Diving In: The White Lotus & the Future of Product Discovery
When luxury meets location: How HBO’s The White Lotus is reshaping brand strategy.
The third season of The White Lotus is more than a ratings success—it’s a marketing moment. Set in Thailand and centered on a new cast of morally murky vacationers, the show has become a cultural catalyst for fashion brands, tourism boards, and lifestyle marketers alike. With an average of 15 million viewers per episode and unprecedented international buzz, HBO’s darkly satirical drama is now a case study of how entertainment can drive product discovery and consumer aspiration.
What’s Happening?
Influencers on TikTok and Instagram used the show’s weekly episodes to drive affiliate sales of “White Lotus-inspired” fashion, travel packages, and beauty products.
The White Lotus Season 3 is HBO’s most-streamed Max original globally.
Viewership jumped 57% from Season 2, with 2.4M tuning in for the premiere and 15M per episode across platforms.
Luxury fashion houses (Chanel, Loewe, Jacquemus) made direct cameos via on-screen styling, while brands like Banana Republic and H&M launched capsule collections tied to the show’s aesthetic.
ListenFirst Social Performance Snapshot
At the midpoint of Season 3, The White Lotus delivered significant social Engagement across platforms. Between February 16 and March 9, the show generated 5.5M total Engagements, mainly driven by TikTok, which accounted for 59% of all activity. Max’s owned handles led the performance, contributing over 3M Engagements.
Key creative trends included:
Split-screen assets with dramatic captions and audio performed best across TikTok and Instagram.
Gallery posts outperformed single images, especially when layered with ominous music and key visual cues.
Character-driven memes consistently led Engagement, particularly featuring fan favorites like Chelsea and Rick.
Behind-the-scenes content showing cast members in candid moments performed exceptionally well, highlighting continued appetite for authenticity.
Meanwhile, lower-performing assets included:
Compilation clips without dialogue or strong narrative hooks
Static memes featuring less popular characters like Kate or Laurie
Posts that relied heavily on visual branding (e.g., hotel logos) rather than emotional resonance
These findings reinforce that engagement thrives when content taps into emotional arcs, visual storytelling, and recognizable characters.
Do you want to know what content resonates in your genre and, more importantly, why? Hit up your LF Account Manager or Strategist to get your Content Analysis report!
Brand/Marketer Implications
Influencer Acceleration: Creator campaigns tied to The White Lotus aesthetic can move faster than traditional brand pipelines, often dropping stylized “shop the look” content within hours of new episodes.
Product Placement as Narrative: Brands like Away and Camilla, which organically appeared in early seasons, have leaned into the connection with limited-edition collections that blend storytelling with commerce.
The Timing Trap: While post-season 2 campaigns (e.g. SKIMS’ Valentine’s Day spot) capitalized on fan sentiment, some season 3 activations dropped before audiences connected with the characters, sparking concerns of overexposure.
Platform & Cultural POV
The White Lotus has emerged as one of the few remaining “mass monoculture” shows, creating shared viewing moments in an increasingly fragmented media landscape.
The show’s aspirational yet critical tone complicates how consumers interpret branded tie-ins. Luxury is both celebrated and satirized, making direct alignment a risk-reward equation.
TikTok creators have made the show’s fashion moments part of broader trend cycles, from Jacquemus sunglasses to Sicilian resortwear and Thai kaftans.
Key Takeaways for Marketers
Be in the story, not just next to it—products that appear on-screen carry more substantial cultural weight.
Let narrative momentum guide activation timing.
Equip creators to move at the speed of cultural conversation.
Avoid overbranding; subtle references can create deeper resonance.
Consider earned relevance over engineered aesthetics.
Final Thought: Narrative Integration: The New Brand Standard
The White Lotus demonstrates that future brand relevance lies in narrative integration. Marketers must do more than appear in the cultural zeitgeist; they must actively enrich it, shaping stories consumers truly want to experience.
The White Lotus Public Social Stats as of May 5th, 2025
From unhinged tweets to nostalgic pop-ups, Chili’s is proving that brand legacy isn’t a liability—it’s a marketing advantage.
Chili’s opened its doors in 1975 as a quirky burger joint in a converted postal station on Dallas’ Greenville Avenue. With a Southwestern flair and a laid-back, neighborhood vibe, the brand quickly expanded, becoming synonymous with casual dining throughout the ’80s, ’90s, and early 2000s. Signature items like baby back ribs and the Triple Dipper turned Chili’s into a household name, but as fast-casual trends evolved, its cultural relevance began to fade.
For years, Chili’s was more meme than must-visit. Just a relic of early-2000s dining culture known more for Triple Dippers than trendsetting. But in 2024, something shifted.
Without a rebrand, menu overhaul, or flashy new name, Chili’s has reentered the cultural conversation and not by accident. The brand has transformed from punchline to cultural player through platform-native content, unapologetic food fandom, and a chaotic-yet-confident tone.
This is what happens when a legacy brand stops chasing relevance and starts owning it.
Want to dig in even deeper? Check out the ListenFirst Quick Service & Fast Casual Restaurants brand set to see all the brands mentioned in this article and more.
What’s Happening: From Meme Energy to Real-World Moves
Chili’s resurgence is rooted in a modern playbook: don’t sanitize the brand, amplify what makes it distinct. Across platforms, the chain has embraced tone, timing, and community to drive real engagement.
X: The brand fully embraced absurdist, meme-literate humor with one-liners like “If your man isn’t taking you to Chili’s tonight, break up with him!!!!!!” Paired with surreal visuals, like baby back ribs floating in space, Chili’s racked up 348,762 engagements in Q1 2025.
Instagram: Chili’s highest-volume platform (659,789 engagements) is powered by lo-fi “bad flyer” design, mouthwatering close-ups, and punchline-driven carousels. Every post is engineered for scroll-stopping humor and hunger.
TikTok: On TikTok (305,588 engagements), the brand thrives on behind-the-scenes chaos, employee humor, and UGC-style food stunts. The tone is unpolished and personal, key to resonating with Gen Z audiences.
Offline Activations: Chili’s has taken its internet energy into the real world with IRL moments built for shareability. From a parody “Buy Now, Pay Later” booth in NYC to a The Office-themed pop-up in Scranton, these stunts doubled as content and earned media.
The Results:
#6 in total social mentions (113,408) in Q1 2025
+41,285 new followers across platforms
Outpaced Applebee’s (+8,054) and BJ’s (+2,190)
This isn’t just noise. It’s equity in action.
What Competitors Are Missing
Chili’s isn’t just winning on content—it’s pulling away from peers in both Engagement and tone. Other casual chains have history, but few have found a way to make it resonate in today’s culture.
Hooters: Despite broad name recognition, the brand is struggling to stay relevant. With just 17,305 engagements and 2,190 mentions in Q1. As cultural values shift, its core identity is increasingly viewed as outdated or out of step, making its legacy more of a liability than an asset.
TGI Fridays: Closed 36 locations in early 2025 and is now exploring a “bankruptcy bounce-back” strategy. On social, just 38,579 engagements and 5,843 mentions suggest brand fatigue and declining visibility.
Red Lobster: Under new CEO Horace Dawson, the brand is simplifying its menu and investing in loyalty and delivery infrastructure. Q1 results: 96,028 engagements and 10,671 mentions—a modest but meaningful step toward cultural relevance.
Olive Garden: Still strong (823,080 engagements and +25,190 new followers), though its more traditional tone leaves room for evolution.
Texas Roadhouse: Consistent but quiet, with 104,068 engagements and 9,442 mentions—solid performance without a clear cultural POV.
These examples reinforce a key truth: brand memory is not the same as brand momentum. Even once-iconic brands can lose ground without evolving their voice and values in a cultural climate that values inclusivity, self-awareness, and originality.
Internal Alignment: Culture Drives Content
Chili’s didn’t just get louder on social—they got smarter. In an age where most brands are chasing the next viral format, Chili’s found its voice by leaning into a few consistent, fan-fueled pillars that now define its social identity.
It all starts with food fandom. Every chaotic meme or offbeat caption still circles back to what matters most: craveable comfort. Whether it’s a $5 margarita or “11 a.m. beer energy,” the content always leads with appetite.
Then there’s internet literacy, a quality that sets Chili’s apart from brands trying too hard to speak the language of TikTok and Instagram. Their posts riff on fan comments, remix native meme formats, and easily tap into platform jokes. It never feels like they’re crashing the party.
Creative repetition builds a sense of community. The recurring phrase “I am what I am” shows up in surreal visuals and inside jokes, creating a thread for fans to follow and remix.
And they’re not doing it alone. Influencer alignment has helped extend Chili’s tone across foodie and humor verticals. Partners like @callmebelly, @salt_hank, and @devourpower don’t just promote—they play. The brand has become a sandbox, not a script.
But the real reinvention happened behind the scenes.
When CEO Kevin Hochman took the helm in 2022, he pushed for more than just punchy tweets. He pushed for cultural alignment. “We wanted people to feel proud to say they’re a Chili’s person,” he said. That internal pride now shows up in every caption, carousel, and kitchen-side video.
The impact has been measurable:
Restaurant morale is up
Customer traffic has increased
Net Promoter Score (NPS), a key indicator of customer satisfaction, has improved over the past 12 months
The social wins reflect something deeper. This is a brand that finally feels like itself again.
It’s also worth noting that Chili’s isn’t chasing polish. They’re leaning into formats that invite interaction rather than admiration:
Carousel memes with indulgent food and punchy copy
Behind-the-scenes reels featuring staff humor and day-in-the-life content
Polls and prompts that blur the line between engagement and R&D
Micro-campaigns tied to food holidays like National Margarita Day and Triple Dipper Tuesdays
These aren’t just posts. They’re inviting participation, and the audience is RSVPing in droves.
Key Takeaways for Marketers
Be loud, not random: A bold tone works when it’s rooted in product and pride.
Know your platform lanes: Tailor execution—X for chaos, TikTok for reels, IG for visual humor.
Create your own trends: Chili’s doesn’t chase vibes—it shapes them with a distinct POV.
Let culture lead: Internal buy-in empowers experimentation and multiplies creative confidence.
Remix nostalgia: Legacy isn’t outdated—it’s remixable IP waiting to be refreshed for today’s scroll.
Final Thought: Legacy Isn’t Lame—If You Own It
Chili’s isn’t chasing trends—it’s curating them. By blending millennial nostalgia with Gen Z’s taste for irony and vibe checks, it’s become more than a restaurant—it’s a brand with lore, fans, and momentum.
The broader truth: Legacy brands don’t need reinvention. They need recontextualization.
In today’s feed economy, the most future-facing move might be to own your past—and make it weird.
Chili’s Public Social Stats as of April 20th, 2025
What happens when pop stardom, space travel, and corporate cheerleading collide in 2025?
Katy Perry’s recent Blue Origin space flight has triggered one of the year’s clearest case studies in backlash culture and brand volatility.
Meant to be an inspirational moment—spotlighting female astronauts and “empowering content”—Perry’s journey quickly veered off course as fans and followers questioned the timing, tone, and context. The controversy was amplified by a viral Wendy’s tweet and fueled by mounting critiques of celebrity-brand alignment in a climate-conscious, crisis-aware digital world.
Want to dig in even deeper? Check out the ListenFirst Quick Service & Fast Casual Restaurants brand set to see more about Wendy’s and the competitors vying for social greatness.
Backstory
Blue Origin x Katy Perry
Founded by Jeff Bezos in 2000, Blue Origin is a private aerospace company focused on commercial space tourism. While often positioned as a symbol of technological progress, the brand has come under fire for its environmental impact, billionaire-centric model, and the perceived frivolity of space travel in the face of urgent crises on Earth.
Katy Perry, known for her chart-topping pop hits and flamboyant persona, has long positioned herself as a cultural chameleon, pivoting from playful bubblegum pop to polished pop activism. In 2025, she joined Blue Origin’s first all-female crew, a mission framed as both historic and empowering. Her participation was intended to highlight inclusion and possibility, but it also spotlighted the growing gap between celebrity spectacle and public perception.
This moment also resurfaced Perry’s long history of public controversy. Over the years, she’s faced accusations of tone-deaf performances, culturally insensitive visuals, and even inappropriate on-set behavior, including allegations of sexual harassment that resurfaced in a 2019 report from Vice & Paper Magazine. While Perry has not reallyresponded directly to these claims, they’ve contributed to an ongoing perception that her brand of empowerment can, at times, ring hollow. Critics have noted a recurring pattern: messaging that aims to be empowering but is often perceived as lacking nuance or empathy in execution.
It also came at a moment when Perry was already facing scrutiny. Her latest album, 143, has underperformed both critically and commercially. Lead single “Woman’s World,” a track intended to be a feminist anthem, stalled at No. 63 on the Billboard Hot 100. Fans and critics questioned not only the track’s message but also her decision to work again with controversial producer Dr. Luke. Though Perry framed the song as empowering, many saw the collaboration as a misstep—undermining its intended message.
Coupled with lackluster follow-up singles and an album rollout described as “uncommonly messy,” the space flight—and its accompanying brand spectacle—landed within a cultural climate already skeptical of Perry’s current positioning. Rather than functioning as a triumphant cultural moment, the Blue Origin launch became entangled in a broader narrative: a pop star navigating a shaky comeback in an era that demands more authenticity and accountability.
Would the same scrutiny have been placed on Chappell Roan or Britney Spears? There’s no way to know, but it raises important questions about who gets cultural grace during a misstep. Perry’s high profile, history of calculated pop comebacks, and perceived dissonance between message and execution made her a particularly easy target in a social media ecosystem that thrives on contradiction.
Wendy’s
Founded in 1969 in Columbus, Ohio, by Dave Thomas, Wendy’s has long positioned itself as the witty, rebellious alternative in the fast-food space. Known for its square burgers, signature Frostys, and “fresh, never frozen” messaging, the chain became a cultural mainstay in part due to its irreverent advertising. In the digital era, that voice has carried over to social media, where Wendy’s has carved out a distinct identity built on snarky comebacks and meme-friendly humor. Its social strategy—once praised as groundbreaking—has occasionally crossed the line, raising questions about tone, timing, and the fine balance between boldness and backlash.
What’s Happening?
On April 14, 2025, Katy Perry posted a video from her Blue Origin flight, captioned:
“Still processing this incredible journey… making room in space for all – 143”
The video drew 1.7M likes on Instagram but also tens of thousands of critical comments, including:
“Nothing like the elite sending the elite to space.”
“You guys could’ve fed millions of people with all that money!”
“Us: sipping oat milk through soggy paper straws / Them: launching Katy Perry into space.”
Just hours later, Wendy’s posted on X:
“I kissed the ground and I liked it” (a play on Perry’s own lyrics), racking up 166,216 engagements.
Many users called the tweet “tone-deaf,” “brand cringe,” and “trying too hard to stay relevant.”
The brand didn’t stop there. On April 14 alone, Wendy’s posted a series of snarky follow-ups:
While some posts drew praise from fans of Wendy’s trademark sass, others sparked frustration over the brand’s overuse of levity around a moment increasingly seen as culturally tone-deaf.
According to ListenFirst data:
Perry lost 504,000 followers across platforms in 3 weeks after the announcement, with the most significant single-day drop occurring on April 15th, 2025—the day after the Blue Origin slight and Wendy’s tweet thread, with a combined net loss of -51,309 followers.
Engagements rose +127%, but much of it was negative sentiment or parody
Public impressions surged +236%, and video views jumped +215%
Wendy’s saw a different kind of attention:
Lost 23.6K followers in the same period (-64% compared to previous)
Engagements rose +58%, totaling 360K, and public video views hit 4.28M (+472%) — largely attributed to the viral tweet thread
Public impressions surged +501% to 24.5M, though it’s unclear whether the follower loss is directly tied to the tweets or part of a broader trend
The backlash escalated further when an anonymous source, quoted in People, criticized Wendy’s for using its platform to “publicly demean a woman” and called for an apology to Perry. “Wendy’s didn’t make a joke—they made a choice,” the source said, adding that it was “painfully ironic” coming from a brand whose mascot is a woman.
In a public statement to People, Wendy’s responded: “We always bring a little spice to our socials, but Wendy’s has a ton of respect for Katy Perry and her out-of-this-world talent.”
The Blue Origin flight, which featured the first all-female crew, included journalist Gayle King, pilot & partner of Jeff Bezos Lauren Sánchez, former NASA scientist Aisha Bowe, bioastronautics expert Amanda Nguyen, and producer Kerianne Flynn. Still, the trip drew criticism for its environmental impact and cost.
This isn’t about space—it’s about perception vs. intention, and what happens when a brand (or celebrity) misreads the room:
Risk #1: The “Empowerment” Playbook is Worn Thin
Perry’s caption framed the space flight as inclusive and inspirational, but audiences, especially Gen Z, are increasingly skeptical of billionaire-led stunts that are presented as altruistic or empowering. In this case, the backlash wasn’t just about the spaceflight; it was about the dissonance between the elite nature of the act and the message of universal empowerment. For brands, this moment echoes past critiques—like the backlash to “pink” consumerism or Nike’s celebration of female athletes while failing to support them behind the scenes. When empowerment is used as a brand wrapper for privilege, the gap between message and reality becomes the story.
Risk #2: Reactionary Posting by Brands = Dangerous
Wendy’s tweet thread was on-brand for their social tone, but poorly timed for the cultural mood. Their post generated a major spike in impressions and video views, but also led to significant follower loss and criticism that undercut their intended humor.
Risk #3: Engagement ≠ Endorsement
Yes, impressions and video views spiked for both Perry and Wendy’s—but net sentiment declined, followers dropped, and Perry’s relatability rating (qualitatively measured through TikTok and comment sentiment) took a hit.
Platform & Cultural POV
This controversy taps into platform-specific backlash mechanics:
TikTok: Dozens of viral stitches and duets mocked the launch with soundbites like “Eat the rich” and memes on “late-stage capitalism.”
Reddit: Threads across the platform, posted on subreddits such as r/AskFeminists, dismissed the flight as a “stunt” with a top comment simply saying, “It wasn’t a ‘feminist’ space flight. It was a celebrity publicity stunt. Women =\= feminist.” Other comments resurface old articles where Katy Perry referred to herself as an “environmentalist” with added eye-roll emojis.
Instagram: High-profile comments and verified creators (e.g., @melaniiemurphy’s viral oat milk joke) amplified the irony of eco-conscious fans watching a pop star launch into space.
X: Fast-moving memes and sarcastic replies outpaced traditional media coverage. The Wendy’s thread itself became a meme template, with replies mocking both the brand and Perry’s messaging.
We’re seeing a breakdown in the “relatable celeb” model. The same platforms that built Perry’s cultural capital are now surfacing the tension between fame and relevance.
Key Takeaways for Marketers
🔍 Reputation > Reach: Katy Perry’s post reached millions, but follower loss shows attention isn’t always positive.
🛌 Pause Before Posting: Brands should think beyond real-time engagement and ask: Does this moment match our values?
🎯 Tone > Timing: Wendy’s tweets hit the wrong note at the wrong time. Be funny, but not flippant—especially around loaded topics.
📉 Monitor Fan Sentiment, Not Just Metrics: KPIs can mislead. Qualitative analysis of comments and creator response is just as critical.
🚀 “Empowerment” Isn’t a Free Pass: Space travel, climate optics, wealth signaling—it’s all up for scrutiny. Brands need to contextualize or risk blowback.
Final Thought
In 2025, virality without values is a risk. As the backlash cycle speeds up, the question for marketers isn’t just “how loud can we be?” but “do we know what we’re echoing into?”
Wendy’s Public Social Stats as of April 20th, 2025
Metric
Value
Follower Growth
23.6K
Total Followers
15.4M
New Posts
70
Engagements
360K
Response Rate
0.15%
Public Impressions
24.5M
Public Video Views
4.28M
Wendy’s data is sourced from the ListenFirst Quick Service & Fast Casual Restaurants brand set.
Diving In: Factory to Consumer – TikTok vs. Luxury
The Factory Feed: How TikTok Is Rewiring the Fashion Narrative From the Inside Out
For decades, luxury fashion relied on mystique: heritage branding, vague references to craftsmanship, and the aura of exclusivity. But TikTok isn’t buying it anymore.
A wave of Chinese manufacturers is going viral by revealing what they claim are iconic designer goods’ true origins — and costs. From $5 Lululemon-style leggings to $50 Louis Vuitton lookalike bags, the message is clear: skip the markup, skip the middleman, and buy straight from the source.
This is more than a fleeting trend. It’s a full-on social and economic narrative shift. On a platform where the algorithm rewards transparency, curiosity, and chaos, these factory-floor TikToks are exposing the fault lines in luxury fashion’s foundation.
China’s TikTok Factory Invasion: A New Front in the Trade War
One of the most prominent figures fueling this trend is TikTok creator @senbags2, whose videos have garnered millions of views before being taken down. In one viral post, he claimed that 80% of luxury handbags are made in China — a statement that resonated widely with TikTok audiences despite sparking controversy. His videos often featured virtual tours of bustling factory floors and claims of insider access to production lines used by top luxury labels. While brands have refuted these claims, the content’s popularity reflects a broader public appetite for what feels like a peek behind the curtain.
Many of these viral TikToks are a direct response to recent trade tensions. As the U.S. ramps up tariffs on Chinese imports (with proposals of up to 145%), factories and creators in China are fighting back — not through politics, but through content.
The result? Highly produced videos, factory walk-throughs, and influencer partnerships showcasing how and where luxury goods are really made. Some call it marketing. Others call it propaganda. Either way, it’s working.
With over 10 million views, one video claims to sell yoga pants made on the same production line as Lululemon for $5-$6. Another shows a Louis Vuitton-style bag being stitched in a brightly lit factory, offered to TikTok viewers for $50. Many videos directly reference American consumers, urging them to buy before tariffs drive prices even higher.
Factory workers have begun revealing tags and labels marked “Made in China” on products from well-known American fashion brands—challenging long-held perceptions of domestic craftsmanship and raising questions about origin transparency. AI-generated satire clips — like Trump and Elon Musk assembling sneakers — add an extra layer of spectacle to the mix.
This isn’t just about access; it’s about power. As one creator put it, “We make all the cards.”
From Exposure to Explosion: The Rise of F2C (Factory to Consumer)
The trend has sparked explosive growth for platforms like DHgate, which shot from #352 to #3 in the U.S. App Store overnight. TikTok Shop and other grey-market channels are also booming, as consumers flock to buy goods that appear nearly identical to luxury products for a fraction of the cost.
It’s the logical next step in a world trained by DTC (direct-to-consumer) marketing. Consumers, especially Gen Z, are no longer content with accepting brand storytelling at face value. They want to see the supply chain. They want to know who’s making their goods, where, and for how much.
This aligns with Gen Z’s shift toward de-influencing, quiet luxury, and values-based shopping. The flex is no longer the logo. It’s the knowledge.
Additional reporting from Chinese publication Jing Daily notes that while some of the claims made in these videos may exaggerate or misrepresent brand affiliations, the trend has still managed to reshape consumer perceptions — both inside and outside of China. They highlight how this type of content walks the line between myth-making and truth-telling, with some factories using savvy marketing tactics to suggest ties to top luxury houses without explicitly naming them. The result is a form of “strategic ambiguity” that resonates with curious, price-sensitive audiences eager to believe there’s a cheaper, smarter alternative to traditional luxury.
Reporting from the Australian Financial Review further illustrates how some of these videos take viewers inside Chinese factories that purportedly produce for major luxury brands. These clips often blend real production insight with sensational claims, feeding a broader narrative that encourages viewers to bypass traditional retail channels and purchase directly from manufacturers. The videos—ranging from satirical to informative—capitalize on TikTok’s visual immediacy to build a compelling storyline about cost, origin, and access. The impact lies less in verifying claims and more in shaping how users feel about brand markup, exclusivity, and transparency.
What the Internet Thinks: Transparency vs. Propaganda
Reddit comments on the trend highlight the divide. Some praise the transparency:
“There are higher tier reps from specific factories in China that source high quality material that is the same level as designer brands.” – u/Excellent-Baker8390
“There’s a misconception pushed through racist Western propaganda that Chinese always = bad… the workers are most likely Asian, and many times Chinese.” – u/MozuF40
Others are more skeptical:
“Sometimes they claim to make Birkins or LV bags. I live near Hermès workshops that produce them — and I’m very much not in China.” – u/Spiritual-Pumpkin473
“This is definitely Chinese propaganda. Gullible people are buying right into it.” – u/Swimmingindiamonds
Either way, consumer behavior is shifting. Social platforms are now the battleground where brand perception is made and unmade.
The Rise of Factory Content Creators
While Chinese factories lead the charge, a growing class of content creators is helping fuel this new obsession with how things are made. One standout is William Lasry, founder of Glass Factory, a social-first platform that showcases vetted manufacturing partners.
Lasry gained traction by posting videos about where popular streetwear brands manufacture their goods. His platform now has:
487K TikTok followers
112K Instagram followers
100M+ video views across channels
Glass Factory’s motto, “No more gatekeeping,” reflects a cultural shift toward radical transparency. Lasry and his team vet factories based on quality, ethics, and labor conditions, and they highlight both trusted partners and red flags. Their work underscores the growing demand for behind-the-scenes knowledge, especially from Gen Z consumers and aspiring fashion entrepreneurs.
What Luxury Brands Can Do to Respond
This wave of TikTok-fueled transparency isn’t going away. To stay competitive and credible, luxury brands need to evolve their communication strategy and operational storytelling:
Own the narrative with controlled transparency. Highlight your supply chain in a way that feels authentic, not defensive. Offer factory footage, worker stories, and ethical sourcing proof before someone else does.
Invest in selective visibility. Not every part of the process needs to be revealed, but being candid about materials, labor standards, and production partnerships builds trust.
Partner with credible creators. Tap into the movement by collaborating with supply chain-focused influencers who can authentically vouch for your brand’s practices.
Reinforce the “why” behind the price. Show your audience what goes into your product beyond stitching—design heritage, innovation, fair labor, sustainability. Don’t just sell a logo, sell the legacy.
Embrace localization with global honesty. If you produce in China or other lower-cost regions, don’t hide it. Contextualize it. Show why your factory is exceptional, not shameful.
In a world where transparency is a currency, brands must treat their supply chain like a front-facing asset—not a liability.
What This Means for Fashion Brands and Marketers
Narrative control is over. Brands no longer own their story. The supply chain is now content.
Transparency is the new luxury. Gen Z wants receipts, not rhetoric.
Social commerce is borderless. TikTok and DHgate are building a shadow fashion economy that bypasses traditional channels.
Brand trust is up for grabs. In a world of instant exposure, even heritage brands are vulnerable.
For marketers, it’s no longer enough to talk about values. You have to show them on camera, in real-time, on the very platforms where your customers are being re-educated.
Final Thought
The fashion world has always sold a dream. But on TikTok, the dream is being decoded, dissected, and in some cases, dismantled. Luxury isn’t dying — it’s being redefined. And the factory floor, once hidden behind brand mystique, is now center stage.
Luxury brands on social, ranked by Engagements for April 9th 2025 – April 15th 2025
Diving In: State of Social & Beyond: Video Game Industry
The State of Gaming on Social: Why 2024 Marked a Major Reset for Video Game Marketing
The video game industry in 2024 stood at a powerful inflection point. Globally, the industry generated a staggering $184.3 billion, showing a slight but telling 0.2% year-over-year increase, according to GamesIndustry.biz. That kind of steady growth amid a rapidly shifting digital and economic landscape signals one thing: the market is maturing. And with maturity comes the need for smarter, more strategic engagement—especially on social.
With over 190 million Americans playing video games weekly (ESA), and 95% of game purchases now happening digitally (GamesIndustry.biz), reaching players online is no longer just one tactic among many—it’s the entire playing field.
To thrive in this new era, brands must align their marketing strategies not only with player behavior and platform trends but also with evolving community values and content preferences. Three reports—ListenFirst’s 2024 State of Social: Video Game Industry, ESA’s 2024 Essential Facts, and GamesIndustry.biz’s Year in Numbers—lay out the data brands need to adapt and lead.
The Players Have Changed. The Way We Reach Them Must, Too.
Gamers aren’t who they used to be. Today’s average player is 36 years old and has been gaming for nearly 17 years (ESA). They’re not just teenagers in basements anymore—they’re professionals, parents, partners, and highly engaged digital consumers. In fact:
83% of parents say they play games with their children.
74% of players game with others, either online or in person.
53% say gaming has helped them make lasting memories.
39% report meeting a close friend or partner through games.
Gaming is now one of the most powerful cultural connectors—something not lost on marketers. And yet, many brands still rely on outdated strategies that don’t reflect the emotional and social depth of modern gaming communities.
TikTok and Instagram Are the New Frontlines
On the surface, X may seem like the heart of gaming chatter—it had the highest post volume from publishers in 2024 (ListenFirst). But dig into the data, and its influence is clearly waning:
X saw a -18% YoY decline across all major metrics.
Engagements and views dropped sharply despite high content output.
Meanwhile, TikTok and Instagram emerged as powerhouses:
TikTok: Only platform to grow across engagements (+16%), video views, and response rate (0.92%). It also boasted the highest average video response rate at 15.7%.
Instagram: Led in total engagements, with spikes tied to major events like Gamescom. It had the second-highest response rate at 0.39%.
Activision Blizzard, for example, reduced its TikTok post volume by 71%, yet saw a +117% spike in engagements and +75% follower growth on the platform. Meanwhile, its X performance plummeted across every key metric.
These results reflect a bigger truth: audiences are migrating, and marketers need to follow them. TikTok’s short-form video content and participatory culture offer unique, high-impact ways to connect with gaming communities—especially younger ones.
Video Reigns Supreme Across Platforms
It’s no surprise that video content dominated in 2024. According to ListenFirst, video accounted for +82% of total content volume and led in both engagement and response rate across every major platform. TikTok and YouTube drove the highest monthly video views, with viewership peaking in June, likely timed to coincide with major gaming reveals and trailers.
From teaser drops to behind-the-scenes development clips, audiences aren’t just watching—they’re responding. On TikTok, the average response rate for video posts was over 15%, signaling just how powerful native, short-form video can be in driving real-time interaction.
Yet despite the format’s success, not every platform can keep up. Facebook and Twitter struggled to deliver competitive video engagement or meaningful growth. Even brands with high post volumes on these channels saw underwhelming results unless they diversified and optimized content format.
More Posts ≠ More Fans
One of the most critical insights from ListenFirst’s report is a wake-up call for overactive content teams: posting more does not mean gaining more followers.
In fact:
Brands that posted 10% above the industry average experienced user fatigue and declining engagement.
Those who kept post volume within 5% of the industry norm saw higher viewership and more sustained interaction.
Post volume had zero correlation to fan growth.
This supports a shift in mindset from quantity to quality. It’s not about how often you show up—it’s how intentional your content is when you do.
Mobile Gaming Leads in Both Play and Profit
From a revenue perspective, mobile gaming dominated 2024. Per GamesIndustry.biz:
Mobile accounted for $92.5 billion in revenue—50% of the global total.
It was the only segment to grow (+2.8%), while console and PC revenue dipped.
The top mobile game? MONOPOLY GO!, earning $2.47 billion, ahead of Candy Crush and Roblox.
This aligns with the ESA’s report, which found that 78% of gamers play on mobile, a massive jump from just 33% a decade ago. Mobile is no longer just an “entry-level” platform—it’s where the most diverse, engaged, and accessible audiences live.
Games Are Emotional, Social, and Human
If there’s one thing all three reports agree on, it’s this: gaming is no longer just about play—it’s about connection.
72% of players believe games build community (ESA).
73% say games introduce them to new people.
67% play for fun. 68% play to relax or relieve stress.
Across generations, players consistently cite games as sources of joy, cognitive stimulation, and emotional support.
This emotional dimension fuels the most successful social content. Brands like PlayStation leaned into nostalgia and fandom with Helldivers 2 and PS5 Pro promotions, becoming 2024’s top publisher in total followers and engagements—even with a reduced posting volume.
It’s no longer enough to announce a release date. Today’s audiences expect content that sparks joy, builds relationships, and feels like it was made for them.
So What’s Next?
The U.S. gaming industry contributed nearly $66 billion to GDP and supported more than $101 billion in total economic impact in 2023. And with Gen Alpha emerging as the next wave of players—and creators—the stakes are only getting higher.
To stay ahead, marketers must:
Lean into video-first strategies, especially on TikTok and YouTube.
Embrace mobile as a primary engagement platform, not a secondary one.
Optimize content volume for sustainability and audience receptivity.
Prioritize emotional storytelling and community engagement over announcements and updates.
In short, treat social not as a megaphone—but as a gaming console in itself: an interactive, dynamic space where stories unfold, identities are formed, and relationships thrive.
📥 Want to go deeper?
Download the full 2024 State of Social: Video Game Industryreport for detailed platform-by-platform insights, top publisher strategies, and creative trends shaping the future of video game marketing.
Performance vs. Brand Awareness?Brand Builds the Hype. Performance Seals the Deal.
Brand builds the hype. Performance seals the deal. The smartest marketers know you need both.
For years, marketers have felt forced to choose between building long-term brand equity and chasing short-term ROI. But new insights from TikTok + Tracksuit, Ogilvy Social.Lab, and Pretty Little Marketer reveal a reality where both are not only possible but essentially codependent. In the age of social-first discovery and “messy middle” decision-making, the brands that win are the ones that seamlessly blend storytelling with selling.
So why are so many still treating them like a trade-off? And more importantly — how do we bring them together, and who’s already doing it best?
1. Brand Awareness Fuels Performance
For years, performance marketing promised immediacy: clear metrics, fast ROI, and the ability to track every click. But new research is exposing the limits of that approach — especially when it’s done in a brand vacuum.
Recent findings from the Awareness Advantage report, a collaboration between Tracksuit and TikTok, illustrate this shift vividly. The study analyzed 147 brands and found that conversion efficiency — not click-through rate — is the true growth unlock, and that it is deeply tied to brand awareness.
Key insights:
Brands with high awareness (~60%) achieved 2.86× higher conversion rates than those with low awareness (~20%).
Even a modest jump from 30% to 40% awareness led to 43% more efficient performance.
CTR showed no correlation with brand awareness. But CVR (conversion rate) did.
The biggest jump in conversion efficiency happened when brands crossed the 37% awareness threshold — a critical tipping point where familiarity drives action.
Performance media often gets more expensive as a brand scales. Brand awareness helps offset rising costs by making every impression more efficient. Think of it as a multiplier: the stronger the brand, the better performance media performs.
The Real KPI? Conversion Efficiency.
Marketers are now encouraged to move beyond CTR and consider CVR and return on ad spend (ROAS) in the context of brand health. Emerging models — like ADBUG (Advertising Brand Uplift Gains) — help quantify how much of performance success is attributable to brand equity versus audience targeting or creative execution.
It’s a major mindset shift. And it’s backed by data.
“Brand is the foundation on which performance success is built. The stronger the brand, the stronger the foundation.” — TikTok Marketing Science team
As TikTok’s Head of Marketing Science said, “If we want to maintain efficiency as we grow our performance marketing, we need to grow our brand awareness in tandem.”
2. Social Search Is the New SEO
Social platforms have undergone a quiet revolution. They’re no longer just places to connect with friends or scroll passively. Increasingly, TikTok, Pinterest, Instagram, and even Reddit are being used as search engines.
According to Pretty Little Marketer’s Rise of Social Search report:
40% of Gen Z use TikTok as their primary search tool
Pinterest processes over 5 billion searches a month
Instagram’s Explore page has evolved into a visual search layer
Consumers now use TikTok for product reviews, Pinterest for planning, and Instagram to validate brand credibility. Their path to purchase is non-linear, fluid, and full of cross-platform exploration. This behavior demands content that’s searchable, snackable, and story-driven.
Tactics for social search:
Use platform-native phrases and trending terms in captions and voiceovers
Write hooky, keyword-rich headlines in the first line of posts
Build content around questions your audience is actively searching
When your brand shows up in those micro-moments of curiosity or need, you’re no longer just building awareness — you’re meeting intent.
3. Emotional Resonance Drives ROI
Gen Z doesn’t convert without connection. According to Tumblr’s community study, 85% of Gen Z expects brands to foster a sense of belonging. They reward brands that participate in culture, show vulnerability, and create shared experiences — not just push products.
Performance tactics alone won’t break through if the brand isn’t relatable, trusted, or memorable.
Examples:
A TikTok creator’s low-fi story about struggling with acne — and how a brand helped — performs better than a polished ad.
A carousel that says “What I wish I knew before switching to mineral sunscreen” earns saves and shares and drives sales.
Brands that comment back, repost fan content, and co-create moments deepen community and brand equity.
When brand and performance work together, you get conversion that sticks.
4. Content Strategy Is Always-On and Built for Discovery
Forget 12-month content calendars. Today’s leading brands operate with a layered, agile content strategy:
Evergreen: Educational and searchable content built for long-term discovery (e.g., “3 ways to wear one blazer”).
Cultural Big Bets: Moment-driving campaigns or creator collabs (like CeraVe’s Michael Cera stunt).
Responsive Content: Timely posts that tap into trends, memes, and cultural conversation.
Ogilvy recommends brands reserve 15–25% of their content budget for real-time, experimental content. This allows space to test what resonates organically — and scale winners with paid support.
And with the rise of social search, every piece of content should be built for discoverability:
Keyword-forward captions
Subtitles and text overlays
Platform-specific formatting and tone
Today’s best-performing content isn’t always the most polished—it’s the most timely, useful, and culturally fluent.
5. Social Is the Growth Engine
Social isn’t just a channel — it’s the connective tissue powering the full marketing funnel.
It informs product development, amplifies campaigns, builds communities, and drives direct sales. The most innovative brands now launch first on social and then extend across paid, PR, and in-store.
Two perfect-case examples:
Heinz’s “Seemingly Ranch” product drop (March 2023) came directly from a viral TikTok moment — and sold out.
McDonald’s “WcDonald’s” anime campaign (February 2024) tapped fan culture to drive massive in-store and digital traffic.
Social isn’t just where the conversation starts — it’s where brand and performance converge.
Final Thoughts: Stop Choosing — Start Blending
The takeaway for modern marketers?
It’s time to retire the false binary of brand vs. performance. In a world where consumers discover products through TikTok reviews, validate trust on Instagram, and make purchases through social storefronts — brand and performance aren’t separate efforts; they’re sequential and often simultaneous steps in the same journey.
The most future-ready brands don’t just balance these disciplines — they blend them into unified strategies that evolve with consumer behavior. That means:
Building content that’s emotionally resonant and action-oriented
Investing in brand equity to fuel performance ROI
Designing for discoverability at every stage — from search to story to swipe
Measuring success with full-funnel metrics, not just last-click attribution
This shift doesn’t require abandoning performance goals or ignoring brand consistency. It demands a more sophisticated, audience-first approach that prioritizes relevance, agility, and human connection.
Because when performance marketing is backed by trust, and brand storytelling is backed by intent, you’re not just reaching people — you’re moving them.
Brand converts best when it’s discoverable. Performance scales fastest when it’s trusted.
The future of marketing isn’t a balancing act — it’s a fusion. And the brands that embrace that fusion will be the ones that grow faster, last longer, and mean more to the people they serve.
