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eLearning > Innovation & Change > Infectious Messaging > Module 2 / 4

Viral Creations

Instructor: Jeremy Gutsche
Trend Hunter was created in 2005, before YouTube and Facebook, nevertheless Twitter or Instagram. In the early days of social media and the blogosphere, those who were online felt like pioneers discovering how the Internet could take a message and amplify it to the world.

This module looks to early and recent examples of virality -- some awkwardly simple in today’s pace of change -- to glean lessons on how to ensure your brand truly connects with people.
Workshop Questions:
1. How can you better portray your product as best in class or apart from the pack?
2. What parts of your brand story most resonate with its customers and why?
View Innovation Webinars
Insights by Trend Hunter AI
Activism Pop-Up
Pop-up experiences are framed around social causes
Trend - Attending pop-up experiences gives people a sense of "being in the know," and therefore creates a sense of community between attendees. Taking advantage of that, social and environmental causes are now using pop-ups to expand their reach, form supportive communities and educate people.
Workshop Question - How could your brand build a sense of community among customers?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Disappearing Chat
Social media sites are introducing features to delete user content and messages
Trend - As social media continues to be a primary tool in daily communication, apps are fighting to be the top choice for consumers' online chats. To appeal to consumers, these platforms are introducing new features that automatically erase messages and posts after a specified time, enabling online activity to be temporary.
Workshop Question - How can your brand cater to consumers' desire for privacy in your products or services?
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Intimate Collections
Self-care collections are focusing on enhancing intimacy and sensuality
Trend - Brands in the sexual wellness space are offering modern collections that enhance self-care related to intimacy. These collections are designed to be used on their own or with a partner, and give people enhanced experiences.
Workshop Question - How could your brand prioritize wellness for its customers?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Addition
Retail brands make the store a destination post-Pandemic
Trend - Still betting on the experience economy, brands are launching retail initiatives that are seemingly unrelated to their products or services. These are solely designed to provide such a high level of surprise and delight to override concern for visiting public spaces. These activations are created with COVID-19 safety and hygiene guidelines in mind, yet also draw over-the-top inspiration from adjacent industries.
Workshop Question - Conceptualize an experience that will fit into the COVID-19 climate.
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Distancing Accessories
Brands launch wearable physical distancing products
Trend - To help consumers maintain the recommended distance of six feet apart, many brands are launching social distancing accessories. Examples range from large hats that enforce a six-foot walking space to apparel that reminds everyone to stay sufficiently apart.
Workshop Question - How can your brand pivot its product to offer consumers protection during unstable times?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pandemic Loneliness
Brands look to combat loneliness amidst the COVID-19 pandemic
Trend - With physical distancing measures preventing people from being able to go out and socialize as they once did, brands are looking to combat the worsening feelings of loneliness that people around the world are dealing with. Apps and services that bring people together remotely are able to aid in maintaining the mental health of consumers.
Workshop Question - How is your brand helping consumers navigate uncertainty and instability?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Soft Development
Tech brands facilitate the development of important soft skills
Trend - Tech companies are prioritizing the development of soft skills like empathy, communication and cooperation with the use of software and products that help people learn about and practice these skills. These products and services can be made for children and adults alike.
Workshop Question - How could your brand foster the development of soft skills in either employees or customers?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
In-Store Influencer
Brands are creating in-store influencer opportunities to increase engagement
Trend - Brands are inviting influencers to their brick-and-mortar retail locations for more interactive and engaging partnerships. These collaborations are often realized as consumer-facing marketing resources, or a way for the brand to help influencers supercharge their social media content.
Workshop Question - How might your brand engage influencers in the retail space?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Open-Source Social
Social media platforms offer open-source functions for creativity
Trend - Social media platforms that are designed around or offer specific open-source functions are increasingly popular as brands look to empower their customers to create their own online experiences. These platforms and functions empower promote both creativity and autonomy in the digital space.
Workshop Question - How could your brand prioritize customer creativity and/or autonomy?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bold Unbranding
Big brands opt for no logos to showcase the weight and relevance of their brand
Trend - As efforts toward greater authenticity and brand loyalty continue to thrive, we're seeing a rise in unbranded, logo-less tactics–often from well-known companies. Not necessarily looking to move away from heritage or legacy, these brands are relying on the iconic imagery, aesthetics or references to their products to connect with consumers. These unbranded examples are serving to create more approachable identities for brands, allowing consumers to better connect with product references and emotional connections.
Workshop Question - How might you better connect with consumers through more subtle, unbranded tactics?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends