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If media shapes society, social media does it better than most. We must not forget that social networks can not only influence election results, but also create social movements such as #MeToo. We are constantly connected, spending more than five hours every day on our mobile phones, and while relationships rarely stop in the digital communication sphere, the societal impact of social networks is critical.
Luxury and fashion brands also need to be aware of this societal impact, and have a heightened sense of responsibility as they create and spread trends. On social media, these influential and respected accounts are also represented by mass market brands. Brands use social media to increase their exposure, strategize influence and demonstrate their values: inclusion, body positivity, openness, diversity and unity. An example is French underwear brand Chantelle, one of the leading inclusion issues in 2018, or shoe designer Christian Louboutin’s move to diversify, or more recently, French skincare company Vichy, which is grappling with it. #Menopause campaign. Of course, Jean Paul Gaultier is an all-inclusive brand from start to finish.
Brands should not be slow to take steps for change or be too modest if they really hold values. To avoid this, being loyal to your community and being proactive is crucial. Patagonia is a good example of how the brand sees its ideas. A special mention goes to Caroline Vito, a London-based designer who pioneered exclusively featuring plus-size models in her spring-summer shows at London Fashion Week.
Today, some brands set an example by leading others to push their limits. They have values by which they adjust concrete actions and this triggers a quick response. Responsibility can flourish everywhere: in social media, communication, choice of words, products and major financial decisions. At the same time, we must be vigilant as fraud is never far away.
Today, it is clear that history is decisive. We need to get the evidence right and focus on it. Audiences are looking for evidence, promises and guarantees. Because the outside is not enough in terms of authenticity, we must match what we wear to who we are. The interior also needs to be fixed.
In terms of change, we need to mention the relationship of brands with their audience, which is not “top down”. There is more horizontality, thankfully, as brands are being challenged by their audience, customers, prospects and competitors in their ecosystem. Today’s brand and social media realms are interactive, collaborative, and personalized. Entertainment can distract us, but it should never blind us to our responsibilities. We are in the real world, one with real stakes.
The communication profession is not immune from these questions. Indeed, communication means raising awareness of tomorrow’s consumers, creating messages that reach them, setting the tone on social media and thinking about campaign and influence strategies, all of which remain the responsibility of both brands and younger generations. This is a crucial time for communicators, marketers and agencies working in realms of influence and power such as social media to guide both brands and youth, and one can no longer go without the other.
It’s a twin challenge: to be a good professional without compromising the responsibility of being a good parent, especially when you’re “shaking up” lessons that are constantly being observed. We can’t do anything and everything in a race for results and spectators. There’s a place that values agencies, communicators and talent that do things well.
We talk a lot about the impact of accountability, but really all of our work should be as accountable as possible. Politically, it is a very topical subject, but where we are concerned, it has a duty to set an example. These modern, animated and fast interfaces can have a very dark side. CTZAR always wants to stay on the bright side and uphold the important values of education and outreach. That’s why we’re the first agency to become a member of ARPP, the French advertising self-regulatory organization, and to integrate transparency labels into the way we work with our platforms and influencers.
Social networks are currently writing a new chapter, partly due to their algorithmic formulas favoring divisive and superficial content. But the world is changing, and new models are emerging: the proliferation of more intimate communities, companies opening up media like newsletters or podcasts, influencers championing authenticity, Tik Tok giving pride of place to self-motivation and recognition of original creators. . Nobody wants to walk billboards anymore! Social media also brings fashion trends. For example, luxury and fashion brands have increasingly entered the secondary market, and this is due to the fact that social network characters are able to “freeze” personal clothes and accessories in the social network and make them appear out of sub-fashion.
Who are these people? In the year We published an article about the end of the word “influencer” in 2021 and this reflection is still relevant today. We are convinced that we must be very active and not influencers and “influencers”. The effect is only a kind of amplifier, amplifier, consequence. It is a symbol of legitimacy found in the community. The latter recognize themselves in a personality with an authentic, fair and credible character, imaginative and creative, and a voice that has the stature to carry ideas and values. The influencer hides in different guises; They are not the only influencer in their lives. Have you noticed how people don’t want to be called influencers? The word is used so much that it almost has a negative connotation. That’s why at CityZar we talk about social talent or makers instead. It is more relevant to everyone, and closer to reality.
Camille Olivier and Thomas Silve are the founders of the creative agency CTZAR, specializing in social media and influence.
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