The Influencer Who Never Sleeps, Never Ages, Never Cancels—But Never Lived?

Kim Kardashian can get canceled. MrBeast can wake up and decide he's done selling snack bars.

But virtual influencers?

They don’t get tired, they don’t demand five-figure fees for a 30-second TikTok, and they sure as hell won’t run off to start a podcast about finding themselves.

They just sit there—perfectly optimized, engaging, and ‘disturbingly’ inhuman.

Marketing teams once believed human influencers were the golden ticket to digital influence—until brands realized something: humans are unpredictable, expensive, and alarmingly bad at shutting up when they should. 

Now, brands are quietly asking: Are virtual influencers the next logical step—or is this AI-generated gold rush one bad tweet away from a lawsuit?

Yes, they have the reach, the numbers, and the eerie ability to sell products without ever touching them. But can they actually move the needle?

Human Influencers Are Tired. Literally.

Burnout. Scandals. Algorithm meltdowns.

Marketers spent over a decade trying to tame human influencers—only to watch them crash and burn in real time. The problem is… influencer marketing started as a goldmine, but somewhere along the way, the returns started shrinking, and the effort to keep things running became exponentially more exhausting.

Human influencers are in an endless death match with engagement metrics that refuse to play fair. Seventy-eight percent of influencers admit to burnout, and 66% say it’s wrecking their mental health. That’s right—two-thirds of influencers are exhausted, stressed, and barely keeping up. And yet, brands are still pouring money into them, expecting fresh, viral content every week.

Meanwhile, engagement rates are falling off a cliff. The influencer you paid five figures for could have a million followers and still be posting into the void. That’s because a massive follower count means nothing if the audience has moved on—or worse, stopped caring.

This is where artificial intelligence in influencer marketing changes the game.

The Influencers Who Never Burn Out (Or Age, or Get Caught in a Scandal)

Creating virtual influencers is a fully operational marketing strategy. Brands looking for stability, consistency, and engagement are shifting to AI-driven influencers, and the numbers are brutal for human creators.

A virtual influencer pulls an average engagement rate of 5.9%. That’s three times higher than human influencers, who are scraping by with 1.9%.

And let’s talk budget.

While a high-profile human influencer will charge upwards of $250,000 per post, a top-tier AI influencer comes in at around $10,000. That’s a 95% cost reduction for more engagement and zero risk of a PR disaster.

So, when brands look at the ROI, the question isn’t "Why use virtual influencers?" anymore. It’s "Why would we keep paying for human ones?"

Virtual Influencers Are Making Brands Insanely Rich (And Nobody Wants To Talk About It)

If someone told you five years ago that CGI influencers—not celebrities, not internet-famous humans, but AI-generated characters—would be signing multi-million-dollar brand deals, you’d probably have laughed. Yet here we are, watching social media virtual personalities rake in more engagement, more loyalty, and more money than their human counterparts.

This isn’t some gimmick. It’s a full-scale marketing revolution. And brands that figured it out early are already counting their profits.

Brands Are Paying Virtual Influencers Like They’re Hollywood A-Listers

Let’s be clear: AI influencers aren’t just winning over niche tech brands. Luxury fashion houses, entertainment giants, and global corporations are all cashing in—because virtual influencer campaigns are proving to be profitable, scalable, and scandal-proof.

• Shudu Gram has modeled for Balmain and Fenty Beauty, making consumers believe they’re interacting with a real supermodel—until they realize she’s completely digital.
• Lil Miquela pulled in over $11 million in 2022, working with brands like Samsung, Prada, and Calvin Klein, without ever needing a hair-and-makeup team.
• Noonoouri, a cartoonish AI influencer, is inking deals longer than most human supermodels, scoring partnerships with Dior and BMW.
• FN Meka nearly landed a record deal with Capitol Records, until someone finally asked, "Wait, is this AI-generated rapper kind of racist?" (He got canceled before he even fully existed.)

Look, this isn’t experimental marketing anymore. It’s business.

$6.9 Billion Today. $154.6 Billion By 2032. Any Questions?

The virtual influencer market was valued at $6.9 billion in 2023. In less than a decade, it’s expected to hit a staggering $154.6 billion—a 40.8% compound annual growth rate.

And still, some brands haven’t wrapped their heads around it.

Meanwhile, others are ditching human influencers entirely, turning to AI influencers who never miss a deadline, never get caught in a scandal, and never develop creative differences with marketing teams.

So, why is this working?

AI Influencers Are Designed to Hack Engagement—And It’s Working

If there’s one thing social media platforms love, it’s consistency. And human influencers are not built for it. They burn out. They take breaks. They get sick. Their engagement drops if they don’t post frequently enough.

Now comes AI-driven influencers, designed to never stop creating content.

Elaina St. James, a prominent influencer and content creator, emphasizes the vast potential of AI-generated influencers:

"There's unlimited potential for AI-generated influencers both to help influencers with an established brand create content, realistic and fantasy, to satisfy the never-satisfied and ever-changing machine, which is social media."

These social media virtual personalities aren’t just competing with human influencers—they’re becoming their content-production assistants, churning out material 24/7. For brands, that means less dependency on human schedules and more control over storytelling.

But Let’s Be Honest—Can They Actually Sell Your Product?

A virtual influencer can make your brand go viral. That much is obvious. But can they actually make people buy?

It’s easy to get caught up in sky-high engagement numbers, digital avatars in marketing campaigns, and brands patting themselves on the back for ‘innovation.’ But at some point, someone in the boardroom has to ask: “Are we making money, or are we just collecting likes?”

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The Problem with Engagement That Doesn't Convert

Virtual influencers have one undeniable strength: attention. They can grab it, hold it, and keep an audience entertained. But attention isn't the same as action.

The average computer-generated influencer pulls an engagement rate of 5.9%, compared to 1.9% for humans. Sounds impressive—until you realize that engagement =/= sales.

A virtual brand ambassador can hype up a product, pose with it, and ‘talk’ about it in captions, but can they sell like a human influencer who actually uses the product, vouches for it, and can answer real questions about it? That’s where things start to crack.

Where Virtual Influencers Fall Apart

1. They Can’t Actually Experience What They Promote

A computer-generated influencer can’t take a sip of your energy drink, smell your perfume, or test your skincare on sensitive skin. That might not matter for brands selling fashion or tech, but if you’re marketing nutrition supplements, skincare, or fitness gear, authenticity is everything. Consumers want proof.

2. They Lack Emotional Conviction

A digital avatar in marketing can mimic emotions, but they can’t feel them. A human influencer can share real struggles, real triumphs, real experiences. A virtual influencer can only pretend—and audiences can tell.

3. They Risk a Backlash If Consumers Feel Misled

People hate feeling tricked. And when brands fail to disclose that an influencer isn’t real, they risk outrage, mistrust, and outright brand rejection. AI-generated influencers work best when audiences know they’re digital from the start.

Should Your Brand Use A Virtual Influencer?

There’s a reason AI influencers are making brands nervous—because they work. Not just for social media engagement, but for long-term brand building and market domination.

That’s the playbook. Virtual influencers are scalable, 24/7 brand assets that don’t age, don’t cause scandals, and don’t demand payouts based on their follower count.

But before you fire your entire influencer roster, let’s talk about when virtual influencer campaigns actually make sense—and when they’ll just burn your budget while looking really cool doing it.

When AI Influencers are Marketing Gold

If your brand is all about aesthetics, tech innovation, or entertainment-driven engagement, virtual influencers might be your best investment yet. They’re cost-efficient, hyper-customizable, and can be anywhere at once.

Luxury brands are already cashing in. Elle Taylor, Lil Miquela, Noonoouri, and Shudu Gram are pulling off high-end collaborations that most human influencers can only dream of. AI-generated influencers are digital mannequins that bring a brand’s creative vision to life—flawlessly and without limits.

Another massive advantage is that they don’t come with PR disasters. No “accidentally offensive” tweets from 2012. No late-night rants. No contract renegotiations after hitting a million followers.

For brands that prioritize consistency, brand control, and high-volume content production, the benefits of virtual influencers are impossible to ignore. They can generate posts 24/7, without ever getting tired, sick, or demanding an NDA because of an “artistic disagreement.”

When AI Influencers Will Tank Your Marketing Strategy

For all their engagement-hacking potential, virtual influencers aren’t magic money printers. And in the wrong industry, they can do more harm than good.

1. If your audience is obsessed with authenticity, AI influencers won’t cut it.

Customers buy from people they trust. If you’re selling skincare, nutrition, or wellness products, consumers want to see real humans using them. A CGI influencer can pose with a vitamin bottle, but they can’t actually take it. That matters.

2. If your brand thrives on community, AI influencers can feel… fake.

Community-driven brands succeed because of human connection. AI influencers can be engaging, but can they make people feel something?

If your brand is built on lifestyle, culture, or emotional relatability, a virtual influencer might come across as cold, lifeless, and unconvincing.

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3. If you’re in healthcare, sustainability, or anything sensitive, tread carefully.

Consumers don’t want a digital avatar in marketing campaigns for serious topics. Healthcare, sustainability, social impact—these require real voices, real emotions, and real trust. AI influencers can help with awareness campaigns, but relying on them for credibility is a bad look.

So… Should You Fire Your Human Influencers Yet?

Not so fast.

Yes, virtual brand ambassadors are turning influencer marketing into a low-maintenance, scandal-proof machine. They don’t demand contracts, take offense at brand guidelines, or suddenly decide they’re too big for your product. They show up, do the job, and keep engagement rolling. For luxury, tech, and fashion brands, that’s a dream scenario.

But if your business relies on trust, authenticity, and real human connection, handing everything over to AI could backfire—badly. A CGI influencer can pose with a skincare serum, but it can’t tell you if it actually cleared acne. It can promote a wellness routine, but it has never been tired, stressed, or alive enough to need one. Consumers are smart. And when they feel deceived? They walk.

The future of influencer marketing isn’t about choosing between AI and humans—it’s about knowing when to use each. Virtual influencers are only here to dominate where humans fall short.

Another week, another batch of updates from your favorite platforms. Whether you’re a marketer, a social media pro, or just trying to keep up with the chaos, here’s your no-fluff roundup of what’s new in the world of social.

What’s new on Instagram?

Instagram Rolls Out “Restyle Your Image” for Stories‍

Instagram is experimenting with a new AI-powered tool called “Restyle Your Image” for Stories, giving users fresh ways to enhance their visuals directly in-app. The feature allows you to modify objects and backgrounds, expand your photos, apply creative effects, and even remove unwanted elements—all with just a few taps.

It’s another step toward making content creation more dynamic (and a little less dependent on external editing apps).

‍Instagram Expands Access to “Chat with AIs” Feature‍

Instagram is now rolling out its “Chat with AIs” feature to more users and regions. This tool lets users interact with AI characters directly in chat, offering both entertainment and utility right inside the app. Whether it’s for fun, support, or just curiosity, it’s another sign of Meta’s growing AI push across platforms.

What’s new on Threads?

Threads Might Soon Help You Sync with Your X Faves‍

Threads is working on a feature that could make onboarding even smoother: the ability to follow the same popular creators you already follow on X (or Twitter, if you insist). If you've been missing familiar voices, this could be your shortcut.

Threads Is Testing a "Weekly Recap" Tool‍

Some users have spotted a new "Weekly Recap" feature in testing, offering a summary of account activity plus tailored tips to help improve reach. You’ll also be able to turn on notifications so you never miss your weekly insights. Helpful or overwhelming? Time will tell.

Topics on Threads Get a New Look‍

Threads is also rolling out a subtle but notable UI change: when you tag a post with a topic—like “New on Threads”—it will now show up next to your username instead of as blue linked text. It still works the same way (tap to explore related posts), but the cleaner look may help keep posts more focused.

What’s new on LinkedIn?

LinkedIn Quietly Removes the "Videos" Tab‍

Say goodbye to the "Videos" tab in the LinkedIn app's footer. No big announcement, just... gone. It’s part of a larger trend where LinkedIn is subtly shifting its interface, perhaps putting more emphasis on other types of content.

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New LinkedIn Newsletter Shares Video Strategy Tips‍

While the tab is gone, video content is far from dead. LinkedIn has launched a new newsletter focused on video creation best practices—packed with advice to help users produce more engaging content and boost discoverability. It’s a solid resource if you're trying to level up your video game on the platform.

TikTok’s expansion into local services is a calculated land grab, and your business is the land.

If you still think TikTok is just teenagers shaking their asses to viral sounds, let’s rip that Band-Aid off. This app isn’t "helping" businesses—it's replacing entire industries.

Booking apps, review sites, even Google itself?

TikTok is eating them alive.

China already proved what’s coming. Douyin (TikTok’s Chinese twin) pulled in a staggering $48 billion from local services alone.

And now?

It’s here. Either your business cashes in, or you’ll be watching someone else’s restaurant, gym, or boutique rake in your customers—on your own For You Page.

What Happens When TikTok Enters Local Services

You know what’s not fun?

Watching your competitors rake in sales while you’re still debating whether TikTok is worth your time.

Douyin—the same DNA as TikTok, just with different branding—devoured local services. Booking an appointment, reserving a table, finding a trusted contractor—it all happens inside the app, faster than you can say, “Let me Google that.”

In just eight months of 2024, Douyin’s life services business hauled in $44.8 billion—that’s more than the entire annual revenue of Starbucks.

Here’s what that looks like in real life:

• Want a haircut? A few swipes, and you’ve booked the best-rated stylist nearby.
• Need a dentist? Skip the Yelp rabbit hole and find one with real customer video reviews—without leaving the app.
• Craving sushi? A creator just reviewed a hidden gem, and you get a discounted reservation link—right there in the comments.

This isn’t some passing trend. It’s a full-scale takeover. And TikTok is rolling out the same playbook—just with a bigger stage.

In Southeast Asia, TikTok has been testing restaurant and hotel vouchers with local creators, seamlessly embedding transactions into content. It’s a direct hit to Google, Yelp, and every traditional directory still pretending people want to “click for more details.”

Now it’s happening in the U.S., U.K., and beyond. And if you’re still asking whether local services leveraging TikTok is a thing, you’re already behind.

TikTok’s Next Targets: Who’s About to Feel the Heat?

TikTok is expanding aggressively into local services, and it’s not just restaurants and salons that need to wake up. The wrecking ball is swinging through every industry that relies on local customers.

Gyms and Trainers: Personal trainers and fitness centers aren’t just posting workouts—they’re converting TikTok viewers directly into clients. Think customized fitness plans, limited-time offers, and instant DM bookings without ever leaving the app.

Real Estate Agent

 Listings are boring. Virtual home tours inside TikTok is what sells houses now. With a quick “DM for details,” users are booking walkthroughs without ever touching Zillow.

Auto Shops & Mechanics

Car repair videos don’t just get views—they get appointments. The smartest mechanics are using TikTok’s local services features to let viewers book repair slots on the spot.

Lawyers & Consultants

Let’s be real—no one wants to Google "best lawyer near me" when they’re in trouble. The legal pros who break down common questions in TikTok videos are getting DM inquiries daily.

Look, TikTok isn’t waiting for businesses to catch up. It’s hiring aggressively in the U.S. and beyond to build out a full-scale local services infrastructure—meaning this isn’t some temporary experiment.

And if you think TikTok's impact on local service industries stops there, keep watching. It’s already testing partnerships that make traditional directories and booking apps obsolete.

Why This Works—And Why It’s (Psychologically) Unstoppable

1. TikTok’s Algorithm Is Freakishly Addictive

Every social media platform wants your attention. TikTok owns it.

Google and Facebook still rely on what people search for or who they follow. But TikTok doesn’t wait. It learns. It watches how you react—what makes you stop scrolling, what makes you rewatch, where your eyes linger—and then floods your feed with more of it.

That’s why someone who watches a 30-second clip of a local sushi spot won’t just see one restaurant recommendation. They’ll start seeing several. Different menus. Customer reviews. Behind-the-scenes kitchen shots. A local food blogger hyping up a hidden gem five minutes away. Within hours, the algorithm has made sure that person is craving sushi and knows exactly where to go to get it.

For local businesses, this is gold. TikTok doesn’t wait for someone to Google “best sushi near me.” It puts that restaurant in front of them before they even realize they’re hungry.

But here’s the thing: TikTok’s local services can turn discovery into action—but it’s not automatic.

TikTok isn’t a magic button that makes customers appear. It rewards businesses that know how to play the game. If your content feels like an ad, it flops. If it feels like something users would naturally watch, the algorithm takes it straight to the right audience.

That’s the difference. Every other platform hopes users take action. TikTok tells them what to want—and then delivers it to them on a platter.

And this isn’t some "big brands only" game. TikTok's algorithm gives local businesses a real shot at visibility without needing an ad budget the size of a Fortune 500 company. A single well-timed post, pushed to the right audience, can explode overnight.

This is why local businesses using TikTok aren’t just getting views—they’re getting foot traffic.

2. FOMO Drives Local Sales

Marketing gimmicks don’t sell products. People sell products. And when enough people say something is worth buying, the rest follow.

That’s why one viral TikTok about a bakery in Los Angeles led to three-hour wait times for pastries. One video. No ads. No SEO tricks. Just real people, showing real excitement, and the algorithm doing what it does best—feeding that excitement to everyone else.

The same thing happened with Crumbl Cookies. TikTok helped turn it into a $1 billion company with over 1,000 locations. All because their weekly rotating menu became a conversation people wanted in on.

It works because no one wants to miss out. The fear of missing out—FOMO—is a proven psychological driver of impulsive spending. A study on social commerce found that people don’t just buy because they need something. They buy because they see others getting it and they don’t want to be left behind.

Matthew Goulart explained it best:

"Social media is about the people! Not about your business. Provide for the people, and the people will provide for you."

If people see a long line outside a restaurant, they assume the food is good. If they see a TikTok video with hundreds of comments, they assume the product is worth trying.

A local business that isn’t actively leveraging TikTok for customer engagement is missing out on real, paying customers who are watching others hype up the competition instead.

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3. The Live Shopping Takeover: Selling in Real Time

TikTok Live shopping is happening right now, and it’s turning casual viewers into immediate buyers. Beauty brands run live tutorials and sell thousands of units before the stream even ends. Local boutiques sell entire inventory batches in one night. A San Antonio jeweler turned a single live-streaming session into millions of views and record-breaking sales.

Consumers are watching and buying on impulse. No delays. No extra steps. See something you like? Click. Purchase. Done.

And TikTok makes sure those who hesitate get left behind. Limited-time offers, exclusive drops, time-sensitive discounts—all designed to trigger immediate action. This isn’t just shopping. It’s live commerce engineered for maximum urgency.

This is the new standard. TikTok is rewiring how consumers think, react, and spend. And for businesses still wondering if this is worth their time, the answer is simple—it already is.

The Businesses Already Cashing In

There was a time when “going viral” sounded like something reserved for big brands with million-dollar budgets. That time is gone. Right now, small businesses are pulling in absurd numbers on TikTok—without spending a dime on traditional advertising.

Take Easy Street Burgers in Los Angeles. Before TikTok, it was just another burger joint. Then, one well-placed review from a TikTok food influencer changed everything. Lines stretched around the block for weeks, forcing the owners to rethink their entire operation just to keep up with demand. No fancy commercials. No paid campaigns. Just one video, millions of views, and an avalanche of customers.

Meanwhile, Neon Cowboys, a Western fashion brand specializing in LED cowboy hats, saw an entire $20,000 inventory vanish in a week—all thanks to a TikTok trend. Someone on the platform decided that glowing cowboy hats were the must-have festival accessory, and suddenly, demand skyrocketed. TikTok didn't just boost sales; it manufactured a trend from scratch.

TikTok Is Completely Rewriting How Businesses Market Themselves

There was a time when local businesses had two choices: sink money into traditional ads and hope for the best, or hustle non-stop on social media just to get a few likes. TikTok has destroyed that entire playbook.

Ask Buddies Coffee in Brooklyn, whose business was on the verge of collapse due to skyrocketing rent. The owner, Rachel Rose, did something most businesses avoid—she got real. She went on TikTok, explained her situation, and within days, the shop had an overwhelming surge of customers. Celebrities like Joe Jonas even dropped in, bringing even more visibility. She didn’t pay for an ad. She didn’t hire an agency. She just told the truth, and TikTok handled the rest.

Or Yirosbros, a family-run kebab shop in Adelaide, Australia. They could have stuck to traditional marketing. Instead, they leaned into humor, blending comedy with videos of their food. One skit about a garlic sauce shortage racked up over 1.4 million views. Customers drove from different cities just to eat at this place they saw on TikTok.

This is what local businesses leveraging TikTok actually looks like—brands don’t have to “sell” anymore. They just have to be real, entertaining, or both, and let TikTok do the rest.

TikTok Trends Are Fueling Real Business Growth

The difference between TikTok and every other platform is it creates  and amplifies demand.

A small-town jewelry shop isn’t supposed to randomly explode into a viral sensation. But that’s exactly what happened with Saad’s Fine Jewelers in San Antonio. Their videos, featuring the shop’s larger-than-life employee “Big Dog Tino”, turned a family-run jewelry store into one of the most talked-about businesses on TikTok. They got millions of views, a cult-like following, and a surge in customers from across the country.

It’s the same story for Bijoux De Mimi, a jewelry brand founded by Amelia Hitchcock-Merritt during the pandemic. With zero budget for advertising, she relied entirely on TikTok, and in just three years, her brand hit over 100 million views and sold 100,000+ pieces. This wasn’t luck. It was TikTok trends influencing local business marketing in real time.

The way local businesses advertise has changed. TikTok is now the main stage, not just a tool. Either you figure out how to use it, or you’ll be watching your competitors run the show.

How to Actually Win (Without Wasting Time & Money)

Some businesses are still waiting for a step-by-step guide on how to make TikTok work for them. Others are already flooded with customers and struggling to keep up with demand. The difference is strategy. If you’re serious about turning TikTok into a real revenue stream for your business, here’s how to do it right.

Be Findable: Optimize Your TikTok Profile for Local Customers

Your TikTok profile is the equivalent of a storefront on the busiest street in town. If people can’t figure out what you sell or how to contact you within five seconds, they’re gone.

Start with the basics. Your bio should include your location and service so TikTok categorizes your business correctly. If you run a bakery in Chicago, your bio shouldn’t just say “Freshly baked, always delicious.” It should say: “Chicago’s best sourdough. Open 8 AM - 6 PM. Order online.” If someone in the city searches for “best bakery near me,” you want to be the first thing they see.

Your booking links need to be obvious. No one is DMing you to ask how to place an order. If they have to dig for it, you’ve already lost them. Whether it's a booking platform, website, or online ordering system, make it effortless for people to spend money with you.

Timing is everything. If you post at random hours when your audience isn’t even online, your content dies before it has a chance to take off. TikTok prioritizes engagement in the first 90 minutes after posting. If your customers are most active at 6 PM, posting at noon means you're handing engagement to someone else.

If manually tracking all this sounds like another full-time job, it’s because it is—unless you use ZoomSphere. A platform like ZoomSphere automates scheduling, tracks engagement, and helps you manage multiple platforms at once. No more manually posting, or wondering how your content is performing.

Let Creators Do the Work for You

TikTok isn’t a traditional ad platform. Sure, you could throw money into paid ads and hope for the best, but why would you, when real people can market your business better than you ever could?

Influencers are trust builders. Their followers see them as friends, not marketers, and when they recommend something, people listen. This is why smart influencer marketing strategies are making small businesses go viral overnight.

Paying one local creator with a dedicated audience to showcase your business can outperform an entire month of ad spending. Unlike paid ads, which people scroll past, influencer content feels real. A short video of someone enjoying your restaurant’s best dish or getting a haircut at your salon does more than any polished corporate campaign ever could.

Deals exclusive to TikTok users drive engagement through the roof. Offering discount codes or “TikTok-only” offers turns viewers into customers instantly. The best part is it creates FOMO. The second people realize others are getting something they’re not, they rush to claim it.

If your business isn’t leveraging TikTok creators, you’re leaving money on the table and letting competitors take your spot.

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Stop Guessing—Let Data Tell You What Works

Winning on TikTok isn’t about luck. The businesses crushing it don’t post randomly and hope for the best. They track what works, double down, and constantly refine their strategy.

This is where most businesses screw up. They see something go viral once, then keep doing the same thing over and over, hoping for the same result. Look, trends shift. The algorithm changes. What worked yesterday won’t necessarily work tomorrow.

TikTok’s analytics tell you everything you need to know.

• What time your audience is most active.
• What types of content get the most engagement.
• Whether people are actually clicking your links or just watching.

Yet, most businesses don’t even check this. They post, hope for the best, and wonder why they’re getting 100 views while competitors are pulling millions.

Visibility = Sales

If your business isn’t visible on TikTok, you don’t exist. It doesn’t matter how great your product or service is—if no one sees it, no one buys it.

The businesses dominating TikTok aren’t spending millions on ads. They’re nailing the fundamentals:

• They make their profiles impossible to miss.
• They let creators do the selling for them.
• They track what works and refine their strategy.

This is the blueprint successful businesses are following right now. And if your competition figures it out before you do, don’t be surprised when they start taking your customers, one viral post at a time.

Because it works—like, really works. Whether it's a Rhode lip balm sitting pretty next to an ice cream cone or a handbag styled with fresh pastries, brands have figured out that food is the ultimate marketing hack. It taps into emotions, sparks nostalgia, and—let’s be honest—makes everything look more aesthetically pleasing.

If your product is next to a stack of fluffy pancakes, suddenly it feels warm, comforting, and indulgent. If it's styled with a neon cocktail? Now it's fun, playful, and aspirational. Food imagery isn’t about eating—it’s about making products irresistible.

Why Food Imagery Works (Even When the Product Has Nothing to Do with Food)

Brands that use food visuals in their campaigns aren't just being random. There’s actual psychology behind it:

• It grabs attention – Our brains are wired to notice food. A perfectly frosted donut or a juicy strawberry makes people stop scrolling.
• It triggers emotions – Food is comforting, nostalgic, and universally relatable. Seeing a Rhode lip treatment next to a swirl of soft-serve makes it feel like a treat.
• It makes products feel multi-sensory – Even if you can’t smell the coffee in a photo, your brain imagines it. That imagined sensory experience makes the product more desirable.
• It taps into lifestyle marketing – Food isn’t just about eating; it represents moods, moments, and aspirations. A lipstick styled with a morning cappuccino? That’s an entire vibe.

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The Neuroscience of Craving: Why Food Gets Us Every Time

It’s not just your stomach talking when you see a photo of melted cheese or a scoop of ice cream and instantly want it. Your brain is doing a lot behind the scenes. Research shows that when we see highly appealing food imagery, the same parts of our brain that light up during actual eating—like the reward system—get triggered. Dopamine is released, our senses get activated, and suddenly we’re craving something we didn’t even think about a second ago.

This isn’t just about hunger—it’s about emotional memory, pleasure, and even survival instincts. Our brains have evolved to respond to food cues instantly. And brands have picked up on that. When they style a moisturizer to look like vanilla frosting or shoot a product next to syrup-drenched pancakes, they’re tapping into those ancient cravings.

What does this mean for marketers? Food imagery can quite literally hijack attention. It bypasses logic and hits right in the emotional gut. Even if you’re selling sneakers, styling them with a side of bubble tea might just make them feel more exciting, more indulgent—and way more clickable.

Why Are So Many Brands Doing It Now?

This trend didn’t just appear out of nowhere—it’s part of a larger shift in how people consume content and shop. A few big reasons it’s everywhere:

• Social media loves aesthetic food – From TikTok latte art to Instagram shots, food is one of the most photographed, shared, and saved categories online.
• Visual storytelling is everything – In a world where you have 0.2 seconds to grab someone’s attention, food props help tell a story fast.
• Craving over convenience – Consumers don’t just want functionality anymore. They want vibes, feelings, and aspirational moments. Food helps brands sell that mood.

How Your Brand Can Use This Trick Too

You don’t need a celebrity endorsement or a massive budget to spice up your marketing with food imagery. Here's how your brand can whip up some mouth-watering visuals:

• Pair your product with everyday snacks – Incorporate common food items like coffee, toast, cookies, or fruit as props to elevate your visuals. Food is universally loved, and it makes your product feel more relatable and inviting.
• Match colors or textures – Think about how your product compares to familiar food textures—smooth like butter, glossy like syrup, rich like chocolate. Use that connection visually.
• Keep it subtle – You don’t need a donut wall. A single, clever pairing or well-styled image is enough to spark attention and still feel authentic to your brand.

How Brands Are Cooking Up Clever Food-Driven Campaigns

Rhode Skin – “Glazed Donut” Everything

Hailey Bieber didn’t just launch a skincare brand—she launched an aesthetic. The phrase “glazed donut skin” became a cultural moment, and Rhode fully leaned in. Their campaigns show glossy serums next to dripping honey, strawberries, croissants, and melting ice cream. The message? Rhode’s skincare is just as indulgent and satisfying as a sweet treat. Bonus points for the Strawberry Glaze collab with Krispy Kreme—because why stop at visuals when you can literally team up with a donut empire?

Marc Jacobs – Baking a Handbag (Yes, Really)

Marc Jacobs took the food aesthetic to another level when they partnered with TikTok baker Nara Aziza Smith. The campaign video shows her whipping up a Marc Jacobs tote out of dough, rolling it, shaping it, and baking it in the oven—before revealing the actual leather bag, fresh and “toasted.” The message? This bag is so iconic, you’ll crave it. It’s a perfect mix of visual ASMR and cheeky branding.

Jacquemus – Baguettes as Fashion Accessories

Jacquemus has long mastered the art of aesthetic food styling. One of their most iconic campaigns featured their signature mini handbags perched on top of fresh baguettes and croissants, making luxury feel as effortless as a French breakfast. They’ve also sent out show invitations printed on actual bread. Because why send a boring paper invite when you can send something deliciously weird?

SKIMS – Making Cozy Clothes Feel Like Comfort Food

Kim Kardashian’s shapewear brand SKIMS has subtly used food in its marketing to evoke warmth and indulgence. The brand’s campaigns have described their ultra-soft lounge sets as “like wrapping yourself in a warm, cozy layer, akin to comfort food.” That comparison taps into the feeling of curling up with something satisfying—just like a bowl of mac & cheese on a rainy day.

Škoda – The Car That’s Literally Made of Cake

Carmaker Škoda took food marketing to a whole new level with their iconic “Cake Car” ad. The campaign featured a life-sized Škoda Fabia made entirely out of cake—icing, jelly headlights, and all. The idea? The new Fabia was “full of lovely stuff,” and what’s lovelier than cake? The result was an ad that felt whimsical, unexpected, and impossible to ignore.

When Does Food in Marketing Work? And When Is It Just… Weird?

It works when:

• The food imagery reinforces the brand’s identity (Rhode = indulgence, Jacquemus = French chic, SKIMS = cozy comfort).
• It makes the product feel desirable in a sensory way (glossy, creamy, buttery textures).
• It creates a viral or shareable moment (Marc Jacobs' “baked” handbag, Jacquemus’ bread invitations).

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It flops when:

• It feels disconnected from the brand (Colgate’s frozen lasagna… why? Just why?).
• It’s pure shock value without a clear message (Burger King’s “Flame-Grilled” Whopper Perfume” was just confusing).
• It distracts from the product rather than enhancing it.

The Future of Food-Infused Marketing

Expect to see even more brands jumping on the food styling trend—whether it’s through creative product photography, actual food collabs (looking at you, Krispy Kreme x Rhode), or cheeky ad campaigns.

Because at the end of the day, people don’t just want to buy things—they want to crave them. And if pairing a handbag with a fresh croissant can make it feel more luxurious, indulgent, and desirable? Brands would be foolish not to do it.

So yeah, food might not have anything to do with the product. But if it makes people stop, feel something, and hit “add to cart”?It’s a marketing snack worth serving.

Cancel culture in marketing is a revolving door, and every brand gets its turn. A misplaced ad, a tweet from an intern who forgot to log out, or worse—radio silence on a “socially critical” issue—and boom, your brand is an overnight case study in what not to do. It doesn’t matter if you meant well. Consumers aren’t waiting for context. They’ve got screenshots, hashtags, and the attention span of a goldfish.

The outrage economy is booming, and brands are the currency. Some apologize and beg for mercy. Some double down and profit. Others get erased from search results faster than you can say ‘sorry’.

So, which one are you?

Play it safe, or bet the house?

Doesn't matter—you don’t get to decide. The internet already did.

Cancel Culture Isn’t Real—Until Your Brand Gets Canceled

Cancel culture in marketing is a myth. At least, that’s what people say—until their favorite brand slips up, and suddenly, they’re first in line with a hashtag and a pitchfork. The irony is almost poetic. One moment, “cancel culture doesn’t exist.” The next, they’re writing X threads about why a company should burn for an ad placement that didn’t sit right.

A 2022 research survey found that over people believe cancel culture is just “holding brands accountable,” not ending them. A lovely little phrase, isn’t it?

“Accountability” sounds responsible, rational—even noble. But when a brand is trending for all the wrong reasons, it’s not accountability driving the outrage. It’s momentum. And once that momentum starts, it doesn’t slow down for facts, context, or even basic logic.

Surviving the Storm vs. Sinking Ships

Ask Gillette what happened when they ran their 2019 “toxic masculinity” campaign. People were furious. Social media swarmed with calls to boycott, claiming the ad alienated Gillette’s core demographic. The backlash was loud—but short-lived. Within months, the controversy settled, and the campaign ultimately reinforced loyalty among younger consumers who appreciated the message. If you weren’t in the target audience, you weren’t supposed to like it anyway.

Now, compare that to Balenciaga’s 2022 scandal. The fallout was immediate and relentless. Revenue tanked by 25% within months, celebrities cut ties, and for a moment, the brand’s entire identity seemed like it might collapse. Apologies weren’t enough. Pulling the campaign wasn’t enough. People wanted blood. And when the outrage machine decides you’re guilty, there’s no negotiating your way out.

So, does cancel culture actually end brands?

That depends. Some companies walk away bruised but stronger, their audience filtering itself in their favor. Others don’t get that luxury. The difference is who’s angry and why. If the backlash is coming from your core consumers, it’s a problem. If it’s coming from people who weren’t buying from you anyway, it might not matter.

What’s clear is that brand safety is no longer about avoiding controversy—it’s about managing it. In today’s market, a public relations disaster is an inevitability. The only question is whether your brand will panic, pivot, or power through.

The Three Ways Brands Respond (And Who Survives)

Cancel culture in marketing is a trial by social media fire where your brand is the defendant, the jury is a million strangers on the internet, and the judge is public sentiment. Your response is your only shot at survival. The wrong move can mean brand boycotts, lost revenue, or an unshakable PR nightmare.

So, what do brands do when the internet wants their head?

They have three choices. Pick wisely.

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🟢 Option 1: Apologize and Hope the Internet Moves On

Sometimes, apologizing is the only way out. But look—it has to be real. A fake apology, a half-baked press release, or a “we’re sorry you feel that way” statement will only make things worse. If you’re going to apologize, you’d better mean it, show it, and back it up with action.

Starbucks (2018) understood this.

When two Black men were arrested at one of their stores for simply waiting on a friend, the backlash was immediate. This was a full-blown brand safety crisis. Starbucks didn’t issue a vague statement and move on. They shut down 8,000 stores for racial bias training, costing them an estimated $16.7 million. That move spoke louder than any corporate apology could. The result was that Starbucks maintained long-term trust because they actually did something.

But apologizing isn’t always the fix. Sometimes, it invites more scrutiny. Consumers start digging, looking for other skeletons in your closet. Suddenly, the outrage isn’t about one mistake—it’s about your entire history. If you’re only apologizing to stop the backlash, expect the opposite.

🟡 Option 2: Backtrack and Pretend It Never Happened

This one’s tricky. Some brands think they can just reverse course, delete the evidence, and move on. And sometimes, it actually works—if the controversy is niche and the outrage isn’t coming from your core customers.

Woolworth (2024-2025) tried this.

In January 2024, Woolworths announced it would no longer stock Australia Day-themed merchandise, citing a "gradual decline in demand" and sensitivity to public sentiment. This decision led to significant backlash, including calls for boycotts and public criticism from political figures. In response, Woolworths quietly reversed its stance in 2025, reintroducing Australia Day merchandise in its stores without a formal announcement addressing the previous year's controversy. This subtle backtrack aimed to appease customer preferences while moving past the prior dispute.

This kind of backtrack can work—if the issue didn’t hit an emotional nerve with your audience. But if people did care, trying to sweep it under the rug only adds fuel to the fire. The backlash stops being about the original decision—and starts being about your silence.

🔴 Option 3: Double Down and Turn Outrage into Marketing

Then there’s the boldest move—leaning into the controversy and using it as fuel. This strategy is not for the faint of heart, but when done right, it keeps your core audience engaged while filtering out the people who were never really your customers anyway.

Elon Musk and Tesla have this playbook memorized.

Every time Musk tweets something inflammatory, Tesla’s stock either drops or skyrockets. Either way, Tesla stays in the conversation. The people who love the brand stay loyal, and those who don’t were never going to buy a Tesla anyway.

But doubling down is high-risk, high-reward. Get it right, and you solidify your brand as unapologetically different. Get it wrong, and you end up like Bud Light, which lost $28 billion after a marketing campaign backfired.

The difference is knowing your audience. Tesla’s consumers expect Musk to be controversial. Bud Light’s didn’t expect the company to wade into sociopolitical debates. If you’re going to double down, you’d better be sure your core audience is with you.

Why Consumers Love to Play Judge and Jury

Cancel culture in marketing isn’t some new-age phenomenon. The methods have evolved, but the intent is the same as it’s always been.

The Ancient Romans had damnatio memoriae—if someone fell out of favor, their name was erased from records like they never existed. Medieval Europe perfected the art of humiliation, sticking offenders in wooden stocks so passersby could have their fun. The punishment wasn’t about justice; it was about spectacle. And today, that spectacle plays out on social media, at the speed of outrage.

Call it justice, accountability, or mass hysteria—the endgame is always control. Consumers aren’t just buying products anymore. They’re buying belief systems. A brand’s mistake is a betrayal of whatever ideology people expect that brand to uphold. That’s why the fallout is so personal. And why the mob moves fast.

The Three Drivers Behind Cancel Culture

1. The “Punishment Reflex” – The Moral High of Publicly Tearing Brands Down

No one admits they love a downfall, but the numbers say otherwise. Studies show outrage spreads faster than any other emotion on social media.

Why?

Because calling out a brand isn’t just about the brand—it’s about proving personal values. When a company stumbles, people rush to criticize, not necessarily because they care about the issue, but because they care about being seen caring.

It’s social currency. The more someone publicly “holds a brand accountable,” the more engagement they rack up. And for a platform built on algorithmic validation, moral outrage is one of the fastest ways to go viral.

2. “Virtue Signaling” without the Work

In theory, consumer activism is about making real change. But most of it stops at the retweet. Studies on online activism reveal that a majority of people who participate in brand cancellations don’t actually change their purchasing habits. In other words, they’re vocal online, but at checkout? Convenience wins.

Let’s take the Nike boycott for example.

When the company released its Colin Kaepernick “Believe in Something” ad in 2018, outrage erupted. Videos of people burning their Nike gear flooded social media. Calls to cancel the brand were everywhere. But Nike’s revenue jumped by $6 billion. Turns out, some of the loudest boycotters weren’t even Nike customers to begin with.

3. The “Tribal Effect” – Consumers Don’t Just Buy Products. They Buy Identities.

The most successful brands are selling affiliation. People align with brands that reflect their identity. That’s why cancel culture hits different—it’s not just about disagreeing with a brand’s actions. It’s about feeling personally betrayed.

This is where cultural sensitivity in marketing comes into play. Brands that miscalculate what their audience actually cares about find themselves in a lose-lose situation—offending one group while failing to satisfy another. And in a world where brands are expected to take sides, neutrality is just another way to be labeled the enemy.

Silence Isn’t Safe—It’s Submission

Cancel culture isn’t just about what brands do—it’s about how they respond.

As Evan Nierman, CEO of global crisis PR firm Red Banyan and author of The Cancel Culture Curse, puts it:

That’s the reality. If a brand doesn’t decide what it stands for, the internet will decide for it. And odds are, the version they create won’t be flattering.

Stay quiet? You look guilty.

Apologize? You risk making it worse.

Double down? You better be ready for war.

At this point, cancel culture isn’t an if—it’s a when. The brands that survive are the ones who understand the game, play it strategically, and know exactly who their audience is. Because once you’re trending for the wrong reasons, you don’t get to decide how the story ends. The internet does.

The Unseen Cost of Playing It Safe

Neutrality isn’t a shield—it’s a spotlight. Silence gets interpreted as complicity. And if there’s one thing that triggers brand boycotts and social media backlash faster than a PR blunder, it’s a brand that appears spineless when consumers expect a stance.

The NBA’s $400 Million Lesson in "Staying Out of It"

In 2019, Houston Rockets GM Daryl Morey sent out a tweet supporting Hong Kong protesters. It was just one tweet. The NBA scrambled to distance itself, trying to calm tensions with China, one of its biggest markets. But the damage was already done.

The result was over $400 million in losses. Chinese sponsors, media partners, and streaming services cut ties overnight. The NBA’s attempt to play both sides pleased no one. To China, it was too little, too late. To U.S. fans, it was a betrayal of free speech.

So, trying to please everyone pleases no one. The NBA’s brand safety strateg was desperate. And it failed.

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Woke Capitalism without Backbone

Consumers, especially Gen Z, expect brands to take a stand. That’s why companies have leaned into woke capitalism—aligning with social causes to win loyalty and trust.

But here’s the problem: It has to be real. Performative activism is a ticking time bomb. If a brand claims to care but does nothing beyond a social media post, consumers will call the bluff.

Take Disney’s 2022 political mess in Florida.

The company initially stayed silent on the controversial “Don’t Say Gay” bill, presumably to avoid upsetting either side. But when employees revolted, Disney was forced into action. Their delayed response angered both conservatives and progressives. The backlash hit from all directions.

So, what’s worse—making a move, or making none at all?

Ask any brand that’s been crushed under the weight of its own inaction.

The Only Three Rules for Surviving Cancel Culture as a Brand

Cancel culture is a ticking clock. Whether it’s tomorrow or five years from now, your brand will be tested. The only question is how you respond when the social media backlash hits.

There’s no magic formula, but there are rules. Break them, and your reputation might not recover.

1. If You Stand for Something, Commit.

A brand taking a stance is not what gets them canceled. Half-hearted, backpedaling PR stunts are what get brands canceled. If you lean into corporate sociopolitical activism, do it with conviction.

When Nike dropped their 2018 Colin Kaepernick ad with the tagline “Believe in something. Even if it means sacrificing everything,” it triggered an immediate wave of brand boycotts. People burned their Nike gear, swore off the brand, and promised its downfall.

Nike’s response?

Zero apologies. No backtracking. They doubled down, betting on the younger, more socially conscious demographic. The result was a 31% increase in sales that quarter and a $6 billion boost in market value.

If Nike had backpedaled, they would have lost both sides—offending progressives while failing to win back conservatives. Instead, they stood their ground and won big.

So, know your audience. If you take a stand, own it. Because waffling between sides never works.

2. If You’re Caught in a PR Disaster, Know What People Actually Want.

Not all social media crises demand the same response. Some call for a policy change. Others just need a public apology. Brands that misread what their consumers actually want tend to make things worse.

In 2018, H&M ran an ad featuring a Black child wearing a hoodie that read “Coolest Monkey in the Jungle.” The backlash was instant. Celebrities denounced the brand, social media exploded, and stores in South Africa were vandalized.

H&M’s response was a swift apology and a total product recall. The brand acknowledged the oversight, removed the hoodie from stores, and implemented new policies to prevent similar mistakes. That was the right move. People weren’t looking for a boycott—they wanted accountability.

Look, if consumers want policy changes, don’t just apologize—show action. If they want an apology, make it fast, direct, and backed by something real.

3. Sometimes, Just Let the Internet Argue with Itself.

Not every viral moment needs a corporate response. Over-explaining, issuing defensive statements, or jumping into the fray uninvited can turn a small controversy into a full-scale PR disaster.

When Peloton’s 2019 holiday ad was called sexist and outdated, the internet exploded with memes and criticism. The company’s response was a defensive statement that tried to justify the ad. It only made things worse. Instead of letting the outrage pass, they kept fueling the conversation.

Meanwhile, McDonald’s faced outrage in 2021 when social media claimed their ice cream machines were always broken. Instead of engaging, they let the joke play out. The controversy became a harmless internet meme instead of an actual brand crisis.

Sometimes, letting the internet argue with itself is the best strategy. Not every tweet deserves a press release.

So, Should Your Brand Apologize, Backtrack, or Double Down?

75% of consumers say they want brands to take a stand. But those same consumers will cancel a brand in a heartbeat if that stance isn’t executed flawlessly.

Cancel culture isn’t fair. It doesn’t follow logic, consistency, or rules. What’s offensive today might be celebrated tomorrow. What was considered bold last year might now be a PR disaster.

So, what’s your move?

Apologize and hope it blows over? Backtrack and pretend nothing happened? Double down and own the controversy?

There’s no universal right answer. But there is one universal truth: Indifference is no longer an option.

If you don’t control the narrative, someone else will. And if you don’t decide what your brand stands for, the internet will do it for you.

A week has passed, and we’re back with the latest social media updates. From TikTok’s economic flex to Bluesky’s newest features—let’s dive in and break it all down.

What’s new on Instagram?

Instagram Is Working on Community Chats

Instagram is developing a new Community Chats feature that could allow up to 250 people to join a single chat. Admins will have the power to remove both messages and members to help keep the space safe and on-topic. Exact launch details and functionality are still under wraps, but it’s another sign Meta’s betting big on group-driven features.

Instagram Is Testing Blue Search Links in Comments

Instagram is also experimenting with blue search links at the top of comment sections—much like TikTok. These clickable links highlight related topics in the video and take users to relevant search results, making content discovery smoother (and more familiar).

What’s new on TikTok?

TikTok Shares New Report on Its Economic Impact‍

A new Oxford Economics report highlights TikTok’s growing role in the U.S. economy. The platform supports over 4.7 million jobs—from content creators to marketers—and is used by 7.5 million U.S. businesses employing 28 million workers. 74% of surveyed businesses said TikTok helped them scale operations, with small and large brands seeing real impact.

How Marketers Can Win Big During Major Events‍

From tentpole events like the Summer Games to Valentine's Day, TikTok helps brands stay part of the cultural conversation. According to a new report with MAGNA, TikTok not only reaches audiences traditional TV misses—it also keeps them engaged before, during, and long after big events.

The secret? Start early. TikTok recommends planning ahead to reserve premium ad spots, align creative strategy, and keep momentum going with tools like TopView and the Pulse suite.

What’s new on Bluesky?

Longer Videos + A DM Requests Folder

Bluesky is slowly leveling up. You can now post longer videos (finally!), and there’s a new DM requests folder to help you manage messages from people you don’t follow. It’s giving early Twitter energy—but in a decentralized way.

What’s new on Threads?

Search Through Your Old Posts

Threads added a new search icon in the profile tab, making it easier to find your older content. A small but super helpful tweak for anyone who posts often (or just forgets what they’ve said).

What’s new on Pinterest?

AI-Generated Pins Now Get a Label

Pinterest is stepping up transparency by labeling AI-generated images on pins. It’s a big move in the world of visual content—and one that could influence how audiences engage with your brand’s visuals. If you’re using generative AI, keep it clear and keep it real.