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August 29, 2025 - BY Glossy
Glossy Pop Newsletter: From American Eagle to E.l.f., brands prove social media is changing the advertising machine
TikTok has turned ad campaigns into cultural events, subject to instant parody, politicization and backlash. An ad is no longer a one-way communication from brand-to-customer — it's open-source content, essentially co-authored in real time by millions of viewers with an iPhone and an opinion. For brands, this means every campaign also initiates a referendum — on the product, on the creative and, often, on the values behind it.
August 29, 2025 - BY Glossy