What Makes YOU Valuable in the Age of AI

I am currently dealing with some personal stuff and am lucky enough to have business owner friends who will guest blog in circumstances like this and help me stay relevant in the algorithm.

And well AI is a tool that I have been struggling to find my relationship with lately but my friend and fellow digital marketing professional Jennifer Andrews volunteered to stop up and chat about how to recognize your value in the age of AI.

I’ll let Jennifer take it from here.

Unless you’ve been living under a rock (which, honestly, sounds quite cool and comforting in this heat), you’re probably aware of the rapidly growing capabilities of AI. Depending on your outlook, you’re either eagerly exploring how it can support your work - or quietly wondering if it might one day replace you. 

As someone deeply entrenched in the digital world, AI has certainly crept into my area of expertise. But can it really do what we do as well as we do it?

The honest answer is: not yet. But the gap is closing. AI is improving rapidly. It can crank out content, generate a generic plug-and-play strategy, and even mimic a successful brand’s tone of voice. It gets the job done quickly, affordably, and with just enough polish to seem impressive at first glance.

But what AI sill lacks and what continues to give humans a clear edge is our real-world experience and intuition.

AI draws only from existing data. It doesn’t live in a community. It doesn’t walk into a local business and sense that something’s off. It doesn’t have coffee with a client who’s burned out, or pick up on the tension in a meeting that signals a shift in messaging. It can’t feel nuance.

Even its best insights are often just echoes, aggregated from other people’s experiments. Ask AI how to “go viral” or “make passive income,” and you’ll get regurgitated advice from influencers selling success more than living it. It’s generalized. Unvetted. And often divorced from important context.

And that disconnect doesn’t just apply to marketing. It shows up in financial advice, real estate guidance, leadership coaching - you name it. The algorithms may produce content that sounds like authority, but they’re not grounded in the messy, complex, deeply human world we actually live and work in.

So where does our value lie?

It lies in judgment. Intuition. Ethics. Emotional intelligence. Local knowledge. And the ability to ask better questions versus generating faster answers.

That’s the starting point for my 40 Days of Value experiment: exploring the real, irreplaceable worth of human insight in a world increasingly shaped by artificial ones.

Because in business, as in life, value isn’t just about speed. It’s about trust. Relevance. Relationships. And that’s something the AI machine can replicate.

About Jennifer Andrews

Jennifer Andrews is a digital strategist, writer, and founder of PFC Creative—a boutique marketing collective that helps small businesses and big ideas find their voice online. With over two decades of experience in content strategy, branding, and community-centered marketing, Jenn has partnered with clients in industries like Architecture, Engineering & Construction (AEC), community events, wellness and med spas, nonprofit organizations, and service-based contractors.

She has also supported organizations like the East Colorado SBDC at the University of Northern Colorado, providing branding and event design that helps elevate their visibility and impact.

Jenn is equal parts word nerd and strategy geek, and she’s especially curious about how AI is reshaping creativity, productivity, and what it means to be human in the marketing world. When she’s not building brands or experimenting with the latest AI tools, she’s a proud advocate for Downtown Greeley and an active supporter of the Greeley Creative District, where art, entrepreneurship, and community spirit fuel a deep connection to the heart of Greeley.

The Emotional Whiplash of Social Media: What Every Business Owner Needs to Know

My scroll the past few days/weeks has looked something like this: Someone's food>War>hormone replacement ad> 7 step skincare sped up video > Dog video>someone's summer vacation> a link to a new swimsuit cover up > AD> back to news cycle > someone's hot take on whatever>Dog video> AD.

Every time we scroll on social we are scrolling from something in the news cycle, to something about fitness or hormone replacement to the next swipe being someone we might know in real life talking about their new battle with cancer, to an influencer trying to sell us the newest swimsuit cover up from their I Like It Know It, to some kind of 8 step skincare routine to look like you just shot out of your mothers vajja.

It’s a lot of emotions all at once. And our brains are not processing it all before our thumb swipes to the next thing.

Truly it’s too much information for our brains and nervous systems to handle. The two of them are made to look for berries, seek shelter and procreate.

That’s pretty much it.

They are not meant to be bombarded with extreme swings in magnitudes of content.

It’s exhausting.

It’s part of why you are feeling overwhelmed.

And why you loathe someone you only know virtually.

So when you zoom out and  begin thinking about it this way from the users experience it’s easy to see why some of our businesses posts can get overlooked.

Look at all of the content pieces that people have to scroll through to get to your posts.

And how they don’t even know where they are or what they’re feeling by the time they do get to your posts.

Which is why it’s important to keep in mind what the actual intention of you adding something into the chaos of someones already overstimulated brain and also to have a clear call to action because people forget why they are even on whatever app they’re currently scrolling through in the first place.

We’re all going through it right now.

In real life and online challenge yourself to:

Say the kind thing. Give the compliment. Express the love. People are carrying more than you know, and your words might be the soft place they need to land.

We hold back love like we’ll run out. But the truth is, the more you share it, the more alive it becomes—for them and for you.

We’re quick to point out what bothers us. Let’s be just as quick to highlight what inspires us. Especially in people. Especially in those we love.

Be the reminder. Be the light that sparks the other person's light. It's all connected.

Social Changed Forever When We All We Invested In Each Other's Sourdough Starters

When I first meet with a new client or start a presentation, I always ask what the goal of their social media marketing is.

And one of the top three answers is always: "More engagement!!!!"

To which I counter question- but are you engaging with others' content?

They avoid looking at me. 🙃

For a while now I keep seeing people complaining that you can't build a community on social media and I disagree.

Building a community is possible, but you also need to be contributing to that community in a non-sales way.

Hear me out- I want you to think back to the wild times of 2020. The days when we didn’t know what exactly was going on with the world. The days where we were inside of our homes and the only connection we had outside of our covid bubble was the people we were connected to on social media. 

And what we were doing on social media was sharing updates about the sourdough starters we were starting or we were sharing about the plants we would bring home from those now risky grocery store runs. 

Sourdough is how we all bonded when we didn't know what was going on in the world. We asked our communities what we should name our sourdough starters. We were asking our communities what do if we missed feeding our sourdough starters.

We commented name ideas for said sourdough. We offered "discard" recipes, we saved their discard recipes. We created a relationship and essentially a community around a stranger on the internet's sourdough starter.

Basically, the sourdough starter is what transformed us from Pinterest/photoshoot quality visuals to the raw user generated visuals that are now scroll stopping. It was the Tomodachi, and we were all invested in it's daily or weekly updates like it was our own.

What a time that was.

Want more engagement- brainstorm around how we all acted with the sourdough starters. What is going to get people to stop lurking and join a conversation?

Because that's how you build the foundation for a community.

Channel the sourdough. 🍞

Did you have a sourdough starter in 2020?

Breaking the Social Media Mold: Why Your Life Experience Voice Matters

One of the first things that I hear in any consulting or speaking session with a new person is “I hate social media”. 

And yes social media can be an extremely toxic place. The curated looking everything, the only sharing of the highlights of an otherwise messy life. 

I get it.

But I also love it because social media can be anything you want it to be. 

You could literally do and post almost anything you wanted to within the terms and conditions of the platform.

And yet instead we all are doing it the same way.

We are all editing videos the same, we’re using the same audios when they are popping off even if the song does not relate to our brands at all. We are taking photos in the same places. 

It’s truly become difficult to find anything creative and new- and also to tell who’s who in my scroll. 

Which brings me to a week that changed everything. 

Late last year I was nominated for a Better Business Bureau Torch award, in recognition of my ethics in running Maven and Muse.  The awards luncheon wa a couple weeks ago. 

It was an honor to even be nominated and seen for the transparency I’m attempting to bring to my little corner of the internet because it’s not often these days that you hear the word ethics and marketing in the same sentences. 

But also the day after the luncheon I spoke to the Women In Business Association at Colorado State- and in the room where women are about to get a degree in social media marketing. (Wild since I feel I’ve only been in this space for a few years.)

And something happened that night in that presentation. 

Every time I speak, right before I sneak off to the restroom or somewhere quiet and I send up a prayer to use me and speak whatever needs to be said to the room.

There's been some real hummdingers that has come out of this mouth.

But that night I told a room full of 20 year old women about my social media induced mental breakdown of 2018 when I almost threw Maven & Muse away. 

I didn't mean to. 

It wasn't in the script.

I had an entire deck of inspiring memes to get through!

But I got asked how I do it mentally- how do I deal when my content fails?

I've barely ever talked about it, especially to a group of strangers.

It was so weird.

But I told them.

And since we’re in mental health awareness month I’ll share it now on here.

 I told them how I compared myself and lack of babies to everyones babies.  How I compared my career+part time barista job to those making 10k a day and that I was failing. How I compared my failed dating life with those getting married and all their happy relationship stories.

Then the followup question quietly and bravely when I acknowledged her she asked "how did you move on from it?"

And I told them all of them, therapy, a now annual digital detox and my inner circle. 

But I also said this, we are each on own journey, and that no opportunity or nothing meant for you is ever going to miss you.

Social media can absolutely  be the worst- but you are stronger and braver than social media- even on the days you don't feel like you are. 

You are a human walking earth- social media is a made up place that is plugged into a wall that we put so much pressure on ourselves to perform and be creative on. 

Everything you experience is because of how you perceive it. Meaning if you HATE social then the things you hate about social are going to keep presenting themselves to you.  If you flip the script and start doing social your way instead of how everyone else is- I wonder if your mindset towards it will shift to. 

Stay in your lane.

The best is yet to come.

Making Blossom Browsing Happen On Social

Social media and the internet loses their minds for fall.

There are charts that track when peak leaf peeping will happen. There are specialty drinks, the hats and scarves come out.

Almost every post in the month of October has something to do with leaves.

We all know the drill. Come September, our feeds transform into an endless scroll of:

"It's finally sweater weather, besties!" captioning photos of people frolicking in pumpkin patches.

"Nature's showing off today" accompanying the fifteenth nearly identical shot of red and orange trees.

"This crisp air is everything" paired with videos of boots crunching through fallen leaves.

The fall aesthetic has its own vocabulary: cozy, hygge, flannel, PSL. Fall leaf peeping has become an established cultural ritual, complete with travel guides, peak foliage trackers, and dedicated hashtags that garner millions of posts.

But I’ve been on the socials awhile and meanwhile, spring blooms arrive with considerably less fanfare. Sure, cherry blossom season gets its moment, but the brief explosion of diverse florals deserves the same level of coordinated appreciation that autumn receives. 

Spring peek petal peeping offers everything fall leaf peeping does, but with a fresh twist:

Instead of earth tones, you get vibrant pinks, purples, yellows, and whites dotting landscapes like nature's confetti.

Rather than the melancholy of things ending, you experience the optimism of new beginnings.

Where fall offers crisp air and crunchy leaves, spring delivers fragrant breezes and the satisfying squish of rain-softened earth.

To me it is also one of the most magical times of the year- it’s the literal defrosting of the earth but gets zero social cred. 

I was never a big spring person until I moved to Portland and now spring is ingrained in me. Portland in the spring literally everything is pink, purple, yellow, orange and white. It’s like a magical land of pink snow petal covered sidewalks and yards when the wind blows. 

Btw- what are petals even made of anyway? 

I didn’t have much hope for how Colorado would look in the spring, but since moving here I have been pleasantly surprised. So much so that I decided to grab a cherry hot cocoa and take a walk around Ft. Collins for some peak blossom browsing. 

I’m trying to make blossom browsing happen- to elevate spring peek petal peeping to its rightful cultural status, we need the same level of commitment that autumn enthusiasts bring:

1. Document the ephemeral beauty of spring blooms with the same reverence reserved for turning leaves.

2. Develop our own vocabulary: "bloom basking," "petal pursuits," or "blossom browsing."

3. Create seasonal traditions: flower crown picnics, botanical garden tours, and neighborhood flower hikes.

4. Embrace spring's version of cozy—think lightweight cardigans, floral prints, and botanical-infused beverages.

What makes fall leaf peeping so appealing to content creators is its perceived authenticity—connecting with nature, slowing down, appreciating simple pleasures. Spring peek petal peeping offers these same values but without the oversaturation.

While everyone and their pumpkin-spiced grandmother heads to the same Vermont byways or Rocky Mountain overlooks, you could be pioneering routes through Texas bluebonnet fields or admiring neighborhood crab apple and tulip studded garden beds from the sidewalk.

Fall leaf peeping isn't going anywhere, nor should it. But spring deserves its moment too. So while the autumn enthusiasts pack away their flannel until next September, I'll be here mapping out bloom schedules, crafting the perfect spring peek petal peeping playlist, and waiting for the day when "spring girlies" flood our feeds with the same enthusiasm as their fall counterparts.

Who's with me? The petals are peeping, and they're waiting for you to notice. Let’s make blossom browsing happen on social. 

Stop Selling, Start Storytelling: What Passover & Puppies Taught Me About Content

I'd like to blame the five glasses of seder wine that I feel are still in my system for what I am about to say, but let's be real—we all know that I would have said them without the wine.

And no, it does not have to do with the AI-generated action figurines that every business account has decided to make in the past two weeks (I have thoughts, though). It has to do with how, every year at this time, I can't stop thinking about storytelling.

The Universal Power of Stories

How important is storytelling to us? It's not just important—it's ingrained in our DNA, and far too many businesses could be utilizing it but aren't.

This time of year (Passover/Easter) is the highlight of storytelling season.

In Jewish culture, the story of the Exodus from Pharaoh is told and celebrated with bitter herbs, a feast, and glasses of wine.

In Christianity, the story of the rising from death is told and celebrated with an egg hunt, feast, and glasses of wine.

Both events are stories shared and handed down from generation to generation that we still tell and celebrate today.

Because, at our core—we humans love stories.

And here in the present day, our stories translate to digital content.

This got me thinking about why we all fell in love with social media in the first place.

In my opinion, it's because of the lifestyle content we all used to share before we decided that we needed to monetize every new hobby we picked up.

If you've ever been to one of my presentations, then you already know I say your biggest competition on socials is always:

1. The news cycle &

2. Dog videos.

In consulting sessions, I always joke that if you want more engagement on Instagram, you should put the product next to a puppy or a baby because that's a guaranteed scroll stop.

But in all seriousness, lifestyle content is what we love the most. It's why we fell in love with social media in the first place.

We want to know you beyond what you do.

We fall in love with brands and become loyal fans by feeling like we know them and belong in their community.

Because we aren't your followers. We are the members of your community.

So take this as your sign to invite us into your world... a smidge (we don't need all the dirty deets).

Stop constantly selling us your product, your affiliate links, and how sensational you are.

When you share a story, that's where the magic and, eventually, sales happen.

When Websites Die but Business Cards Survive: A Digital Marketer's Awakening

This weekend, I embarked on what seemed like a simple task: cleaning out four years of accumulated papers for a local shredding event. Little did I know, this mundane chore would evolve into a fascinating exploration of networking, digital presence, and the surprising staying power of print in our increasingly virtual world.

Among the credit card offers and utility bills destined for destruction, I discovered a forgotten treasure trove: approximately 40 random business cards collected over four years of networking events, conferences, and chance encounters.

Rather than simply tossing these relics into the box for the shredder, curiosity got the better of me. I decided to track down these connections on LinkedIn, sending what must have been some of the most authentically awkward connection requests ever written:

"Hi! I was cleaning and found your business card, and I thought we should connect since we do something similar."

But hey, at least these messages were obviously not AI-generated. Score one for authentic human awkwardness.

What I discovered during this impromptu networking archaeology experiment was revealing:

• Multiple websites listed on cards no longer existed

• Several professionals had held two concurrent positions at the time

• Many had relocated to different zip codes

• Some had completely changed industries

This exercise highlighted something important for digital marketers: while digital content is infinitely scalable and editable, it's also surprisingly ephemeral. Websites disappear, links break, and online profiles change.

My physical stack of rogue business cards—despite being outdated—provided a tangible record that survived four years in a drawer. Meanwhile, their digital counterparts had often vanished into the ether.

This experience made me reconsider the modern push toward digital-only business cards. While QR codes and digital card apps are undeniably convenient, they create a fundamentally different user experience:

When someone scans your QR code that information typically exists only briefly in their browser history. Once they clear their cache or simply navigate elsewhere, your contact information essentially disappears unless they've taken specific actions to save it.

There's no physical artifact left behind to rediscover years later during a cleaning spree.

This brings me to a broader point about digital marketing: In our rush to adopt the latest platforms and formats, we often create content that looks remarkably similar to everyone else's. We follow the same templates, use the same filters, and chase the same trends.

The result? Digital homogeneity that makes individual brands and screen names increasingly difficult to remember.

My business card collection—with its varied paper stocks, unusual shapes, and distinctive designs—demonstrated how physical media can create memorable touchpoints in ways digital sometimes struggles to achieve.

Maybe we're witnessing the early stages of a print renaissance in marketing. Not as a replacement for digital, but as a complementary channel that offers:

1. Tangibility: Physical items create stronger memory associations

2. Permanence: Print doesn't disappear when someone closes their browser

3. Distinctiveness: In a digital-dominated world, physical marketing materials stand out

4. Trust: There's something inherently trustworthy about a company willing to invest in quality printed materials

The lesson isn't that businesses abandon modern digital techniques and retreat to print-only strategies. Rather, it's that we should be thoughtful about creating balanced marketing ecosystems that leverage the strengths of both approaches.

Consider how your digital marketing strategy could be enhanced by strategic physical touchpoints. Maybe it's a beautifully designed direct mail piece that drives users to a landing page, or perhaps it's a memorable business card that makes networking connections last.

In a world where everyone is zigging toward all-digital-all-the-time, there might be competitive advantage in the occasional zag back to tangible marketing assets.

After all, no one ever rediscovers your post while cleaning out their desk drawer four years later.

Navigating the May Madness: How to Effectively Promote Your Events on Social Media

It's April, which means we are only a few weeks away from May, which historically is just as busy as the month of December. I'm not sure where I ever heard that, but when I did, something in my brain clicked, and it all made sense. Yes, the month of May always has just as many, if not more, events than the month of December.

May is also the kickoff to the summer months and all of the events that make summer well. There needs to be enough notice to gain awareness and attendance for weekend festivals, vintage shows, outdoor concerts, whatever it is. 

In my opinion, nothing is worse than finding out about an event on social media after the event has happened. 

As of this writing (April 2025), the social media algorithms are set to 72 hours. However, for this blog's sake, I will focus specifically on the Instagram algorithm.

This means that people who interact with your posts regularly will see them. These are the 5-7 people who regularly like your posts and stories. Then, for the next 70 hours, your content slowly trickles down to the people who are a part of your community but are not interacting with your content regularly. Typically, they do not see your posts up to 72 hours after you post them.

Because of this, it is extremely important NOT to include words like "tomorrow" or "this weekend" in your posts because, well, people might see them after "tomorrow" or "this weekend." Instead, it is important to write out the specifics, like the exact date of the event.

It's also extremely important to give enough notice. Typically, I advise people to begin talking about the event as soon as they have the specifics set for it—even if that's months in advance. But if this can't be the case, the minimum time to begin marketing and posting about an event is three weeks before. People are busier than ever these days and making plans further and further out. 

So, more notice is always better than no notice, especially when it comes to social media and the amount of content posted daily. 

One month to three weeks is the minimum time to begin creating Facebook events and Meetups and posting them on whatever social platforms you are on. 

Typically, publications need at least four weeks' notice before an event to add it to their calendar and publication, but some might even need longer than that. So it's always good to check with whatever publication you want to add your event to about their timelines and deadlines so you can get the word out in their communities. 

For more specifics on marketing your events on social media, I wrote a guide for you to DOWNLOAD.

Algorithms, Schmalgos: Why Your Social Media Strategy is the Real MVP

We need these posts to go viral." "The algorithm hates me." Almost every business owner with a social media platform.

If you've been around these parts for a while, then you know that my marketing philosophy does not involve posting to go viral or blaming the algorithm for your content's distribution or lack of distribution. 

Going viral is not a strategy; it is a side effect of a well-executed social strategy. Also, no one truly knows what the wild inner workings of the internet will deem worthy of going viral.

So, on whatever day you are reading this, congratulations. You are about to have a few social media posts from whatever "experts" debunked.

Starting with that, the algorithm is the gatekeeper of your content visibility. 

I've honestly lost track of how many times I have heard entrepreneurs and business owners complain, "The algorithm doesn't show my content" or "Instagram is killing my reach".

When I do hear them, these statements reveal a fundamental misunderstanding of how social media truly works. Algorithms are not your enemy—they're actually sophisticated tools designed to show users the most relevant and engaging content.

If you speak what you want into existence, at the very least, the ad algorithms will hear you. 

The algorithms are written and coded to show you more of what you like. Ever find it low-key creepy that when you go into your explore tab on Instagram, it has posts related to whatever show you are currently binge-watching on whatever streaming service or ads of whatever stain remover you were talking about at happy hour show up a few hours later in your feed?

If those two examples alone do not resonate with you as evidence that those businesses have a strategy in place, stop reading and book an appointment with me right now. Because, friend, you have some basics to learn about this whole world of social media.

Let's be crystal clear: your content STRATEGY is the primary driver of your social media success. Here's why:

1. Quality Over Quantity

Algorithms are fundamentally designed to reward high-quality, engaging content. This means:

• Creating content that genuinely provides value and sticks to your messaging for your community

• Developing posts that spark conversation and interaction

• Producing visually appealing and laser-focused hooks to get the scroll-stop content

2. Consistent Engagement Matters More Than Tricks

Successful social media isn't about beating the algorithm but building genuine connections. This is the part SO many business owners miss because they focus on more and adding new members to their communities. But doing this effectively includes:

• Responding to comments promptly

• Creating content that encourages meaningful interactions

• Understanding and speaking to your audience's actual needs and pain points 

3. Strategic Content Planning

Instead of viewing algorithms as obstacles, treat them as tools that amplify well-crafted content:

• Develop a content calendar that tells a cohesive story, not just create post concepts that are "trending"

• Understand the unique language and style of each platform

• Create content that naturally encourages shares, saves, and comments. You know, tell a story. 

Platforms like Instagram, TikTok, and LinkedIn have sophisticated algorithms that want to help good content succeed. They prioritize:

• Content with high engagement rates

• Posts that keep users on the platform longer

• Material that provides genuine value to viewers

Basic Steps For Social Strategy Success

1. Know Your Audience Deeply: Create content that speaks directly to their needs, challenges, and aspirations. (Spoiler: Many of you reading have NO idea who is in your community)

2. Experiment and Analyze: Use platform insights to understand what resonates with your audience.

3. Diversify Your Content: Mix educational, entertaining, and promotional content strategically.

4. Engage Authentically: Interact with your audience and other creators in your niche.

It's 2025, and it is truly time to stop blaming the algorithm and start owning that your social media strategy is nonexistent.

The most successful businesses aren't lucky—they're strategic, know who is in their community, don't constantly chase the viral or add new members, are consistent, and are genuinely committed to providing value.

Algorithms are just the delivery mechanism. Your strategy is the message.

Not sure if your business is even communicating it's message effectively, let's chat.

More Than Just Scents: How TikTok's Cologne Trend Reveals Marketing's Influence on Teen Culture

This article is inspired by the afternoon I spent with my teenage nephew spraying various colognes thanks to TikTok and the message that we need to have more ethics when it comes to marketing.

Saddle up.

I'm going to start by saying that I legitimately felt that overwhelming annoyance from the workers at Sephora as they braced themselves and their noses the second they saw a teenage boy head toward the cologne section. Why? They are about to spray all the ones they have seen on TikTok, which they think the person doing the "review" has paid for. (I'm using the word review here loosely) 

Over the years- I have had many discussions with my nephew about how 80% of things on social media are fake-all the platforms. We've had the conversation many times because he, like many other juvenile social consumers and grown adults, will even fall back into believing that everything on social media is real. And in case you need the reminder again today, most social media is a highlight reel, and while not intentionally meant to make you feel like garbage about your life, you sometimes feel like garbage about your life.  

I reminded him that, like a Jedi, I needed to decide early in my career whether to use my storytelling and marketing powers for good or evil. I chose good because, well, the dark side of marketing borders on manipulation.

Manipulation is what is happening with most of these influencer "reviews."

Most people, especially juveniles and teens, do not understand that most successful cologne influencers aren't spending thousands of dollars building their collections.

Once creators reach certain follower thresholds, they typically receive:

• Free product shipments: Fragrance companies regularly send complimentary full-sized bottles to creators with engaged audiences

• PR packages: Curated collections of new or seasonal releases sent specifically for content creation

• Affiliate partnerships: Custom discount codes that earn influencers commission when their followers purchase

Now, this is not only for cologne; it is pretty much the foundation of any marketing and PR campaign around anything. All those big box store hauls—sometimes the store pays them to do them, and other times, if the account isn't big enough to get paid or things are free, people are buying the things, trying them on at home, and then returning them. 

These arrangements create a misleading impression about the accessibility of extensive cologne collections and well everything. While creators might showcase dozens of premium fragrances (collectively worth thousands of dollars), they've often acquired them through their content creation for FREE rather than personal purchases.

I'm going to keep using the cologne example, but this can apply to so many other consumable things because we all need to understand what exactly is happening in these videos and why they have captured Gen Z's and every other social consumer's attention.

This trend is fascinating because it has evolved beyond mere product showcasing. Creative spinoffs include "scent profiles," where teens match cologne to different personalities, cologne review challenges, and even "scent storytelling," where creators craft narratives around different fragrances. (I watched them for an hour; that's an hour of my life I'm never getting back.)

Why Teens Are Drawn to This Trend

The cologne trend represents several aspects of teen culture converging:

1. Identity formation: For many young men, cologne represents an accessible entry point into personal grooming and the development of a signature style.

2. Social validation: Comments sections overflow with peer approval, with phrases like "that's fire" or "absolute W" (win), validating choices and boosting social standing.

3. Aspiration: Teens associate certain fragrances with maturity, sophistication, and attractiveness - qualities particularly appealing during adolescence.

4. Community: The shared language, rituals, and inside jokes create a sense of belonging.

The TikTok cologne phenomenon represents more than just teenagers obsessing over smelling good. It illustrates how social media transforms ordinary consumer products into vehicles for self-expression, community building, and identity formation - hallmarks of adolescence that have simply found a new digital home.

So, how can we build a community around a consumer product and keep it ethical?

For Brands and Marketers:

• Transparency requirements: Forward-thinking brands can stand out by requiring clear disclosure of gifted products in all content. if you are a business who has affiliate programs like this and it is in your creator contract that they need to disclose it is sponsored or paid you’ve gotta stay up to date on the content they are posting, because well you’re part of the problem too.

• Accessibility initiatives: Create sampling programs or smaller-sized options that make quality fragrances accessible to teen budgets.

For Parents and Educators:

• Media literacy curriculum: Use cologne TikTok as a case study for teaching teens to identify sponsored content even when the person is not disclosing it is sponsored content.

• Consumer education: Encourage conversations about value, quality versus quantity, and responsible consumption.

• Entrepreneurship lessons: Discuss how teens might ethically monetize their interests through content creation if this is the avenue they want to take.

What Parents Should Consider

For parents observing this trend, there are several considerations:

• Cost awareness: Premium colognes can be expensive, making this an opportunity to discuss budgeting and financial priorities.

• Moderation conversations: Many videos glorify excessive application, which can be overwhelming in real-life settings like classrooms.

• Positive aspects: This trend encourages personal hygiene and grooming - generally positive habits for teenagers to develop.

• Media literacy: Help teens understand that influencers often receive free products, creating unrealistic expectations about what constitutes a "normal" collection.

• Influencer economics: Explain how content creators monetize their platforms through partnerships, making their collections more business investments than personal splurges.

While the cologne trend will eventually fade (as all trends do), the underlying social dynamics it reveals about teenage development in the digital age are worth noting. For now, parents need to have honest conversations about influencer marketing, realistic budgeting, and the difference between curated social media personas and everyday reality. And if you're not a parent, you might need to look in the mirror and have that conversation with yourself. The things you are being sold will not make you happier, a better person, or love you back.

They are things; if you are buying into all of the hype, it's time for some self-reflection. It's time to stop letting an algorithm tell you what you like and how you are supposed to feel because the majority of the content is sponsored, but people are not disclosing that as they need to.