by Harley Miller & Amelia Taylor, Branndet Marketing Group
As an avid social media user, I couldn’t help but notice something strange happening online: “Oh my gosh, where did you get your dresser?” or “Drop the lip combo” and most recently, “Is that a new table? I see you, honey.” Why are so many users seemingly incapable of simply enjoying content without prying into the life of a content creator? Some users have gone as far as to look up Nara Smith’s outfits or inquire about the marital status of Jackie Aina, which resulted in her blocking many fans and spectators. Is this wrong, and is there a boundary being crossed?
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What is a covetous gaze? According to Dictionary.com, it is marked by an inordinate desire for wealth or possessions, or for another’s possessions. While it may seem innocent enough, it is a clear violation of the privacy of the person sharing their content. This content could be anything from a message about mental health to a woman building herself a new closet, and almost always, there will be someone in the comments section asking about information that is essentially off-topic and none of their business. But why does this happen, and is there an upside to it?
MARKETING
Amelia Taylor of Branndet Marketing Group shares, “It’s our job to find the best marketing strategies for our clients, and one of the things we pride ourselves on is working with clients who understand that building a business consists of delayed gratification. With this understanding comes a strategy that we’ve recently implemented, which is doing numbers for our clients. It involves taking the covetous gaze online and using it to our benefit. No promotion, no selling points—just authentic content, and we let the viewers do the work from there.”
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Have you ever purchased something and had such a good experience that you had to share the good news with someone else? That’s called word-of-mouth marketing. “None of our clients pay for advertisements via platforms such as Google and Facebook; it’s all a waste of money and not worth it in the long run. The best form of advertising is word of mouth.”
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