1、 The new rules of social Historically, the internet has been a Wild West, exempt from the rules and restrictions of the physical world. But this culture of lawlessness while seemingly liberating isnt without its consequences, from misinformation spreading like wildfire to teen mental health burnout.
2、 As a result, 2019 has seen the Wild West get a little less wild. Users, creators, platforms, authorities all are creating new rules and laws to help mitigate some of the damage in a landscape thats been too free for its own good. Amidst this clampdown, brands have to operate within a range of new c
3、onstraints some policed by the platforms, others by communities themselves. This is no bad thing. Studies show that creativity and innovation thrive in the face of constraints. The new rules of the internet if used properly can inspire brands to break out of the status quo and engage with audiences
4、in ways that respect this cultural shift. Law, it seems, is finally coming to the wildlands of the internet. But that doesnt stop it from being the land of opportunity. Its simply time for everyone to walk the line. Added Value The internet has long been considered a Wild West for intellectual prope
5、rty rights. But in a maturing digital landscape, creators and their content are getting recognition. p10 12 Social Self-Care Social was once a space for projecting and seeking validation. But in the wake of increased mental health awareness, people are taking a more measured approach to digital cons
6、umption. p16 Bad Influence 3 Influencers used to be beacons of authenticity, but being a content creator born on social media has lost its lo-fi sheen. As a result, theres a growing backlash against influencer culture and the metrics that drive it. p22 Overt Privacy People are sick of feeling survei
7、lled. Theyre taking control of their digital footprints to hide from brands, platforms, and, increasingly, even their outer circles and using more intimate social spaces. p28 45 Running Commentary Social content is no longer all about brevity. In a maturing digital landscape, content and narratives
8、across all platforms are growing longer and more complex. p34 Cultural Crossfit 6 p40 People have often been forced to engage with cultural interests in isolation. People are now more open to collaborations between brands and platforms, so theyre consuming culture in more fluid ways. Added Value Peo
9、ple are placing higher value on digital content and creators p11 p13 The behavioural change Whats driving it? Social media has created an environment where rampant plagiarism means big money. Brands and accounts are amassing fortunes from stolen and rehashed content without paying any mind to its cr
10、eator. In the age of direct connections between communities and creators, committed audiences are demanding credit and cash where theyre due. People are paying their favourite creators for content Patreon, a platform which helps creators build their own membership businesses, has changed the face of
11、 copyrighted content. Fans can fund content in exchange for exclusive perks, ensuring their favourite creators not only receive a revenue, but get recognised for their output. In 2018, creators generated income from more than three million active patrons on Patreon a 50% year-on-year increase. Peopl
12、e are boycotting career plagiarists Jerry Media, the lucrative company profiting from sponsored posts, violated creators by removing their handles before posting memes to its own accounts. When creators tried to get credit from the joke aggregators, they were stonewalled. This led to comedians speak
13、ing out against fuckjerry with the hashtag #fuckfuckjerry, encouraging people to unfollow the account. People are calling out brands that dont credit Twitter user RebeccaCNReid recently posted a screenshot of an email she received from The Daily Mail after she asked them to remove her images from th
14、eir article. The email tells her that if she posts something on social media, “other publishers are free to publish it without first seeking consent.” The Daily Mail received a backlash for its flagrant disregard for creators rights. 1 2 3 Understand it The internet has long been considered a place
15、where intellectual property is non-existent. But in a maturing digital frontier, creators have grown dedicated audiences who not only see huge value in their content, but recognise their written and visual language anywhere, particularly if it ends up on the channels of magpie brands and social plag
16、iarists. The backlash to perceived theft can be brutal. When T-Mobile paid a Twitter user to use their viral tweet in a Super Bowl ad, it didnt matter that it had in fact been signed off; the creator wasnt credited and their followers were furious. The audiences reaction was to assume foul play from
17、 T-Mobile, which is indicative of a more systemic problem: it still feels like the norm to steal online content without permission or payment. Viral tweets and jokes like the T-Mobile one have real, tangible value for the audiences who want to protect their authenticity. The knock-on value for brand
18、s is obvious: this content resonates and cuts through. But you cant just badge memes like youd badge an event. Communities are fighting for creative ownership. Brands must be seen to respect the creators. p15 Use it Just because something can be monetised, or piggybacked for marketing purposes, that
19、 doesnt mean it should be. Making the wrong move and choosing profit over community may undermine not only internet culture, but the online perception of your brand. 2 1 Brands should champion the audience as well as the creators By taking an audience-first approach, you can proactively show respect
20、 to the creator and the community at the same time. Beauty brand Sephora, for instance, doesnt recruit its influencers, the #SephoraSquad, based on their number of followers, but on audience loyalty. Anyone can apply as long as their followers vouch for them. Brands should ensure theyre being respec
21、tful of online communities The North Face recently took images of people wearing its clothing at numerous landmarks and then uploaded them to the landmarks Wikipedia pages as if they were legitimate creators in this space. They may have gamed their way to the top of Google, but their disingenuous ac
22、tions outraged the Wikipedia community and then the internet at large. This cautionary tale shows the potential fallout from circumventing communities and posing as creators. The first rule of the internet: stay legit. p15 2 Social Self-Care People are seeking a healthier relationship with their dig
23、ital consumption p17 p19 Understand it People are seeking out online optimism If the prevailing feelings people get from social are ones of inadequacy and anger, then overt positivity is the new counterculture. Dancer Dont Colley has risen to fame on Instagram for his motivational messaging, which i
24、s almost corny in its optimism. Similarly, rapper Megan Thee Stallion popularised the empowering #HotGirlSummer hashtag, which she described as a celebration of “doing you, not giving a damn about what nobody got to say about it.” People are forming support networks around memes College meme groups,
25、 like UC Berkeley Memes for Edgy Teens and Harvard Memes for Elitist 1% Tweens, are spaces where American college students can find solace in relatable memes around motivation, extensive privilege or other college student anxieties. Its about using humour to overcome emotional grievances specific to
26、 their experiences. People are consulting with digital therapists Self-care thread accounts which post advice with titles like Mental health check in and Emotions people feel but cant explain are especially popular with younger audiences, while digital therapists are also having a moment. Instagram-
27、based _DrSoph has a one million-strong following that can message her directly or just engage with her content to get a hit of healthy advice. The behavioural change Whats driving it? With openness around mental health driving conversations around emotional wellbeing, self-care is having a moment. A
28、nd, within this narrative, tech in particular social has been reframed as public enemy number one. In the face of always-on notification fatigue, theres a sense that our everyday overuse feels unhealthy. In response, theres a desire to alter some of our stickier habits. The proliferation of smartpho
29、nes has its ups and downs. Maps are good. Round-the-clock obligations to text back arent. Checking your news aggregator can be informative, while the negative push notifications it prompts can wear us down. Plus the internet can be a cold, dark place. It often comes down to the survival of the snark
30、iest or the most liked with online culture often falling between that of an angry mob and a popularity contest. Having it in your hand 24/7 isnt always healthy. But, lets face it, very few of us are actually willing to go without our trusty tech. People dont necessarily want to be cut off from the i
31、nternet. They just want a better relationship with it. So consumers are actively rebalancing their digital lives to protect their wellbeing. Thats why screenshots of Apples Screen Time are now rife in our feeds. Step trackers and running apps can step aside showing off how little time youve spent sc
32、rolling is the new way to signal social media virtue. In response to this trend, and the greater awareness in general, Instagram is trialling the removal of public like counts a move thats intended to mitigate the bad juju users often feel on the platform. Pinterest has similarly introduced a more c
33、ompassionate search experience for people in distress. Social media, it seems, is getting a long overdue health check. 1 2 3 p21 Google searches for the term self care have risen 100% in the past five years. Google, 2019 Use it Posting positive content in spaces often dominated by the opposite doesn
34、t feel revolutionary. But its vital to understand that people respond best to brands with a culture rooted firmly in kindness. 2 1 Brands should create content that supports peoples emotional health Uber partnered with meditation app Calm to repurpose the short journeys people take in its vehicles a
35、s moments to better their health. They created four guided meditations all designed for different journey lengths that enable people to use their journey to free up some mental space. Brands should support people in enforcing healthier habits Chinese gaming giant Tencent added age-based time limits
36、to games like League of Legends to promote healthier usage among young people, limiting the negative impact of overusing its products early. Similarly, Vodafone created the #ScreenFreeFathersDay campaign to encourage dads to put their phones down to better connect with their kids IRL. Bad Influence
37、Theres a growing backlash against influencer culture and the metrics that drive it 3 p23 p25 Central figures of mass culture have faced criticism since time immemorial. But now, its the turn of influencers to get the same treatment. Once protected by their ostensibly unconventional and authentic ris
38、e to fame, the social-born content creator is now facing growing cynicism from an increasingly savvy consumer base. This is, in part, because influencer culture isnt all that niche anymore. The marriage of YouTube gamer PewDiepie and Italian fashion influencer Marzia Bisognin was a media event cover
39、ed by tabloids with as much fervency as Brangelinas divorce, for example. The internet has become overrun with conventional hierarchies where success directly correlates with beauty, cash and popularity. So internet communities are fighting back. world_record_egg the picture of an egg thats now the
40、most-liked image on Instagram is part of the shitposting phenomenon, which has gained traction in response to the vacuity of influencer marketing. With bloggers like Marissa Fuchs offering up life milestones to the brands with the highest bids, and internet personalities like Gabbie Hanna faking tri
41、ps to Coachella (also lifting the veil on the dark arts of influencer marketing), its no wonder onlookers are growing cynical. This behaviour devalues the category. But good influencers still exist. Brands just need to know whos authentic and whos not. Understand it People are refusing to participat
42、e in social hierarchies world_record_egg is part of a wider uptick in shitposting a phenomenon that sees people post a huge amount of lo-fi content to a digital space. Sometimes its with the intent of disruption. Other times, its just for the lols. But its always from a refusal to participate in the
43、 newly established hierarchies of digital spaces. samepictureofcrocseveryday is one such rebellion: an Instagram account dedicated to the same picture of a Croc every day. People are making fun of influencers A growing body of online content exists primarily to poke fun at the vacuous nature of infl
44、uencer culture. Recently, a boy turned up to VidCon dressed up as an apology video, for example. And there was recently public outrage and no shortage of parodies after lifestyle blogger Tiffany Mitchell posted a series of glossy (and well-edited) photos of her passed out on the road after crashing
45、her motorcycle. People are engaging with celebrities as creators While the most influential figures on social were once grassroots creators, the lines between influencer and celebrity are blurring. Celebrities are increasingly taking on the behaviours of creators, effectively winning back engagement
46、. Just look at Jennifer Lopezs YouTube channel or Dwayne Johnsons Instagram feed to see how established names are becoming content creators in their own right. The behavioural change Whats driving it? This years Fyre Festival documentaries threw the real power of influencer marketing into sharp reli
47、ef. There has since been a steady stream of unscrupulous influencer behaviours coming to light, permeating mainstream conversations and turning off the general public. The rise of the informed consumer coupled with increased cynicism has called into question the purpose and impact of influencer mark
48、eting. 1 2 3 p27 Use it In an era where established hierarchies of influence are crumbling, and the public is becoming more cynical and savvy about branded content, brands need to shift their understanding of influencer marketing by embracing the fact that influence exists, but not all influencers a
49、re influential. 2 1 Brands should subvert influencer tropes to generate impact Alcohol brand Kahla created an IRL anti- influence exhibition of Instagram photos that got zero likes in New York, as well as developing a digital tool called #BottomNine, which let people login via Facebook to find and repost their nine least-liked photos on Instagram. Simply moving against accepte
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