Virality is not always positive
Tarte CEO Maureen Kelly has been here before, explaining in an exclusive to Glossy last year after the brand’s Dubai trip that the marketing budget is spent specifically on these trips and nurturing relationships with influencers. The major defense for these trips is the organic mentions they receive.
The trips always seem to go viral, but the problem is that virality is not an immediately positive thing. The “all press is good press” sentiment is alive and well for these activations, but it ignores a crucial perspective—the customer.
It’s worth noting that Tarte has stated that two of the people involved in the trip were customers who won a giveaway. This is a great start but it’s not enough when there are micro influencers and diehard customers who regularly create content, buy products and love the brand. This just proves that if you wanted to, you would. If you wanted to treat your customers, you would.
There are areas of disconnect in influencer culture
For Tarte, the influencers are creating brand-specific content, but it’s not landing when their customers and 78% of Americans are living paycheck to paycheck. And those customers who are struggling don’t just consume content on social, they create it too, capturing just as much attention as some of the influencers on the trip.
In 2024, brands need to understand that influencers aren’t the only creators on social. Devoted and/or disappointed customers are just as likely to get visibility for their videos sharing their experience. The backlash against influencer culture as we know it continues, with many seeing it as disconnected from regular people’s everyday experience.
One TikToker shared her thoughts on the negative reaction, saying it’s rooted in jealousy. She’s not entirely wrong, but jealousy is an output regardless of the sentiment. It’s not a bug; it’s a feature. These brand trips are built from inspiring jealousy. The feeling of jealousy that will hopefully turn into aspirational purchases to try to emulate the person and their lifestyle.