Lifestyle and PR

Introduction to the Softlife Era

Image from Janae Synai Pinterest

Lifestyle has been an ever-trending topic in the media industry. Given the dynamic nature of lifestyle content and how it is presented, several aspects of public relations are considered when generating and promoting content.

Lifestyle public relations, as the term implies, is simply content that promotes products, services, and other ways of life.

Identifying your desired demographic and the channel that will reach your target audience is critical to a successful lifestyle PR campaign.

Self-care over the years has been at the forefront of lifestyle pr. Originating in the 1950s in the medical field, the main goal of the ideology was to promote individual practices to improve one's health.

However, in the 1960s, the ideology was popularized by the Black Panther Party and from there it has developed into a world-renowned practice in the industry of lifestyle pr.

In the early days lifestyle PR consisted of journalists reviewing items, readers reading the reviews, and selecting whether or not to buy the products.

With the development of the media industry, lifestyle content is just a few taps away. In addition to lifestyle columns in newspapers and magazines, we now have social media pages, websites and other forms of digital media decided to lifestyle content.

Just as how the media industry has developed so has the lifestyle industry. In recent, years the term 'soft life' and 'soft girl era' has been constantly trending on social media.

The term soft life originated in the Nigerian influencer community.

Softlife is defined as a life of ease, peace, comfort and intentional happiness. It does not require struggle love, stress and distress. It consists of mutual relationships, clarity and self-care.

Popularized through the covid-19 pandemic by black women creators, the soft girl era has become more than a hashtag or TikTok trend.

To make anything viral, a lot of thought, planning and proper execution must go into it.

Branding is the act of developing a strong, favourable perception of a company's products or services in the minds of customers by integrating features such as a logo, design, mission statement, and a consistent theme throughout all marketing communications. In this case, it was the branding of a trend.

With the soft life, soft girl era, the creators had to spend time learning their audience, branding, crafting the right messages and learning how to successfully reach their audience.

Creators like Jackie Aina and Maya Galore promote the soft girl life through their daily content and developed a niche market in the black girls/women demographic.

The soft life, soft girl era was just a simple hashtag/trend on Tiktok and Instagram which has now turned into a lucrative aspect of the lifestyle industry through the use of pr strategies and tactics.

Public relations and self-care are two things I am really passionate about, visit my Pinterest to see the boards that are essential in my soft life journey.

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