Confidence simply took a DNA check — seems it’s 100% Lizzo.
The artist is Time’s 2019 entertainer of the yr, is up for eight Grammy awards, and simply debuted on SNL, twerking in a tuxedo no much less!
The quintuple menace (singer, flutist, rapper, actress, and dancer), Lizzo turns the whole lot she touches into social video gold. Why? Because she makes viewers really feel good as hell.
Body positivity is Lizzo’s incantation, and she or he embodies the message du jour: confidence is self-love. Big is gorgeous and vulnerability is courageous.
Why are you so shocked when a plus-sized lady is assured, Lizzo typically asks the media. “When people look at my body and be like, ‘Oh my God, she’s so brave,’ it’s like, ‘No, I’m not. I’m just fine. I’m just me. I’m just sexy. If you saw Anne Hathaway in a bikini on a billboard, you wouldn’t call her brave. I just think there’s a double standard when it comes to women,” Lizzo stated in a current Glamour interview.
This empowerment message is clearly what viewers need. Lizzo has magnetized 146M views and 19.2M engagements on her social video platforms in the previous 90 days alone. Plus, on the official Lizzo YouTube channel, she’s seen an extra 134M views and 2M engagements.
Brands and publishers, are you a fellow confidence builder like Lizzo?
Lizzo is proudly owning it on her video feeds by making confidence a matter of course with:
So, how can manufacturers and publishers successfully normalize confidence in 2020? Lizzo is the celebrity to review. Read on for the pudding in the proof.
Singing Lizzo’s Body Positivity Tune
When it involves physique positivity, some manufacturers suppose that by merely that includes girls of all sizes in video campaigns, they are going to develop into in a single day champions of inclusivity. But manufacturers can’t afford to be PINOs: Positive In Name Only.
They should additionally, like Lizzo, undertake a assured perspective to match. Brands that may hyperlink an advert to their product’s bigger empowerment messaging win out in the social video area.
As in: “Yes, our new, inclusive ad is great, but only because it’s core to who we are and our broader messaging around body positivity.”
Lizzo, by her track lyrics, video diary entries, and limitless help of followers, has perfected this.
Confidence Is a Dish Best Shared
How does Lizzo normalize confidence with perspective? She makes it a gaggle affair. To uplift your self, you should uplift one another.
“I want you to look at the person next to you and say ‘I love you, you are beautiful and you can do anything,’” the celebrity stated to a packed crowd at the 2019 Glastonbury Festival (7.6M views and 233Ok engagements on Facebook, plus three.1M views and 720Ok engagements on the star’s Instagram account).
The affect of this pop-psychology push is evident. Look no additional than “College Kids React to Lizzo” (7.2M cross-platform views and 187Ok engagements). In this video, a various group of school college students encounters Lizzo’s music, some for the first time. Joy and massive emotions ensue.
As one scholar places it: Lizzo “embodies that experience of a black woman getting her hair done.” The artist creates a nourishing area for communal uplift, the place you befriend everybody subsequent to you, the place everybody shares recommendation.
It goes additional: when Lizzo wins, everybody wins. The artist takes each acquire she makes (from an awards-show debut to a brand new wardrobe acquire) and makes it relatable.
“I woke up feeling like a gazillion dollars and you should, too. Even if you’re not playing Coachella. ‘Cause you know what, girl. Every stage is a Coachella stage,” Lizzo stated in a single of her most-engaged movies ever.
The video, which was posted to Instagram’s creator feed, takes viewers into Lizzo’s bed room for a take a look at her Coachella trend (1.1M engagements and 16.3M views on Instagram). We’re speaking diamond-studded Dr. Martens, a reflective bodysuit, and a rose gold chain-link necklace.
Takeaway: Everyone Gets a Crown
In 2020, manufacturers can simply leverage this kind of shared recognition. The key’s to assist viewers each respect and admire the implausible, but in addition take pleasure of their extra easy good points.
Audiences can get pleasure from and adore bling. But they don’t want a crown (or diamonds) to know that they’re a queen.
Lizzo took simply this method in a partnership with vehicle producer Nissan. The pop star took viewers behind the scenes as she rehearsed for the 2019 BET Awards.
The video served up all the glamor of the superstar way of life, however Lizzo additionally took a second to debate straightforward issues you are able to do to construct self-love.
Confidence Is Honesty: Lizzo Opens Up About Depression
Lizzo is the queen of positivity. But the ones who elevate us up may wrestle with disappointment and self-doubt.
Last summer time, the singer turned to Instagram to open up about her battle with melancholy. “I’m depressed and there’s no one I can talk to because there’s nothing anyone can do about it. Life hurts,” the Lizzo video revealed. What resulted was a groundswell of help and a gap for therefore many of her followers to share their very own struggles.
A day later, the pop star posted a susceptible video response (2M views and 357Ok engagements on Instagram). In an unguarded second, Lizzo sheds tears as she explains how she copes: by utilizing disappointment as a device for gratitude
“I learned in the last 24hrs that being emotionally honest can save your life. Reaching out may be hard but as soon as I did it, I was immediately covered in love,” Lizzo stated.
Thanks to social video, folks not must undergo in secret. In the previous decade, many individuals have turned to the medium to come back out about melancholy, suicidal impulses, consuming problems, miscarriage.
The truth is, amid all the trolls (weight shamers of late), social feeds are the place folks can discover lifesaving empathy and help.
Lizzo exhibits us that true confidence is honesty. On social video this interprets into opening up about life’s joys and its struggles, even (or maybe particularly) in the event that they shatter one’s curated picture.
Lizzo’s honesty is what helps viewers join with a persona as massive as hers. She’s human, like us. The celebrity doesn’t have all of it collectively, she doesn’t have all the solutions. She struggles, too. And that’s okay!
Both people and types alike can take into account methods to be extra open in 2020 (from proudly owning as much as errors to admitting they’re in a progress or transformation interval). Viewers each admire and profit from this transparency.
Lizzo Takes on ‘the Male Gaze’
Each time Lizzo performs, the star subverts conventional notions of feminine sexuality. Music movies have lengthy been obsessive about the male gaze, exhibiting horny photographs of girls for the pleasure of the male viewer.
Lizzo disrupts this in a novel approach. She will whistle together with her flute and twerk in a revealing outfit to her coronary heart’s content material, as seen in her 2019 BET Awards efficiency (20.6M views and 556Ok engagements on YouTube). But in between strikes, she’ll shout “b****,” as if to say, “I’m doing this for my pleasure. Not yours.”
In this easy act, Lizzo completely short-circuits the male gaze. She’s not a passive feminine that may be objectified. She’s actively having fun with her physique on her personal phrases.
Still Lizzo does all of it playfully, with some factor of camp. It’s much less of a male-slamming session, extra of a celebratory wink.
“I think the wave of feminism where we’re at right now that’s overtly sexual and in your face is a response to where we are,” Lizzo stated in a current NPR interview. “Where we were burning bras, now I’m like, my bra is in your face.”
Lizzo video feeds are a direct reflection of this:
These examples embody confidence for one’s personal pleasure, on one’s personal phrases.
Of late, when a model runs an advert counter to this, or implies a girl is altering her physique for the pleasure of the male gaze, the response is resoundingly destructive. (One phrase: Peleton.)
This cultural shift in the direction of proudly owning one’s energy is larger than Lizzo. It’s half of the fourth wave of feminism we discover ourselves in. And it’s larger than girls’s rights.
It’s queer-inclusive, sex-positive, body-positive, and digitally-driven, in accordance with Bustle. Brands who’re up on this development and contributing to its actualization are the ones nourishing viewers most.
The Age of the Anti-Diet
“I guess I am a body-positive role model. I’m pretty positive about my body. And I have rolls. And I model,” Lizzo stated in a current video.
Lizzo is plus-sized. But as an alternative of masking that up with clothes or ravenous herself to fulfill Hollywood requirements, she embraces her pure form.
In December 2019, Lizzo debuted a brand new music video for her hit track “Good As Hell” (10.5M views, 376Ok engagements on YouTube). In the video, the celebrity snacks from a bag of Cheetos. It’s a sleek act of revolt in a Hollywood traditionally obsessive about fad diets and thinness.
In truth, the solely time Lizzo really feedback on a fad weight-reduction plan is when she’s joking about it.
Like that point Lizzo went invisible on the pink carpet due to her green-screen swimsuit: “Me, after drinking 8 glasses of water and eating kale,” she wrote.
Heading into 2020, physique positivity is evolving from statements of self-love to actual motion. In January, London will host its first anti-diet pageant. And Instagram has a brand new coverage that blocks teenagers from seeing weight-reduction plan posts on its social feeds.
This consists of influencers selling beauty surgical procedure, weight-reduction plan teas, and dietary supplements. Brands who’re reaching teenagers, specifically, on social have a chance to help this anti-diet motion early on.
Takeaway: Brands, Be Our Support System
What does self-love seem like from a advertising perspective? Musicians are undoubtedly main the cost!
For a number of years, manufacturers have labored tirelessly to interrupt the faux, as seen on this Urban Decay advert, that includes Lizzo. There’s Lane Bryant which advised plus-sized viewers: you are able to do something (additionally starring Lizzo).
There’s Calvin Klein, which lately launched a sequence of confessional adverts, during which celebrities shared their truths.
In one memorable advert, musician Billie Eilish explains why she wears dishevelled garments. (Eilish can also be disrupting the male gaze in her personal shocking approach.)
Finally, there’s pop star’s Rihanna’s Savage X Fenty disruptive lingerie line that’s utilizing social video to say: goodbye airbrushed fantasy, hiya curves and stretch marks.
The connective thread between all: self-empowerment. Brands, it’s time to behave as a supportive buddy on social. Rather than blast what viewers are lacking out on (an age-old advertising device), 2020 is the time to assist people see what they have already got.
As Lizzo sings in “Good As Hell”: “Woo girl, need to kick off your shoes. Got to take a deep breath, time to focus on you.”
Ready to study extra about your viewers and what confidence they need from you?
Banner picture through Andy Witchger through Flickr and CCA2.zero license