Vibing again in social networks
The new platforms like Threads and internet personalities such as Léna Mahfouf in France could indeed make social networks healthier
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The advantage of frequenting hundreds of students and young creatives is being able to stay updated on certain behaviors or uses of social networks.
One of the topics that frequently comes up? How to communicate authentically and sincerely through social networks, especially when you are a brand or a person with a certain notoriety. I have thus been able to (re)discover the notion of "forceur" in French (pushy person). If etymology takes us back to the time of safe crackers, the current usage in social networks refers to heavy flirters (thus harassers...), or more generally people who impose themselves. The image is now also used to describe brands, politicians, or institutions on social networks.
A difficult balance between staging oneself... and telling beautiful stories.
Several factors seem to provide credibility and thus would foster the attachment one can have for certain individuals.
It is first a principle of reciprocity, of identification with people within reach, and yet who have a little something extra.
Léna Mahfouf and Sébastien Frit, for example, were honored by GQ France as the most influential couple on the internet. One could have expected an (over)worked exercise, and it is ultimately an interview conducted by Loïc Prigent that tells the story of the astonishing banality of two young people who love each other and are also very realistic about their successes. Refreshing.
"It's contemptuous to say that we are a symbol of a society in decline and that people should worry about their children! Everyone was glued to the TV watching Loana during 'Loft Story.' Nothing has changed, just the names."
Léna Mahfouf
In short, the talent lies in the ability to embody and script a "version of oneself" without lying to subscribers. And it is probably this constantly repeated sincerity that creates a true connection for Léna Mahfouf and her large community. A quasi-unique cocktail that proves its value, through regular reinvention, like its now famous Hôtel Mahfouf, which has settled in Brussels.
In other words, Léna Mahfouf imposes herself without forcing attention. Becoming indispensable without becoming unbearable, in short.
Being in one's place while remaining in one's place.
The film Kenzo World (2016) is still considered a masterpiece, even 7 years later. Directed by Spike Jonze, actress (and former ballerina) Margaret Qualley engages in a wild dance that both pulverizes the codes of luxury and beauty communication while remaining in the aesthetics of perfume.
A real plebiscite for a creation never seen before, which opens up new possibilities for audiences, a fertile ground for online conversation, and remains in the minds.
On the contrary, a film from the same brand entitled "The Realest Real" did not generate the same enthusiasm, despite an XXL cast and an equally incredible realization. The film's pitch? A critique of the use of social networks. Which convinced little, and above all did not succeed in making people forget that Kenzo is part of the market economy. The string was probably a bit too big.
The conclusion? A brand must stay in its place because the audience is no longer just passively in front of a screen but can feel responsible, or even a shareholder, in the company's reputation. There are boundaries not to be crossed. And therefore, not to be forced.
The pushy detector.
The good news is that some counter-powers against pushy people are emerging. First through humor, like the exrelou account on Instagram, a festival of screenshots of exrelou (or ex-partners) trying to reinforce destiny.
The other lever is carried by new features or new generations of social networks. On the new Threads from Meta, arrived in Europe a few days ago, many influencers or internet figures have already mentioned their desire to make them much healthier spaces. A network being partly defined by its members and the links they maintain, pushy people could quickly find themselves banned.
A good omen for the vitality of platforms if they want to stem the fatigue or even the rejection of social networks.
The figure of the week: 52
This newsletter is the 52nd since its launch in French. A huge thank you for your attentive reading and the hundreds of messages received. Looking forward to the next 52. And feel free to circulate ALIVE IN SOCIAL MEDIA, every little "like," share, or subscription gives me a good reason to write :)
Amazing links
Depop, the darling of second-hand and a certain London culture, has released its 2024 trend report.
How do we laugh online around the world? You'll see, LOL is a real cultural subject on the Rest of the World side.
Google gives us the search trends of the last 25 years.
Happy holidays! Take care of yourselves. To life, to liveness (but in moderation).