It’s time!
Halloween is over, which means the most annoying people you know already have their Christmas trees up and Mariah Carey blasting. Mariah’s TikTok declaring the Christmas season has begun is becoming a tradition. Not only does she post earlier every year, but she also goes bigger. Her production becomes more dramatic, more cinematic, and this year it became a commercial.
Whether you believe Thanksgiving comes before Christmas or the tree goes up at 12 a.m. on Nov. 1, you will hear Mariah Carey’s iconic high-G note before the turkey is carved. But this year, her tradition had a twist to it. She added a bit more of a storyline than what viewers have become accustomed to.
This year, her TikTok included an elf stealing her makeup in an attempt to stall Christmas and ended with her saving the day, delivering Sephora gift bags in Santa’s sleigh. The video was lighthearted enough, but it says something deeper about the state of media today.
A fun Christmas tradition can be turned into a ploy for profit just like that. There’s an official term for what Sephora has done with this ad. It’s called newsjacking. Newsjacking occurs when a brand inserts itself into the narrative of a rising news cycle. Right as Mariah is about to enter the news cycle of pop culture once again, Sephora inserted its name into the conversation.
A perfect example of newsjacking can be found in a TikTok comment section. Sephora is one of many brands that insert themselves into seemingly unrelated news by simply commenting on viral videos. These comments generate conversation within the comment section and their brand gains more recognition.
Brands like Oreo and Bounty are also good at newsjacking on social media. By simply commenting on a TikTok with a popular audio, companies reach their target audience through a new medium. The world of ads has extended beyond commercials. Brands are selling themselves everywhere. Even in a fun annual tradition like Mariah Carey’s videos.
Sephora decided to take advantage of the buzz surrounding Mariah Carey at this time of year. Her annual video is anxiously awaited, and many people make TikToks about it before and after the fact. So, Sephora jumped on the opportunity to be caught up in the popularity of Mariah Carey’s annual viral video, which is currently at 113 million views. They accomplished their goal and got their name in the conversation. Now, when people talk about this year’s Mariah Carey video, they will also be talking about Sephora.
As for Mariah, she was given a wonderful opportunity. She does a good job of embracing what she’s most famous for. Her status as the Queen of Christmas is reinforced by her social media presence, leaning into that narrative. This tradition keeps her relevant and keeps her audience listening to her music, even if it’s only one song. This year, she found a way to maximize her profits from this unique momentary fame that finds her every November.
Mariah profited from this collaboration. Sephora profited from this collaboration. But what does this say about media today? While most of her audience is satisfied with yet another overdone welcome to the Christmas season, some are questioning her decision to collaborate with a large brand. Their concerns are not baseless.
As mentioned prior, ads are everywhere these days. Brands are becoming so focused on profits, art and joy are lost in the shuffle. Social media is a breeding ground for ads or paid partnerships, and Christmas time is no exception. Celebrities It’s easy to wonder if anything is sacred anymore. Can we not enjoy the holiday season without being told to buy something? But then again, in the world of marketing, that’s what Christmas is all about.
Whether Mariah is promoting a capitalist agenda or simply getting the profits she deserves from reigning over Christmas every year, her videos never fail to entertain. Her job here is done until next year.
