Category
Lifestyle
Festive Fusions
Trend cluster
Category
Appified
Challenge
Brands post challenges through Gen Z-dominant platforms as a form of marketing.
4.6
Trend score
Trend
What is the Appified Challenge trend?
Appified Challenge: Social media platforms like TikTok -- which allows users to post short-form video content, are beginning to be popular among marketers who strive to merge their strategies with entertainment and competitive user-generated content.
Insight
The consumer insight behind the Appified Challenge trend
Social media allows for increased consumer engagement, especially when it comes to Millennial and Gen Z demographics. As a result, young consumers become much more prone to respond and engage with brands on platforms that enable interactive modes of sociability. As the marketed product becomes integrated with entertainment and the user's personal brand, consumers are encouraged to express themselves in different ways, with the product in mind, creating a more immersive experience.
Trend themes
Themes within the Appified Challenge trend
Three behaviours holding the trend together01
Social Media Interactive Challenges
Platforms like TikTok allow for increased consumer engagement, empowering consumers to interact with brands on a more personal level.
02
In-App Shopping
Sponsored hashtag challenges campaigns introduced on social media platforms with the in-app shopping feature create a more immersive and streamlined shopping experience for consumers.
03
Digital Costume Contests
Virtual costume contests hosted on social media platforms like TikTok are a fun and engaging way for brands to connect with consumers and encourage user-generated content.
Industry implications
What the Appified Challenge trend means for industry
Where the trend changes the playbookFor
Retail
Retail is one of the industries that can benefit from social media interactive challenges and in-app shopping by increasing brand engagement and creating a more seamless shopping experience for customers.
For
Food and Beverage
The food and beverage industry can utilize sponsored hashtag challenges and digital contests on social media platforms to generate excitement and buzz around new products, while also increasing brand resonance and engagement.
For
Marketing and Advertising
With the rise of social media interactive challenges and digital contests, marketing and advertising professionals can help their clients create innovative campaigns that not only increase brand awareness but also elevate consumer engagement.
Workshop question
What social media platform would best suit your company's marketing needs?
Trend signals
Trend signals for Appified Challenge
Trend score 4.6 out of 10, from popularity 77%, activity 54%, freshness 9%.
Popularity77%
Activity54%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Appified Challenge trend
6 featured examples from May 3 to Nov 13, 2019CategoryMarketing
In-App Outfit Challenges
UNIQLO UT & TikTok Created the #UTPlayYourWorld Campaign
The #UTPlayYourWorld campaign by UNIQLO UT illustrates the potential for fashion retailers to engage customers through interactive online campaigns and user-generated content, inc…
CategoryLifestyle
Social Media Snack Challenges
Kind Launched a TikTok Challenge Promoting Its Simple Crunch Bars
Snack food brands can leverage social media trends to create innovative marketing campaigns that resonate with their target audience.
CategoryLifestyle
Mexican Eatery Hashtag Challenges
The #ChipotleLidFlip is Chipotle's First Campaign on TikTok
Fast-casual restaurants, like Chipotle, can leverage TikTok campaigns to reach a younger audience and drive customer engagement.
CategoryMarketing
Digital Costume Contests
Chipotle's #Boorito TikTok Contest Invites Users to Show Transformations
The fast food industry can leverage online costume contests to drive customer engagement and increase brand loyalty by offering exclusive discounts and incentives.
CategoryMarketing
Back-to-School Hashtag Challenges
Kroger's Campaign on TikTok Has College Kids Share Dorm Rooms
In-app shopping on TikTok opens up new possibilities for retailers to connect with consumers and drive sales through a popular social media platform.
CategoryMarketing
Social Media Costume Challenges
Fanta and TikTok are Inviting Users to Make Bold Choices
Beverage companies can leverage social media campaigns and influencers to drive engagement around new product launches or seasonal promotions, like Halloween-themed campaigns.
