Online platforms encourage dissent to amplify user engagement
Implications - Online tribes host engaged communities, but those communities can be insular, with little room for growth. Platforms designed for arguments still harness tribalism, but by pitting sides against one another, these crowdsourced debate sites cement impassioned beliefs and encourage new users to join the fray. Rather than pushing for a united consumer base, brands that encourage an argument between consumers can broaden their reach and create more dedicated fans of their products.
Workshop Question - How could you pose an aspect of your brand as a multifaceted debate? What would the sides be?
Trend Themes
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Crowdsourced Debate Platforms — Online debate sites cement impassioned beliefs and involve consumers to broaden their reach and create more dedicated fans of their products.
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Kid-curated Toy Collections — Retailers can take a different approach to deciding which playthings should be among its Christmas toy range by applying crowdsourcing and gaining insights from kids' product selection and their reaction, increasing engagement and satisfaction among consumers.
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Socially-powered Self-improvement Apps — Self-improvement apps that offer semi-autonomous functionality with crowdsourced opinions can provide an opportunity for people to share their honest opinions, gain insights, and improve their ideas, skills, or creations.
Industry Implications
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Marketing — Crowdsourced debates and competitions can help brands engage with followers, gain market insights, and increase customer loyalty.
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Retail — Retailers can leverage crowdsourcing to gain insights into kids' preferences, improve customer engagement, and increase sales of products.
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Self-help — Crowdsourced feedback on self-improvement apps can provide individuals with an opportunity to improve their skills, creations, and ideas by utilizing potential unbiased opinions within the app community.
10 Featured, 83 Examples:
153,204 Total Clicks
Date Range:
Aug 16 — Oct 19
Trending:
Warm
Consumer Insight Topics:
