Top Trends of Social Media in 2021

Written By: Abby Young

2021 has been a year of many developing trends in various industries. This year has been specifically formative for social media and the many different ways in which platforms allow followers to interact with one another and have given access to different online tools. 

The prevalence of Stories 

First surfacing in 2016, Stories give followers a quick snapshot of information or a poster’s general perspective. Stories have transformed from sharing memories and experiences to something much larger- which has and will continue to make a significant impact on information sharing throughout this year on different social media platforms. Specifically, Stories have been most broadly used in the form of videos or reposts, predominantly on Instagram. With the rise of TikTok and Reels, most videos have become viral in portrait mode, which makes it easier to share these viral videos to a Story. In conjunction, Stories have become a place to promote information and content in a somewhat noncommittal way because Stories disappear in 24 hours. Users have taken to this mode of posting over posting to their feed because it conveys a message or promotes content without the necessity of making it a part of their permanent profile. As 2021 and the abundance of information on social media both continue, there will surely be continued growth in the use of the Story feature. 

Accessibility to shopping 

Another significant rise in the realm of social media has been the accessibility to shopping. Social media promotions have changed the way consumers online shop by negating the need to go to a specific website or even browse too much. Products ranging from clothes to appliances are readily available for users to purchase on the respective social media platform. Although the pandemic was a significant factor in the rise of social media commerce and virtual shopping in general, this year has given the niche industry more of a spotlight. This evolution in shopping has given rise to more specific fashion trends and even more targeted product ads in general. The continual rise of influencers has also contributed to the availability of social commerce, as individual users can promote products that can now be bought directly on their social media posts or profile. Even as physical stores continue to open up following the lessening of the pandemic, the social commerce aspect of online shopping and social media will continue to grow.

Sustainable causes 

One other consistent trend on social media throughout this year is the prevalence of sustainability and environmentally conscious movements. What seemed to start out as a few influencers wanting to genuinely live more environmentally friendly has evidently turned into a trendy way of life. Influencers have created a persona around eating organically, producing less waste, and overall being more aware of their consumption. There has been some pushback on this trend because living a sustainable lifestyle is generally more time consuming and expensive, which means it is not an ideal living situation for all social media users who have watched this trend unfold. Whether the consistent push for sustainability on social media is more coercion or just encouragement, it is certainly continuing to go from a few lifestyle changes to a full blown trend.

Overall, social media is continuing to evolve throughout 2021. As the year wraps up, users are seeing the tools of Stories and social commerce, as well as ideas of sustainability that were brought to light in 2020, become more consistently trendy this year. 

Sources

https://www.paloaltoonline.com/blogs/p/2021/08/14/social-media-and-the-sustainable-fashion-movement 

https://sproutsocial.com/insights/social-media-trends/ 

https://www.vectornator.io/blog/social-media-stories 

https://www.vox.com/the-goods/22412098/social-commerce-explainer

Advertising in the Fashion Industry

Written By: Kioa Long

I have been following the fashion industry and how they advertise and market their products very closely for over a year now. Just as much as fashion changes throughout the decades, so does advertising within it. There are so many different ways that companies use advertising these days. The most popular way in the fashion industry that I've seen is brand collaborations, as well as the use of influencers and brand ambassadors. 

Brand Collaborations

Brand collaborations are huge these days. Even luxury brands are partnering with smaller streetwear brands to create special products and advertise. This is a really smart way to get brand recognition overall in a way that benefits both sides.

The most recent collaboration I’ve seen is Supreme x Tiffany & Co. where they came out with a  jewelry line together and a basic box logo white tee. This was interesting because Supreme is notoriously known for being a popular streetwear brand, while Tiffany & Co. is more of an upscale brand.

The popularity of high-end designer brands partnering with smaller brands seems to be growing.  Louis Vuitton x Nigo is another example of this. Nigo is a fashion designer and music producer that founded his own streetwear brand, Human Made, in 2010 which has become very popular over time within the streetwear industry specifically.  This has to be my favorite collaboration as of recent because Nigo is one of the most inspirational fashion designers. All of the products he creates are timeless, simple, and unique. The line that this collaboration released had the same type of feel but in an even more high-end look. 

A really cool collaboration that I didn’t see coming at all is Balenciaga x Fortnite. This is really different from the others because it’s a designer brand partnering with a videogame. Fortnite is popular amongst the younger generations, and it did the brand a favor by partnering with Balenciaga to make their brand even more recognizable amongst older audiences-- even more than it already is. 

Influencers 

Influencers and brand ambassadors are becoming a crucial part of advertising-- especially in the fashion industry. Many of us have seen the rise of influencers and brands working together to advertise products, but I don’t think many people realize how fast and how crucial influencers are for advertising these days. There are even different levels of influencers: nano, micro, mid, macro, and mega. Each level is important depending on what the company is wanting. 

According to Grand View Research, the influencer market size is expected to grow at an annual growth rate of 35.7% from 2020 until 2027. This research just goes to show that influencer marketing is only just starting to get really big. I personally can’t even scroll through social media without seeing at least one influencer or brand ambassador post.

This affects the fashion industry and the way advertising works because companies are now having to work with influencers one-on-one and start brand ambassador programs in order to effectively advertise to the younger generation. 

How Companies Capitalize on the Different “Sides” of TikTok

Written by: Isabella Freels

With the rise of TikTok becoming a main social media platform for many companies, there has been a way that companies use different “sides' ' of TikTok to help promote their products or content. We are going to look at 3 different companies and how they are using TikTok to support their brand.

Starting off we are going to be looking at Chipotle. The popular Mexican restaurant that we all know and love uses their humor when using the app. Over the years, Chipotle has pushed out videos that include memes, music, and humor to highlight some of its top menu items. With now over 1.6 million followers, Chipotle has grown to reach people all over the world and has been able to boost their business in the food industry by using humor to entertain their followers and hopefully future customers. By using the latest TikTok trends, this has allowed for the company to become “trendy”  and connect with the younger generation that may be watching their favorite trends. I can see this being used as an excuse to go get chipotle in the future. If I was scrolling on TikTok and saw a Chipotle video, it would definitely make me want to drive and go get some for dinner.

Up next is the National Basketball Association. With 13.6 million followers, the NBA has grown to use TikTok to its advantage. I feel that the NBA uses all sides of TikTok to engage its audience. From humor to hype videos, and mic'd up content, the NBA has been able to create content that makes you feel as if you are sitting courtside at a game. When looking at the NBA TikTok I think it goes without saying that even if you aren't a sports fan, you will find content that is relatable and may just push you to be in the arena next time. I know that I have personally come across NBA content and have been entertained even though I may not watch that network. Companies like the NBA using Tiktok to capitalize on their fan base is a great way to grow.

Finally, we are taking a look at the TikTok of The Washington Post. A well known and respected news outlet that has taken its chance on this new world. With 1 million followers the company uses 2 main employees as the face of their brand for entertainment. From the Hub Spot, they say that “the newspaper actually uses its account to post comedic behind-the-scenes videos and skits about the newsroom.” This is a great way for the Washington Post to be seen in a different light, that being more lighthearted and less serious.

Whether you are a well known food chain, a popular sports network, or a news outlet that has been around since 1877, there is plenty of room for you on all sides of TikTok. Take the time out of your day to explore some of these TikTok pages and see for yourself the impact TikTok has on companies to capitalize.

Walt Disney World's 50th Anniversary Celebration

Written by: Rinni Finley

It is an exciting time for Walt Disney World right now with the celebration of its 50th anniversary! After opening the gates to the Walt Disney World theme park in Orlando, Florida on October 1st, 1971, the magic has only grown. From the time of the park’s opening to now, Disney has released over 640 movies including the Marvel and Star Wars franchises. With the constant production of content for fans as well as the ever-evolving parks, Disney and its resorts are one of the most influential companies in the world. As they celebrate their 50th anniversary of the Walt Disney World theme park, the company has introduced some new and redesigned features in the park to honor its semi-centennial celebration. 

Evolution of the Walt Disney World Park Over 50 Years

When the park first opened, Walt Disney had already passed away. Therefore, the responsibility and overseeing of the park fell to his brother, Roy Disney. The park opened with a fully functioning monorail system that took guests to and from the Transportation and Ticket center as well as the hotels. Once inside the park, there were attractions such as Haunted Mansion, Hall of Presidents, it’s a Small World, and more. Over time, Disney installed more attractions like their rides, as well as more hotels and resort portions allowing for a more overall inclusive experience for guests. Currently, Walt Disney World has 4 parks inside including Magic Kingdom, Animal Kingdom, Hollywood Studios, and EPCOT. Between all the parks, there are just over 50 rides and over 100 attractions. 

Redesign of the Annual Pass and Special Merchandise

In homage to the 50th year of the park’s success, Disney has reimagined their annual passes to have an “EARidescent” finish complete with an iconic character in full gold color on the front of the pass. To go along with the “50” theme, there are 50 different characters that will be featured on the new passes, from Mickey Mouse to Olaf. There are also new golden statues of the same “Disney Fab 50” characters spread throughout the park which create more magic and more photo-ops! Disney has added in some smaller details as well such as 50th anniversary cups in their restaurants. On top of details added to the parks, there is a new line of 50th anniversary merchandise as well. With multiple collections that dropped in the park’s stores on October 1st, the exact 50th anniversary, guests can find merchandise in themes of Celebration, Disney Castle, The Vault, EARidescent, and more. 

From annual pass designs to new statues to new, limited edition merchandise, Disney has thought of it all to honor 50 years of the happiest place on Earth.

The Met of Masks: The Met Gala and COVID-19

Instagram x Met Gala Class of ‘21 Photo. PHOTO: RAVEN B VARON

Written by: Wyatt Whitaker

What is The Met Gala?

The Met Gala is an annual star-studded event that occurs historically during the first Monday in May. The gala is a fundraiser benefiting the Metropolitan Museum of Art’s Costume Institute. To say that this is a very see and be seen kind of event would be putting it mildly to say the least. A ticket back in the days of the gala’s inception cost around $1000. Today, tickets boast a whopping $30,000 price tag. Even if you pay the money, that doesn’t necessarily mean you will be in attendance as Anna Wintour, Gala Chair and Editor in Chief of Vogue Magazine, has the final say on who will be in attendance. 

A Year on The Sidelines

Last year's Met Gala was sidelined due to the global Coronavirus pandemic as well as New York City’s Covid-19 regulations during May of 2020. This year however, the gala committee decided to host two separate events. The first one took place on the evening of September 13, 2021 and the second will be taking place during its normal slot on the evening of May 2, 2022. 

For the sake of this blog post, I will be discussing the first Met Gala hosted just last month. An important thing to know about the Met Gala is that it’s theme changes every year and no two themes are the same or are even remotely close. This year's theme was, “America: A Lexicon of Fashion” and in short, emphasizes American independence according to Vanity Fair. There was a star studded list of attendees. Both newbies and veterans hit the red carpet sporting some both classic and questionable looks. Stars like Karlie Kloss, Timothee Chalamet, and Kendall Jenner were voted among some of the best looks of the night. While stars like A$AP Rocky, Kim Kardashian, and Pete Davidson sported some jaw droppingly questionable looks. 

Covid-19 

This year's event was different in comparison to Gala’s of years past, with a number of celebrities who are notoriously in attendance, not present. According to event organizers, “All attendees at The Met Gala on September 13 must provide proof of full vaccination and will also be expected to wear masks indoors except when eating and drinking” (People, 2021). With these policies in place, some stars opted out of the event. Nicki Minaj, for example, used her platform to question these practices tweeting, “They want you to get vaccinated for The Met. if I get vaccinated it won’t be for The Met…” This turned into political chaos as people began to disapprove of Minaj’s skepticism towards the Covid-19 vaccine, as well as masses accusing the star of spreading misinformation.

While these events are a star studded affair, these guidelines were implemented for the safety of all attendee’s. In a year like last year, there was no social season. Taking a risk by cutting the size of the gala in half and having it twice in one year was a good decision on behalf of The Metropolitan Museum of Art and Vogue Magazine. I can’t wait to see what takes place in May!

Our Favorite Olympic Ad Campaigns

Written by: Natalie Alvarez

Due to the COVID-19 pandemic, the 2020 Olympics were forced to reschedule to the summer of 2021.  This came with lots of creativity in the Ad world and gave many brands the opportunity to push out their best work.  

Nike 

Nike’s campaign of “The Best Day Ever,” created by Wieden+Kennedy, was a part of their “Play New” campaign.  This ad used well-known athletes such as Serena Williams and Sha'Carri Richardson to promote this campaign.  The video highlighted accomplishments that athletes make to better their tomorrow.  This ad also shone a light on mental health and the importance of athletes taking care of themselves.  

Nike also released another ad titled “The New Fairies,” the same day Rayssa Leak, a 13-year-old Brazilian, won the silver medal in the first-ever women’s Olympic skateboarding street event.  This ad used the song “A Dream Is A Wish Your Heart Makes,” which is famous for its feature in Disney’s Cinderella.  The ad includes visuals of Disney animals and shows the creative mind of a young 13-year-old and she skates around town. 

Dick’s Sporting Goods “There She Is” 

Dick’s Sporting Goods came out with their “There She Is” ad by focusing on female athletes.  The tune “Miss America” by Johnny Desmond was used throughout.  This ad not only fits the tone of focusing on the Olympics but can also be used as a way for female empowerment.  The chief marketing director of Dick’s Sporting Goods, Ed Plummer, stated in an interview with Fast Company that “we’ve thought about this as more broad than the Olympics.” 

Beats By Dre 

Beats by Dre released an ad starring track star Sha’Carri Richardson.  Richardson was banned from the Olympics after a positive marijuana test and was unable to compete.  This ad also promoted Kanye West and the drop of his new album “DONDA,” by using a song that was to be featured on the album.  Richardson is dressed in Nike and is wearing the Beats by Dre headphones.  Although Richardson was not allowed to participate in the Olympics due to the drug test, other companies such as Nike showed their support for her by including her in their ads. 

Facebook

As Skateboarding made its first appearance in the 2021 Olympics this year, Facebook took advantage of this new sport to create their “Longboard Family” ad. According to an article by CNN, many skateboarders were not happy with the fact that this has now been added in the Olympics.  Most see Skateboarding as a lifestyle rather than a sport. This ad was created by Droga5 and directed by FKA Twigs.  Throughout the ad, it shows skateboarders putting their skills on display, while also promoting the Facebook app through sharing their creative videos.

United Airlines 

The official airline sponsor of the Team USA 2021 Olympics, United Airlines, released their “Time to Let Yourself Fly” campaign to promote air travel during the 2021 Olympics. Because the Olympics were hosted in Tokyo this past year, United wanted to promote air travel since the world is now opening back up after the pandemic. This ad campaign used athletes such as gymnast Simon Biles and surfer Kolohe Andin. This year marked 40 years that United Airlines has sponsored Team USA along with their partnership to fly out athletes along with all their equipment.

Instagram Shopping

Written by: Hannah Stedman

The popular photo-sharing app is making a transition into a shopping and video platform. Instagram’s recent updates have introduced more shopping specific features that let users buy directly from the app from corporations and small businesses. 

With the introduction of Instagram shops, there is now a designated section that users can visit to buy products. Instagram allows the user to save their card information and shipping address, so shopping can be done in as few as two clicks. Products can be tagged in posts so users can see them  on their home feed. When users select the product, Instagram directs them  to shopping pages where they can buy the product with just a couple of clicks. 

Many small businesses are taking advantage of Instagram live to do product demonstrations and give a more in depth look at the quality and specific features of the product. Some businesses have also utilized their stories and highlight reels to show their products for sale and let users purchase off of these features. One example is how users can purchase products off of Instagram stories. Users  comment  on the story of a specific  item they  want with their information, and the seller then can put aside the item to ship after the user pays for it.

These changes to Instagram’s platform have led to a significant increase in spending. Instagram’s business account says 50% of people that they've surveyed have gone to a website to buy the product or service that they saw on Instagram stories and 58% of people have become more interested in a brand or product after seeing them in stories. As more businesses utilize stories, the more easily accessible the products will become and the more users will be accustomed to purchasing items off of the platform. 

Users are drifting away from Instagram as a social media platform and are openly embracing it as another form of shopping. It’s getting harder to tell the difference between a normal picture post with a product tag and a sponsored post, and one day there may not be a difference between them at all.

These types of features are what separates Instagram from other social media platforms like TikTok or Twitter. Instagram has been easily able to adapt to the new trends and they listen to what the consumers want. It has evolved so much since its start in 2010, and it will continue to evolve to stay relevant for years to come.

Addressing Social Justice in Advertising

Written by: Sydney Villanueva

2020 has been a year of awareness for social injustice — there has been significant growth and understanding that there needs to be change in America. Companies have a major influence over consumers through the way they advertise products or services, and to a certain extent, they have an ethical responsibility to make a statement and attempt to make a difference in their communities. Advertising isn’t always necessarily about the number of people a campaign will reach or how many impressions it will get — sometimes it’s about making a difference and being involved in the community. 

The Black Lives Matter movement was first founded in 2013 by three African-American women. Since then, there has been a large following behind the movement, but it has significantly grown in 2020. After the wrongful deaths of George Floyd, Breonna Taylor, and many more earlier this year, the movement grew to be possibly bigger and larger than any other movement in the United States so far, according to The New York Times. 

A number of companies have come out with exceptional advertisements in relation to the BLM movement — here are a few of my favorites that were released this year: 

Doritos

Doritos launched an ad campaign called, #AmplifyBlackVoices. They sponsored and gave their outdoor advertising, billboards and murals across the country to Black artists in the push to illustrate and elevate Black voices in the fight against racial injustice. Doritos has sponsored artists in large cities across the country — Minneapolis, Houston, Atlanta, Los Angeles and New York City, just to name a few. They have contributed $1 million so far in support of Black artists and to the Black Lives Matter movement. The best thing about this ad campaign is the way that they involved the Black community in a unique way. 

Twitter

Twitter took tweets that were tweeted by Black individuals on the subject of the BLM movement and made them into outdoor billboards in big cities all over America. This ad campaign was so simple for Twitter to do, but it was also so powerful and well done.  

Nike

Nike came out with an ad on Youtube called, “For once, Don’t Do It.” They used their infamous motto, “Just Do It,” to counter the social injustices happening in America. This one minute video circulated social media and has a total of around 1 million views.

The BLM movement influenced advertising in a number of ways. Ads and ad campaigns are now made to highlight social justice movements in unique yet simple ways that are meaningful to minority communities, and companies are continuing to donate millions of dollars in an effort to fight racial and social injustice in America. There is still so much that needs to be done, but this is a start. I believe there will be a significant change in the advertising industry moving forward, including more diversity and inclusivity of races, ethnicities, genders, and more.

The Sports Industry During the Pandemic

Written by: Miller Ladusau

COVID-19 has caused almost every business, school, and sports network to take an economic hit. This year has been full of unknowns, and we lived through quite a historical event. COVID-19 has ruined a lot of things in the last year, but the sports community has especially suffered — in more ways than one. 

The Olympics

One effect that the pandemic has had on the sports world is the 2020 — now 2021 — Olympics. Sports fans have waited four long years for the Olympics, and now they cannot even partake in watching the long-celebrated competition; the last time the Olympics was canceled was way back in 1992. This cancellation means that athletes must keep up their hard-core training regimens and diets, and fans must be patient for another long year.

Advertising

The hit the sports industry has taken due to COVID-19 has majorly affected advertisers. There is not much, if anything, to advertise, simply because there aren’t as many games and events taking place. “The situation isn't much better for advertisers during regular major league sports programming. According to data supplied to Marketing Dive from TV ad measurement firm EDO, live sports events​ account for eight of the top 10 programs in its SER Index, which measures the effectiveness of a TV ad based on the actions viewers take.” 

"The unprecedented cancellation of March Madness, in particular, has dramatic implications for advertisers, who spent an estimated $1.126 billion in total on March Madness advertising in 2019 for an estimated 22.5 billion impressions,” the company said. This year, sports organizations are not even making 50 percent of the commission that is typically made. 

Ticket Sales

Due to social-distancing practices, ticket sales have majorly decreased. Because crowd sizes are supposed to be contained to a small number, there are a limited amount of admissions at every game these days; small crowds mean much less money. Because ticket sales cannot really resume any time soon, teams are getting creative with new ways to sell tickets and advertise. For example, “several teams, including the New York Mets, Los Angeles Dodgers and San Francisco Giants, are offering fans the chance to buy cardboard cutouts that will take their place in the stands. MLB will also use virtual crowd noise that will be audible to fans watching at home.” 

A bright spot in the sports industry right now is the player’s pay in the MLB. Although their season has been cut short, players will still receive their full salaries. “When weeks of negotiations failed to yield an agreement, MLB Commissioner Rob Manfred mandated the 60-game season, with players receiving the full prorated salaries they wanted.”

Although COVID-19 caused quite a sticky situation for the sports world, many organizations stepped up to the plate in order to continue to advertise and pay their players. The MLB is just one example of how teams are adapting to the challenges this pandemic created, and how creative advertising can really be. Hopefully, sports will be back in full swing this time next year.

Most Influential Tik Tok Stars of 2020

Written by: Natalie Alvarez

From influencers, brands, vloggers, small business owners, friends, and everyone in between - TikTok has had an astronomical rise to the top with over 80 million monthly active users. Famous brands, such as Calvin Klien, and even popular restaurants like Chipotle, have all used TikTok to promote their business. Using popular Tik Tok influencers is something that companies have looked into because of the way Tik Tok’s algorithm works.  When a user is opening up the app, they are automatically directed to the “For you” page.  This page is completely algorithm based and will show you either the videos that are the most popular on Tik Tok or are based on what you have shown interest in. Because of this, it’s clear to see why many companies are using this platform as a way to reach new customers through popular influencers. 

Businesses and companies such as Hollister, Dunkin’ Donuts, Invisalign, and American Eagle have also followed suit and used famous influencers like Charli D’Amelio and Addison Rae to promote their products. Let’s take a look at 2020’s most popular TikTok stars and how they use their creativity to promote different brands.

Charli D’Amelio 

Coming in at 96.6 million followers, Charli D’Amelio has a large platform that ranges from ages 10 to 29 years olds. Charli D’Amelio has been one of the most influential social media users to rise on Tik Tok, even going as far as to get her own drink named after her at Dunkin’ Donuts! Companies such as Invisalign, Hollister, Aerie, Urban Decay, Morphe, and Break the Floor Studios, have all used her platform to promote themselves. Averaging about 350,000 views per day, it’s easy to see why companies would want her to advertise their products.

Addison Rae 

Averaging from about 31,941,667 views per video and 67.3 million followers on Tik Tok, Addison Rae has partnered with many brands and companies to help promote their products. American Eagle is one of the brands that Addison heavily promotes across all her social media platforms. She even did an advertisement promoting American Eagle “mom jeans” with her mom! Another popular product she promotes across her Tik Tok is Item Beauty, along with another beauty brand named Ipsy, which she collaborated with Khloe Kardashian. Other companies and brands such as Olay, Daniel Wellington, and even apps such as Trivia Royale can be seen on her Tik Tok. 

Dixie D'Amelio

Dixie D’Amelio quickly took after her sister Charli D’Amelio and has also risen to become another well known Tik Tok influencer.  With 43.4 million followers and about an average of 16,816,667 views per video, Dixie has as much of a pull on social media just as her sister.  The range of advertisements that Dixie promotes is very much different from what Charli promotes. One of the biggest brands that Dixie promotes across her Tik Tok is Ralph Lauren. She also promotes Reddy, which is a brand exclusively sold at Petco, and uses her dogs as examples of these products in use! Other advertisements that can be found on her Tik Tok include Clear Start, T-mobile, and even video games such as Just Dance. 

Although there are many other influencers across the Tik Tok platform, these are a few of the influencers that have risen to the top of their field. It’s easy to see why businesses want to use these stars to promote their brand!

A Day in the Life at Morris+Mitchell

Written by: Adam Plunk

At Morris + Mitchell, I am on the team that works with the ICAN and ODEI accounts. These organizations, a non-profit in the Abilene area and a new department at ACU, are fantastic clients and I feel very privileged to be working with them. We have provided advertising and public relations services like social media management, logo design, and webpage design in order to help promote their institutions. Working with both of these clients has given me so much experience in my field and I am very grateful to gain some real-world experience while still in college.

ICAN, the Abilene-based non-profit, specifically asked us to work on their digital image; they hadn’t updated their social media in a while, and they were after a new, modern look. After designing a sleek new logo and making a branding guide, we applied fresh colors and graphics to their social media in order to gain new followers. We also took a look at every digital aspect of their brand in order to see other improvements that could be made in the future.

However, things were a little different with ODEI, a new department at ACU, and we needed to think in a “big-picture” kind of way. Rather than simply updating their digital presence, ODEI was trying to create an overall brand for themselves. We began designing logos and making sure they were to our clients liking; we didn’t want to take any action without their approval. Because ODEI is an ACU affiliated department, we ran into some creative issues with the university’s branding guidelines. We’re still working on this project, and are trying to merge ACU’s branding with the branding we had in mind for this up-and-coming department.

Another project I got to work on this semester was the annual Gutenberg Celebration, an event that honors distinguished alumni for the outstanding work they’ve done in their fields. Due to COVID-19, we had to adapt our ceremony to be a virtual one in order to keep everyone safe. We did this by having separate breakout rooms via Zoom, each hosted by different alumni. These hosts talked about their careers and gave advice to the college students that attended about their job hunting experiences, how to network, and what employers are looking for in a job candidate. We then asked everyone to go and watch a live-stream video of the actual awards ceremony, which was a more formal presentation. The event went very well despite the challenges, and I am happy my last Gutenberg was a good one as I graduate this December. Overall, my time with Morris & Mitchell has been a great learning experience, and I feel like I am very prepared to enter agency life and (hopefully) ace my job interviews.

Student Entrepreneurs and Social Media

Written by: Rachel Puckett

The world of business is one that everyone participates in. Whether you are the consumer or the CEO you have an integral role in business. Many college students, both majoring in or not majoring in business, have taken action in the relatively new shift to online marketplaces.

According to Merriam-Webster, an entrepreneur is “one who organizes, manages, and assumes the risks of a business or enterprise.” They are the people behind your favorite companies. After all, every business has to start somewhere. Notice within the definition there is no set age tied to an entrepreneur. Many assume that you must be older to have a successful business, but in actuality, you just need to have a decent product and market it well. This is a concept that many college students have come to realize.

College students across the world have harnessed the energy of social media to market their own businesses. Facebook, Instagram, and even TikTok have allowed these entrepreneurs to advertise on platforms they are extremely familiar with. ACU student Karson Tutt is the president of Founders Club, an organization for college entrepreneurs. She has 3,500 followers on her store, Karson’s, Instagram. Often she will do giveaways, advertise new products, and spread the word about her next pop-up shop through the social platform. Students across campus know her brand purely based on her social platform, and she is now opening a storefront based on the success of her online store.

The pandemic has limited the ability to meet and shop in person, so advertising websites have become that much more important. The forceful shift to an online marketplace has increased the opportunities for success for millions of people and has caused a dent in millions of consumers’ pocketbooks. According to CNBC and the New York Times, right now may be the perfect moment for entrepreneurs to start their business. Although thousands of small businesses are closing due to the pandemic, thousands more have embraced the change and created their own websites or gone to places such as Etsy or eBay to continue their sales.

During quarantine, many students took to Instagram to sell the clothes from their closets to make some extra cash. As a consumer, it felt like I was at a neighborhood garage sale while scrolling through my feed. Millions of people also took the extra time to learn a new skill that they realized they could market. In this day and age where there is a will, there is a way is a cliche but a true statement.

If you are a college student who believes you have a skill or product that the world should see, or perhaps you already have a business, use what you know--social media-- to advertise. The pandemic has caused a lot of issues, but perhaps this could be your time to take a risk and start something amazing.