is Becoming Less ‘Social’ and More ‘Media’

What’s the difference between social media and entertainment, and on which side of the fence do the major platforms sit?
Is Instagram a social app, or an entertainment platform? What about Snapchat, or TikTok?
Increasingly, it’s algorithms that are defining what we see in each app, and in that respect, it’s more about straight-up entertainment than it is about staying up to date with your friends. But what does that mean for the broader social media industry, and how marketers go about re-aligning their approach within this shift?
“We’re at an inflection point where it’s less about the connections we’re making with people, and more about the content we’re creating,” says Nick Cicero, vice president of strategy at Conviva. “With the heavy shift to video, it’s less about the social graph and more about the entertainment you’re creating.”
Does that mean that you need to look at the content you create and post in a different way? And if so, how should you now be viewing your broader digital marketing plan?
That’s entertainment
Recent research from Omida found TikTok has surpassed Netflix as the second-most popular app among the under-35 set. The platform’s also poised to become the most popular social media destination for video viewing this year, while last year, it trailed Facebook by less than a minute in average viewing time.
Its impact is being felt throughout the industry, particularly as both social media companies and entertainment brands look to replicate its style and format.
As explained by Maria Rua Aguete, Omdia’s senior director:
“For broadcasters, commercial or otherwise, keen to engage younger viewers, the increasing importance of TikTok to reach and grow new audiences should not be understated.”
TikTok’s surge in both video views and users – the platform has about 80 million monthly users in the U.S., 80% of whom are between the ages of 16 and 34 – is prompting marketers to prioritize the channel as part of their social strategies.
But it begs the question, is TikTok a social channel, an entertainment channel or both?
As explained by Leroyson Figueira, a senior creative director at London-based marketing agency 160over90:
“It seems that every new digital platform that is not a website nor a utility app is immediately branded a social platform. Without pausing to think, TikTok has also been branded ‘social’ by our industry when it is anything but.”
Figueira further notes that:
“TikTok has film publishers and a film audience. It’s not at all like Facebook, Instagram or Twitter. It’s more like a TV channel or Netflix than a social platform. But the most democratic channel in history.”
For what it’s worth, TikTok itself considers itself to be an entertainment app.
Earlier this year, Blake Chandlee, TikTok’s president of global business solutions, made this distinction clear:
“They’ve built their algorithms based on the social graph. That is their core competency. We’re an entertainment platform. The difference is significant.”
That variance in perspective also shifts the way that marketers need to consider the app, and as more platforms look to replicate this approach, that also extends to your overall strategy.
A different era
The way that TikTok has approached its model is unique, in that it looks more like a media company that distributes content, as opposed to a social channel that facilitates person-to-person interaction.
As a result of TikTok’s success, other platforms are now looking to follow its lead. Instagram, of course, has Reels, while Snapchat’s Spotlight is its own take on the full-screen, vertical-scrolling video, less driven by who you know, and more by what’s driving overall engagement.
Even entertainment platforms are adopting some of TikTok’s features. The NBA, for example, has included elements like vertical video and “For You” recommendations in its latest app release.
At the same time, the concept of social media as an entertainment source isn’t new. In 2010, data from Edelman showed that 73% of 18-24 year-olds (who would be 30-36 years old now) and 50% of 35-49 year-olds (now 47-61 year-olds) considered social networking sites as a form of entertainment. A majority of respondents also indicated that social networking sites provided better value than music, gaming and television companies.
But this time, it feels different. Where the first iteration of so-called “social entertainment” gave us Vine and Quibi, TikTok has a distinct differentiator and advantage: its algorithm.
As per Cicero:
“The thing with TikTok is the recommendation engine. There are so many people on the platform looking for and creating quality video. The endless loop keeps you scrolling.”
That formula is a big reason why TikTok’s considered more social media than a “traditional” entertainment platform. Those recommendations provide the same dopamine rush that the updates from friends and family once did on Facebook and Instagram, but now, they’re also providing the thrill of discovering something new, in a participatory community.
As explained by Dara Denney, senior director of performance creative at Thesis and host of a marketing-focused YouTube channel.
“[On Facebook], it feels like the ads speak to you more than your friends and family now. TikTok makes it more accessible to not only find those people who share your interests, but to be those people as well.”
In this sense, TikTok switches the paradigm from ‘who you know’ to ‘who you want to be’, which then invites users into the creation process.
What old is new again
This shift from social media as a connection platform to an entertainment source is also being reflected in industry jargon around who brands want to work with. The days of the “influencer” are fading, with brands now clamoring to work with “creators” instead.
As explained by Cicero:
“An ‘Influencer’ is more like a celebrity that you might have a relationship with. Creators have to be more authentic and native – and people can see the difference when they’re not.”
This new approach is one of the main reasons that creators are in such high demand as brand partners.
“The velocity at which you have to produce such content has prevented brands from really jumping in. That’s why they’re looking to creators for help. There are so many creators now that it isn’t difficult for brands to find creators that are aligned with them.”
TikTok itself has helped to fuel this. The platform has its own Creator Marketplace to help brands find potential creative partners, while it also has its Creator Fund which pays real money to participating creators based on content engagement. The two streams provide direct incentive for creators to learn what works, and maximize their content performance, in order to then parlay that success and knowledge into, potentially, a career.
As noted by Denney:
“Creators are inherently becoming their own brands, and there’s a push to get them to monetize their craft.”
That’s good news for brands, because while marketers are used to creating staged, polished promos, TikTok is an entirely different animal.
“[Marketers] always knew how to entertain people, but more and more, it’s about educating people as well. People are using TikTok not only as a source of entertainment but as a way to better themselves.”
Denney points to the rise of creators who offer how-to advice (such as Alexandra Hayes Robinson) or “niche personal problems-based” (like The Hollistic Psychologist). These are in addition to the many TikTok-ers who provide makeup, fashion and other self-help guidance, and who’ve built real, influential communities through their uploads to the app.
This change in perspective in regards to social media usage is a critical shift, and marketers would be wise to consider changing their metrics for success.
“The main metric for social media is attention. With TikTok, it’s more about building a community.”
In this way, being on TikTok is about understanding and building an audience – which sounds awfully similar to what traditional TV programmers have been doing for decades.
It’s not about ‘social’, it’s less about ‘brand voice’ and ‘humanization’ and some of the other buzzwords that have been associated with this more interactive, communicative medium. Now, the dynamic is shifting, which could change your whole approach.
Editor’s note: Omdia and Social Media Today are both owned by Informa. Omdia has no influence over Social Media Today’s coverage.
SOCIAL
Who is HRH Collection founder and YouTuber, Alexandra Peirce?

ALEXANDRA Peirce proves there’s no such thing as bad publicity, garnering more fans and subscribers every time she posts one of her infamous video rants.
Peirce, known better by her social media pseudonym HRH Collection, has been an internet mainstay for years, and her fame only continues to grow after sharing more of her contentious takes online.
Who is Alexandra Peirce?
Alexandra Peirce is a social media personality, influencer, and jewelry designer.
Peirce was born on May 13, 1984, in the US.
She currently resides near Los Angeles, California.
Before launching her famous YouTube channel, Peirce graduated from college in 2007 with a degree in political science.
In 2009, she earned a master’s degree in international business.
While in graduate school, Peirce studied abroad in Shanghai, China, where she says she “fell in love with all things Asian.”
Peirce returned to the US during the peak of the 2008 economic recession, forcing her to move in with her parents.
Despite applying for countless jobs, she couldn’t land a position, leading her to create her YouTube channel.
Peirce post her first video, a “What’s in my bag” vlog where she walked viewers through everyday items she carried in her purse.
Peirce kept the channel going even after landing a job in accounting, posting videos and designing jewelry pieces during lunch breaks and after hours.
Fueled by her growing subscriber count, her design hobby would eventually turn into a full-fledged company, HRH Collection.
While Peirce now runs her jewelry line full-time, she is even better known on the internet for her viral videos, which typically show Peirce sitting in her car, ranting about anything from current events and pop culture trends to hairstyles and holidays.
Her videos are often cut up and reposted on TikTok, where select sound clips go viral.
Some of Peirce’s most well-known tirades include her take on beachy waves – “it’s not the vibe, stop!” – and her controversial views on Women’s Day – ““I think it’s stupid. I really do.”
Nevertheless, Peirce has amassed a legion of hardcore fans and haters who can’t help but watch her scream and shout her opinion on just about everything.
Peirce’s controversial videos (and views) have been compared to other un-cancellable influencers, like Trisha Paytas and Theo Von.
Who else could get away with yelling: “Shut up! Stop being fat! Stop being ugly!” at her viewers, who keep coming back for more?
It seems like no matter what she posts, or how many people disagree with her, viewers can’t help but leave her videos wanting more.
One TikTok user commented: “This woman is actually problematic but my brain is itched by the way she complains because it’s exactly how I think when I’m annoyed.”
Despite – or maybe because of – the controversies, Peirce has continued to grow her social media following.
Her Instagram account boasts 118,000 followers, despite several of her past accounts being banned or deleted.
Peirce’s X account is currently suspended, but that hasn’t stopped the internet icon from sharing her views online.
Her YouTube channel, which hosts over 600 videos, has 449,000 subscribers.
The hashtag #hrhcollection has also garnered nearly 1 billion views on TikTok, from reposted videos to sound bites.
Peirce has also garnered fame via interviews with BuzzFeed News and Interview Magazine, and appeared on podcasts like The Spillover With Alex Clark.
What is HRH Collection?
HRH Collection is a jewelry line created by Alexandra Peirce.
Besides rings, earrings, necklaces, and bracelets, the website also sells bag chains, keychains, ankle socks, t-shirts, and a windbreaker.
On the company’s about page, Peirce explains that the e-commerce site “started as a hobby and has now grown into a company that I’m so proud to call my own.”
Peirce first designed “a Japanese style frosting cupcake ring and key fob,” sharing the pieces on her YouTube channel.
Viewers were interested in purchasing the items, leading Peirce to create La Lumiere, mixing chain metals with assorted crystals to create bracelets and necklaces.
Peirce wore her jewelry to work and showcased her pieces on her social media, leading to steady stream of customers and orders.
From there, Peirce launched an Etsy shop, juggling her full time job alongside designing new pieces and fulfilling online orders.
Peirce states that she is “so thankful” for everyone who helped her along the way, but also offers some practical advice for anyone who hopes to turn their hobby into a viable career, saying she was “strategic” in developing HRH.
She writes: “Many of you guys ask me if you should quit your jobs to pursue YouTube or your other hobbies.”
“To be completely honest, I do not think you should quit your job for any hobby, until you have grown your company into one that can reasonably replace your job – this is very important.”
HRH collection features hundreds of items, with most priced between $50 and $150.
Shoppers can also select items from “Alex’s Musts,” which includes products like a $190 sterling silver tennis necklace, a trio of mixed metal rings for $87, and $59 diet soda hoops, resembling soda can tops.
Consumers looking for unique pieces are in luck, as there is a limited amount of inventory available per item, with many pieces already sold out.
Is Alexandra Peirce married?
Peirce came under fire from both her fans and haters after getting married on June 16, 2023, to her second husband, Jason Locke.
The influencer was mocked for her dress, venue, food, and overall wedding aesthetic.
She was also trolled on social media for live-streaming the event, charging users $25 to watch the party.
Peirce chose to wear a short, white, recycled Zara dress for the reception, while the groom chose to don a camouflaged Trump/Pence hat.
After a small ceremony at Bethania Lutheran Church, a reception was held in the parking lot of the Hitching Post, a BBQ joint in Buellton, California.
The eatery’s website says it is known for its wines and West Coast barbecue, and guests dined on veggies, garlic bread, and quesadillas, among other items.
Decorations were minimal, with few flowers adorning the white tent erected in the parking lot.
Each table did come with a cherry-scented ashtray candle, personalized with ‘Mr. & Mrs. Locke’ in a gothic font.
Peirce then changed into yoga pants before heading off to a local casino with her new beau and a few close friends, keeping the party going well into the morning hours.
Many users took to X to share their thoughts.
Some users called the wedding trashy, while others lamented the party’s seemingly low budget.
One user tweeted: “You had a trailer park wedding” along with a crying and skull emojis.
Another wrote: “how can hrh collection talk about anyone when her dress looks like it came out of a Zara clearance section?”
One influencer even branded the event as “the tackiest wedding ever.”
Peirce fought back, going after her online haters and critics in another one of her infamous video rants.
In a video titled Addressing The Devils, Peirce asks her viewers: “Do you think I didn’t know what my wedding was gonna be like? Like, I didn’t plan my wedding?”
“I don’t like big to-dos. I’m the least to-do person ever.”
She added: “B***h, I could fly to the f**king Maldives with every damn f**king person in my damn family and pay for everyone and not have it impact me at all, you f**king idiots.”
Peirce then stressed that her and Locke wanted to keep the wedding “casual and mellow.”
She said: “I did exactly what I wanted to do for my wedding and I would do it all exactly over again.”
Peirce ended the video by saying: “I’m happy, I’m in a really loving relationship. I basically have everything I want.”
“I have my own business, a beautiful house, I have a husband. I’m really happy right now and you guys are so vicious and mean.”
Then, in her signature fashion, she addressed her haters head-on, explaining: “I get it, because you’re miserable and ugly.”
“And you’re a loser, I understand. Life isn’t fair.”
SOCIAL
New Guide Highlights Key Considerations for Effective TikTok Ads

Looking to make TikTok a bigger focus of your marketing effort in 2024?
This will help. TikTok recently partnered with creator intelligence platform CreatorIQ to conduct an analysis of the key factors that make for a resonant TikTok promotion, culminating in a 26-page report which covers a range of key notes and tips for your planning.
You can download CreatorIQ’s full TikTok ads guide here, but in this post, we’ll look at some of the key notes.
The report is broken up into five key pillars of TikTok ads creation, which echo much of the best advice that’s been shared for the platform over time.
CreatorIQ’s five key TikTok marketing notes are:
- Grab attention from the start
- Foster a personal connection
- Show your product in action
- Use high-impact creative elements
- Close with a clear call to action
For each of these elements, the guide digs deeper into how to enact them, and the critical considerations of each, including stats on effectiveness:
Tips on TikTok-specific trends and tools:

As well as case study examples to underline each point:

It’s a handy overview, with a range of valuable notes, though the main finding, above all of the creative pointers and advice, is that established creators perform better for TikTok promotions.
As per CreatorIQ:
“The report found that creators overwhelmingly make the best-performing TikTok ads, with recommendations carrying more weight than traditional brand advertisements and celebrity spokespeople. In fact, after watching a creator-driven Spark Ad, 57% of TikTok community members say the creator is trustworthy, 56% say they can trust the brand because the creator shared it, and 71% say creator authenticity led them to buy a product.”
So while there are a heap of practical notes and pointers for increasing the resonance of your in-app promotions – like this:

The key point of emphasis is that creators make better TikToks, and thus, better ads, so partnering with relevant influencers in your niche is still likely a better way to go.
Some good considerations, and some valuable, data-backed tips, which could help to get your TikTok promotion plan on the right track in the new year.
You can download CreatorIQ’s full TikTok marketing report here.
SOCIAL
Adobe Highlights Rising Visual Trends in 2024 Creative Trends Report

Looking for creative inspiration for your 2024 strategic planning?
This will help. Today, Adobe has published its annual Creative Trends Report, which incorporates insights from Adobe’s 30 million+ Creative Cloud users, in order to determine rising visual styles of interest, which look set to resonate with audiences in the new year.
Based on its research, the Adobe team has established four creative trends that are worthy of note:
- Calming Rhythms – Fluid and flowing forms that soothe the senses and support emotional balance
- Wonder and Joy – Visuals that inspire a sense of awe, joy, and enchantment
- Dynamic Dimensions – Where all dimensions and types of content seamlessly merge
- The New Nostalgia – Contemporary interpretations of vintage styles
Adobe’s 22-page report, which you can download here (with email sign-up), provides more insight into each of these trends, along with various examples, and data that explains why they’re set to gain more momentum.
There are handy notes and insights for each, which help to illustrate how to use them in your process.

Interestingly, a lot of the images used by Adobe in the report look like they’ve been created by generative AI. I don’t know that they have, but it is worth noting the composition in this regard, as another potential means to tap into these trends.

The report provides some interesting perspective on rising visual trends, which could help in your planning. Maybe one of these resonates especially well with your branding, or aligns with what your target audience has been sharing.
Either way, some additional, data-backed considerations, which could be helpful in your process.
You can download Adobe’s “2024 Creative Trends Report” here.
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