Rare Beauty is killing their social media presence. I would say most of their social media presence is from influencer reviewing their product that got sent to them as PR. No one ever has anything bad to say about Rare beauty so they are gaining loads of customers from sending PR. I also think having Selena herself give tutorials on her she uses the product draws in customers.

Something brands are doing wrong regarding their content strategy is not researching media trends. Gen Z pays attention only to a small amount of content they find interesting, and if a company is not researching what the captivating trends are, they will not have engagement with their content.