Social media and the rise of fan led content.
Image source, Into The Gloss Social media has see the rise of the trend of creative consumers. Due to the visual nature of Instagram and Snapchat, consumers enjoy the freedom to curate their online selves, editing and filtering as they choose. It is the ultimate vehicle of self expression. Acknowledging the growing consumer desire to create, brands are using digital marketing and social media to enable their customers to be apart of the research and development process. Last