Consumer Insights > Social Media

Implications - The promotion of health in varying forms is being prioritized on social media platforms in a variety of familiar campaign formats, and exists in both emerging business models, or in the expansion of those that already exist. This enhanced focus comes in response to growing consumer concerns about the impact of online communities on mental well-being, and various social and political issues.

Homework Question - How could your brand better prioritize health for its customers or employees? [More]

Implications - The emergence of products and services that aim to leverage hyper-honesty in their messaging speaks to the desire that brands have to resonate with the Gen Z consumer. Due to regular exposure to edited and targeted content on social media and elsewhere, many members of Gen Z have developed a taste for brutally honest communication. By cutting the fluff, this group is better able to communicate and connect with one another, as well as with brands.

Homework Question - How does honesty play a role in your communication strategy? [More]

Implications - Brands are engaging consumers with the topic of reforestation by giving trees the communication tools to send a message. Through launching immersive storytelling marketing campaigns that tap both innovative and traditional methods of interaction, companies are able to give voice to nature and advocate for ecology in new ways. Not only does the advocacy assume an entertaining quality, but it also speaks more directly to the digital habits of the modern consumer.

Homework Question - How can your brand utilize social media to advocate for ecology? [More]

Implications - Looking beyond brand influence, consumers are seeking out input and advice from peer-to-peer networks for more approachable levels of engagement. Popping up not only in fashion but with cooking and the automobile space as well, P2P networks help create online communities allow people of various backgrounds and interests to connect and collaborate with others in real time. Whether it comes to finding the right outfit, picking a car or simply sharing recipes, these P2P examples not only speak to the growing power of the consumer, but the increased desire to connect with others in a more authentic way.

Homework Question - In what way can you adopt a P2P network into your product and service offerings? [More]

Implications - Social media-focused tools are prioritizing customers who are looking to create and curate feeds that are personalized, aesthetically pleasing, and/or streamlined. Such tools come as more consumers, particularly Millennials and Gen Z, are focused on having a social media presence that allows them to present themselves as a personal brand.

Homework Question - How could your brand better involve itself in the social media habits of younger consumers? [More]

Implications - As part of unique promotional campaigns, some brands are exchanging healthy habits and experiences for their services--seen in everything from step-exchanging pop-ups to travel memory point systems. These campaigns appeal to consumers by giving them more incentive to create and maintain healthy wellness-related habits.

Homework Question - Conceptualize an alternative form of currency your brand could incorporate into its next promotional campaign. [More]

Implications - Real-time editing apps are on the rise as the rise in demand for authentic video content also goes up. Such products allow for content creators to fulfill the expectations of their viewership by creating live videos, but with the production quality that rivals the post-creation editing processes.

Homework Question - How could your brand create live campaigns with the same production value as its scheduled content? [More]

Implications - The popularity of 'autonomous sensory meridian response" (or ASMR) on social media has remained pervasive, and brands are taking note of the consumer interest in such videos by creating ads that mimic the same sensorial responses. Incorporating ASMR into commercials allows for brands to connect with what's now familiar to consumers, but via unlikely platforms that have a history of "playing it safe."

Homework Question - Conceptualize an ASMR-based commercial for one of your products/services. [More]

Implications - Helping give a bigger social media boost to branded events, companies are investing in innovative alternatives to classic photo booths in the context of marketing activations. Aside from providing a memorable experience, this allows brands to also align themselves with innovative technology while boosting their online reach.

Homework Question - How could you provide consumers with a more shareable experience? [More]

Implications - The fashion world has shifted drastically since the emergence of social media. Much of the shift relies on (and is accommodating to) the requirement for clothing to be share-friendly on visual platforms like Instagram. This idea of shareable clothing is being taken further with garments integrating share-friendly features directly into clothing. The development of share-forward garb speaks to shifting priorities among the luxury consumer.

Homework Question - How can you make your product more easily shared on social media? [More]