Joanna Williams’ Post

If you want to go global, you have to think global. In her Perspective, Emerline Ji unpacks K-pop’s secret to global Gen Z success, including its fandom-forward thinking and the ways it transforms surface-level social engagement into fierce, long-lasting brand loyalty. The big takeaway? “Social channels aren't just for marketing or telling the stories you want to tell — they're virtual venues where your brand can be in real dialogue with audiences and mirror their passion.”

Huge shoutout to the CreatorIQ team for putting on another amazing event this morning in New York City. The TLDR: The Creator Economy is transforming marketing, advertising, and brand building from the ground up, and I think the next 5-10 years are going to be extremely exciting. Brands that tap into creators and influencers as the foundation of their marketing efforts will win. We've felt inklings of that shift for a long time, but finally, the data supports it. Market shifts like this can go 1 of 2 ways - they can deepen the moats of incumbents, or they can level the playing field for a new generation of companies to win. In AI, I think we're seeing the moats of incumbent deepening, which, frankly, is a bit boring. In the brand world, it's the exact opposite. The disruption is leveling the playing field, fast. Big, entrenched brands have never been more vulnerable As Conor Begley showed in his presentation, Brands like PRIME are quickly passing PepsiCo's Gatorade in social followings and growth. SKIMS is passing Spanx Alo Yoga is passing lululemon Feastables is passing Herseys And it's not even close The event and conversations were PERFECTLY timed with Chamath's report on the Creator Economy and how central it has become in every part of building a business. Whether you're selling widgets, software, or services, Creators will be a part of distribution and monetization. As Andy Dufresne said, "Get busy living (working with creators) or get busy dying." He said that, right?

In today’s digitally connected world, the boundaries that once separated us are dissolving rapidly. The widespread availability of smartphones and the internet has brought international content right to our fingertips. Whether we’re streaming K-dramas on Netflix or scrolling through social media, we are constantly exposed to different cultures and ways of life. From the bustling streets of Seoul to the latest makeup trends and culinary delights, these glimpses into other worlds are not just entertaining; they are enlightening. It’s incredibly refreshing to learn about different cultures, perspectives, and lifestyles from across the globe, all from the comfort of our own homes. This interconnectedness underscores a vital principle for our times: the importance of inclusivity and diversity. It is essential to understand that just as global boundaries are dissolving, so too must our traditional ways of thinking. We need to embrace a more inclusive and diverse approach in our strategies. Moving beyond rigid perspectives and set ways of thinking can significantly enrich our marketing efforts, offering a more authentic and relatable connection with a broader audience. Social media platforms like Instagram, TikTok, and YouTube provide a constant stream of global content. Influencers from different countries share their experiences, lifestyles, and traditions, giving us a firsthand look at how people live in various parts of the world. This kind of content is invaluable as it promotes understanding and empathy among viewers, fostering a sense of global community. In the realm of marketing, inclusivity and diversity are no longer optional; they are imperative. A one-size-fits-all approach is outdated and ineffective. Today’s audience is diverse, and they seek representation and authenticity in the brands they engage with. Including people from different walks of life, regions, and cultural backgrounds in your marketing strategy can lead to a richer, more nuanced mix of perspectives. For example, a beauty brand that showcases models of different ethnicities, skin tones, and body types not only reflects the true diversity of its audience but also resonates more deeply with consumers. It tells a story of inclusivity, showing that the brand values and celebrates diversity. This approach builds trust and loyalty, as customers feel seen and appreciated. Continued in comments...

As we close out 2024, I’m reflecting on an incredible journey with Plug Social Agency. Our first year has been nothing short of transformative: ✨ 10+ major fashion production stages across Fashion Weeks and Swim Weeks ✨ 750+ creators booked across 57 diverse social campaign projects. ✨ 320+ models cast for productions and commercial projects. ✨ 5 impactful creator events hosted in global markets. From the runway to social media campaigns, our small-but-mighty team has delivered big results. But one thing I’ve learned is that this industry is ever-evolving—and there’s always more to learn, explore, and accomplish. I’m looking to expand my network and deepen my expertise. If you’re an influencer manager, agency professional, talent scout, or a creator passionate about this space, I’d love to connect, collaborate, and continue building something extraordinary. Here’s to diving headfirst into the world of influence, creativity, and connection in 2025. Let’s make magic together! #InfluencerMarketing #FashionIndustry #SocialMediaStrategy #CreatorEconomy #TalentManagement #BrandPartnerships #FashionProduction #DigitalMarketing #ModelCasting #GlobalEvents #CreativeAgency #PlugSocialAgency

Back in my creative days in the 2000s (yes, I am a Gen Xer), building a strong brand and fostering community engagement was a much more straightforward approach. Brands I worked on invested heavily in traditional advertising channels like TV, print, and radio to plaster their messaging. Brands also invested big in localized event marketing - either creating or sponsoring cool outdoor events, concerts, and sports matches to associate their products with the interests and lifestyles of their target consumers. But oh my, how times have changed with the meteoric rise of social media and mobile technology! The rise of these social sharing platforms (Facebook, Instagram, Twitch, TikTok, etc.) has utterly transformed how brands approach consumer engagement. Gone are the days of the 'I sell, you buy' one-way broadcasting – brands today must foster authentic, two-way conversations and interactions to win. This brand-customer dynamic has shifted from a transactional relationship to one of co-creation and shared experiences and User-Generated Content (UGC) is the new currency for brand advocacy.  Brands that successfully tap into this power can unlock the superpower of loyalty, advocacy, and sustained growth. However, building a dedicated community of fans is no easy feat. It requires a deep understanding of your core audience, their interests, values, and behaviours. Engaging with these communities demands genuine effort, authenticity, and a willingness to co-create and collaborate In my latest carousel, I have showcased how some big brands leveraged the power of communities and co-creation to achieve remarkable success. From crowdsourcing product ideas to fostering shared experiences, these brands have embraced their fans' collective intelligence and passion, turning them into active participants in the brand's journey. #UserGeneratedContend #CommunityBuilding #BrandInnovation #SmallBusinessMarketing #CustomerEngagement

By aligning with pop culture trends and references, brands can appear relevant and relatable to their target audience, build a stronger connection and spark conversations and discussions among consumers. 😎 Check out this article to learn more, and contact my team at bowedigital.com for help incorporating pop culture into your marketing. #BoweKnows #smallbusinessmarketing #smallbusiness #socialmediamarketing #marketmybusiness

In a world where creators are leaders, brands need to align with them rather than expecting people to align with brands. Connecting with the right creators to champion your brand isn’t a “nice to have” it should be a priority. Finding the right content creators is not art, it’s science: its purpose built AI social listening and it’s a game changer. If you are with an agency who has a couple of social media folks sitting and using hashtags to connect you with creators, you’re wasting time and money on a game of trial and error that’s probably not paying off. Influenster scans every relevant piece of tik tok content in seconds and uses intelligent 3D data models to match you based on sentiment, actual engagement, brand, product and vertical relevance and tells you exactly which product each influencer would have the maximum impact with. It’s not voodoo, but the results are magic so try it out. www.influnster.ai

Gen Z is Redefining the Rules—Is Your Brand Ready? Gen Z isn’t just another consumer group; they’re reshaping the future of branding. Traditional loyalty is fading—trends matter more, with 1.7X more Gen Zers driven by what’s fresh than by brand names. This means brands need to be agile, releasing trend-focused products faster than ever. At the same time, immersive visuals like AR lenses are non-negotiable, with 77% preferring interactive content that engages on a deeper level. Shopping has also evolved into shopcializing. Gen Z shares every step of their journey with close friends—64% seek input in real-time, turning shopping into a social event. And when it comes to product discovery? Forget search engines—creators are their go-to. Nearly 70% of Gen Z uses influencer content as a search tool, making it essential for brands to build authentic relationships with the right creators. What makes it even more exciting (and challenging) is their seamless blending of online and offline worlds. With 54% checking their phones in-store, brands need to deliver true omni-channel experiences that connect every touchpoint—whether digital or physical. The takeaway? It’s time for brands to rethink their strategies. Innovate fast, immerse visually, foster social shopping, and engage authentically. The future belongs to those who build meaningful, connected experiences for this dynamic generation. Credits: Boston Consulting Group (BCG), Snap Inc. Let's be ready for the Gen Z wave? #GenZ #BrandStrategy #Shopcializing #FutureOfBranding #Branding #BCGreport #Snapchareport

Brand marketing is a balancing act these days: knowing your audience while adapting to the ever-shifting landscape. Here's a quick roundup of need-to-know trends or dive into the image for deeper insights: 💡 **STRATEGY SNAPSHOT** 👉🏻 Experiential activations are back in a big way, but demand hyper-relevance to resonate. 👉🏻 Purpose-driven campaigns still reign supreme, but consumers are seeking authenticity over broad strokes. 👉🏻 Short-form video dominates engagement, yet long-form content is having a resurgence for brand storytelling. 👉🏻 Influencer collaborations are evolving, with micro-influencers and niche expertise gaining traction. 👉🏻 Data privacy concerns are paramount; brands must prioritize transparency and ethical data usage. 👉🏻 The metaverse is knocking; early adoption offers experimentation but requires a measured approach. 👉🏻 Building community is key; fostering genuine connections leads to stronger brand loyalty. hashtag#BrandMarketing hashtag#MarketingTrends hashtag#DigitalStrategy

The Future of 𝕭𝖗𝖆𝖓𝖉𝖎𝖓𝖌: Building Meaningful Connections Branding is shifting from pushing products to fostering genuine connections. Brands like adidas, Nike, Arc'teryx, and New Balance are creating value by forming communities, such as #running clubs, rather than just selling shoes. Similarly, Adobe’s Behance provides a global platform for creatives to connect and showcase their work. Why Communities Are Outpacing Traditional Social Media Marketing Platforms like Discord, Substack, Roblox, and Reddit, Inc. thrive as people seek niche communities that align with their passions—#gamers, eco-enthusiasts, or #vinyl collectors. Even TikTok’s micro-communities (#cleanTok, #bookTok, ASMR) emphasize deeper connections over mass broadcasting. As users shift away from algorithm-driven platforms like noplace (formerly nospace), brands must adapt. Social media was designed for 𝖈𝖗𝖊𝖆𝖙𝖔𝖗𝖘, not brands. With #GenZ tiring of performative posts and endless scrolling, the focus is returning to authentic, community-driven interactions. ♥ The new marketing playbook ♥ ❑ Add real value: Join conversations meaningfully. Marketing should enrich lives through events, education, or genuine engagement. ❐ Meet people where they are: Engage authentically in micro-communities where your audience already thrives. ❏ Create spaces for connection: Use your resources to foster collaboration, shared interests, and memorable experiences. The future of marketing is human. It’s about doing more, not posting more, and building the communities people crave. The result? ♥ Unmatched loyalty no algorithm can buy.♥ How is your brand making a difference today? Let’s talk. Thanks to Erika Brenner for conversations regarding these topics. 🪩