3 Social Behaviors To Inspire Creativity
As the week wraps up with an explosion of excitement around Threads, moments like this can be a reminder that while so many brands have rushed to it, ultimately the consumer will need time to define the platform’s utility and behavior. And a platform approach based on meeting those needs, once they form, can be the key to showing up in a compelling way.
While the industry and trade have categorized Threads as a Twitter competitor, consider that for the consumer this might be something totally different: a reason to give Instagram back some of the urgency and clout it lost to TikTok. While Threads finds its way, we are sharing 3 trending social behaviors to inspire ideation outside of the box for upcoming entertainment marketing campaigns:
1. Targeting Through Differentiated Scene Pulls on TikTok
In an effort to hack the algorithm, some TikTok creators have been cutting movies and TV series into “parts” on the platform. #MovieClips has 152B views and counting. The clips are similar to a traditional scene lift asset, but unlike those pieces, this new format and behavior is built around creating a way to watch a movie or episode through a mix of 2 minute pieces that make up the property’s best moments. This trend presents the opportunity to sample long-form content with an audience in an entirely new way, and separately, it presents the opportunity to give audiences different ways-in to entertainment by lifting cuts with a range of appeal beyond the boundaries of traditional genre marketing.
2. Tapping In To “Tween Girl Summer”
That Barbie campaign is literally everywhere, and one could argue that its ability to travel so effortlessly across feeds was because that color palette is part of a larger trend already in market -- inspired by the psychological state of a culture coming out of a pandemic. Don’t forget that Pantone’s Color of the Year for 2023 was Vive Magenta. While “dopamine dressing” grew in popularity during the pandemic, a related aesthetic has emerged as an evolution to it based on the changing mood of culture. As one writer points out, that look is the Tween Girl Summer vibe and it’s an expression of the current “mood of excitement and anxiety”, reminiscent of those Tween years. Consider what has been happening more broadly around Barbiecore is an opportunity to brighten up design materials in your next campaign.
3. Augmenting Your Visual Expression With Threads
While the Internet might be pitting Elon and Mark against one another, it might be more compelling to approach Threads as a wholly new way to express your campaign as an extension of IG versus where your Twitter editorial now lives. Threads might be a new app, but it’s really more of an extension to the Instagram experience. While the industry hopes for a Twitter-killer, perhaps what audiences might be more in need of is a fresh way to enjoy IG. How can Threads become an extension of your Instagram expression, that is more conversational, rather than this just being a way to feel good about "tweeting" again?