The Engagement Rate

An industry bulletin for marketing pros.

Post of the week 

^{Sponsored by HubSpot}

Get ready to revolutionize your workday and unlock unparalleled efficiency with ChatGPT!

Dive into HubSpot’s guide to discover how AI can elevate your productivity and creativity. Learn to automate tasks, enhance decision-making, and foster innovation, all through the capabilities of ChatGPT. 

Download the free guide for actionable insights and tips on harnessing AI for a more efficient, impactful professional life. Plus, get access to 100 prompt ideas to help you unleash the power of generative AI.

Opinion: Why Chanel was right to refuse Bethenny Frankel

Last week former Real Housewives of New York City turned TikTok presence Bethenny Frankel publicized her experience getting turned away from a Chanel store in Chicago after coming in with sweaty gym gear. The following day, she turned up to the store dolled up in glam and was permitted access and documented it all to prove a point. Whilst the internet has been up in furor siding with Frankel, there might be some things to consider.

[Frankel, in true boomer fashion, has posted over 20 times about the experience - which questions if her true intentions are to make a statement about exclusivity, or ride off the coattails of her peak in engagement] 

Firstly - if I was a luxury brand that wants to keep a reputation of being the crème de la crème of  fashion luxury, I would consider who evokes my brand and who isn’t my ideal customer. Yes - lines can be blurred in this regard and sometimes taken too far when it comes to prejudice and  discrimination. But sweaty clothes and a reputation for throwing drinks and being a loud sh*t-stirrer throughout your tenure on reality TV might also be a considerable factor. 

The somewhat melodramatic comments from Frankel claiming her experience should be regarded as a crime also reeks of privilege, but that’s another rabbit hole of discourse for another day. High luxury brands are becoming more cognizant of it’s ambassadors and one cannot blame Chanel for refusing to comment on the situation and keeping it’s head low. CEO and Co-founder of Creator Authority, Brendan Gahan, argues that Chanel may “actually benefit” from the exclusive perception that Frankel “seems to be reinforcing”. 

But the biggest lesson brands can takeaway from this is that these narratives and controversies are only going to become more commonplace. One in five social media users call themselves a “creator”, meaning one bad experience is all it can take before the brand’s PR department goes into damage control. The best thinkers behind innovative brands are always one step ahead of the game and understand that public perception can flip like a coin in a matter of days, thus preparation for handling influencers and creators will be key for riding out the narrative-storm. 

How #Blockout2024 is shaking up the influencer marketing space 

Gen Z TikTok users are leading a significant movement against celebrities and influencers, causing uncertainty for brands in the influencer marketing landscape. Known as #Blockout2024 or #BlockTok, this online campaign targets influential figures like Kim Kardashian, Taylor Swift, and Selena Gomez, urging people to block them for not speaking out about the Israel-Hamas war. This movement has garnered massive traction, with TikTok videos on the hashtag accumulating millions of views and thousands of posts.

The backlash began with a video by influencer Haley Kalil at the Met Gala, which was perceived as insensitive amidst global crises. This incident spurred TikTokers to call for blocking influencers who don't address pressing issues. The movement's momentum has pushed some creators to use their platforms for activism, such as raising funds for humanitarian causes. Brands now face increased pressure to align their influencer partnerships with social and political values.

For brands, navigating this volatile environment means carefully selecting creators who reflect their values and resonate with the audience's expectations. The #Blockout2024 movement underscores the importance of authenticity in influencer marketing, compelling brands to be more human and socially conscious in their collaborations. As social media dynamics evolve, brands must be proactive in managing potential controversies and maintaining genuine connections with consumers.