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Social Media: A Tool for Women Empowerment


Social media is today becoming one of the most popular and widespread platform for the popularization of feminist ideas. Various online campaigns have risen and become viral on the internet via social media. Women have found a new louder voice perpetuated by the power of the web and social media. Various social media campaigns have become a platform for women to share their ideas with others all over the world. It can, therefore, be assumed that social media is an influential instrument for women empowerment groups and campaigns.

One of the most famous women empowerment campaigns is the ‘Always #LikeAGirl’ campaign that strives to transform the appeal of the phrase ‘Like a girl’ from something negatively perceived into a powerful women empowerment statement. The campaign was fueled by the need to find a way to appeal to a coming generation that was gaining pull with Millennia girls via social media (Langmia and Tyree 35). The campaign was preceded by the commitment to the empowerment of women by use of adolescence training originating many decades ago. However, P&G which was the founder and benefactor of the campaign realized that the product’s resolve was not apparent and very clear with the latest group of buyers. Always’ marketing team had continued to focus on product presentation, while its primary competitors abandoned the cause. Therefore, the challenge was to form a new and more expressive comprehension of assurance that would relate to the latest group of buyers (Moe and Schweidel 45). The founders of the campaign advocated for the girls whom Judy John, who was the principal managerial leader of the organization, called the future of the brand. Always instructed its departments to establish a movement which would promote the brand’s heritage of helping girls who are in the process of shifting from adolescence to adulthood (Langmia and Tyree 56). At the same time, it strengthened the idea of the brand’s significance to every individual who comprehended what social problems girls face in today’s world.

For the sake of promotion of the campaign and its underlying message, biography filmmaker Lauren Greenfield was asked to make a film that would be an expression of the main idea behind the movement (Trier-Bieniek 56). The film showed that between puberty and adulthood, many women internalize the phrase ‘like a girl’ to mean feebleness and arrogance. After the video was recorded, a campaign was then built around it to spread the message and empower women by displaying that ‘like a girl’ should be a significant and influential declaration that all women should embrace.

Social Media Analysis

Investigation steered towards the movement support indicated that many ladies mentioned their realization of the exhaustion of confidence levels during adolescence. The opening was existent, investing in girls when their self-confidence is least that could have an influential, appropriate, and focused role (Kommers et al. 63). The agency explored different aspects that impact girls at that susceptible period during adolescence. In the investigation, the term ‘like a girl’ was produced and among all other ideas, it was the most striking. The notion was described as an expression which has existed for a long time and is used in a derogatory manner. The proposal for the campaign suggested changing the implication behind the phrase to something with a positive message.

The inventive crew that was overseeing the campaign aimed to restructure self-assurance to make it relatable and maintain originality of the product, transforming the expression which was an insult into a word of strengthening. The movement which followed was formed surrounding an investigation to indicate the impact the phrase ‘like a girl’ had on society, particularly on young girls (Kommers et al. 62). The foundation of the campaign was a short film that showed how different individuals construe the expression ‘like a girl.’ The fundamental idea of the video was that the most effective method to foster a drive and instigate a discussion was to produce an audiovisual which might inspire individuals to promote and partake.

The ‘like a girl’ campaign has grown to become a worldwide campaign that empowers girls and women all over the world who are afraid to pursue their dreams due to the views of society relating to women and their abilities. The campaign promoted significant global consciousness and transformed the way people consider the expression, attaining over 85 million global views on YouTube from 150+ countries (Trier-Bieniek 78). Before seeing the video, only a small number of young people had an optimistic view of the movement phrase. After viewing, however, a lot of individuals said that they had begun seeing the phrase positively. Moreover, two out of three men who saw it mentioned that they now consider using the phrase more in a positive way. The campaign mostly uses the hashtag #LikeAGirl on various social media platforms and also the video created to help the masses understand the meaning of the message being communicated by the campaign.

Critical Analysis

From the ‘Like A Girl’ campaign, various visible elements are part of the agenda towards feminism, especially with regard to women empowerment and women studies. The use of social media to share the relevant content and opinions of women empowerment regarding the application of the term ‘Like a girl’ has brought a new era in the women studies. Women rights activists have been quick to acknowledge and promote the use of the internet and social media in particular as vital tools in the fight for women rights and recognition in the modern world.

The use of social media by the ‘Like a girl’ campaign has transformed and empowered the current feminist message. After beginning as an advertising campaign for a brand, there arose a strong fight for women rights with a solid message aimed at the appreciation of girls’ and women’s abilities. The entire idea of feminism is articulated in the ‘like a girl’ campaign that aspires to equalize the sexes by providing women with a more authoritative opinion in society, particularly about their abilities and potential. Campaigns such as this one have enabled feminism to become a mainstream culture, causing a shift in society’s view of the drive. The success of these campaigns is mostly accredited to the power of social media.

Feminism happens to be one of the most popular topics of discussion and the biggest issue facing women in the modern world. It is the positioning of political activities, ideas, and social engagements that share a common goal which is to describe, create, and attain political, economic, individual, and societal equivalence of sexes (Pompper 56). It is also accompanied with the endeavors to create scholastic and expert prospects for women that are equal to those of men. Feminist campaigns are mostly thought to be the central force driving key historical and social transformations of women’s rights. Evidently, this is encouraged by the use of social media, particularly in the modern world, where the internet takeover is unavoidable. Below is a screenshot of my social media analysis.

Social Media Action

The Always brand equity campaign presented a robust growth during the movement progression whereas many rivals experienced small deterioration. A few months later, it presented a short spot emphasizing the campaign and later, it presented a sequel film expressing support for Women’s Day all over the globe (Trier-Bieniek 36). The movement earned various awards and recognitions since the film was evidence of the influence that inspiration has where people resonate with and purchase products which have related opinions or principles. These products possess major motivations, and they have made an affirmative relation with their customers. The social media action they took can be emulated by anyone to try and promote an ideology that one seems to resonate. This support through social media can gain considerable traction with the masses to enable the dissemination of a message on a large-scale basis.

For the campaign, the social hashtag #LikeAGirl was used as a mobilization statement. The hashtag was crucial in assembling individuals to transform the meaning of ‘like a girl’ by showing the world that it could symbolize something positive. Having a hashtag that expressed the core idea and inspired people to participate in altering the meaning affected the success of the campaign. For the success of the campaign, such factors as the significance of the idea, the influence of the inventive idea and the genuineness of the responses expressed in the video played a crucial role.

‘Like a girl’ social media campaign was chosen since it is trendy and addresses a critical issue of feminism in the modern world. It has captured the attention of the world and is growing fast and spreading to many people all over the world. More countries are joining the campaign and the fight against the negativity behind the phrase ‘like a girl.’ The campaign is also championing for feminist ideology which is a major issue in the modern world, as discussed in women studies. It has sustained a new era in the fight for equality of the sexes where women have been presented with a robust platform that enables them to channel their ideas and thoughts with the underlying feminism ideology.

From the social media post shared from my own social media account, there have been many positive comments and even more views from various people all over the world. Many of the people commenting on the post are women and girls who say that they have been touched by the message because it substantially resonates with them. The message has been shared by other people who also felt that it was something important that everyone should aspire to promote for the sake of all women globally. Below is a screen shot of the post promoting the #LikeAGirl hashtag from my account.


It is clear that social media is an important tool for mass communication in the contemporary world. It has especially become an important platform for women who are now able to champion for their rights on a global scale. Numerous online campaigns have been initiated and reached millions of people from different countries. The feminist agenda has especially been a popular topic on which many campaigns are grounded. It is correct to assume that the internet through social media has become the new and more effective form of mass communication and rallying support for various activist groups.

Works Cited

Kommers, Piet A., Isaias, Pedro, and Tomayess Issa, editors. Perspectives on Social Media: A Yearbook. Routledge/Taylor & Francis Group, 2015.

Langmia, Kehbuma, and Tia C. M. Tyree, editors. Social Media: Culture and Identity. Lexington Books, 2017.

Moe, Wendy W., and David A. Schweidel. Social Media Intelligence. Cambridge University Press, 2014.

Pompper, Donnalyn. Rhetoric of Femininity: Female Body Image, Media, and Gender Role Stress/Conflict. Lexington Books, 2017.

Trier-Bieniek, Adrienne M., editor. The Beyonce? Effect: Essays on Sexuality, Race and Feminism. McFarland & Company, Inc., Publishers, 2016.