#social-to-shelf

#social-to-shelf

Instagram's new 'Shop the Look' feature and recent algorithm shifts highlight the vulnerability of social media reliance, where creators fear brand dilution from automated tags while companies like Oddity faced a massive stock drop due to the instability of rented social spaces.

Luke Arnel Cameron didn't launch his first year on TikTok Shop with a warehouse, a call center, or a giant ad budget. He launched with a camera and a livestream. "We launched November, 2024 ... in the UK. Our first livestream, we did 70,000 pounds," he says. "In our first year, we've done over 650,000 orders." It's not the typical outcome, but it is a revealing one.

It's our job to be translators of science so people understand what's happening and why it's so important. It's a global ocean. Just because something's happening in one place, doesn't mean it's not going to have an effect elsewhere in the world.

From Gen Z and their TikTok dances to the millennial squares of IG, when we think of social media we think of the younger generations. However, 'older' audiences are also getting involved. From how to remove stains on walls and 'Things I wish I knew in my 20s' to fashion advice and rediscovering their personal style, older gens are increasingly growing their share of voice on social - seeking advice from (as well as giving advice to) the young ones.