Avrielle Cortes has been working in the social media landscape for a decade. In that time, she has seen the rise and fall of numerous platforms, the pivot from horizontal to vertical video, and the emergence of the professionalized creator economy. All of this has led to a diversification of strategies and platforms for how brands can use social media marketing. “The biggest shift I have seen has been the collapse of platform monoculture,” said Cortes, who joined body-care and fragrance hitmaker Sol de Janeiro as director of global influence and brand advocacy in December. “In recent years, there’s been a huge shift to TikTok, in particular. There was a social strategy that basically was like, ‘figure out TikTok’ for a while. And now, I feel like we have … not moved on from that, but the landscape is back to, in a more positive way, more fragmentation — which is fantastic.” The Brazilian-inspired body-care brand has used social media to help it stay atop of a crowded beauty landscape, including a recent partnership with Los Angeles comedian and actress Delaney Rowe, whose parodies of Hollywood movies have helped her accumulate more than 4 million followers across TikTok and Instagram. Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
