Social Media Marketing

If you've spent any time on social media you’ve probably come across influencers sharing advice on where to go, what to wear and, most importantly, what to buy. Influencers and content creators are often viewed as more trustworthy and reliable than other paid spokespeople, and have become a collective force in digital marketing. As influencers…

There’s no industry quite like social media. Its ability to spread information, entertainment, scandal, news, as well as its ever-changing nature makes it one of the best and equally volatile places for a marketer to connect with consumers. With the rise of TikTok and social media use throughout the pandemic, influencer marketing in particular is…

In an earlier-than-expected launch, Meta's new platform, Threads, is separating from the visual storytelling of its sister social networks. Threads gives brands the ability to strengthen relationships with existing audiences via conversations and real-time commentary, and also reach new audiences who don't pay attention to the visual space. While there isn’t a monetization model in…

Are you connecting with your customers on the apps where they spend their time each day? Traditional marketing channels are in decline, and it's getting harder to gain the attention of customers in crowded newsfeeds and cluttered inboxes. Why not go to where your customers already are and interact with them on the messaging platforms…

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…