Category
Lifestyle
Assisted Choices
Trend cluster
Category
IRL-stagram
Events and experiences in the real world mimic the tropes of social media.
5.1
Trend score
Trend
What is the IRL-stagram trend?
IRL-stagram: For some time now, savvy social media users have been seeking out products and experiences that they expect to look good on social media. Entrepreneurs and brands have responded by taking the guesswork out of the calculus, creating experiences explicitly tailored from start to finish with Instagram-friendly installations. These experiences not only recognize the increasing importance consumers place on their digital persona, but also increase the brands' own social presences.
Trend themes
Themes within the IRL-stagram trend
Three behaviours holding the trend together01
Experiential Marketing
Entrepreneurs are creating experiences that are explicitly tailored to become Instagram-friendly in order to increase their social presence.
02
Online-to-Offline (O2O) Initiatives
Brands are experimenting with online-to-offline initiatives as a means of engaging users with dynamic, real-world experiences that they can't help but share with others.
03
Interactive Installations
Interactive installations are an effective way of introducing and promoting products, as the neuroscience-inspired lightshow in Shiseido Ginza aimed to do.
Industry implications
What the IRL-stagram trend means for industry
Where the trend changes the playbookFor
Hospitality
Creating hotels with immersive brand activations and interactive lightshows can help target millennial travellers.
For
Retail
Using cartoon-inspired designs, immersive branded storefronts, and large-scale pop-ups can help increase foot traffic and engage consumers in physical locations.
For
Beauty and Cosmetics
Promoting new cosmetic products through interactive installations like the neuroscience-inspired lightshow at Shiseido Ginza can help introduce them to potential buyers in memorable and engaging ways.
Workshop question
How could your brand create an experience that is targeted towards Instagram posts?
Trend signals
Trend signals for IRL-stagram
Trend score 5.1 out of 10, from popularity 71%, activity 75%, freshness 8%.
Popularity71%
Activity75%
Freshness8%
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
Evidence
Examples of the IRL-stagram trend
6 featured examples from May 5 to Dec 4, 2017CategoryBusiness
Cartoon-Inspired Urban Pop-Ups
RIPNDIP's New York Pop-Up Will Be Open for Two Months
Opportunity for retailers to transform traditional stores into immersive spaces that offer unique experiences to attract and engage customers.
CategoryMarketing
Immersive Ice Cream Museums
L.A.'s Whimsical Ice Cream Museum Attracts Social Media Users
Museums and galleries can attract new audiences by creating immersive and interactive experiences.
CategorySocial Media
Color Museum Experiences
The Color Factory is a Museum for the Instagram Generation
The trend of Instagrammable museum experiences presents an opportunity for museums and galleries to engage younger audiences and create unique interactive experiences that encoura…
CategoryBusiness
Immersive Hotel Activations
This Recent Pop-Up Event Helped Celebrate the Launch of W Shanghai
Hotels can create unique and memorable experiences for their guests through immersive brand activations.
CategoryMarketing
Interactive In-Store Lightshows
This Interactive Lightshow Introduces Products at Shiseido Ginza
Retailers can adopt interactive lightshows and immersive experiences to create a unique shopping environment.
CategorySocial Media
Social Media Video Festivals
The 'Insta Stories Festival' in Cologne Promoted Stories on Instagram
Opportunity for agencies to develop experiential marketing campaigns that blur the lines between online and offline worlds.
