Marketing / Social Media

The craze over Pop Mart’s toys speaks to a desire for escapism and customisation during increasingly uncertain economic times — but their popularity may be fleeting.

Though the ceremony sparked ire online, it generated significant media impact value for the brands involved.

BoF sits down with Snap Inc.’s vice president and general manager of the Middle East, Hussein Freijeh, to learn more about the changing social media landscape in the Gulf, its impact on consumer behaviour, and the new opportunities it presents for fashion and beauty brands to reach audiences in the region.

Digitally native brands that were once known for rampant social media ads — from Rothy’s to Everlane — are going all in on storytelling that boosts loyalty and creates long term sales growth.

As paid marketing on Meta gets cheaper and easier to target customers, brands are getting more strategic about the content that attracts consumers at different points in their shopping journey.

As unchecked facts infiltrate the health and wellness market, indie sunscreen brands are burning out on misinformation — and getting heated in the comment section.

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.