AXE Measures Your Social Media Activity to Tell If You're a Try-Hard
Laura McQuarrie — May 30, 2014 — Marketing
References: socialeffortscale & digitalbuzzblog
Plain and simply, the Social Effort Scale is designed to tell you if you're trying too hard online. There are now millions of photos tagged with terms like "selfie," "baller," "slick" and even "youwantthis," but as the Social Effort Scale has determined, women typically find men with a scores over 150 unattractive, due to them seeming like they're "trying too hard."
On the Social Effort Scale site, you can log in with either Twitter, Facebook or Instagram, and have your hashtags tracked to see if you're trying too much or not enough. The platform is presented by AXE Matte Effect and although there's barely any mention of the product, that's precisely the point, since the product is all about "Less Effort. More Style."
On the Social Effort Scale site, you can log in with either Twitter, Facebook or Instagram, and have your hashtags tracked to see if you're trying too much or not enough. The platform is presented by AXE Matte Effect and although there's barely any mention of the product, that's precisely the point, since the product is all about "Less Effort. More Style."
Trend Themes
1. Social Effort Scale - Opportunity for brands to develop innovative ways of measuring social media activity and determining if users are trying too hard online.
2. Hashtag Tracking - Potential for companies to create tools that track and analyze users' hashtags to assess their social media activity and level of effort.
3. Less Effort, More Style - Market opportunity for products and brands that promote a sense of style without appearing like users are trying too hard on social media.
Industry Implications
1. Social Media Analytics - Disruptive innovation opportunity lies in developing advanced analytics platforms that assess social media activity, including hashtag tracking and effort measurement.
2. Fashion and Style - Potential for fashion and style brands to create products and campaigns that embrace a sense of effortless style and resonate with the target market.
3. Personal Care and Grooming - Opportunity for personal care brands to develop products that help individuals achieve a stylish and natural look without excessive effort, catering to the modern consumer's desire for simplicity.
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