Issue #01: How Marc Jacobs is Winning Gen Z and This Week’s Hottest Social Media Updates

Welcome to issue #01 of Social Media 2go, where I share the latest social media news, trends, and strategies with a Gen Z twist. I’m Sharon, and I’m so happy you’re here. This issue will cover social media updates from the past week and then dive into the fascinating and unique TikTok strategy of Marc Jacobs that has been going super viral in the past few weeks. Let's get into it, shall we? 😉

Social Media News From the Past Week:

Facebook:

• Meta will shut down the Workplace platform, a version of Facebook built for internal communications, by September 2025, making it read-only until May 2026 and then completely shutting down (according to TechCrunch).

• Meta is launching a new video option for Catalog Product Ads, previously limited to still images. Advertisers can now upload video assets to their product catalogs, which Meta's AI will use to target users effectively across Reels, Feed, and Stories. The video option is now available to all advertisers through Advantage+.

TikTok:

• There is a new Fan Spotlight feature for artists to enhance fan engagement.

• Introduces Media Buying qualification for marketing pros. Want to take the exam? Here is a 124-page study guide that covers all aspects of TikTok ads. 

• Launches "TikTok Studio," a dashboard for creators to manage their presence and analytics.

• Releases a new guide to it’s Ad Manager platform. 

• TikTok is exploring a US-only version of its feed algorithm to stay operational in the US, aiming to function independently from its Chinese parent company to address lawmakers' concerns (as reported on Social Media Today and Reuters). 

Instagram:

• IG chief Adam Mosseri says post-share rates are now a key driver of reach (more here). 

• Testing new “Lately” feature, which adds a new, automatically generated highlight feed to your profile that showcases your most recent Stories activity. 

• Verified IG profiles now have the option to restrict their message requests to verified users only (Source).

• Meta is now offering a 14-day money back guarantee on a Meta Verified subscription. (Source). 

• Instagram is expanding its "Limits" feature to teen users, allowing them to restrict interactions to their "Close Friends" list for protection against abuse. Additionally, the "Restrict" option now lets teens hide comments and prevent specific users from tagging or mentioning them, enhancing their control and safety on the platform.

• Instagram introduces new Notes features, including "Notes Prompts" for starting conversations with templated queries, the ability to use @ mentions for direct interactions, and Notes Likes for reacting without adding comments.

X (formerly Twitter):

• The “Likes” section in users' profiles will be private to encourage user interaction and refine algorithms.

• Elon Musk Says X Now Has 600M Monthly Active Users (Source). 

LinkedIn:

• Adds labels to AI-generated content in partnership with C2PA for improved transparency.

• Allows replying to specific messages by long-pressing and selecting Reply.

This week's deep dive:

Luxury for the New Generation: How Marc Jacobs is Winning Over Gen Z in an Anti-Elite Era

In the fast-paced realm of fashion marketing, Marc Jacobs has recently made waves with its innovative TikTok campaign. This groundbreaking strategy boosts brand visibility and resonates deeply with Generation Z—a demographic known for its evolving attitudes towards wealth and luxury.

The Campaign: Leveraging Niche Influencers

The brand's approach hinges on leveraging influencers known for their specific, often niche, viral moments. These influencers aren't just reciting scripted endorsements; they're recreating the content that made them famous, now with a subtle nod to Marc Jacobs' products.

Examples from the Campaign: 

1. @wizzie_spudspice: A content creator who became famous for creating videos in a wizard costume (yes, you are reading correctly). Wizzie collaborated with Marc Jacobs by wearing the brand's shoes in one of their signature videos. Notably, there was no mention of the brand or indication that the shoes were Marc Jacobs, which highlighted the authenticity of the collaboration.

   @marcjacobs

   If you’re seeing this video, you will have good luck for 100 years 🧙 @wizzie

2. @deez6_9: Known for her cringy content and overly filtered dance videos, @deez6_9 collaborated with Marc Jacobs by recreating her viral video about the "office siren" fashion trend. In this video, she mentioned the brand name while being, well, cringe.

   @marcjacobs

   Challenge accepted ♥️ @deez

Authenticity and Humor: The Winning Formula

Marc Jacobs has redefined influencer marketing by flipping the script. Instead of dictating how influencers should promote their products, the brand encourages them to stay true to their unique styles and viral moments. For instance, influencers simply wear Marc Jacobs' items in their videos without explicitly mentioning the brand—a genuine and unobtrusive approach.

Purpose and Strategy

At first glance, one might question the goal of this campaign. Is it about brand awareness? Certainly, but more than that, it's a clever pivot away from the traditional luxury brand positioning. Marc Jacobs isn't just selling high-end fashion; it's connecting with the younger generation—particularly Gen Z—through authenticity and relatability. This is a smart move, given that today's youth are often skeptical of overt displays of wealth and luxury.

Shifting Trends in Marketing

This campaign is part of a broader trend where brands create content designed to go viral, even if it's not directly related to their products. Companies like Duolingo have pioneered this approach, and Marc Jacobs is now bringing it into the fashion world.

The genius of this strategy lies in its alignment with Gen Z's values. This demographic is often critical of the elite and wary of traditional luxury branding. By collaborating with influencers who mirror their audience's values and experiences, Marc Jacobs successfully bridges the gap between aspiration and accessibility.

Seizing the Moment

While the campaign ran for a significant period, its virality skyrocketed after the Met Gala mass. The Met Gala is known for its star-studded guest list and extravagant fashion. However, this year's event sparked controversy as critics accused attendees of being out of touch with reality and disconnected from the struggles of everyday people. Gen Z is ANGRY, referencing the Hunger Games movie series to illustrate the disconnect between the elite and the harsh realities endured globally, including wars, soaring living costs, and more. Watch: 

This backlash created the perfect backdrop for Marc Jacobs' campaign, highlighting the brand's commitment to authenticity in contrast to the perceived elitism of the Met Gala attendees. Marc Jacobs has cleverly repositioned itself after recognizing Gen Z's current disdain for elitism and cost-of-living concerns. This move is not just about selling bags; it's about fostering a deeper connection with a future customer base that values authenticity over opulence.

Lessons Learned: 

Marc Jacobs' TikTok campaign offers several key takeaways for marketers:

• Adapt Quickly: Staying relevant means pivoting and adapting to rapidly changing trends.

• Embrace Authenticity: Genuine, relatable content resonates more deeply with today's audiences.

• Understand Your Audience: It is crucial to recognize and address the sentiments of your target demographic, especially if they harbor negative feelings toward traditional symbols of wealth.

As luxury brands look to the future, the success of Marc Jacobs' campaign on TikTok underscores the need for a nuanced understanding of their audience. In the past, the target audience of luxury brands aspired to appear wealthy. Hence, the brands presented themselves as prestigious and used elite figures to advertise them. But it looks like this no longer works now due to the evolving attitude towards wealth and luxury among Gen Z. With Millennials and Gen Z projected to dominate the luxury market by 2026, adapting to their preferences isn't just bright—it's essential.