{"id":12058,"date":"2023-09-15T17:49:03","date_gmt":"2023-09-15T16:49:03","guid":{"rendered":"https:\/\/www.brainlabsdigital.com\/?p=12058"},"modified":"2025-06-20T00:37:29","modified_gmt":"2025-06-20T00:37:29","slug":"brainlabs-speaks-to-vogue-business-about-how-beauty-brands-are-embracing-risk-by-leveraging-clap-backs-on-social","status":"publish","type":"post","link":"https:\/\/www.brainlabsdigital.com\/brainlabs-speaks-to-vogue-business-about-how-beauty-brands-are-embracing-risk-by-leveraging-clap-backs-on-social\/","title":{"rendered":"Brainlabs speaks to Vogue Business about how beauty brands are embracing risk by leveraging clap backs on social"},"content":{"rendered":"\n<p>In today\u2019s meme-driven era, nailing the art of social media clap backs has become standard practice for beauty brands in particular.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Resonate with consumers<\/h2>\n\n\n\n<p>Brainlabs&#8217; 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.<\/p>\n\n\n\n<p>\u201cWe\u2019re 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\u2019t care about something, you\u2019re probably not going to engage with it.\u201d<\/p>\n\n\n\n<p>Read the full article in Vogue Business here: <a href=\"https:\/\/www.voguebusiness.com\/beauty\/beauty-brands-are-talking-back-on-socials-a-risky-or-ingenious-move\">https:\/\/www.voguebusiness.com\/beauty\/beauty-brands-are-talking-back-on-socials-a-risky-or-ingenious-move<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In today\u2019s meme-driven era, nailing the art of social media clap backs has become standard practice for beauty brands in particular. Resonate with consumers Brainlabs&#8217; 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. \u201cWe\u2019re all in [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":13018,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[110],"tags":[],"class_list":["post-12058","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-views"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brainlabs speaks to Vogue Business about how beauty brands are embracing risk by leveraging clap backs on social<\/title>\n<meta name=\"description\" content=\"TikTok has announced new compliance measures to meet Europe\u2019s new online regulations following the introduction of the Digital Services Act. 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Brainlabs&#039; Costas Tsiappourdhi shared his thoughts with Adweek\u2019s Stephen Lepitak on the resulting changes for the platform and what it means for advertisers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.brainlabsdigital.com\/brainlabs-speaks-to-vogue-business-about-how-beauty-brands-are-embracing-risk-by-leveraging-clap-backs-on-social\/\" \/>\n<meta property=\"og:site_name\" content=\"Brainlabs\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-15T16:49:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-20T00:37:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.brainlabsdigital.com\/wp-content\/uploads\/2023\/10\/Adweek-Tom-Sweeney-_NV-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"471\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"claudiu\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.brainlabsdigital.com\/wp-content\/uploads\/2023\/10\/Adweek-Tom-Sweeney-_NV-1.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@Brainlabs\" \/>\n<meta name=\"twitter:site\" content=\"@Brainlabs\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"claudiu\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.brainlabsdigital.com\/brainlabs-speaks-to-vogue-business-about-how-beauty-brands-are-embracing-risk-by-leveraging-clap-backs-on-social\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.brainlabsdigital.com\/brainlabs-speaks-to-vogue-business-about-how-beauty-brands-are-embracing-risk-by-leveraging-clap-backs-on-social\/\"},\"author\":{\"name\":\"claudiu\",\"@id\":\"https:\/\/www.brainlabsdigital.com\/#\/schema\/person\/d2633d055821dd28cb40492b806e23ff\"},\"headline\":\"Brainlabs speaks to Vogue Business about how beauty brands are embracing risk by leveraging clap backs on social\",\"datePublished\":\"2023-09-15T16:49:03+00:00\",\"dateModified\":\"2025-06-20T00:37:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.brainlabsdigital.com\/brainlabs-speaks-to-vogue-business-about-how-beauty-brands-are-embracing-risk-by-leveraging-clap-backs-on-social\/\"},\"wordCount\":153,\"publisher\":{\"@id\":\"https:\/\/www.brainlabsdigital.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.brainlabsdigital.com\/brainlabs-speaks-to-vogue-business-about-how-beauty-brands-are-embracing-risk-by-leveraging-clap-backs-on-social\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.brainlabsdigital.com\/wp-content\/uploads\/2023\/10\/Adweek-Tom-Sweeney-1.jpg\",\"articleSection\":[\"News &amp; Views\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.brainlabsdigital.com\/brainlabs-speaks-to-vogue-business-about-how-beauty-brands-are-embracing-risk-by-leveraging-clap-backs-on-social\/\",\"url\":\"https:\/\/www.brainlabsdigital.com\/brainlabs-speaks-to-vogue-business-about-how-beauty-brands-are-embracing-risk-by-leveraging-clap-backs-on-social\/\",\"name\":\"Brainlabs speaks to Vogue Business about how beauty brands are embracing risk by leveraging clap backs on social\",\"isPartOf\":{\"@id\":\"https:\/\/www.brainlabsdigital.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.brainlabsdigital.com\/brainlabs-speaks-to-vogue-business-about-how-beauty-brands-are-embracing-risk-by-leveraging-clap-backs-on-social\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.brainlabsdigital.com\/brainlabs-speaks-to-vogue-business-about-how-beauty-brands-are-embracing-risk-by-leveraging-clap-backs-on-social\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.brainlabsdigital.com\/wp-content\/uploads\/2023\/10\/Adweek-Tom-Sweeney-1.jpg\",\"datePublished\":\"2023-09-15T16:49:03+00:00\",\"dateModified\":\"2025-06-20T00:37:29+00:00\",\"description\":\"TikTok has announced new compliance measures to meet Europe\u2019s new online regulations following the introduction of the Digital Services Act. 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