Is Image Everything? Selling Lifestyle Through Social Media in the New Environment
For the last decades, marketing has been based on a clear statement: it is not products that need to be sold, but lifestyle. This concept was the basis for the emergence of Influencer Marketing and the concept of personal brand, as well as the creation of many collaborations between bloggers and companies. However, the influence of social media stars on audiences began to change dramatically two years ago. Popular social networks left the domestic market. Those who used to earn on advertising in their accounts were deprived of monetization tools. Many brands began to move away from publicity, and their creators ceased to play the role of ambassadors. A wave of reputation scandals swept the opinion leader market, micro-influencers began to supplant bloggers with over a million followers, and large corporations began to take over private production centres and blogging agencies.
What other changes should we expect in the near future? How can one promote a product today? Is it possible to build a personal brand in an era of abandoning personal brands? How risky is it to work with influencers? Does it make sense in the new reality to associate a brand with a specific person, be it a creator or an ambassador? Or does a certain “facelessness” give you a certain carte blanche these days?
What should a ‘selling’ storytelling/content be like in 2024? What trends for the future can be predicted now? Let's talk about this with market experts.
Moderator
Ksenia Anosova,
Chief Editor-in-Chief, PEOPLETALK
Panellists
Maria Vorobyova,
Director of VK Community Relations Department
Evgeny Gutsal,
Head of Original Content Group at Zen
Oksana Lavrentieva,
Сreator of Ololol brand, influencer
George Lobushkin,
Telegram expert, blogger
Karina Nigai,
Fashion influencer, consultant to major Russian and international brands
Valeria Chekalina,
Influencer, creator of Letique Cosmetics brand
