Remember the frenzy surrounding the Pumpkin Spice Latte (PSL) launch each year? Social media is the mastermind behind this. Platforms like Instagram and TikTok are flooded with aesthetically pleasing photos and videos featuring the seasonal drink. Influencers rave about the taste, creating a sense of Fear Of Missing Out (FOMO) that drives us towards the nearest Starbucks.
Beyond the Drink: Building a Lifestyle Brand
Starbucks has mastered the art of portraying their coffee as more than just a beverage. Social media showcases the experience – cozy cafes, friendly baristas, and beautiful latte art. Aspiring influencers create content around studying at Starbucks, catching up with friends, or simply enjoying a “me-time” moment with a cup in hand. This paints Starbucks as a desirable lifestyle choice, associating the brand with productivity, relaxation, and social connection.
