If media shape society, social media is better than others. Remember that social networks can not only influence election results, but also spark social movements like #MeToo. The social impact of social networks is crucial as we spend more than 5 hours each day on our mobile phones to be continuously connected and interactions rarely stop in the realm of digital communication.
Luxury and fashion brands also need to be aware of this social impact and have an increased obligation to take responsibility for creating and spreading trends. On social media, these influential and respected labels are duplicated by mass-market brands, thus multiplying their power. Brands are increasingly using social media to gain exposure, engage in influence strategies, and demonstrate values such as inclusivity, body positivity, transparency, diversity and solidarity. For example, French lingerie brand Chantelle, which pioneered the issue of inclusion in 2018; when it comes to diversity, shoe designer Christian Louboutin; # Menopause campaign. Of course, Jean Paul Gaultier is also an all-encompassing brand from start to finish.
Brands must not be late to take steps towards change. And if your brand really has value, don’t be too humble. To avoid this, it is important to be trustworthy and proactive with the community. Patagonia is a great example, and the brand sees through the idea. Also worth noting is London-based designer Caroline Witt. The Spring/Summer 2023 London Fashion Week show made a milestone by showcasing only plus-size models.
Today, some brands are exemplary in guiding others to push the boundaries. They have values for coordinating concrete actions that provoke immediate reactions. Responsibility is everywhere: social media, communications, word choice, products, and even major financial decisions. At the same time, the operation is never far away, so you need to keep your guard up.
Today, it’s clear that the point is to prove the story. We must privilege the evidence and bring it to the limelight. Audiences want proof, promises, and guarantees. Also, looking authentic is not enough, so what we wear should match ourselves. The inside should also be aligned.
When it comes to change, it should no longer be “top-down”, it should also refer to the relationship between the brand and its audience. Thankfully, brands are more horizontal as they are increasingly challenged by audiences, customers, prospects and competitors within their ecosystem. It consists of personalization. Entertainment can dazzle us, but it should not blind us to our responsibilities. we are in the real world.
The communicator profession is not exempt from these questions. In fact, communication is all about raising awareness among tomorrow’s consumers, crafting messages that reach them, setting the tone for social networks, and engaging both brands and younger generations while thinking about advocacy and influence strategies. It means staying accountable. This is a crucial moment for communicators, marketers and agencies working in areas of influence and power such as social media. Because important issues need to be reconciled to guide both brands and young people, and one cannot go on without the other.
It’s a twin challenge: to be a good professional without compromising the responsibilities of being a good parent. Nothing can be done in the race for results and audience acquisition. It creates a space to reward agencies, communicators and talent who do things well.
We often talk about responsible influence, but the reality is that all our work should be as accountable as possible. This is a very hot topic on a political level, but when it comes to us, we have a duty to lead by example. These modern, animated, swift interfaces have a very dark side. CTZAR has always wanted to stay on the bright side and stick to strict values regarding education and transmission. This is also why we are a member of the French advertising self-regulatory organization ARPP and the first agency to integrate the transparency label into our platform and how we work with influencers.
Social networks are currently writing a new chapter. One reason is that its algorithms have prioritized divisive and superficial content. But the world is changing and new models are already emerging. The rise of closer communities, companies launching media like newsletters and podcasts, influencers claiming authenticity, and TikTok giving spontaneity a place of pride and giving credit to niche creators. I don’t want to walk! Social media also brings fashion trends. For example, luxury and fashion brands have entered the second-hand market on a large scale, with social network personalities “re-cooling” second-hand clothes and accessories, making them appear as something other than sub-her fashion. That’s one of the reasons.
Who are these people, really? In 2021, we released an article about the end of the word “influencer,” and this reflection is still relevant today. We believe that we must be very vigilant not to confuse influencers with “influencers”. Influence is nothing more than a kind of loudspeaker, amplifier and result. It is a sign of legitimacy earned within the community. The latter identify themselves with a personality that is honest, fair, and trustworthy, a talent that allows them to be imaginative and creative, and a voice that is strong enough to convey their ideas and values. hidden in They are by no means influencers in life. Have you ever noticed that people don’t want to be called influencers? The term is used so much that it has mostly negative connotations. That’s why at CTZAR we talk about social talent and makers instead. It’s more relevant and closer to reality for everyone.
Camille Olivier and Thomas Silve are the founders of creative agency CTZAR, which specializes in social media and influence.