Social Media Marketing

TikTok has become one of the most popular social media platforms in recent years, attracting millions of users from all over the world. However, that’s not to say it hasn’t had its fair share of controversy. Pressure to ban the app in the United States is currently building if the Chinese owners don't sell the…

Consumer behavior spurred by social media has been rapidly evolving, from the virality of “TikTok made me buy it” to the introduction of cheaper alternatives or "dupes," and now to a paradigm shift called “deinfluencing.” This latest trend sees influencers using their platforms to advise their followers on what products to avoid, demonstrating a palpable…

I grew up with a self-employed retail family. Our "family trips" to other cities always involved going to a trade show or to see a new vendor. As a child, I felt slighted and disappointed that these "family trips" were really focused on work. However, as I got older and began working in my family’s…

As Meta gears up for its “year of efficiency,” the company announced earlier this week that it’s exiting the livestream shopping business on Instagram, following a similar shutdown on Facebook. Starting on March 16, Instagram users will no longer be able to tag products while livestreaming — a capability that has been broadly available to U.S. businesses and creators since…

Not every year can be an up year for every business. When the pandemic dramatically upended consumer behavior two-and-a-half years ago, the natural result was that certain businesses suffered, while others grew in leaps and bounds by virtue of their position in the new online commerce landscape. The brands that were equipped to meet the…

Maurice Contreras is founder and CEO of Volcanica Coffee, a specialty coffee roaster that imports 150-plus exotic coffees from volcanic regions around the world. While at the National Retail Federation Big Show in New York City earlier this week, Editor-in-Chief Joe Keenan spoke with Contreras about the company and his career background, the online shopping…

“I know this is new for all of us,” said Melissa Garcia, a professional on-air stylist, as she led her first live selling event for women’s clothing retailer LOFT. Speaking with animated gestures, she wore a black, floral-patterned dress that matched one hanging up behind her. After greeting the audience, Garcia pulled the dress off…

Consumers and retailers alike are prepping for the holiday season. And this holiday season, retailers need to stay nimble and adjust to shoppers’ evolving preferences, especially as concerns around inflation continue. Whether it's hunting more for deals, doing more of their shopping from the convenience of their phone, or focusing on gifts for themselves, consumers’…

I’m someone who after a night out with friends is likely to fall asleep with my makeup on. And I know I’m not alone. That’s why I wanted to create makeup that acted like skincare and would improve my skin over time. After working to develop samples (and testing them myself by having me and…

Just like that, the holiday season is upon us. For brands everywhere, it's time to promote your gifting offering. This season will pose new challenges with rising media costs, shifting consumer sentiment, and declining digital measurement capabilities post Apple ATT. However, this year also presents new opportunities with consumers looking to celebrate a true post-pandemic…