Brainlabs speaks to Vogue Business about how beauty brands are embracing risk by leveraging clap backs on social

In today’s meme-driven era, nailing the art of social media clap backs has become standard practice for beauty brands in particular.

Brainlabs’ Head of Creative Strategy, Influencer, Tom Sweeney spoke to Kati Chitrakorn at Vogue Business about why this polarising approach resonates so well with consumers on social media.

“We’re all in a fight now for reach and engagement and we all want to win and beat our competitors in terms of views and getting people to care about our brand. Provocation is one tactic that truly works because it creates emotive conversation and social media is all about emotion. If you don’t care about something, you’re probably not going to engage with it.”

Read the full article in Vogue Business here: