TRENDS SHAPING SOCIAL IN 2019 - AWS
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TRENDS SHAPING SOCIAL IN 2019
IDE
NTI
TY THINK
FORWARD
CRI
2019
SIS
RECLAIMING OUR SENSE OF SELF THROUGH SOCIAL MEDIA
NOT JUST
ANOTHER
TREND REPORT
Social media is the ultimate representation Amidst the crisis, brands are expected
of globalisation and its gradual blending to have a voice that speaks directly with
of cultures. Apart from a handful of consumers, as well as a role in driving cultural
authoritarian states, the world is now change. Online marketing is more fraught
ostensibly borderless. The ability to engage than ever. Many brands are struggling to
in conversations with people thousands of find their place for fear of igniting outrage
miles away, and share similar experiences or alienating their audience. People expect
with different cultures, has been a driving honesty. Proper representation. Innovation
force behind the proliferation of platforms that’s balanced with responsibility.
like Facebook and Twitter. Things have been
moving at 100 mph. We connect people and brands in a
meaningful way. That’s why our 2019 Think
But in 2018, the brakes were slammed Forward report unpicks the complex and
hard. And some brands – including ones ever-shifting web of consumer identity
as big as Facebook – were left with their and looks at the role brands play in
noses bloodied. Huge numbers of people reflecting and shaping it. We’ll arm you
have felt their identities to be under threat with everything you need, from insights into
– politically, from surveillance and data raging culture and gender debates to the
capture; culturally, from appropriation and new rules of data. There’s even AI marketing
homogenisation. Now they want it back. As and a robot influencer or two. Because if
a result some have rallied against social there’s one thing we’ve learned about the
entirely. Others have used it as a forum for 2019 identity crisis, it’s that the solutions
change. Many have engaged in a backlash lie in digital innovation. We’ll see you in the
against big data. near future.
TREND_1
12
SOCIAL STANDING TREND_7
48
MINORITY IMPACT
Why you should consider Marginalised groups pack
always putting your brand the biggest social clout.
WHAT’S 30
values into practice on social To ignore them is to ignore culture
_ _
CONSCIENCE CONNECTION
INSIDE COLLECTIVE AI
TREND_4
The future of crowdsourcing
18 54
has arrived. Try not to let
THIS
your brand get left behind
_
PROGRESSION
REPORT
TREND_2
FAKE AUTHENTICITY TREND_8
DEMOCRATISING DATA
The rise of synthetic influencers, The data game is changing.
36
and the potential benefits they Consumers are taking the
bring your brand power back. What’s your role?
_ _
STATUS CERTAINTY
TREND_5 NEW MASCULINITY
Most men are ready for
24 60
more inclusive messaging
and representation on social
Social media isn’t simply a collection CERTAINTY _
of platforms driven by data. It’s a global The need for safety and control PROGRESSION
community powered by people.
That’s why our report is built upon the CONNECTION
human needs underpinning consumer
TREND_3
LOCAL LEGITIMACY TREND_9
RIGHT NOW CROWD
The need to interact with others
behaviour online. How social media’s hyperlocal Live video is creating
targeting could be an mass-participatory moments
BELONGING
42
THESE ARE THE SOCIAL DRIVERS advertising game changer and big conversations on social
BEHIND THE TRENDS. The need to feel part of a community _ _
BELONGING CONNECTION
Understanding them will help you STATUS
understand your audience’s needs. The need for validation in society
TREND_6 MEMES GO NICHE
PROGRESSION
The need to grow, learn and develop How to traverse the strange,
but potentially useful,
CONSCIENCE world of niche meme accounts
_
The need to help other people CONNECTION
SOC
IAL
STA
Brands are apt to stay quiet in
the face of online hatred.
But as 2018 turned the volume
/ 13 / up to 11, some decided
to shout back, no matter
the consequences
ND
ING
1 _ SOCIAL STANDING / 2 _ FAKE AUTHENTICITY / 3 _ LOCAL LEGITIMACY / 4 _ COLLECTIVE AI / 5 _ NEW MASCULINITY / 6 _ MEMES GO NICHE 7_ MINORITY IMPACT / 8 _ DEMOCRATISING DATA / 9 _ RIGHT NOW CROWD
TREND
1
KNOW IT USE IT
3
Understand the trend Make it work for your brand
1
In the age of populist politics – of fake paid off. In this, as in their previous stances, read. It looked like Nike sacrificed a lot.
news and echo chambers and bot farms they’re likely to be vindicated again. Incensed consumers used social media to
– social has been both the arena for show themselves destroying Nike products
and starter pistol to the normalisation of If the Levi Strauss backlash was severe, then with the hashtag #justburnit. KEEP IT
vitriol. A study published in Social Science that after Nike’s Colin Kaepernick campaign CREDIBLE
Research Network found that US president was vicious. Since taking a knee in protest But their public stance on hate speech paid
Donald Trump’s anti-Muslim tweets strongly during the US national anthem, Kaepernick off. A chunk of their customer base decided
_
correlate with an increase in anti-Muslim has become the poster boy for standing to boycott the brand. But the increase of
Nike entered a conversation they had the
hate crimes. Psychologists and technology against the rise of bigotry – online and IRL. $6.38 billion to the company’s sales – and
credibility to get involved in – within sport,
theorists alike suggest that the confirmation Brands would usually steer clear of this the consequential stock surge – suggests
concerning a famous sportsperson.
bias fostered by social, alongside the kind of controversy – particularly around a that leaving them behind was not only a MAKE YOUR
2
Brands must be careful to avoid coming
spreading of misinformation, is encouraging branding power move, but a profitable one
subject as sensitive as race – but Nike chose VIEWS PUBLIC across as inauthentic. It’s important to
extreme values and behaviours. to take a knee with him. to boot. avoid perceptions of commercialising
_
social justice and political theatre.
It paints a gloomy picture. But 2018 was “Believe in something. Even if it means Others have gone a step further, not only
also the year that many brands fought bringing hate speech to the front of their “If you have created a space, and you’ve
sacrificing everything,” the campaign slogan created a conversation, you have a
back. Levi Strauss, a company with a firm comms, but to their product as well. Diesel –
responsibility to the people who come
stance on gun control, brought their values “As business leaders a fashion house never far from controversy –
to that platform,” says Kate Dale of Sport
to their consumer-facing comms. They decided to quite literally wear their heart on
started a fund for nonprofits engaged in with power in the public their sleeves with their recent Hate Couture
England. It’s no longer enough to simply
have brand values in the back of your mind.
ending gun violence, launched alongside campaign. Amassing troll comments
Michael Bloomberg a coalition of business
and political arenas, we received by the brand and some of their
They need to come front and centre in
the form of a publicly available anti-hate
leaders who want further gun control, and simply cannot stand by celebrity ambassadors, Diesel created
policy. And one that’s acted upon in social. THINK
developed employee initiatives including limited-edition garments emblazoned with
paid volunteer time for activism work. silently when it comes to some of the hate speech, later worn by the LONG TERM
the issues that threaten likes of Nicki Minaj and Gucci Mane in a _
And they made noise about it, despite public series of films shared online.
backlash and personal death threats to their the very fabric of the Chip Bergh, the CEO of Levi Strauss, sees
CEO. But Levi Strauss has taken unpopular Here, Diesel has not only actively engaged acting upon brand values as playing the
positions before – integrating factories communities where we with vitriol, but turned the discourse on its long game. Taking a stand now, when it’s
before the Civil Rights Act was passed; head – despite the risks, despite the backlash unpopular to some (or indeed many), may
offering benefits to same-sex couples long live and work.” – and made policing social channels not just be painful in the short term, but you’ll come
before other companies – and it’s always Chip Bergh - Levi Strauss CEO a public act, but a fashionable one at that. out on top in the end.6.25% Nike’s stock value increase in the wake of the Colin Kaepernick campaign
FAKE
AUT
HEN
Honesty is currency in social.
But 2018 was the year we
cashed in on deliberate
/ 19 / inauthenticity and fictional
personas as well. This fakery
poses some very real
TICI
questions for brands
TY1 _ SOCIAL STANDING / 2 _ FAKE AUTHENTICITY / 3 _ LOCAL LEGITIMACY / 4 _ COLLECTIVE AI / 5 _ NEW MASCULINITY / 6 _ MEMES GO NICHE 7_ MINORITY IMPACT / 8 _ DEMOCRATISING DATA / 9 _ RIGHT NOW CROWD
TREND
2
KNOW IT USE IT
3
Understand the trend Make it work for your brand
2
Miquela Sousa – or Lil Miquela as she’s
known to her 1.5 million Instagram followers
“There are many social. And with good reason. The recent
backlash against a Listerine influencer ad is
– is, on paper, your run-of-the-mill millennial business and legal a pertinent cautionary tale as to why. The
KNOW
influencer. She’s edgy, listens to the latest highly curated, impossible set-up of Scarlett
music, endorses aspirational products and issues to consider London’s bedroom, and the incongruous YOUR AVATAR
sports the kind of thumb-stopping outfits
likely to make you part with your cash. She’s
before we can declare placement of the Listerine product among _
her ‘aspirational’ paraphernalia, left
even released her own single. that virtual influencers Johnson & Johnson in a social media storm. The legal and moral lines upon which
virtual influencer marketing teeters are
1
All that insta-fame, despite being a will put the humans The ad went viral and consumers were still being drawn. Until its use becomes
complete fake. Her endorsements may
be legit, but Miquela isn’t real at all. She’s
out of business.” frothing. It came with a painfully earnest
PLAY A
commonplace there’ll be pitfalls on either
side, so be as clued up as possible when
message and – despite the balloons, despite
a digitised fiction, the brainchild of an Heather Nolan - partner at InfoLawGroup, considering your involvement. Knowing
Adweek contributor
the impossible breakfast, perfectly made-up DIFFERENT GAME
artist whose anonymity leaves his or her who’s behind the influencer should be
motivations unclear. Miquela is perhaps the
influencer and even the bedspread with her _ priority one. If, for example, it turned out
embarrassed at having the wool pulled over face printed on it – was delivered with what
natural progression of online personas, an that the mysterious Lil Miquela was a
the eyes of their social media team. we were meant to believe was authenticity. For a recent SS campaign, Louis Vuitton
avatar writ large – albeit an entirely lifelike Banksy-style statement on the shallowness
We were supposed to see it as real. But it used the main female character from the of influencer culture, associated brands
one – who’s sat upon an Instagram empire.
You can hardly blame them for being was duplicitous in the way only influencer video game series Final Fantasy to model could end up with their reputations
This poses a very real question for brands.
If consumers back Miquela, then does duped. Much like Miquela, Shudu is so fakery can be. Something that social-savvy KEEP YOUR their collection. The heroine was, in the put through the shredder.
lifelike it’s almost impossible to discern the consumers are more than wise to. brand’s own words, the perfect avatar for
fakeness even matter? FAKENESS REAL a heroic woman in a world in which social
inauthenticity. But the novelty – or perhaps
the statement – of working with a digital fake And yet they welcome the likes of Miquela
_ is woven into our lives. Digital avatars
It certainly mattered to Rihanna’s fashion abound – in games and CGI films. Consider
brand Fenty. After reposting Instagram has still been irresistible to brands. Miquela and Shudu with open feeds. It feels like a
Synthetic authenticity is honest fakery. them for your comms. They could be more
content from the model Shudu – who has has appeared on the cover of street culture paradox. But the learning for brands here We know from the negative responses to cost-effective than real-life celebrities, too.
near to 150,000 followers – Fenty soon magazine Highsnobiety and modelled for is not necessarily one of fake versus real some influencer advertising that people
discovered that, like Miquela, she doesn’t Prada, while Shudu, dubbed the ‘digital – it’s apparent that, done properly, both are fed up of overly contrived stories
actually exist. They were quick to delete the supermodel’, has strutted 3D fashion shoots are fine – but rather one of intentions. Put purporting to be ‘real’ content. Instead,
post and have since declined to comment. and worn Balmain. out comms with the intention of duping be honest in your intentions. Being
Perhaps they discovered that Shudu was consumers and suffer the consequences. deliberately fake, and indeed owning it,
in fact the creation of a white male, which It’s a definite left turn as all other brands Give them deliberate fakery that reflects speaks to avatar culture and will have a
doesn’t align with their brand values of go right. We’ve hitherto focused on avatar culture, and you might just come better response than inauthentically
empowering people of colour. Maybe they’re authenticity as the primary currency on across all the more real for it. trying to make the impossible look real.1.5M Lil Miquela’s Instagram following
LO
CAL
LEGI
At a time when many
consumer groups are resisting
globalisation – on social and
/ 25 / IRL – tapping into locality
could mean more meaningful
connections with your audience
TIM
ACY1 _ SOCIAL STANDING / 2 _ FAKE AUTHENTICITY / 3 _ LOCAL LEGITIMACY / 4 _ COLLECTIVE AI / 5 _ NEW MASCULINITY / 6 _ MEMES GO NICHE 7_ MINORITY IMPACT / 8 _ DEMOCRATISING DATA / 9 _ RIGHT NOW CROWD
TREND
3
KNOW IT
Understand the trend
USE IT
Make it work for your brand
2
As globalisation seemingly hits critical
mass – when people are tightening borders
“Through social media tough thing to balance. But they galvanised
locals and even enticed non-Londoners
and making nationalism great again – you can access the with a fetishisation of London culture that
many have started to fight back against bordered on myth.
the homogenisation of culture and our world. You can travel
But locality isn’t just about culture. It can
seemingly non-existent societal boundaries.
without travelling, and be about goods, too. Bringing a product’s
have friends all over,
3
At the forefront of this, individuals are origins to the front and centre of marketing
is nothing new. But homing in on local
rekindling – or perhaps finding for the first
which makes you more provenance on a global scale is another
1
time online – a love for locality. Not just for
beast entirely. Even huge multinationals like
countries but for cities and towns as well.
careful about your local McDonald’s have achieved this with great KNOW YOUR AUDIENCE
Place, it seems, will matter more in 2020 success. Their campaign 'That’s what makes _
than it did in 2000. People are identifying surrounding and McDonald’s' focused on the use of regional
with subcultures based entirely on locale. farm produce to reassure consumers about
And individual identities are becoming more your localness too.” the quality of their food, leveraging the
While Nike’s London campaign was
a success, it didn’t come without
localised as a result. Åsa Caap - Our/Vodka co-founder trustworthiness of local with huge reach.
controversy. Doubling down on locality
Aiming local can be beneficial on a smaller opens you up to double the scrutiny,
It’s perhaps most apparent in grassroots
movements that protect local environments Peckham is a London district succumbing scale, too. While most companies are all as Nike found out after backlash from the
and businesses against gentrification and to gentrification at a rate no grassroots about big data, going niche is increasingly Southern Asian community who,
corporate invasions. People give voice to movement could stop. But despite these desirable. Tolemi, an intelligence company BE GLOBAL IN OUTLOOK, despite being a big part of London life, USE
pockets of resistance, Londoners as a whole that integrates city data from multiple felt they weren’t represented in the ad.
local discontent through the international
departments and systems, seeks to help
LOCAL IN ATTITUDE Understanding local nuances requires
LITTLE DATA
loudspeaker of social media. And these have a strong and united identity. At least,
small sparks of community togetherness can that’s what Nike would have you believe with governments understand things on a _ a more granular approach to research. _
spread like conversational wildfire. Nothing Beats a Londoner – a campaign smaller, more localised scale so they can If you’re going to do it, make sure you
have a bigger, more localised impact. You don’t have to be a small business to truly know the market first. If nothing else, Instead of focusing on the usual metrics,
showcasing all quarters of the city as
The ‘Make Bristol Shit Again’ movement part of Nike’s urban culture story, wholly have local legitimacy. If any of your brand you’ll turn up valuable local insights. consider breaking your data sets down
Meanwhile, platform innovations like stories are rooted in a local area then you into more area-specific information.
started as a sticker on a bin and grew into predicated on the pillars of identity and dynamic ads are making localised content
a Vice article and hashtag for content local legitimacy. can leverage this with content tailored to its Cities with entrenched cultural narratives
more seamless. Should your brand be
resisting the city’s gentrification. It became populace. adidas does this well with adidas may respond well to marketing that taps
involved? Definitely. Putting it into practice
a beacon for true Bristolians fighting against The hero TV advert was a huge success. Nike when you have a centralised strategy can Runners – a global community broken up into those specific stories. Dynamic ads –
the city’s inexorable sterilisation. The slogan successfully spoke to a subculture – granted be challenging. But as social media breaks into urban teams. It celebrates real people which can be tailored to the end user based
later inspired similar movements, with ‘Make London’s 8.8-million populace isn’t exactly down borders, mirroring this consumer and their cities, giving the brand local on their data – are the perfect way to give
Peckham Shit Again’ even finding its way a small group – in a legitimate way, while leaning towards localised content and legitimacy around the world by using a national campaign local nuances.
onto highly instagrammable clothing. still maintaining international appeal. It’s a stories could boost your cut through. legitimate locals.64% How many people feel that the area they live in is important to their sense of identity – Foresight Factory study
CO
LLE
CTI
As we converge and combine
our behaviours and intelligence
online, the ability for machine
/ 31 / learning to find solutions to
brand needs is becoming an
essential advantage
VE
AI1 _ SOCIAL STANDING / 2 _ FAKE AUTHENTICITY / 3 _ LOCAL LEGITIMACY / 4 _ COLLECTIVE AI / 5 _ NEW MASCULINITY / 6 _ MEMES GO NICHE 7_ MINORITY IMPACT / 8 _ DEMOCRATISING DATA / 9 _ RIGHT NOW CROWD
TREND
4
KNOW IT
Understand the trend
USE IT
Make it work for your brand
1
The robots are taking over, but not in the way constants – of which there were many – the the content it recommends to its audience,
you might think. Instead of machines trying system was logging the anomalies. With AI, tailoring individual feeds based on the end
to subjugate humanity, we have machine New Balance were able to find people who user’s tastes. In this sense, AI is helping to
learning making our lives easier. And as quite literally stood out from the crowd. give a more streamlined and personalised PUT IT INTO
we become more and more connected These people were tagged as trend setters UX.
– amassing our collective behaviours and gifted a free pair of Fresh Foam Cruz
PRACTICE
_
2
and desires and intelligence online – the Nubuck trainers. New Balance effectively At the other end of the scale, Facebook’s
potential for AI to see patterns and for turned machine learning into a headline- Rosetta AI and machine learning models
brands to act on them is seemingly endless. grabbing PR stunt. are constantly in effect, ranking and Perhaps the most important application
personalising news feed stories and of crowdsourced machine learning is in
AI experts would tell you that this learning, “Instead of replacing automatically spotting and filtering out
offensive content. Twitter and Instagram KNOW YOUR
product development. Swarm AI has been
shown to deliver far more actionable
while impressive, is in its infancy. But many
brands are already finding meaningful marketing functions, use similar techniques. AI is learning what
vitriolic and insensitive content looks like
AUDIENCE and watertight insights than any other
applications with tangible results. And to _ form of market research, using the power
do so makes total sense: crowdsourced [AI is] taking on the and policing the internet at a rate no human of hundreds of people connected by AI
team could match. algorithms into an ‘emergent intelligence’.
information processed via machine learning
offers a zoomed-out picture of the wants,
drudgery and heavy Machine learning could be – and in many
ways already is – the evolution of consumer Companies like Unanimous use this to
The superior speed of machine learning over
needs, identities and purchasing habits lifting, saving time, human analysis can have practical results research. New Balance’s NYFW learnings help brands predict accurate outcomes in
product development and sales forecasting,
of your customer base en masse. It’s like were a PR stunt at heart, but no less useful EXERCISE
shrinking everyone down into an easily and hopefully enabling on product production, too. Fast fashion
brand Myntra used their AI technology for it. Consider how AI could be used to
CAUTION
in essence gifting them a crystal ball.
digestible, data-heavy spreadsheet and
spotting the opportunities. Because, in marketers to focus on Rapid to spot and react to market trends. supercharge your data and spot trends
going forward. And indeed if there are _
Their programme successfully reduced the
essence, that’s exactly what it is. what really matters.” turnaround time between spotting a trend practical real-world applications of AI to
The manipulation of data is a hot topic
and getting product to customers from 180 market your product.
One company wasting no time in utilising Matt Jarman - director of data, analytics,
days to 35 days. In the fleeting world of (see Democratising Data on p54).
insight and visualisation, Caci
this rise of the machines is sportswear and fashion, this level of reactivity is a game- It pays to be transparent when handling
fashion brand New Balance. At a recent changer. the information you have on consumers.
New York Fashion Week, to support their Exercise caution when gathering it, too.
campaign Be The Exception, New Balance Bustling throngs of people in New York may Whether your priority is expediency or A fun PR stunt will always be received
set up a 360-degree view of the streets of seem like large-scale crowds, but that’s security, deeper customer learnings or more positively than cookie mining. Look
SoHo and captured the getups of those in nothing compared to the big crowdsourced broader crowd insights, plugging into the to brands with an open dialogue with how
attendance and thousands of passersby. data handled by some digital companies. growing trend of hive-mind AI is worth they use AI. Your comms should focus on
Netflix, for instance, has for some time used considering, before it’s too late to keep up the benefits it brings to your customers,
Instead of combing the crowd for trends and algorithms and machine learning to filter with those who already have. instead of what it means to you as a brand.80% Myntra’s time reduction in getting product to customers after using AI to react to trends
NEW
MAS
CUL
In the wake of #MeToo,
masculinity has become an
explosive topic. Brands must
/ 37 / promote a more inclusive
message if they hope to
resonate with men online
INI
TY1 _ SOCIAL STANDING / 2 _ FAKE AUTHENTICITY / 3 _ LOCAL LEGITIMACY / 4 _ COLLECTIVE AI / 5 _ NEW MASCULINITY / 6 _ MEMES GO NICHE 7_ MINORITY IMPACT / 8 _ DEMOCRATISING DATA / 9 _ RIGHT NOW CROWD
TREND
5
KNOW IT USE IT
3
Understand the trend Make it work for your brand
2
In a way, advertising’s hyper masculine It’s a frustrating moment for feminism. that challenge many of the traditional
‘ideal’ has both reflected and contributed A confusing time for young men. And a preconceptions propagated by advertising
to the formation of what’s recently been precarious landscape for brands trying and entertainment media.
dubbed ‘toxic masculinity’ – the catch- to understand how masculinity should be DETOXIFY
all term for extreme gender performance portrayed in their marketing, which can Similarly, Mercedes’ Tough Conversations
in men, covering traits like dominance, campaign in Australia – a country with WITH CARE
often end up caught in the melee. Should you
emotional unavailability and sexual sanitise your comms of anything that could strong traditional masculine ideals – aimed _
aggression. It took some choice words from be considered a generalised representation to challenge preconceptions and redefine
Donald Trump (“Grab ’em by the pussy”) of men? Or do you throw your brand into the toughness. The strategy was to breathe If as a brand you decide to stand against
and the combined efforts of #MeToo to thrust new life into the tired utility vehicle (ute) toxic masculinity, be nuanced in your
1
fray with one firmly held stance?
the problem into the spotlight. The result has category – one dominated by images of
messaging, as it could backfire.
been a bit of a mess. ruggedness and strength – with a new
It’s not all doom and gloom and biceps. Not all masculinity is toxic. And many
vision of what masculinity means. In place
And a polarised mess, at that. Some men have
In the midst of online aggression, calmer
of brawn, the ads focused on things like SQUASH GENDER men feel attacked by the backlash. Social
heads can prevail by promoting a message media often becomes a battleground for
entrenched their positions and see these of inclusivity. One that presents a more
resolve and strength of character. STEREOTYPES
this debate. Don’t let your channels get
discussions as an attack on masculinity itself. complex, layered version of masculinity. This progressive exploration of modern
_ caught in the crossfire.
Others believe not enough is being done to Perhaps the best role for brands is one of
combat toxic masculinity and want more. masculinity serviced a male consumer who
stealthy mediation. had long felt ignored. One who’s sick of Where most women grew up surrounded
Social media has become the flashpoint for
trite razor adverts and magazines telling by Barbie and skinny models, men had
this new wave of gender warring. Bonobos – a fashion brand built on being for him he should smell like leather and petrol. Action Man and buff superheroes. There’s
the every man – took that challenge head
on with their latest campaign and sought
It certainly serviced the product objectives, TALK LIKE A a growing understanding of how a man’s
“When your [brand’s] to #EvolveTheDefinition of masculinity by
too. The campaign yielded a huge ROI for
Mercedes.
REAL MAN mental health is affected by impossible
ideals in the same way as a woman’s.
reason for being is encouraging conversations around what
it means today. The response showed that It’s clear, then, that men are ready for the
_ Consider diversifying the types of men
shown in your advertising, and avoid
predicated on inclusive- the reality has moved on from the long-
held fictions we often see in traditional
marketing they consume to be dragged A more nuanced approach to targeting equating things like muscularity and height
out of the ’80s and into a more inclusive men in advertising is essential not only
ness, you can’t ignore advertising. discourse. The role brands play isn’t a for the continuation of the detoxifying
to masculinity.
meagre one. As content producers that
that many men in our In a series of 172 interviews, Bonobos asked speak to the intrinsic motivations driving
masculinity movement, but to properly
resonate with modern male consumers
real people – including men, trans men, and men on a daily basis, it’s the collective
society are made to feel women who identify as masculine, across responsibility of brands to focus on the as well. Consider the underlying messages
a spectrum of races and age – how they coming through in your comms, and the
like they don’t fit in.” define masculinity. The answers were as
similarities between the genders, not the
differences, and to build on the multifaceted roles men play in them. Diversifying the
Joseph Saroufim - creative director of the varied as they were poignant, and included masculine realities, instead of reductive – vision of masculinity you offer will speak
#EvolveTheDefinition campaign more inclusive, accepting definitions and outdated – ideals. to a more diverse consumer.100,000
The number of leads for the
Mercedes ute after the Tough
Conversations campaignME
MES
GO
‘Niche memes’ have become a
way for young people to close
off outsiders and share
/ 43 / vulnerabilities as well as in-jokes.
Some brands have used them to
foster deeper connections with
NIC
hard-to-reach audiences
HE1 _ SOCIAL STANDING / 2 _ FAKE AUTHENTICITY / 3 _ LOCAL LEGITIMACY / 4 _ COLLECTIVE AI / 5 _ NEW MASCULINITY / 6 _ MEMES GO NICHE 7_ MINORITY IMPACT / 8 _ DEMOCRATISING DATA / 9 _ RIGHT NOW CROWD
TREND
6
KNOW IT
Understand the trend
USE IT
Make it work for your brand
2
Memes are a tricky territory for brands. Used
well – like Heinz’s highly succesful meme-
“ [Niche memes are] accounts now boast huge reach, impacting
millennials as well as teens. The Instagram
focused campaign ‘Fruit or Vegetable?’ – the first examples of account ThrowBackMachine, which has
they can improve brand perception and be a over 100,000 followers, uses the niche meme
way into some of the biggest conversations Gen Z creating an format to deliver content specific to people
on the internet. But using them incorrectly born in the ’90s, most of which wouldn’t be
impact on millennial
3
is the social media equivalent of telling understood by an older audience.
1
everyone, “I’m not a regular mom. I’m a cool
mom.” As a result you might find that your
meme culture.” More niche still are the parody accounts
audience consists of some very mean girls Brandon Wink - founder of meme investment following this form. 207PoundsofShrimp is
indeed.
and trading platform NASDANQ
a comedy Instagram account dedicated to ASSESS THE
shrimp-related content. It’s a collection of ENVIRONMENT
While on the surface they appear to be Users vent the stresses of things like school bizarre, crudely designed meme jokes. The
life and the realities of being a teenager.
_
throwaway nonsense, memes are often text is often completely nonsensical and
complex ways for people to communicate Gaudy compositions comprised of images that’s exactly the point. Similarly, same-
The glaringly obvious problem with
in an organic, inherently social way. Niche ranging from emojis to products to brand photo-every-day accounts are dedicated to
using niche memes as an outlet for your
memes are different to regular memes in icons sit under titles like, “What I actually posting identical images of everything from
marketing is the look and feel. The visual
that they don’t have mass appeal – which do when I go to bed.” These convey moods Danny DeVito to a stock photo of a gherkin. INFLUENCE language is deliberately lurid and tacky,
is exactly the point – and they take the and, ultimately, identities. Niche memes are designed to speak only to
communication to a deeper level still. the audience that gets them, and to leave THE NICHE the written language colloquial and SEE THROUGH
lowbrow. As an environment it could be
Chat rooms used to be the places teens would everyone else behind. _ inimical to your objectives. A cobbled-
THEIR EYES
Niche memes started as anonymous retreat to converse with relative anonymity, _
together moodboard might not be the
Instagram scrapbooks – comprised expressing themselves in a way they felt was Despite being niche, these accounts are fast Some brands, in particular from the fashion
best place for a luxury fashion brand, for
of cluttered, clipart-style unaesthetic impossible in school and at home. Memes, becoming a big way for Gen Z and millennials and makeup categories, are already Niche memes are bleeding into the
instance. Prioritise how an association
images – for young people to express emojis and the instagramification of culture to connect with like-minded people through working with teen niche meme accounts mainstream, with many of the formats
would look in the long term over the
themselves with highly personal, moment- prove we now tend to express ourselves content deliberately designed not to appeal like TeenGlossy to reach hard-to-target being adopted by regular Instagram users
potential short-term reach.
specific moodboards. They allow teens more visually. It stands to reason that niche to everyone. Some brands have succeeded audiences. Interestingly, brands can be as well. If communicating with young
– usually as an outlet for discussions memes are the natural progression of the in involving themselves in these stylistic and a natural part of teen expression in these people in an authentic way is part of
around mental ill health – to both reflect sanctuary found in digital anonymity. conversational oddities. But much like any moodboards, with some – like Netflix and your social strategy, you could consider
upon and display their vulnerabilities teen party, turning up uninvited is never a even food and drink companies – becoming borrowing the visual style and conveying
privately within a carefully curated and From this outlet has sprung an entirely good idea. Brands have a challenge if they symbolic of moods and behaviours. If your brand and product stories with your own
supportive community. They appear even new platform for young people to express want to end up on the guestlist of an area brand has similar associations, then you niche memes. But ensure your category
less crafted than regular memes. But in fact themselves, and in ways that aren’t just of the internet entirely under the control too could look to these as accounts hyper- is one already embraced by niche meme
they’re more meaningful. focused on mental health. Many niche meme of the audience. targeted influencers. culture.4M The number of impressions Heinz garnered with their meme marketing campaign, Fruit or Vegetable?
MIN
ORI
TY
Marginalised groups are
becoming the most influential
microcosms on social.
/ 49 / Brands who ignore them could
be left out of the conversations
driving culture
IMP
ACT1 _ SOCIAL STANDING / 2 _ FAKE AUTHENTICITY / 3 _ LOCAL LEGITIMACY / 4 _ COLLECTIVE AI / 5 _ NEW MASCULINITY / 6 _ MEMES GO NICHE 7_ MINORITY IMPACT / 8 _ DEMOCRATISING DATA / 9 _ RIGHT NOW CROWD
TREND
7
KNOW IT USE IT
3
Understand the trend Make it work for your brand
1
Black Twitter. Feminist Twitter. Asian Twitter.
Marginalised groups are doubling down
“[Black Twitter is] a in theatres but online as well, boasting the
greatest Twitter engagement of any movie
on their identities and seeking to build and
engage with their own consciously created
cultural force in its own in history. The hashtags were as numerous
as they were powerful. It even sparked
KNOW
echo chambers. Ones with power not only right . . . . Now, black initiatives to support low-income families to
THE RISKS
in their social spaces, but in the real world see the movie.
as well. folks on Twitter aren't _
If black culture has been misappropriated in
It’s within these groups that many of the just influencing the the West, then Asian culture has been totally
2
At a time of increased sensitivity around
internet’s most important conversations
begin. But from one in particular. While the conversation online, misplaced. According to a recent diversity
study, Asian actors take only 3.9% of
marginalisation, it’s important to look to
your brand values and comms to ensure
most important conversations from Black
Twitter have been around issues of social
they’re creating it.” speaking roles in film, against white actors’
73.7%. As a result, Crazy Rich Asians – the
BE A TREND there’s nothing that could cause offence
justice and hate, it’s also considered the Shani O. Hilton - VP of news, BuzzFeed US first Hollywood movie in 25 years with an all-
SPOTTER to these groups. The first step towards
internet’s most impactful content machine. Asian cast – sent Asian Twitter into a spin. _ avoiding a backlash is to remove any
of language originating from influential potential triggers.
And it’s not just mainstream consumers The film has since garnered a 100% rating
following their lead, but brands as well. groups by the mainstream is nothing new. on Rotten Tomatoes. Co-opting these groups would likely be
But the power and speed with which it
met with derision and embarrassment for
In fact, so influential is this group that it’s had spreads across Twitter is an entirely modern These groups don’t just build things up, they any brand. They should instead be treated
a measurable impact on social discourse. phenomenon. tear them down, too. Cancellation culture – as microcosms in which trends form, and
We can even attribute most internet-specific when incensed groups boycott something or places you can spot internet conversations
vernacular back to its members. On fleek. In the last year the impact from active social someone with a view to stop their output –
media groups has been staggering, even in their absolute nascency. APPROACH WITH
Amarite. Lit. Yaas. Shook. Basic. Language can have a drastic and meaningful impact.
that’s found its way not only into mainstream shifting the bottom line. So much so that #MuteRKelly – a campaign to pressure radio SENSITIVITY
consumer conversations, but brand social Hollywood now tiptoes around these groups and streaming services to boycott the R&B
in the lead-up to major film releases. Greater _
parlance as well. In this sense, Black Twitter artist, sparked by sexual abuse claims –
is not only a conversation catalyst, but a focus is now placed on social with the aim to has grown from a grassroots campaign in
create buzz and anticipation in the lead-up It’s possible to engage with communities
linguistic starter pistol. Atlanta to a global social conversation.
to a release. Conversely there’s fear of the that interact with your brand. The degree
Consider that fact, the next time a fashion power of these groups to leave a film dead Spotify and Apple Music have both removed to which you interact back depends on
brand calls something basic, or you’re in the water before most people have even his music from their curated playlists as your own authenticity in that space. Asian
targeted by an ad describing a product or seen it. It’s like word-of-mouth on steroids. a result. In this, much like in the wake of Twitter’s response to the Netflix show To
event as lit. Even when someone you follow #MeToo, a marginalised group has facilitated All the Boys I’ve Loved Before, for example,
simply captions their lunch with 'Yaas.' But it’s after entertainment moments that we conversations, started movements and had is a conversation in which Netflix can be
This adoption of language is in many ways see the biggest cultural impact. The Marvel tangible effects not just in social, but in the involved. But sensitivity around group
an entirely natural process: the uptake movie Black Panther broke records not only real world as well. vernacular is paramount.35M The number of Black Panther mentions on Twitter, making it the most tweeted about movie of all time
DEM
OCR
ATIS
We’re in the midst of
a revolution. As individuals
become the gatekeepers
/ 55 / to their own data, it’s
essential that brands find
access on the right terms
ING
DATA1 _ SOCIAL STANDING / 2 _ FAKE AUTHENTICITY / 3 _ LOCAL LEGITIMACY / 4 _ COLLECTIVE AI / 5 _ NEW MASCULINITY / 6 _ MEMES GO NICHE 7_ MINORITY IMPACT / 8 _ DEMOCRATISING DATA / 9 _ RIGHT NOW CROWD
TREND
8
KNOW IT USE IT
3
Understand the trend Make it work for your brand
2
Relinquishing control of data has become to draw back the curtains that have been their data on to businesses. Wibson, a
such an unconscious process that it’s hard hiding data collection for so long. decentralised data marketplace, focuses on
to imagine ever regaining it. It’s been the transparency and puts the seller in control
cost paid for Facebook, Instagram and of when – and indeed if – a buyer can ever INCREASE YOUR
Twitter. Email and search engines, too. Since “Personal data is the see their identity. The uptake of individuals TRANSPARENCY
these supposedly ‘free’ platforms came
into being, consumers have been divulging
new oil of the internet selling their own data is small but growing. _
1
their personal information like money to the and the new currency A tremor caused by the increase in data If transparency is one of your core values,
electricity meter, without ever looking at the awareness was recently felt as far as and you wish to be seen as a brand taking
reading. of the digital world.” Wall Street, with Facebook’s customary real steps towards it, then give more than
Meglena Kuneva - previous European Commissioner dominance rocked hard. With the report of stealthy privacy policy updates and the
But user behaviour – and indeed the data for Consumer Protection 2017–18 user growth coming in at way under SHOW THEM obligatory cookie accept pop-up on your
game itself – is changing. The recent what was expected – in no small part due to website. Avoid the legalese. Instead use
questions around the company’s use of data
WHAT YOU’VE GOT
Cambridge Analytica scandal – and in self-effacing humour and conversational
its wake the EU General Data Protection Many people see these recent attempts at – Facebook lost 23% of its value in less than _ language to outline what data you gather
Regulation (GDPR) – ushered in greater greater transparency as tokenistic efforts. two hours. Of course, this was a blip, and and how you use it. Acknowledging it with a
they continue to make inordinate profits. As this trend spreads and normalises, knowing tone will help build consumer trust.
consumer awareness. Data has gone from The likes of Facebook and Instagram are
being something brokered in the background now allowing users to download their data But this backlash certainly made some KNOW THE more and more people will expect greater
important people in Silicon Valley nervous. transparency not only from the likes of
to a currency discussed in the open. to see exactly what they have on them. But VALUE OF DATA Google and Facebook, but all brands who
the files are limited – they contain stats And it’s only gaining momentum.
_ store and use data. The #deleteFacebook
And it has been a polarising topic: consumers considered by many to be inconsequential
This traction poses a big question for the movement has shown the scale of the
are either wilfully ignorant, scatter-gunning when compared to things like cookies and We’re about to become a data economy.
brands who rely on consumer info for their potential backlash. Soon, consumers may
left clicks on the cookie ‘accept’ tabs in location data. People want more. But not every datum is created equal.
sales and marketing: if attitudes towards be able to request what you have on them.
place since GDPR, or they’re very much As it potentially becomes more expensive Make sure that’s a seamless process.
That’s because, in this new wave of internet data continue to change at the current pace,
aware of its value and enraged by the lack and less abundant, work out what you
self-awareness, many understand that, and if simply being seen as a business that
of transparency and meaningful changes need and the ROI value it brings to your
when properly sifted and applied, data uses data to its own benefit is developing
from the big data players, despite calls for business. Is your priority understanding
negative connotations, what does all that
just that. becomes a valuable commodity. Last year, your customer’s geolocation? What data
mean for the ways in which we buy, sell and
the Economist wrote that data has replaced do you need to communicate with your
utilise it in future?
Some have gone so far as to delete Facebook oil as the world’s most valuable resource. audience? Think about what you can and
entrirely. Over 390,000 people have New blockchain businesses are already can’t live with as a brand. Understanding
discussed doing so online. The response trying to service this fledgling trend in the the value of different levels of data will help
from social media companies has been form of marketplaces for people to sell you streamline how you use it in future.$240 The amount per year the average US citizen could make through monetising their data – Wibson
RIG
HT
NOW
In 2018, livestreamed video
snared consumers and kept
them hooked long after the
/ 61 / content had finished.
Now brands have a chance
to reel them in
CRO
WD1 _ SOCIAL STANDING / 2 _ FAKE AUTHENTICITY / 3 _ LOCAL LEGITIMACY / 4 _ COLLECTIVE AI / 5 _ NEW MASCULINITY / 6 _ MEMES GO NICHE 7_ MINORITY IMPACT / 8 _ DEMOCRATISING DATA / 9 _ RIGHT NOW CROWD
TREND
9
KNOW IT
Understand the trend
USE IT
Make it work for your brand
2
Social media consumption is changing. genuinely thumb-stopping. And it appears is allowing for that at an unprecedented
Consumers aren’t identifying with substance – to Gen Z and millennial scale. When YouTube livestreamed
throwaway content as much as they used audiences – is found in the trepidation, Coachella this year, a global audience
to. Studies show that as many as half of the realness and the unscripted chaos of of more than 41 million people tuned in
social natives – people who have grown live content. Where once it was live TV that to watch, shattering YouTube streaming
up with smartphones – are seeking relief fuelled watercooler moments come Monday records. The conversations after the event
from traditional social media. Many are morning in the office, we now have live were as varied as they were passionate, but
3
gradually moving away from newsfeeds content creating watercooler moments on mainly focused on Beyoncé’s performance.
towards more meaningful content. social as well as IRL.
Jeremy Clarkson may be less glamorous
1
While we’re not seeing
full-blown platform
“[Live is] one of the most Just look at the
internet-breaking
than Beyoncé, but the Battle Cars event live-
streamed to promote the new series of The
SURVIVE
migration – people genuine ways to connect impact of Drake x Grand Tour was an explosive watercooler THE LIVE
are of course still Ninja’s livestream on moment in its own right. To promote the _
glued to Facebook with an audience and the gaming channel show with users of the platform, popular
and Instagram – this Twitch. Ninja – a Twitch personalities faced-off against each Consider what’s important to your brand
attention shift does allows for levels of gaming influencer other in a game driven by live participation and how you can create a groundswell
raise an important
question for brands personalisation that with 3.5 million Twitter
followers – invited hip
from viewers. On a life-sized game board
rigged with explosives linked to the live chat,
around it with a live moment. It could be
stunt-based like the Battle Cars event or
wanting to connect the marketing industry hop virtuoso Drake influencers and viewers were able to blow more celebrity or influencer focused like
with consumers via to play with him on up ’90s cars. The objective, according to FIND Drake x Ninja. First and foremost have that SHRINK
social: where on earth has never seen.” his livestream of the the agency behind the stunt, was to capture
MORE DEPTH watercooler moment in mind: what would YOUR AUDIENCE
are they going? in-vogue battle royal new viewers on a global scale. The mass- stir up conversations on social and IRL?
Neil Patel - Forbes top 10 marketer,
NYT best-selling author
game Fortnite, which participatory live event made that possible. _ People need a reason to tune in.
_
The short answer is garnered a platform
nowhere fast. But record-breaking While people do still consume a huge variety Consumers are choosing the parts of It’s not just mass participation that makes
people moving away from traditional live audience of over 640,000 people. But of content, many are looking for more. More themselves they most identify with and live worthwhile. There’s the opportunity to
content does appear to correlate with a that was just the beginning. Influencers, passion points they can engage with and leaning into them more strongly. Live is work with smaller, more niche audiences
growing preference for live. Facebook says celebrities, magazines and fans went discuss on social. More from the content an opportunity for your brand to tap into as well. Consumers have demonstrated a
that 20% of the videos on their platform crazy for this moment. And the subsequent producers and brands they follow. And those things as well. Try not to be shallow in taste for unusual methodical processes like
now come via Facebook Live and that users conversations on social channels went on more impact from the video they choose lots of areas, but deeper in a few. If a genre that livestreamed by Pearl Bro, an unlikely
spend three times longer watching this for weeks. to watch. Not everyone is there yet. But of music is aligned with your brand values, Chinese influencer who offers insights into
content compared to saved video. live is where a lot of consumers are going. for example, consider how you could be the harvesting of pearls. If there’s a craft
It shows that people are conversing around Relevant brands need to keep up or risk involved in a YouTube livestream event to your product, there may be an audience
It now takes more substance to make content passion points more than ever, and that social getting left behind. through sponsorship or an ambassador. keen to see it.300% How much more time people spend watching a live video compared to a pre-recorded one
KNOW IT KNOW IT KNOW IT
Leading brands have taken Brands are utilising big Marginalised groups are driving
a hard line on hate and data and machine social’s biggest conversations
publicly stuck by their values learning to tap into trends and defining culture
USE IT USE IT USE IT
You can now use machine
If nothing else, have Never co-opt. Instead look to
learning services for
a visible hate policy on your the most effective these groups as the trend
website, and be ready to put
ALL
crowdsourced market setters in which future
it into practice on social research conversations germinate
TRENDS
AT A
GLANCE KNOW IT
Synthetic influencers like
Lil Miquela prove that
deliberate fakeness can
be positive
KNOW IT
The masculinity debate is
raging. Some brands have
become passive mediators
KNOW IT
Many consumers feel duped
and want to retake control
of their own data
USE IT USE IT USE IT
Consider using a digital Look to your representation If data is about to become
avatar in your marketing, of men in your comms and a more valuable commodity,
but ensure you truly know ensure you offer an up-to-date fine-tune exactly what
the creator message you’ll need in future
KNOW IT KNOW IT KNOW IT
Consumers are doubling This branch of memes offers Live video has left pre-
down on their local identities insights into hard-to-reach recorded behind and created
in the face of globalisation audience behaviours IRL watercooler moments
USE IT USE IT USE IT
Try platform innovations Look to brands who’ve You can make a splash
like dynamic ads to entered niche meme around a campaign using
tap into local cultural conversations in a genuine way live, either with a stunt
narratives on a national scale to ensure you’re welcome or by using an ambassadorGET IN TOUCH _ +44 20 3195 1700 _ We Are Social Alphabeta 14–18 Finsbury Square London EC2A 1BR _ talktous@wearesocial.net _ WEARESOCIAL.COM
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