Consumer Insights > Social Media

Implications - With brands often finding it difficult to conduct effective surveys due to low user response, some are turning to social media polling systems in order to better engage with what consumers want, particularly Millennials and Gen Z. Though not a replacement for comprehensive research programs, these social media-friendly polling systems allow brands to make small but impactful decisions based on the popularity of specific products/services they offer.

Homework Question - Conceptualize a simple social media polling campaign that your brand could use to its advantage. [More]

Implications - Some brands are choosing to take advantage of the divisiveness that current social and political movements are feeding by giving consumers outlets for the negative emotions that this time in history has brought to the surface. By channeling the various frustrations today's consumers have via relatively harmless products and services, these brands are aiming to bridge gaps and make those emotions productive – even if they're only for entertainment purposes.

Homework Question - How could your brand better satiate the frustrated or jaded consumer? [More]

Implications - The high level of engagement on platforms like Instagram has led to brands finally taking design-related cues from popular aesthetics on social media, and creating products, collections or branding that reflect those aesthetics. This shift comes as brands increasingly turn to consumer habits and preferences to see where they could fit into their lifestyles, rather than trying to form or shape those habits and preferences, as was once so popular in marketing.

Homework Question - What inspiration could your brand draw from the viral trends and aesthetics on social media platforms? [More]

Implications - A common online ritual, fans of various products and services have been filming their unboxing experiences for a while now. With the proliferation of new technology and online engagement, we’re seeing a shift in this realm with more immersive, high-tech unboxing experiences. From the use of AR technology to voice-activated features, consumers and brands are getting in on the action to create more interactive, multisensory versions of traditional unboxing activities. This speaks to the familiarity around socializing products but in a way that is much more interactive in nature.

Homework Question - What type of rituals do your consumers have with your products/services right now? How could you make that more experiential with the use of AR or other tech? [More]

Implications - Online influencers continue to evolve with emerging platforms and forms of content creation, and with that, we’re seeing a shift toward more digitally animated personas. From Instagram starlets to YouTube vloggers, influencers are emerging not in the form of young Millennials or Gen Z, but digitally created animations that evoke nostalgia and familiarity in their cartoonish form. Not only meant to attract younger audiences, these inanimate, digital creations allow for more playful storytelling techniques as way to present content in a new light.

Homework Question - How can your brand leverage an unconventional influencer or media persona to add a sense of nostalgia and sentimentality to your brand? [More]

Implications - Popular social platforms are tapping into the online dating realm with new features and integrations that allow users to find their romantic connections. As consumers seek out romantic engagements and connections online, social platforms that traditionally focus on social sharing and friendship are taking note and creating environments that are more inclusive of those looking for love. The integration of popular social platforms with dating app features not only speaks to the popularity of seeking romantic connections online, but also the idea that users are looking for more all-inclusive platforms to do everything from posting their own life stories to finding the love of their life.

Homework Question - How can you evolve your products or services to be more inclusive of consumer lifestyle habits like the desire to connect with others? [More]

Implications - As consumers turn to social media and online platforms for places to connect, more inclusive alternatives are arising to provide a greater sense of community and empowerment. Whether it be female-centric apps focusing on encouraging women to online platforms that provide a motivational outlet and guide for men, these digital communities are showcasing a desire for consumers to not only stay connected, but a desire for more inclusive, hyper-targeted mediums for expression.

Homework Question - In what ways could you hyper-personalize your products and services? How can you be more inclusive with your marketing approaches? [More]

Implications - Though it's been shown that female teens are more likely to use social media than their male counterparts, the latter group still has relatively high rates of social platform usage and should be catered to by brands as such – something that brands are catching on to. By identifying specialized areas that are of concern to this less-tapped demographic via social media and shareable moments, brands are equalizing the social experience for Gen Z consumers.

Homework Question - How could your brand better adapt to the needs of its less-served customers? [More]

Implications - Understanding the power of influencers in the social media age, brands are accelerating the process of individuals becoming influencers by offering a variety of services that help them expand their followings and grow their personal brands. This shift comes as brands recognize the need to more authentically connect with Millennial and Gen Z consumers, on a more micro level.

Homework Question - How could your brand better leverage the power of influencers? [More]

Implications - The Millennial generation is the largest in North American history; Trend Hunter splits the group into micro generations, identifying the 'Pro Millennial' as the oldest. The Pro Millennial uses social media more competitively than other Millennial groups as it entered into their lives during early adulthood when future planning was already a focus. Social media sites that enable milestone sharing appeal to this generation as they provide an opportunity to share more meaningful content they can be proud of.

Homework Question - How are you appealing to the Pro Millennial's competitive nature? [More]