GenZ

Seizing the ‘Orry’ moment: What do social media sensations bring to the table for brands?

The growing trend of brand collaborations with unconventional influencers or viral sensations is swiftly rising. While these short-lived influencers offer an element of virality, the collaboration can not come to fruition if mistimed or is misaligned. Experts dissect what it means to be dipping toes in the pool of short-lived virality and if short-term collaborations are worth it.