DTC brands are evolving their social media strategies to reach young consumers during COVID. Companies have been finding ways to connect and show customers they care without coming off as too “promotion heavy or tone deaf”—and social media is playing a key role for many. The crisis has led many brands to slash marketing budgets, cut ties with influencers, and focus on organic marketing on social channels—as well as rely on user-generated content. E.l.f cosmetics and Tory Burch have been sponsoring challenges on TikTok as a way to continue gaining traction on the platform, while some brands, like Thinx, have launched TikTok accounts for the first time to connect with a Gen Z audience. Meanwhile, MeUndies is turning to their own customers to produce content from home for upcoming product launches. (Glossy)
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