Hacks and roasts: Inside the new social media currency (Vogue Business)

Vogue Business: Hacks and roasts: Inside the new social media currency. “Hacks, where TikTok users share tips and tricks for efficiency or creativity; and roasts, a form of insult comedy in which someone is mocked, usually playfully, are thriving on the app and going viral. Brands are finding themselves involved in both — whether they like it or not. While some luxury and fashion labels might prefer to keep a distance, not least to maintain a well-protected aspirational status, others are eagerly jumping in, dishing their own comedic responses and launching collaborations with unexpected partners.”

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