Hive Five: August 9, 2016
Every week, MMC’s “hive” of trendsensors share their top five up-and-coming digital, tech, social and cultural trends to watch.
New digital programs and tools are taking traditional content and transforming it into a richer experience. The Plotograph web-based desktop program turns a single image into an animated GIF in anywhere from 5 to 30 minutes. The program also customizes motion so users can select multiple animation points at once for a uniform movement or adjust them individually. Many global brands like Coca-Cola, Pepsi, Airbnb and Chevrolet have already used the software.
The World’s Most Expensive Smartphone
A Philadelphia nursing facility worker lost an unprotected smartphone that included private patient information and the hospital resolved the issue with a $650,000 fine. The FDA, the FTC and other federal government agencies are increasingly scrutinizing health apps and HIPPA compliance. But at the end of the day, user error is just as big of a threat to security. First of all, be aware that it is a major issue whenever there is an intersection between health and digital. And beyond that, keeping in mind that IT only provides one layer of security, there needs to be an additional layer that addresses the human component.
The Return of the Podcast
Podcasting has been around since 2003 but 2016 is the year its popularity truly exploded. Between 2010 and 2015, the number of podcasts on iTunes more than doubled, jumping from 25K to 60K. Some of the most popular categories are Christian podcasts, music and comedy. Brands shouldn’t downplay this popularity as they explore new ways for podcasts to fit into media strategies. Advertising has also been impacted by podcasting, with podcast hosts acting as the mouthpiece for brands like Casper Mattresses, Blue Apron and Me Undies.
Are All Stories Created Equal?
Instagram stole the “stories” concept from Snapchat but, while seemingly similar in practice, the platform move has different implications for marketers and provides the opportunity to leverage an existing following. Platforms are going to continue to blur together for consumers by adopting popular features, to attract and maintain users. However, these changes give brands an opportunity to distinguish themselves in a new way to an existing audience, and maybe even on a preferred channel. Brands can win with distinctive content and being the first to test out new platform features as they become available.
Holographic is the New Metallic
Metallic is SO last year. Milk Beauty released a holographic highlighter stick, Allure wrote a story about holographic nails, MyDomaine claimed it’s the new home decor “it-thang” and Buzzfeed’s Wedding Instagram account posted iridescent/holographic wedding dresses. Many will argue that holographic is a fancy way to say metallic, but it’s a new way to create different content.