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Author: Nicole LaFountaine

  • Marketing Perspective

    I do follow influencers, but mostly the ones whose content already lines up with my interests, especially daily pet life, fitness and hiking, outdoor routines, and mental health. What I notice about this type of marketing is that it feels less like a traditional ad and more like a recommendation woven into content I already wanted to watch. That is also why it can be persuasive. Influencer marketing lets brands connect with people who already speak to a specific audience, instead of pushing the same message at everyone through pop-ups or other interruptive ads. At the same time, I don’t think popularity alone proves a campaign is effective. A large following may create visibility, but it does not automatically mean people trust the product, click the link, or buy anything. To me, the strongest influencer marketing starts with relevance, not reach.

    The main strategies I notice are personal storytelling, product demonstrations, discount codes, affiliate links, and repeated product use over time. The best influencers do not just say, “Buy this.” A daily pet-life creator might show the same leash, crate, or grooming tool across ordinary walks and cleanup routines, a fitness or hiking creator might demonstrate how a pack or recovery product holds up on actual trails, and a mental health creator might explain how a journal, app, or calming aid fits into a consistent routine rather than presenting it like a random ad. That connection matters because marketing outcomes improve when the influencer’s persona fits the product and when the content style is chosen carefully (Kim et al., 2025). I am much more likely to believe a pet recommendation from someone who regularly documents life with their animal, or an outdoor gear recommendation from someone who is clearly outside every week, than from someone who suddenly promotes it once. Smaller creators can also feel more credible because they seem closer to their audiences. People are often more likely to follow recommendations from micro-influencers than from bigger, more distant accounts (Peng, 2023). For me, that shows influencers play the role of a trusted middle person between company and consumer.

    The relationship impact is where I think influencer marketing becomes risky. If a daily pet-life creator partners with a brand that actually fits their routines, or a fitness, hiking, or outdoor creator recommends gear they clearly use, the brand can benefit from trust that is already there. The same is even more true with mental health content, where people are often paying attention in a more personal and vulnerable way. But when any of those posts feel overly commercial, poorly matched, or quietly sponsored, it can create skepticism and damage trust in both the influencer and the brand. I appreciate clear sponsorship disclosures because they let me judge the message honestly. I don’t mind that influencers are paid. I mind when a recommendation feels fake, especially when it shows up in content people usually treat as personal, supportive, or experience-based. In that sense, influencer marketing can strengthen company–consumer relationships, but only if it respects the audience’s ability to recognize authenticity.

    References

    Kim, D. H., Yun, L. S., & Lee, S.-Y. (2025). The skepticism equation in influencer marketing: the interplay of influencer–product fit and content style in shaping ad skepticism and purchase intention. Asian Journal of Communication, 35(4), 286–305. https://doi.org/10.1080/01292986.2025.2497504

    Peng, C. (2023). Influencer Marketing: Statistics and Skepticism. Open Journal of Business and Management, 11(02), 744–754. https://doi.org/10.4236/ojbm.2023.112040

  • The Voice: Integration With Live Television

    I think that The Voice satisfied the needs of its target audience since its digital media understood that viewers did not just want to watch the program; they wanted to take part in its energy. The case of the Shorty Awards shows an example of a brand built around immediacy, fan identity, and shareable moments, all of which suit an audience that follows the contestants, reacts to the coaches, and wants to have a say in the results. This aligns with a general rule of digital design: people are more likely to find content accessible and useful when they feel they are participants in both the design and the experience, rather than merely recipients of information (Meherali et al., 2025). The most successful element of The Voice’s approach was making its digital content seem to be a continuation of the television broadcast rather than a separate marketing channel.

    I believe that this element of The Voice’s digital strategy was successful since two-way interaction had been incorporated from the beginning of the brand experience, rather than being introduced as an additional feature. It encouraged the fans to go beyond just watching the episodes and to instead vote, share clips, follow the contestants, and keep track of the coaches’ moments between broadcasts, thus keeping the show active even when it was not being aired. The strategy also increased customer loyalty since posts focused on the contestants and coaches made the series seem more personal and continuous. The behind-the-scenes content and the informal updates helped the audience to feel more closely connected to the people who were running the competition (Andersson et al., 2023). If there were anything for The Voice to improve, I would make the level of participation more consistently strategic by providing a clearer central hub across all platforms for voting reminders, contestant updates, FAQs, and live prompts.

    If I look at The Voice today, I believe its digital strategy functions most effectively when NBC and Peacock serve as the primary ways for people to access the show, while Facebook, Instagram, TikTok, X, and YouTube are used to spread the performances between episodes. The short clips, the coaches’ reactions, the recaps, and the highlight packages do more than just promote the program; they provide fans with numerous opportunities to get back into voting, streaming, and following the contestants’ stories. On mobile devices, this is especially important since polls, trivia, notifications, and the ability to follow particular contestants or coaches can turn casual watching into a regular habit of checking in. Participation is greatest when voting seems immediate and straightforward, whether fans use the prompts on the app and website, SMS-based processes, or engagement on TikTok that is linked to the performances. In a strategic sense, these tools allow the show to go beyond its broadcast schedule, but only if the voting rules are honest, the promotions are clearly marked, sponsored content is handled responsibly, privacy is maintained, and moderation remains active.

    References

    Meherali, S. M., Rehmani, A. I., & Ahmad, M. (2025). Adolescent Voices in Action—Co-Designing Digital Sexual and Reproductive Health Knowledge Translation Interventions: Community-Based Participatory Action Project. JMIR Human Factors, 12, e71148. https://doi.org/10.2196/71148

    Andersson, R., Heide, M., & Simonsson, C. (2023). Voicing the organization on social media: towards a nuanced understanding of coworker voice and sources of control. Journal of Communication Management, 28(2), 294–312. https://doi.org/10.1108/jcom-01-2023-0013

  • Finding Steady Ground in a Full House

    Woman meditating cross-legged amid a busy family gathering
    A woman meditates peacefully while family members gather, eat, and play around her.

    I’m realizing that balancing three dogs, having a full-time job, dealing with school, depression, anxiety, and having started on a new ADHD medication isn’t about arriving at a perfect routine; it’s about creating one that’s flexible enough to cope with real life. My two-year-old German shepherd and husky mix has a “let’s run a marathon” kind of energy; my seven-year-old husky and malamute mix tends to have strong views on all matters; and my eight-year-old staffie and pit bull mix is generally the emotional center of the home. With work deadlines, homework, washing up, appointments, and the trial-and-error phase with the new medication, there are days when it seems as though I’m living by a checklist that keeps adding boxes to tick. I can understand this pressure, since work-life balance isn’t a fixed goal; it varies from day to day depending on one’s responsibilities, energy levels, and the amount of support available. The aspect of ADHD medication has also required its own kind of adjustment. There are times when I notice my ability to concentrate and regulate my emotions improving, but I’m also learning that changes from medication require patience and ongoing monitoring rather than expecting immediate consistency. That’s why at the moment I’m focusing on celebrating the fact that I’m better than I was yesterday rather than insisting on being fully fixed.

    The presence of the dogs makes things both more difficult and easier at the same time, and that is probably the most honest thing I can say about it. With three dogs, there are three different personalities, three separate sets of needs, and three bodies waiting for me when I’m tired from work or trying to finish my schoolwork. The more energetic breeds in particular don’t mind that my brain is exhausted; they still require support, attention, and some form of structure. Research into walking dogs confirms what dog owners already know: bigger, more energetic dogs require longer walks; as a result, owners often modify their routines when the frequency of walks changes. It sounds simple enough until depression or anxiety turns “take the dogs out” into a massive challenge. I can feel a great deal of guilt when I think I’m not giving them enough. Yet there is a comforting aspect to the routine. Even on a bad day, the leashes are clipped, the food bowls are filled, and someone’s tail wags as if I am the best part of their morning. They pull me outside when I’d rather disappear under a blanket, and at times that is precisely the small nudge I need.

    The fact that this isn’t merely a tale about stress is that there are plenty of positive aspects too, even if they are small and a bit messy. My dogs don’t cure my depression or anxiety, and I don’t want to idealize the difficulties of looking after a pet. Yet they do provide me with companionship, a sense of purpose, a distraction, and a reason to keep going throughout the day. I’m also aiming to make my routines more realistic by taking shorter walks when necessary, taking longer sniffing walks when I have the time, setting up homework blocks with breaks, using alarms for medication and meals, and giving myself permission to ask for help when things become too much. On some days my victory is submitting an assignment; on others it’s getting everyone walked; on some days it’s simply laughing because my husky is arguing with me like a little lawyer while my staffie is snoring as if he pays rent. I’d love to know what small routines or moments others find helpful in regaining a sense of stability when work, school, mental health, family, pets, or life in general all compete for your attention?

  • Branding: A Day in The Life

    My typical day starts and ends with digital media, and I consider it useful, though also a bit overwhelming. In the morning, I generally check my phone before I am completely awake. First,, I look at my messages, then go on to apps such as Instagram, TikTok, YouTube, Gmail, and, at times, a news or weather app. I visit Instagram and TikTok most frequently for entertainment and to keep up with social updates. Instagram seems more personal because I can see my friends and family, along with reels, stories, and local events, all in one place. TikTok, on the other hand, is similar to a continuous stream of short videos based on the ones I have recently watched. When I want something longer, I watch music, tutorials, reviews, or background videos on YouTube while doing my homework or chores. Gmail and other school-related apps are not very entertaining but necessary, as they help me stay on top of my assignments, reminders, and communication.

    The way I respond to digital media varies depending on the app and my current mood. I feel positively about digital media when it helps me to feel connected, organized, or informed. For instance, messaging apps make it simple to keep in touch with people I don’t see every day, and YouTube can be a real help when I need to learn how to do something step by step. I also enjoy that I can quickly find information, compare products, or get updates on what’s going on around me. On the other hand, I do at times have negative reactions because these apps can make me feel distracted or exhausted. TikTok and Instagram in particular make it easy to lose track of time because there is always another video, post, or story waiting for me. I could open an app for five minutes and only later realize that I had been scrolling without really deciding to keep going. I also observe that seeing other people’s best moments online can cause pressure, even though I am aware that those posts are edited or selective. Therefore, digital media is useful to me, but it also demands self-control.

    The most noticeable aspect of digital media in marketing at the moment is how personal and always present it seems. Ads are no longer simply separate commercials that interrupt the content, but instead they have been incorporated into the user experience. On Instagram and TikTok, sponsored posts often look very similar to ordinary posts, particularly when influencers promote products in a relaxed manner. On YouTube, ads appear before videos, during videos, and sometimes within the video itself if the content creator has a sponsorship. I have also observed that marketing takes my behavior into account. Whenever I search for shoes, skincare, or a restaurant, I soon start seeing related ads across various platforms. This can be a convenience since it presents me with products or services that I might actually be interested in, but it can also be annoying because it serves as a reminder of just how much of my activity is being monitored. In general, my experience with digital media demonstrates that these platforms are not just designed to connect with me or amuse me, but also to hold my attention and leverage that attention as a marketing opportunity.