The Hive Five: July 13, 2016
Every week, MMC’s “hive” of trendsensors share their top five up-and-coming digital, tech, social and cultural trends to watch.
Let It Snow! The Hottest New App out of Korea
An app called Snow has been rising in popularity in Korea. Dubbed the “Korean Snapchat,” the app looks almost identical to the Snapchat we know and love in the U.S., with timed disappearing photos, videos and filters. However, Snow’s messaging feature is used much more frequently then snapchats and it is very popular with K-Pop stars… Could it become a global phenomenon?
Brands are tackling really heavy topics and taking stands on important issues. At the Cannes International Festival of Creativity this year, many Cannes Grand Prix winners were awarded for cause-driven campaigns and judges were left craving work from brands that creatively solved business problems. We know consumers – especially millennials – want to buy from companies that do good but if it’s not done authentically or has no relevance, the brand’s reputation can suffer. It’s not enough for a brand to “attach” itself to a cause; it must be inherent in the brand’s culture and mission in order for it to be a success.
The Content Variety Show
Thanks to James Corden’s Carpool Karaoke, Jimmy Fallon’s Thank You Notes and other late-night host antics, these popular personalities are having a moment. They are utilizing Twitter, YouTube and other social channels to extend their reach beyond those up late enough to watch them. They launch viral content almost every evening and have seamlessly become the barometer for what’s trending. Brands that can jump on these moments will reap the benefits – but we could also take a lesson from these content creation studios that churn out entertaining, sharable content every single night.
Break Outside The Gram
Every marketer’s mission when planning an event or creating content is to make it “share worthy.” In order to stand out and develop unique content, brands are moving away from product selfies and moving toward eye-catching experiences inspired by trending art. Thinking outside of traditional static content and utilizing Instagram as a platform to showcase experiences can allow brands to find personalization in what is occasionally a sea of sameness.
We would be remiss to not hit on Pokemon Go – the new augmented-reality mobile app that has been sweeping social media and engaging millions of users. The app uses GPS technology on smart phones to allow players to collect virtual creatures at real locations. This new approach to a traditional game has players of all ages actively searching for the next creature or “PokéStop” at all hours of the day/night.