The Art of Going Dark on Social Media

Countless fashion and beauty brands push out hundreds of social media posts weekly, across Instagram, TikTok, Twitter and more. It was newsworthy, then, when a few brands went dark, ceasing to post new content or disabling their platforms altogether. Consumers and press alike wondered what to make of the move, which is no tech glitch, but a deliberate strategy that a handful of notable brands have adopted in the last few months.

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