Marketing, Public Relations

Pinterest vs TheFancy: The Death of Social Elitism


When you’ve learnt about Advertising & Marketing in the post-Millennial frenzy that was defined by touching the brands that were marketed to be unattainable, it’s easy to think that Social Media should work the same way.

And funny enough, there are reasons to think that way too.

But Social Media has shifted from being run by Elitists, to being held up by consumers who are demanding that their needs be met by personable engines. For the first time, companies that want to stick around for the next recession have had to start building their brands around what their consumers want and not what they want their consumers to fall for.

This power-shift from Brand to Consumer has made itself striking in the e-commerce based Social Media engines like TheFancy and Pinterest, but what’s interesting is how the age-old theory of Elitist Marketing Wins was disproved, and by housewives nonetheless.

TheFancy was geared to be a success from the get-go, founded by a good friend of Kanye West (which I’m ashamed to say, how I stumbled upon it), and endorsed by the likes of Coco Rocha, Ashton Kutcher and a Yoko Ono looking woman (or man, I’m not entirely sure), but it’s content was where it should have steamed ahead.

Coco Rocha

TheFancy offers products and packages that you really won’t find anywhere else, niche gadgets and tools that are perfect for gift giving, not to mention fun to “Fancy”, but TheFancy‘s allure was also it’s downfall.

My humble Infographic explains it all.

My Infographic



3 thoughts on “Pinterest vs TheFancy: The Death of Social Elitism

  1. Good post. Businesses have to reach out to consumers anymore, not the other way around. That is the beauty of two-way communication. It makes PR people’s jobs much easier, while putting twice the workload on advertisers. Social media is the future. It’s a fun time period to be a consumer!

    • Definitely! There’s a sense of fun in the way companies are able to interact with their customers on Social Media now, and instead of having a cold loyalty, a business can build an almost family-like following through good and personal content.

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