Plagemann: Legacy brands like Vogue made Instagram and TikTok cool
Susan Plageman · Digital Branding: Lessons from Vogue, Monetizing Social, Creator Tips | Field Notes with Connie Chan · May 3, 2023 · at 16:26
Susan Plagemann, President of WME Fashion and former executive at Vogue, argues that social platforms owe much of their cultural relevance to content produced by established media brands.
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“Brands like Vogue and other brands, like really, really great brands actually helped make Instagram as cool and as great as it is. And the same thing with Tik Tok.”
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More from Susan Plageman
Plageman: Great Digital Reporting Requires Daily Responsiveness to Culture and News
“The real success and the genesis, I think, of really great digital reporting and coverage comes by your team's ability to respond to what's happening in the culture and the news on a daily basis, and that's what Vogue, I think, was genius at.”
Plagemann: Media brands must anticipate consumer behavior and guide consumption habits
“But you need to anticipate consumers' behavior, and you need to get there before they're there, and then when you're there, you need to guide them and teach them how to consume your content in a new way.”
Plagemann: Vogue ran print and digital under a single editor-in-chief
“Vogue was run both both on the print side and digitally by the same person, by our editor in chief”
Plagemann repeatedly pitched charging consumers to follow Vogue on social media
“The biggest thing that I always wanted to do was to charge consumers to follow us on social and everyone's like, I've been told no for, I don't know, as long as we've had social out there.”