Fashion 

When Did Brands Become Too Cool for Social Media?

Influencer marketing is projected to hit $15 billion USD, but brands are removing their social media presence.

By
6,993 Hypes

We’re not even a week into 2021, and we’ve already been bombarded with news. Kim Kardashian and Kanye West may be getting a divorce, the UK has gone into another lockdown and Bottega Veneta has removed its presence from social media. The latter comes as a surprise, and has been a big conversation among fashion lovers and Twitter users.

The label has seen a huge upswing since Daniel Lee was appointed creative director in 2018, largely due to Bottega Veneta’s popularity across Instagram and social media. The label’s recognizable Pouch bag became the it-accessory for influencers and fashion’s elite, as well as the leather mules, pumps and cassette bags, and it seemed as if Bottega was the only label to wear. It goes without saying that the rebirth of Bottega would have never been the same without social media, so why would the label abandon it? When did brands become “too cool” for social media?

 

View this post on Instagram

 

A post shared by HYPEBAE (@hypebae)

The influencer industry is projected to hit a $15 billion USD industry by 2022, and social media profiles are making millions, making “influencer” a sought after, and aspirational job, amongst today’s youth. Brands have moved away from traditional marketing into influencer marketing to reach more people through specific groups and niches, and social media has emphasized trends and viral items tenfold.

Luxury fashion as a whole has also embraced the power of social media, with brands like CELINE tapping TikTok creators for its recent fashion show, Burberry streaming on Twitch and Prada advertising on Instagram. Profiles like Charli D’Amelio has amassed nearly 100 million followers on TikTok, and is reaching thousands of people daily through both sponsored and organic content, and celebrities like Kylie Jenner and Hailey Bieber create trends and make items sell out after they’ve been tagged in one post on Instagram. So what is it that brands are hesitant about when it comes to social media marketing?

Instagram can be hard to navigate, and it has also become increasingly superficial and brand-focused since the platform launched its “Shopping” feature. Gone are the days when we’d see our friends’ content in our feed, as we’re now being fed more and more ads, call to action and branded posts than ever before. Brands like Bottega Veneta may choose to abandon social media and revert back to more traditional ways of advertising, slowing down its content and focusing on longevity rather than trends.

 

View this post on Instagram

 

A post shared by HYPEBAE (@hypebae)

Another reason as to why brands may be leaving Instagram and social media behind is due to the huge amount of brand ambassadors that have been amassed. It can be difficult for luxury brands to find a profile with an authentic feel that fits its niche, and when it comes to celebrities, it seems as if most people are beginning to feel disillusioned by their professionally calculated lives.

At the end of the day, there’s no denying that the power of social media is only continuing to grow. Brands may choose to sit out for now, but chances are that they will be forgotten without presence across digital platforms. I mean, how else are we going to find out about the latest collections and the new “It” items? Will Bottega Veneta ever see a bag as successful as the Pouch ever again? It remains to be seen.

Read Full Article
Share this article

What to Read Next

What Daniel Lee's Potential Appointment Could Mean for Burberry
Fashion 

What Daniel Lee's Potential Appointment Could Mean for Burberry

The Bottega Veneta alum is rumored to replace Riccardo Tisci at the British fashion house.
6,529 Hypes

Capitalism and Inflation Have Officially Ruined Dating
Sex & Dating

Capitalism and Inflation Have Officially Ruined Dating

Welp, there goes my plan to marry well.
2,982 Hypes

Is Sydney Sweeney Out of Touch or Being Honest?
Culture

Is Sydney Sweeney Out of Touch or Being Honest?

The actor is making headlines for her comments about money.
6,023 Hypes


Is TikTok's "Clean Girl" Trend Aspirational or Exhausting?
Culture

Is TikTok's "Clean Girl" Trend Aspirational or Exhausting?

A call to romanticize our messier moments, as well.
3,056 Hypes

Thibo Denis Teases Dior's Next Collaboration With Shawn Stussy
Footwear

Thibo Denis Teases Dior's Next Collaboration With Shawn Stussy

Get ready for a new iteration of the B27 sneaker.
3,837 Hypes

Nike Celebrates Lunar New Year With Exclusive Footwear Collections
Footwear

Nike Celebrates Lunar New Year With Exclusive Footwear Collections

Including festive styles by Converse and Jordan Brand.
3,427 Hypes

Announcing HB Commencement
Fashion

Announcing HB Commencement

Apply for your chance to be among the five finalists.
1,724 Hypes

SEVENTEEN To Perform Over 20 Hits in Virtual Concert
Music

SEVENTEEN To Perform Over 20 Hits in Virtual Concert

The K-pop group has announced an upcoming livestream extravaganza.
1,787 Hypes

Learn How To Make Vietnamese Tet Noodles With Chef Jimmy Ly of Madame Vo
Culture

Learn How To Make Vietnamese Tet Noodles With Chef Jimmy Ly of Madame Vo

Craft the fan favorite dish from home.
5,319 Hypes

6 Shows To Watch if You're Obsessed With 'Bridgerton'
Film & TV

6 Shows To Watch if You're Obsessed With 'Bridgerton'

A list of scandalously romantic titles to binge now.
22,478 Hypes

Virgil Abloh Designs evian's New Fully Recycled Bottle
Culture

Virgil Abloh Designs evian's New Fully Recycled Bottle

Rolling out later this year.
2,980 Hypes

Meet TooD Beauty, the "Anti-Influencer" Brand Making Fun, Clean Cosmetics
Beauty

Meet TooD Beauty, the "Anti-Influencer" Brand Making Fun, Clean Cosmetics

The brand’s Brow Color Cream can be applied anywhere on the face, hair and body.
3,593 Hypes

Nanushka Reveals Surrealist "Teleport" Lookbook for Pre-Fall 2021
Fashion

Nanushka Reveals Surrealist "Teleport" Lookbook for Pre-Fall 2021

Filled with eco-friendly knitwear and regenerated leather pieces.
2,325 Hypes

Disney x Casetify Unveil a Magical Collection of Tech Accessories
Tech

Disney x Casetify Unveil a Magical Collection of Tech Accessories

Starring the entertainment company’s beloved cartoon character, Mickey Mouse.
9,372 Hypes

More ▾
 
Subscribe to our Newsletter

Keep updated on the latest news.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.