Instagram marketing evolves with subversive, unmanufactured content
Trend - As consumer expectations regarding branded content evolve, smart brands and tastemakers are endeavoring new, more authentic ways to maintain a presence on Instagram with a specific focus on subverting the highly manufactured and often superficial themes pushed by influencers with audiences large and small.
Insight - Millennials and Gen Z who frequent social media have been inundated with influencer marketing, and as such have begun to view it as just as inauthentic as more traditional forms of marketing. Thus, consumers within these generations are more inclined to pay attention to subversive or peer-to-peer marketing campaigns that speak to their preference for trustworthy sources when researching products and services.
Insight - Millennials and Gen Z who frequent social media have been inundated with influencer marketing, and as such have begun to view it as just as inauthentic as more traditional forms of marketing. Thus, consumers within these generations are more inclined to pay attention to subversive or peer-to-peer marketing campaigns that speak to their preference for trustworthy sources when researching products and services.
Workshop Question - How can your brand create a forward-facing social media presence that prioritizes the subversion of manufactured imagery in the name of sparking more authentic customer connections?
Trend Themes
-
Post-influencer Authenticity — Consumers are more inclined to pay attention to subversive or peer-to-peer marketing campaigns that speak to their preference for trustworthy sources when researching products and services.
-
Hidden Social Media Likes — Instagram's new hidden likes feature may encourage more high-quality content rather than click-bait or promotional photos.
-
Juxtaposed Beauty Profiles — Whimsical images that reject the staged and superficial themes often associated with the beauty industry, inspire beauty fans to not take themselves and makeup too seriously and to instead embrace the fun behind trying new looks.
Industry Implications
-
Fashion Industry — Fashion brands, like Juicy Couture and Diesel, have to collaborate with influencers in a way that resonates with their audience, or celebrate the followers instead, in order to have a successful marketing campaign.
-
Beauty Industry — Creative forces in the beauty industry, such as MAC Makeup artist Terry Barber, can use social media, like Instagram, to highlight bold beauty looks that defy the staged themes associated such sector.
-
Social Media Industry — Social media platforms, like Instagram, need to evolve their features and encourage high-quality content to maintain their relevance and interaction with their users.
5 Featured, 43 Examples:
244,822 Total Clicks
Date Range:
Aug 18 — May 19
Trending:
Warm
Consumer Insight Topics:
