Marketing / Social Media

Analysis from BoF INSIGHTS PULSE shows which brands and celebrities drove the conversation around the Met Gala on social media — and why.

With Google’s online advertising business declared an illegal monopoly and Meta at risk of spinning off Instagram, the digital advertising market could be headed for an overhaul with a looming recession in the backdrop.

The Ordinary’s latest campaign brought reasonably-priced eggs to two of its New York City locations. The response was polarising on social media, which in an online marketplace saturated with brands and advertising, is increasingly the point.

Many brands thought outside the proverbial chocolate box this year, leaning into campaigns and activations that helped build their brands and communities, rather than simply jumping on a moment in time.

Many US users had come to depend on the platform for their livelihoods, and brands found great success in partnering with them. Rebuilding that ecosystem in a suddenly fragmented social media landscape won’t be easy.

Barring a last-minute miracle, a new generation of creators are about to learn firsthand the high cost of relying too heavily on one platform.

Barring a last-minute intervention by the US Supreme Court, these may be the final days of social media as we know it. Plus, men’s shows and luxury earnings season kick off.

Fast spreading — and disappearing — online “microtrends” or “cores” have driven fashion conversation for young shoppers over the past few years. Now, the churn has started to slow.