Unexpected Brand Collabs Breakthrough Algorithms Part 2
5-minute read
As we wrote about in Part 1 of this two-part series, it's more essential than ever for brands to not only know, but understand the viral trends and cultural moments that young consumers care about.
According to data from YPulse, a global authority on Gen Z and Millennials, 68% say it's important to them that brands are seen as cool. A large majority of young consumers are more loyal to a brand if that brand is invested in the cultural moments that matter to them. With AI impacting how algorithms boost content, brands must start using trends and hashtags in their posts to guarantee their content appears on the radar of algorithms and audiences they want to target.
Here are three emerging trends gaining traction this year that you should keep an eye on and leverage for your content:
Gen Z and Millennials continue to love binge-watching shows that were popular before they were born. Now that Sex and the City is on Netflix, their social feeds are filled with hot takes on the iconic 90’s show. Young consumers who love nostalgic fashion and beauty will surely be influenced by this HBO classic now that they have access to all six seasons on their favorite streaming platform. Expect Carrie Bradshaw-inspired looks soon, just as Carmella Soprano’s style inspired the aesthetic #MobWives trending earlier this year due to the 25th anniversary of The Sopranos. Just this month, interest in #CarrieBradshaw has increased almost 2x, and in the last 30 days, posts with the hashtag have been viewed over 21M times.
Glass skin is having a resurgence since Maison Margiela’s Spring 2024 runaway show went viral online for the #porcelainskin Pat McGrath created on the models. This makeup look has boosted #maisonmargiela on TikTok with 45K additional posts and has grown with +220% social buzz. Pat McGrath’s channel has grown +50% because of this doll-like look. The runway show drove renewed buzz, approximately 2x the interest, and almost half a billion views for content featuring ways to achieve the look.
The next “it” couple young consumers are obsessed with are Jett and Campbell Puckett, a young married couple from Georgia. Jett and “Pookie” - the affectionate nickname Campbell has been given by her husband - have gone viral for the “fire” date night outfits they film together. What makes their seemingly mundane videos so watchable is Jett’s loving and adoring comments to his wife’s taste and fashion. The internet’s obsession took off in January of this year and content with this hashtag has over 1B views. Even Selena Gomez was so captivated by their content that she invited them to her Rare Beauty event.
Qulture in the news- Time magazine discussed the phenomenon of MrBeast the prominent YouTuber, who is celebrated for his unique blend of entertainment and philanthropy. The article focuses on how MrBeast's captivating content, characterized by a steady stream of adventurous challenges, has garnered him a massive following. Quynh Mai, the CEO of Qulture, describes the unique connection MrBeast fosters with his audience, noting, "You always feel like you're part of his project, rooting for him." In comparison to the feats he performs, the challenges Donaldson makes to others are not extreme, especially compared with the rewards. “Anyone can hold their hand on a Lamborghini for days,” says Mai, of one of the tests. “His whole perspective is, how do I make the average person extraordinary?”
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