Insights and Trends - Social Media: Disruptive Brands Capitalization
A number of social media trends for 2019 have emerged among disruptive brands including use of augmented reality, influencer marketing, and user-generated content for brand awareness.
TREND #1: AUGMENTED REALITY
- Augmented reality is based in phone technology (e.g., cameras, sensors, GPS), which integrates digital features such as maps, icons, emoticons, filters, location tags, and more into screen frames.
- By repositioning one's phone, they can manipulate the way digital components will display onto their screen either through an application or social media platform.
- Lately, brands and companies have capitalized on this technology through use of filters and tags to promote their products and cleverly spread brand interest through social media platforms such as Instagram, Facebook, Twitter, and Snapchat.
Why It's a Trend
- Augmented reality is a relatively new technology that has only recently been harnessed for marketing strategies.
- There is an expansive area of opportunity for disruptive brands to capitalize on this technology to innovatively promote brand interest and awareness among younger audiences.
- Additionally, use of augmented reality has the potential to drive conversions by speeding up purchasing decisions for consumers and encouraging impulsive buying behaviors, which are profitable for companies.
- Using Facebook, disruptive brands such as Timberland and Sephora have tapped into use of interactive masks and filters as a marketing strategy to virtually try on products offered by the brands.
- Built into Facebook messenger, Sephora can incentivize faster shopping decisions with use of product filters on consumer's photos that they can send to each other via Messenger.
TREND #2: INTERACTIVE INFLUENCER MARKETING
- Influencer marketing is defined by the use of influencers, or individuals who have active engagement with large followings on social media platforms such Instagram or YouTube, for digital advertisement and promotion of products.
- However, the recent trend within influencer marketing has been using out-of-the-box tactics beyond traditional product placement when engaging influencers (e.g., sending them on prepaid vacations, organizing events such as dinners using the promoted products, and generating video campaigns).
Why It's a Trend
- While the significance of influencer marketing has been noted within the industry for years, the recent innovations by brands such as Simba and Lidl have brought in a new wave of hyper-interactive and creative influencer marketing tactics within the last year.
- To maintain a competitive edge, companies must generate as much attention and exciting activations as possible through influencers to generate a wide and engaged audience reach.
- Disruptive mattress brand, Simba, enlisted a group of parkour influencers to create an attention-grabbing video campaign which included footage of the influencers jumping from five stories onto the mattress to demonstrate the quality and effectiveness of the product creatively.
- This video campaign was particular popular among younger audiences, whose attention is often harder to grab and who have great potential buying power.
- Another example of innovative influencer marketing was the grocery chain, Lidl, which hosted a Christmas meal for influencers -- made entirely from Lidl products to promote their quality and use in a more subtle placement.
TREND #3: USER-GENERATED CONTENT (UGC)
- User-generated content (UGC), which is elicited once brands or companies ask consumers to post their interaction with products or services on social media platforms, is a flourishing trend in 2019.
- One of the appeals of UGC is that it typically evokes an emotional response from followers, due to the personalized feel of posts and their sentimental value to consumers.
- It often takes the form of hashtags on Instagram or Twitter to generate buzz and to generate interest between and among followers.
Why It's a Trend
- Aside from being cost-effective, UGC is also promotes greater product credibility among audiences than paid specialist advertising posts.
- Emotional marketing, which is achieved through UGC, have a profound impact on decisions, which means probable higher conversion rates for companies that advertise using tactics that promote greater emotion behind posts.
- Airbnb has successfully generated brand awareness and evoked emotional marketing tactics among its Instagram followers through UGC with the #airbnb hashtag.
- #airbnb is currently tagged on 3.9 million posts to solicit consumer experiences in using Airbnb, both generating brand awareness through social networking and evoking emotional reactions to personal trip stories.
- Additionally, the design app, Over, launched a monthly contest #OverDesignChallenge to generate brand awareness and promote the features of the app on Instagram and Twitter.
- The campaign has been popular among users, with 906 tagged posts since the campaign's launch in May 2019.
The research team began its search with identification of expertly-compiled lists of trends on social media using disruptive marketing practices. Social media marketing, digital marketing, and technology research sites were scoured for recent, relevant hits. Trends identified on more than one list were selected for inclusion.