How Can Brands Safely Engage in Social Activism on Digital Platforms?

Social media has grown into a major force for activism, driving real-world movements and allowing brands to align with causes that matter to their audiences. From hashtag-driven campaigns to influencer-led advocacy, social change is becoming increasingly digital, where global conversations spark real-world impacts.

The Power of Hashtag Activism

Hashtags have emerged as some of the most effective tools for mobilizing movements. Campaigns like #BlackLivesMatter and #MeToo started with simple hashtags on platforms like Twitter but quickly became global movements that addressed issues like racial injustice and gender-based violence​.

Hashtags unite people around shared causes, giving a digital space for voices that often go unheard. Movements such as #EndSARS in Nigeria showcased the ability of social media to raise awareness and pressure governments on pressing issues​.

Social media democratizes advocacy by giving anyone the ability to organize, share their message, and influence others. This ease of access makes it a vital tool for grassroots efforts, where smaller voices can find large-scale reach without relying on traditional media outlets.

Turning Online Momentum Into Real-World Action

Social media doesn’t just amplify voices—it turns digital movements into tangible outcomes. The Arab Spring demonstrated this power when platforms like Twitter and Facebook were used to organize protests that led to the toppling of regimes​. This ability to take online momentum and transform it into real-world impact is one of social media’s greatest strengths.

Brands are tapping into this dynamic, recognizing that consumers expect them to take stances on social issues. According to research, brands that respond empathetically and engage in meaningful conversations around activism see improved consumer trust and loyalty​. When brands align themselves with social causes in a genuine way, they create stronger connections with their audiences.

The Role of Influencers in Social Activism

Today, influencers play a significant role in advocating for social causes. Influencer-led activism is on the rise, with many influencers using their platforms to address political and social issues. Brands are increasingly partnering with these influencers to align themselves with movements that matter to their target audiences.

For example, Topicals, a skincare brand, has collaborated with influencers who highlight diversity and inclusivity in skincare. By connecting with influencers who reflect the concerns of their audience, Topicals has successfully blended brand marketing with advocacy for broader social change​. This partnership illustrates how influencer activism can strengthen a brand’s credibility and deepen audience Engagement.

But beware: Brands need to consider whether they are willing to defend that alignment if it is challenged. The backlash could be severe from both sides of the issue. Even if your heart is in the right place.

The Future of Social Media and Activism

The future of social activism will likely be driven by a combination of digital efforts and real-world organizing. Brands that engage with social causes thoughtfully will benefit from deeper connections with their audiences, but they must ensure their involvement is authentic and ongoing.

Social media has revolutionized how we approach activism and advocacy. From grassroots movements to brand Engagement, these platforms have transformed how causes gain visibility and drive change. For brands, embracing this shift requires careful consideration and a commitment to the values that matter to their audience.

Leveraging Social Data for Smarter Activism Strategies

Before engaging with any social cause or movement, brands must understand the nuances of the conversation. This is where ListenFirst’s industry-leading tools come into play. By using ListenFirst’s platform, brands can gain a 360-degree view of relevant hashtags, trending movements, and audience sentiment across social media. Through advanced social media analytics, brands can identify the most influential voices, track Engagement around key topics, and understand the tone and trajectory of the conversation before they step in.

For example, if a brand is considering aligning with a movement like #ClimateAction, ListenFirst’s tools can analyze millions of posts to uncover the dominant themes, influencers, and regional conversations. This helps brands avoid missteps, such as appearing performative or out of touch and instead enables them to participate in a way that resonates authentically with their audience. With comprehensive insights, brands can better tailor their messaging and strategy, ensuring they contribute meaningfully to the conversation while protecting their reputation.

This data-driven approach allows brands to engage with activism more thoughtfully, making their involvement more impactful and aligned with their values.

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Master the slang of the newest digital natives to create campaigns that slay, resonate authentically, and avoid being hella Ohio!

Stop me if you’ve heard this before: “That campaign totally ate and gave off some serious GOAT vibes, but we lowkey could’ve used more rizz in our messaging.” If you’re scratching your head, don’t worry—you’re not alone. Gen Alpha, the newest generation of digital natives, has their own evolving lexicon that can feel like a different language. 

Who is Gen Alpha?

Gen Alpha, born between 2010 and 2024, is the first generation to grow up entirely in the digital age. They’ve been immersed in technology from a young age, with smartphones, social media, and AI as constant companions. This generation is known for their quick adoption of new platforms and their unique communication style, which is heavily influenced by internet culture. As true digital natives, they are shaping trends and language in new ways, making them a key audience for marketers looking to engage with emerging cultural shifts. Below, you’ll find a comprehensive list of slang terms along with definitions and examples so you can seamlessly weave them into your social media content strategy and resonate authentically with your younger audience.

When creating content for Gen Alpha, it’s essential to understand their preferences. They gravitate towards short, engaging videos, especially from influencers who share tutorials, challenges, and behind-the-scenes looks. Interactivity is key—this generation enjoys immersive experiences like interactive videos and polls. Visual appeal matters, too—content must capture their attention quickly. Most importantly, Gen Alpha values authenticity and is drawn to influencers and brands that feel genuine. They also prioritize social responsibility and respond well to platform-specific features like AR filters, stories, and live videos.

But before you jump into using these terms, here’s a quick warning: using slang incorrectly or without creative content that matches its vibe could come off as hella Ohio (cringe-worthy). It’s always a good idea to run your messaging by someone from Gen Alpha—a kid or two—just to make sure you’re hitting the mark. Authenticity is key, and when done right, incorporating this language can elevate your campaigns to feel more relevant and engaging. Done wrong, though, it could backfire quickly.

Let’s hop in!

Ate – To do something exceptionally well or impressively.

Sentence: Her dance routine totally ate; everyone was amazed.

Bet – Expression of agreement or excitement.

Sentence: “You’re coming to the party tonight?” “Bet!”

Cap/No Cap – Cap means lying, No cap means truth.

Sentence: He said he could run a mile in five minutes, but that’s cap.

Slay – To do something amazingly or look great.

Sentence: You slayed that presentation today!

Drip – Stylish or fashionable appearance.

Sentence: His new sneakers are pure drip.

Sus – Suspicious or shady behavior.

Sentence: That guy over there acting sus around the bags.

Fam – Close friends or group of people.

Sentence: We’re hanging out with the fam this weekend.

Flex – Showing off something impressive.

Sentence: Buying a new car is such a flex.

Ghosting – Cutting off communication without warning.

Sentence: I haven’t heard from her in weeks; she’s totally ghosting me.

Goat – Greatest of All Time; someone who excels.

Sentence: Serena Williams is the GOAT of tennis.

Vibe Check – Evaluating someone’s mood or energy.

Sentence: The vibe check at the party was off; everyone seemed awkward.

Lit – Exciting or fun.

Sentence: Last night’s concert was lit!

Salty – Bitter or upset about something.

Sentence: He’s still salty about losing the game.

Cheugy – Outdated or trying too hard.

Sentence: That outfit from 2010 is so cheugy now.

Glow Up – Significant improvement in appearance or style.

Sentence: After her glow-up, everyone noticed how different she looked.

Bussin’ – Really good, especially referring to food.

Sentence: These tacos are bussin’!

Gyat – Reaction to something shocking or attractive.

Sentence: Gyat, she looks amazing in that dress!

Mewing – Repositioning the tongue to change jawline appearance.

Sentence: He’s always mewing in photos to make his jawline look sharper.

Fanum Tax – Taking or stealing food from someone.

Sentence: You left your fries unattended; Fanum Tax applies now!

Rizz – Short for charisma; someone who’s charming.

Sentence: He’s got mad rizz and can charm anyone in the room.

Delulu – Short for delusional, when someone’s reality doesn’t match.

Sentence: She’s totally delulu if she thinks she’s winning the competition without practice.

Skibidi – Reference to a meme, used as a filler or inside joke.

Sentence: We all started saying “skibidi” after watching that viral video.

Sigma – Cool, popular person, often a leader type.

Sentence: He’s a sigma in his group, always leading the charge.

Bop – A catchy or popular song.

Sentence: This new song is a bop; I’ve had it on repeat all day.

Fire – Something amazing, enjoyable, or impressive.

Sentence: That new Marvel movie was fire!

Big Yikes – Reacting to something embarrassing or shocking.

Sentence: Seeing his awkward dance moves was a big yikes.

Ohio – Describes something bad or cringe-worthy.

Sentence: His excuse for being late was pure Ohio; no one believed it.

Yeet – Expression of excitement or used when throwing something.

Sentence: Watch me yeet this ball across the field!

Periodt – Used to confirm or emphasize a statement.

Sentence: I’m the best player on the team, periodt.

Ick – A feeling of disgust or repulsion.

Sentence: He gave me the ick when he started talking with his mouth full.

Mid – Something average or unimpressive.

Sentence: The movie was mid; nothing special about it.

Big W/Big L – A significant win or loss.

Sentence: I passed the exam—Big W for me today!

Clout – Influence or power, often from social media.

Sentence: She’s always doing things for clout on social media.

Extra – Someone overly dramatic or exaggerated.

Sentence: He’s being so extra with his dramatic reaction to the joke.

Fax – Another way of saying “facts” or something true.

Sentence: That’s fax—what you said is 100% true.

Finna – Short for “fixing to,” meaning about to do something.

Sentence: I’m finna go grab some lunch.

Gucci – Something good or cool.

Sentence: Everything’s Gucci now that the project is done.

Lowkey – Doing something quietly or subtly.

Sentence: I lowkey love this new song, even though it’s not my usual style.

Peep – To notice or observe something.

Sentence: Did you peep her new haircut? It looks awesome.

Shook – Surprised or shocked by something.

Sentence: I was shook when I saw how much they’ve changed.

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As the first generation to grow up with smartphones from a young age, Gen-Alpha is shaping a whole new communication style. By tapping into their slang, marketers can better relate to this emerging audience. Just remember, this group is hyper-aware of what’s authentic, so using their language effectively requires you to stay current, adaptable, and, above all, genuine in your content approach.

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Should Your Brand Leverage Weekly Hashtags and Social Media Holidays?

Trending hashtags like #MondayMotivation or #SundayFunday have become staples on social media. The theory is simple: hopping onto these weekly trends will increase visibility and boost engagement metrics without requiring much effort. After all, who wouldn’t want to increase reach with minimal lift? But does the data back up this theory? Let’s take a closer look at both weekly hashtags and social media holidays to see how they truly perform.

The Power (or Lack Thereof) of Weekly Hashtags

The data reveals an interesting insight: not all weekly hashtags are created equal. For example, while #MondayMotivation boasts a whopping 53,000 tweets, #WednesdayWisdom lags far behind at just 13,000. Surprisingly, Tuesday doesn’t even have a designated hashtag, leaving the day hashtag-free in the social media landscape.

If you’re considering using these hashtags, the choice isn’t clear-cut. If your goal is to increase visibility, some of these trends might help, but they’re certainly not a one-size-fits-all solution. Hashtags like #Caturday and #FridayFeeling may work for some brands, but they’re not always a surefire way to stand out. Given the sheer volume of posts tied to these trends, your content could easily get lost in the crowd.

Should You Incorporate Weekly Trends?

The answer is: it depends. If you already have a large audience, incorporating weekly hashtags occasionally can be beneficial. But using these trends too often could overwhelm your followers, leading to unfollows and decreased engagement.

The key here is to focus on quality over quantity. While bots may flood these hashtags with irrelevant content, your brand should prioritize meaningful, visually engaging content. Posts that resonate with your audience will always outperform those that simply hop on a trending bandwagon without much thought.

The Bot Problem: Beware of Corny Content

A major downside to participating in weekly hashtag trends is the risk of attracting bots. These automated accounts often post spammy, irrelevant, or obscene (corn) content, with “corn” being a common euphemism for obscene content that is prevalent on X. For many brands, this can lead to awkward or even damaging situations. Imagine your carefully crafted post being sandwiched between two inappropriate tweets—definitely not a good look!

For some brands, this could be played off as humorous. For others, it could lead to a brand safety crisis. Either way, it’s important to consider the risks before diving into trending hashtags headfirst.

The Power of Social Media Holidays in September: A Data-Driven Approach

In addition to weekly trending hashtags, many brands capitalize on social media holidays to boost their engagement. These holidays—like #NationalBeerLoversDay or #NationalCheesePizzaDay—offer unique opportunities for timely content creation. But how do these holidays perform in terms of social media engagement, particularly on Twitter?

The data from the ListenFirst Listening tool offers valuable insights into the performance of these social media holidays during September:

• #LaborDay and #LaborDayWeekend generated significant attention, with a peak of 37,039 mentions on Twitter on September 3, tapering down in the days that followed.
• #NationalBeerLoversDay saw a gradual rise, peaking at 1,158 mentions on September 7, showing a strong response to this quirky holiday.
• #NationalCheesePizzaDay reached a high of 1,648 mentions on September 5, underscoring the popularity of fun, food-related social media holidays.
• On the other hand, #NationalChocolateMilkshakeDay and #NationalDayOfEncouragement barely registered any engagement, highlighting the variance in popularity across different holidays.
• #NationalReadABookDay showed a surprising surge, peaking at 7,248 mentions on September 6, indicating the strong appeal of holidays related to education or literature.

Key Takeaways: Choosing the Right Strategy

While social media holidays and weekly hashtags can drive engagement, their success varies widely. Weekly hashtags may not always be the best way to stand out, while food, leisure, and widely celebrated holidays (like Labor Day) tend to perform better. Niche holidays and lesser-known hashtags can struggle to gain traction unless they align closely with your brand’s message.

If you do want to hop on a trend or holiday, going weird may be your best bet. Brands using humor, irony, or quirky content often stand out more in a crowded hashtag. So, incorporating an offbeat approach could help you make a more memorable impact.

Incorporating social media holidays and weekly trends into your content calendar can be a smart move—but, as with everything in social media, it’s essential to be selective. Choose the holidays and hashtags that resonate most with your audience, and always prioritize quality and relevance over quantity.

Don’t forget, ListenFirst is here to help you stay ahead of the curve by tracking emerging trends and customizing your content strategy. Plus, we share weekly social media holidays your brand can engage with in our Pool Party newsletter.

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Weirdvertising and Lo-Fi Content: How Nutter Butter is Redefining Its Brand for a Younger Audience

In social media, brands are constantly seeking innovative ways to connect with younger consumers. A standout example of this trend is Nutter Butter, a brand founded in 1969, which is redefining its iconic brand through the use of “weirdvertising” and lo-fi content on TikTok. This approach not only captures attention but also resonates with the “always online” younger generations and helps bring the “vintage” brand into the spotlight for consumers who may have only seen it on grocery shelves.

What is Weirdvertising?

Weirdvertising refers to ads that probably shouldn’t work but do, characterized by an intentionally lower quality feel. These campaigns often abandon basic design principles—such as contrast, balance, and unity—in favor of gaining attention through bizarre, relatable, and sometimes confusing content. Brands like MoonPie and Surreal have successfully adopted this strategy, and Nutter Butter is now following suit.

For Nutter Butter, weirdvertising effectively captures the essence of authenticity and humor. The brand has transformed its TikTok account into a realm of absurdity, featuring surreal content that pushes the boundaries of traditional food marketing. Key elements of Nutter Butter’s TikTok strategy include:

1. Anthropomorphized Characters: The Nutter Butter cookie takes center stage in absurd, often unsettling scenarios, fostering a sense of connection while embracing the weirdness.
2. Surrealism and Absurdity: The cookie is frequently placed in bizarre, dream-like settings—like creepy houses or surreal landscapes—adding to a strange, offbeat atmosphere that intrigues viewers.
3. Dark Humor: The content features a clear dark humor element, with unsettling visuals paired with phrases like “Help me papa” or ominous scenes of a cookie-man in shadow, creating a blend of humor and discomfort.
4. Pop Culture References: Many visuals evoke internet meme culture or horror-inspired designs, parodying familiar tropes from online humor that resonate with younger audiences.
5. Glitch Art and Distorted Visuals: The use of low-resolution and glitch effects enhances the chaotic aesthetic, aligning perfectly with the meme-driven culture that dominates TikTok.
6. Bold and Clashing Colors: Bright, high-contrast colors dominate the visuals, drawing viewers in with their garish appeal—a hallmark of internet meme culture.
7. Meme-Like Humor: Nonsensical text and absurd phrases resonate with TikTok users, making the content relatable and engaging.
8. Collage and Overlays: Many images feature a collage-like composition, where text, objects, and characters are overlaid in disjointed ways, adding to the surreal quality of the content.

By leaning into the unpredictability of weirdvertising, Nutter Butter has sparked strong reactions from viewers, encouraging fans to engage with the content in unexpected ways.

The Rise of Lo-Fi Content

Complementing its weirdvertising approach is the growing trend of lo-fi content. Characterized by authentic, DIY quality, lo-fi content is becoming a powerful tool for brands looking to connect genuinely with their audiences. This type of content typically involves minimal editing and is often created using smartphones, presenting a stark contrast to polished advertisements.

At its core, lo-fi content looks like anyone could have made it, which enhances its authenticity and relatability. Audiences, particularly Gen Z, crave this genuine feel. High-budget advertisements are losing their appeal as consumers seek content that feels real and relatable. Lo-fi content meets this demand perfectly, often generating higher engagement on platforms like TikTok and Instagram due to its perceived genuineness.

Why Weirdvertising and Lo-Fi Work for Nutter Butter

Both weirdvertising and lo-fi content thrive in the current social media landscape because they prioritize relatability and authenticity. While weirdvertising pushes the boundaries of traditional marketing through chaos and absurdity, lo-fi content embraces imperfections to foster genuine connections. For Nutter Butter, these strategies are not just about capturing attention; they’re about redefining the brand for a younger audience, making it relevant in today’s digital landscape.

Nutter Butter’s innovative use of weirdvertising and lo-fi content on TikTok exemplifies how brands can redefine their identity to resonate with younger consumers. By embracing the absurd and engaging with cultural trends, Nutter Butter is successfully transforming its iconic brand for a new generation.

As more brands look to connect meaningfully with consumers, unconventional strategies offer a refreshing alternative to traditional marketing techniques. In a world where attention spans are fleeting, it may be time for more brands to dive into the bizarre and explore the uncharted territories of creativity and engagement. After all, sometimes, the most unconventional approaches resonate the deepest.

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Brand safe and red hot TikTok trends for September 2024

TikTok has quickly become a goldmine for brands looking to tap into viral trends. By leveraging the latest audios, memes, and formats, companies can create content that resonates with their audience in a fun and authentic way. Here are five TikTok trends brands can hop on right now to increase Engagement, foster relatability, and boost their visibility:

1. “I Feel Like You’re Just Here for the Zipline”

This trend takes its origin from a humorous line in the popular show I Think You Should Leave. Users are miming the phrase “I feel like you’re just here for the zipline” while overlaying text to illustrate the relatable moments when someone seems to be there for something other than the main purpose. For brands, this is a golden opportunity to showcase a playful side. For example, a coffee shop could use this trend by writing, “I feel like you’re just here for the Wi-Fi,” and then showcasing customers sheepishly sipping coffee. It’s a fun way to highlight quirks of consumer behavior while staying on trend.

Here is an example and a link to the main sound.

2. “Do You Know You Have 30 Minutes?”

This audio clip is everywhere, and it’s perfect for showing the sense of urgency we all feel when racing against the clock. Brands can use it to highlight time-sensitive offers, flash sales, or even a day in the life of their team. For example, a fashion brand could use it to showcase the mad dash of getting a new collection ready for launch. The sense of immediacy and energy makes this trend ideal for creating fast-paced, engaging content.

Here are some examples with links to sound.

3. “Double Life”

The “Double Life” trend is taking TikTok by storm as users reveal their hidden identities or alter egos behind the scenes. Brands can have fun with this one by showing off the person behind their social media accounts. Since this sound isn’t available for business accounts, your social media manager can join in on the trend by posting on their personal page and tagging the brand. This can help humanize your brand and build trust by giving followers a behind-the-scenes glimpse of the people running the show.

Here is an example and a link to the main sound.

4. “That’s Not a Compliment”

This sarcastic audio lets creators poke fun at backhanded compliments or misunderstandings in their niche. Brands can use this audio to highlight misconceptions or stereotypes about their industry in a lighthearted way. For instance, a fitness brand could use it to showcase a common statement like “You’re so lucky, you never have to work out!” while the audio plays, “That’s not a compliment.” It’s a fun way to connect with your audience by turning industry frustrations into something everyone can laugh about.

Here is an example and a link to the main sound.

5. “Define Aura”

The “Define Aura” meme is all about confidence, coolness, and swagger. TikTokers are using it to show off what gives them their unique “aura,” whether it’s a fashion style, a hobby, or a particular attitude. Brands can hop on this trend by highlighting their own unique aura, whether it’s through their products, customer service, or company culture. A beauty brand could feature bold makeup looks, while a tech company might show off the cool features that make their gadgets stand out. It’s an easy way to tap into the cultural zeitgeist of what makes something “cool” right now.

Here is an example and a link to the main sound.

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Jumping on these TikTok trends is a fast way for brands to stay relevant and engage with their audience in a meaningful way. Whether it’s showcasing behind-the-scenes moments or poking fun at common misconceptions, these trends provide ample opportunity for creativity. Just remember to keep it light, authentic, and aligned with your brand’s voice—your followers will appreciate the effort, and it just might land you on the “For You” page!

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Bluesky: A New Frontier for Brands to Explore

Bluesky, a decentralized social networking platform, has garnered attention from individuals seeking alternatives to Elon Musk’s X and from brands eager to explore new marketing avenues. Founded by former Twitter CEO Jack Dorsey, Bluesky emerged as a spin-off from Twitter in 2022, with a focus on decentralization, giving users more control over their content. With a rapidly growing user base—2 million new users in just a few days—Bluesky offers a unique space for brands to build thought leadership and engage with niche communities. Here’s how brands can leverage Bluesky’s potential to stay ahead:

1. Reach Niche Communities

Bluesky excels at connecting users with smaller, highly engaged communities centered around specific interests. Brands can tap into these communities to foster deeper connections and stronger loyalty. Here’s how:

• Identify Key Interests: Research 3-5 key interests that align with your brand and create targeted content to engage users interested in those topics.
• Optimize Your Profile with Keywords: Use relevant keywords in your profile and posts to make it easier for interested users to find you.
• Engage with Similar Accounts: Interact with accounts and discussions that align with your target audience. This boosts visibility and builds your brand presence within those communities.

By focusing on these strategies, brands can cultivate a loyal and engaged following in niche markets.

2. Establish Thought Leadership Through Quality Content

As a relatively new platform, Bluesky is a fertile ground for brands to position themselves as thought leaders. By sharing valuable insights, your brand can drive industry conversations and build authority. To get started:

• Provide Value: Share informative posts, industry analysis, and thoughtful commentary that benefit your audience and establish your expertise.
• Engage in Meaningful Discussions: Participate in relevant conversations, ask questions, and share insights. Early adopters on Bluesky have the advantage of setting the tone within their industries.

Being an early adopter can give your brand a competitive edge as many businesses have yet to fully embrace Bluesky.

3. Create a Custom Domain for Your Handle

Bluesky allows users to customize their handles with domain names, offering brands a unique branding opportunity. Rather than using a generic handle like @brand.bsky.social, you can use your own domain name (e.g., @yourbrand.com). This provides several advantages:

• Professional Appearance: A custom domain handle makes your profile look more polished and recognizable.
• Brand Consistency: It ensures your handle is consistent across platforms, boosting your credibility.

4. Be Less Promotional and More Authentic

Bluesky’s user base values authenticity and conversational, value-driven interactions over constant promotional content. Brands that adopt this approach will resonate better with the platform’s culture. Here’s what to focus on:

• Engage Meaningfully: Initiate conversations, ask questions, and respond to user-generated content to build community rather than just pushing ads.
• Be Authentic: Share behind-the-scenes content, company updates, and thoughts on industry trends in a personal and relatable way. Bluesky users appreciate candid interactions, so authenticity will build stronger connections.

5. Join the Public Conversation

Bluesky, much like early Twitter, thrives on open, real-time discussions around trending topics. This provides a space for brands to participate in broader conversations and showcase their relevance. Here’s how:

• Monitor Trending Topics: Follow what’s trending on Bluesky and join relevant conversations that align with your brand or industry.
• Engage in Popular Threads: Comment on, repost, or share unique insights into ongoing discussions to demonstrate your brand’s expertise.

By participating in these public conversations, your brand can organically enhance visibility and show thought leadership without overtly promoting products or services.

The Future of Bluesky for Brands

Bluesky offers a decentralized, community-driven platform that is becoming increasingly attractive to both users and brands. As more people migrate away from centralized platforms like X, Bluesky presents a fresh opportunity for brands to engage with audiences in a more authentic way. Whether through connecting with niche communities, establishing thought leadership, or joining larger conversations, early adoption of Bluesky can yield significant rewards. Brands willing to experiment with Bluesky’s decentralized model can tap into new markets and grow their online presence as the platform continues its upward trajectory.

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