Consumer Insights > Social Media

Implications - With no unique wall left un-selfied, brands are shifting their focus to a share-worthy marketing approaches, leveraging the modern consumer’s drive for self-documentation. While the urban environment has long been a great space to engage consumers organically throughout their daily commute, a more immersive element is being incorporated through playful visuals and aesthetic backdrops that entice passersby to interact and share. This approach is a low-cost technique that works particularly well for smaller brands that rely more heavily on word of mouth marketing. [More]

Implications - As consumers look to make balanced food and beverage choices, many are favoring the Instagram-friendly interpretations of charcoal in dessert form. Highlighting the fast proliferation of fad-like food experiences thanks to visual social media platforms, this progression suggests that consumers are open to adopting such flavors into their lifestyle, rather than being something they may try once. [More]

Implications - As experimental foodies continue to shape flavor trends through visually enticing platforms such as Instagram, the proliferation of savory ice cream and dessert experiences is accelerating at quite a fast pace. This shift speaks to the experimental nature of the contemporary consumer palate, as well as highlighting the interest in complex yet comforting experiences within food and beverage. [More]

Implications - As brands look to play up organic buzz online, many are moving to launch branded photography courses optimized for Instagram with the interest of encouraging social sharing of the product or service offering at hand. This shift speaks to the ways in which brands can leverage the prosumerist tendencies of contemporary consumers of all ages. [More]

Implications - The existence of the Media Gap -- the space between representation in mainstream media and the diversity of audience members -- is widely acknowledged, however, it is expanding beyond who's in front of the camera and into who's behind it. The inclusion of more races, genders, ages, and beyond in the crafting of stories ensures a 360-degree view of diversity in media that is more authentic and deliberate. [More]

Implications - In a curious progression of direct-to-consumer marketing by way of social media influencer campaigns, Insta-famous dogs are parlaying viral buzz into prosperous brand partnerships. This intriguing progression speaks to the evolving nature of the pet economy, while it also serves as an example of how influencer marketing is expanding beyond the more obvious iterations in fashion, beauty and experiences such as music festivals. [More]

Implications - As the war on fake news rages, media platforms are earning the trust of dubious consumers by changing the game and providing multiple perspectives rather than promoting a single message. Inundated with free access to media, consumers are becoming more open to varying opinions and realizing that there is always more than one side to the story. Through offering multiple angles to the news within one resource, media outlets can engage their readers on a much more authentic level, increasing brand trust through transparency. [More]

Implications - Satisfying the desire for both Instagram-worthy treats and over-the-top iced beverage experiences, fast food brands are releasing an array of increasingly creative products that incorporate actual dessert components. This progression highlights that in addition to cheat day culture, consumers are willing to experiment with hyper-indulgent desserts based on the relationship between such experiences and social facilitation. [More]

Implications - After quickly dominating the skincare and wellness beverage markets, charcoal has become ubiquitous with a notable emergence of the ingredient infused into various sweet and savoury menu items. Highlighting the fast adoption cycle of such "superfood" ingredients in a wellness-obsessed culture, this shift also points to the underlying interest in unique going out options that provide experiential elements that serves to enable social facilitation. [More]

Implications - Rather than acknowledging internet jokes made at their own expense outright, several savvy celebrities are spinning such situations by producing licensed merchandise of their own, a move that above all else, helps them reaffirm their agency. This intriguing shift demonstrates the potential opportunity to convey authenticity by re-channeling seemingly negative commentary into a moment of humurous self-deprecation between the brand and fans. [More]