Photo via Inc.
The advertising landscape continues to evolve as traditional media loses ground to social platforms. According to Inc., luxury fashion brand Marc Jacobs recently partnered with content creator Rachel Sennott to develop a series designed specifically for social media consumption rather than traditional broadcast or print channels. This marks another significant milestone in what industry observers are calling the 'social-first' movement in brand marketing.
For Charlotte-area businesses—from retail shops on South Tryon Street to growing e-commerce operations throughout the region—this trend carries practical implications. Social-first content strategies prioritize engagement and authenticity over polished, corporate messaging. Brands are discovering that audiences respond better to behind-the-scenes footage, creator partnerships, and episodic content tailored to platforms like TikTok, Instagram, and YouTube than to traditional advertising.
The shift reflects broader changes in consumer behavior and media consumption habits. Younger demographics increasingly ignore conventional ads and instead follow influencers and content creators they trust. By investing in social-native programming, major brands signal that authentic storytelling and platform-specific content now outweigh expensive production budgets designed for mass media.
Charlotte retailers and brands considering their 2024 marketing strategies should evaluate whether social-first approaches fit their audience and budget. The model demonstrates that meaningful brand engagement often requires rethinking where and how companies tell their stories, rather than simply moving existing content across new channels.
