Over the last few months, we’ve seen Loewe’s creative director Jonathan Anderson choosing between his favourite viral moments, and its artisan Idoia Cuesta constructing a classic Puzzle bag; Fenty Beauty’s IT team getting quizzed on their makeup knowledge; Marc Jacobs showcasing his The Wizard of Oz collab, while clacking his signature XL nails; and Ganni’s marketing team fighting on office chairs over its New Balance collaboration. Every level of a company is now part of the content machine — and audiences can’t seem to get enough.
UK-based editorial platform and marketplace SheerLuxe was an early proponent. Launched in 2007, the publication began leveraging its own team to create organic, editorial-style content that resonated with its audience 11 years later. SheerLuxe now has 542,000 followers on Instagram and 600,000 on TikTok (plus 11 million likes). British cosmetics brand Lush was another player quick to tap in. In 2019, the brand rejected traditional social media advertising in favour of purely organic user and employee-generated content, letting its store associates and product makers post videos pressing bath bombs and cutting soap, which resulted in millions of views without a single paid ad.
