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Score: 5.5
New and Mild Top 4 Examples: 1,879 Total Clicks Date Range: Mar 14 - Jul 15
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Brands relate to consumers by referencing a pervasive digital culture
Implications - Whether playfully referencing selfie culture or advocating for periods of digital detox, brands are increasingly referencing the pervasiveness of web culture in television advertising spots. This strategy reflects back to consumers what is important to them in the evolving digital world, such as finding a place and purpose in the participatory culture of social networking. [More]
Score: 6.2
This Month and Warm Top 4 Examples: 2,536 Total Clicks Date Range: Mar 15 - Jul 15
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Brands reach out to consumers through YouTube influencers
Implications - In teaming up with YouTube influencers, brands are able to leverage these audiences through the creation of sponsored webisodes and other entertaining content. Whether livestreamed or video-on-demand, such partnerships serve as a covert marketing campaign on the part of the brand that seeks to appear accessible. [More]
Score: 6.4
This Month and Warm Top 4 Examples: 3,986 Total Clicks Date Range: Nov 14 - Jun 15
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Everyday people are taking unconventional paths to fame
Implications - Today's information age has fostered a culture of over-sharing, and those who share best are able to circumvent traditional avenues to fame. Millennial entrepreneurs are turning to platforms like YouTube and Tumblr to boost their personal brand, as well as cultivate opportunities and partnerships with bigger names. Rather than a flash-in-the-pan fad, this shift signals the possibility of long-term, mutually beneficial relationships between online personalities and top-tier brands. [More]
Score: 4.5
This Quarter and Mild Top 4 Examples: 1,240 Total Clicks Date Range: May 13 - May 15
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College students turn to online video to communicate common stresses
Implications - Seeking an outlet for expression, college students are turning to online videos to communicate common annoyances associated with student life. Referencing fears of debt, failing and disappointing family, students are using online platforms to humorize traditionally heavy subject matters. This reflects a turn toward more social forms of handling stress, particularly for those of a younger age range. [More]
Score: 8.4
This Year and Hot Top 4 Examples: 118,437 Total Clicks Date Range: Dec 13 - Apr 15
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Consumers search for unique ways to feel good about their bodies
Implications - Body acceptance still has a long way to go before it will reach the mainstream, but that hasn't discouraged plus-size consumers from searching for new ways to feel good about themselves. Whether it's enjoying user-generated content on the Internet or supporting body positive brands, consumers are taking a more positive, pleasure-based approach to self-acceptance. [More]
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Score: 5
This Year and Warm Top 4 Examples: 2,139 Total Clicks Date Range: Aug 14 - Dec 14
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Addressing gender issues, women turn to satirical videos for social expression
Implications - Bonding over social issues like gender inequality, women are turning to forms of satire for a more self-reflexive form of commentary. Engaging in role-reversal skits and social experiments, females are using the power of videos to not only bring other like-minded individuals together, but also provide a more lighthearted approach to making social change. [More]
Score: 3.9
Mild Top 4 Examples: 3,212 Total Clicks Date Range: Jan 12 - Jul 14
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A desire for customization sees proposals enhanced with animation
Implications - Moving away from traditional in-person methods of expression, proposals are taking on a more animated form. Using graphics and stop-motion features to convey personalized experiences, these techniques reflect a reduced need for face-to-face interaction. This signifies a turn towards more digitized but sentimental sources of affection. [More]
Score: 4.9
Warm Top 4 Examples: 2,667 Total Clicks Date Range: Mar 12 - Jul 14
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Youth are given a platform for personal expression via YouTube and viral videos
Implications - Providing an alternative viewpoint to adult opinions, kids take the hot seat in viral videos to showcase a different and often unabashed perspective on adult subject matters. Showcasing humor and a sense of innocence, these videos signify a greater acceptance of diverse expression, particularly among kids. [More]
Score: 4.1
This Year and Mild Top 4 Examples: 1,421 Total Clicks Date Range: Sep 13 - Sep 14
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Aging demographics turn to forms of online satire as a method of expression
Implications - Boomers are taking center stage in YouTube videos and parodies as online participation moves beyond mere Millennials. Showing up in everything from movie spoofs to dance offs, traditional authority figures, like moms and dads, are using social platforms as a form of satire or storytelling. Thus, signifying a more lax and open attitude among adults, particularly in the social sphere. [More]
Score: 3.3
Mild Top 4 Examples: 2,612 Total Clicks Date Range: Nov 13 - Mar 14
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Viral pop song covers reflects a turn towards accessible marketing platforms
Implications - With online platforms like YouTube offering accessible methods of exposure, consumers are utilizing such outlets to personally market themselves to wider audiences. Aiming to connect with viewers through more relatable content, users are turning to pop song covers to elevate their lesser-known statuses with more acclaimed cultural associations. Referencing celebrated musical numbers in personalized videos adds recognizable aspects to otherwise unknown users, reflecting a need to connect with others through personally diverse means. [More]