CONTENTS Introduction... 2 Trend Cartogram... 5 Key elements... 9 Impacts... 10 Future... 11 Works Cited Image Accreditation
Stories are being told everyday online by people using popular social media such as Snapchat and Instagram. Moving forward from the era of the selfie, users are looking beyond the photo into the products and have a growing interest in what goes on ‘behind the scenes’. The before has always peaked an interest alongside the after and brands have caught onto this and from 2015/2016 (Halpern, N/A) expanding on the types of content they post. Snapchat being the original story teller whilst Instagram introduced their story feature in 2016 (Zuckerberg, 2016), after that followed Facebook in 2017 which provided millennials the option to share parts of their day to day lives. Short-term trend Behind the Scenes understands even more so that brands aren’t at the centre anymore, the users are in the centre.
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“Millennials appreciate having insider knowledge.” – Patricia Martin
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Innovators – Snapchat Stories Update 2018, Instagram stories such as Ralph Lauren and Marc Jacobs and Influencers such as Jamie Genevieve (beauty haul, vlog etc.) Drivers – Fashion brands such as Pretty Little Thing, Social Media and Gen Z Impact – More uses for snap and Instagram stories, more online brand presence, backstage information easily accessible i.e. photographers, artists etc. Consequence – Social media could decline which loses audience, too much of the same content, lots of competitors. Future – VR technology to look around and have a ‘behind the scenes’ experience, being able to fully immerse yourself within the interactive experience.
According to (Martin, 2010) having a ‘backstage pass’ to the content makes the experience ‘shareable’ and this trend looks to break the fourth wall and continue to create the intimacy with the user. With the growing possibilities of AR, this trend looks to recreate print media such as magazines and increase the audience’s perception of the reality within the content. Interacting with the content is important and the trend Behind the Scenes looks at going further into the content. Creating a user friendly interface between users and backstage content that runs over different levels – an example is a user viewing a backstage video having an interest in the photographer, clicking on them and being transported to information about the photographer, their inspirations, previous work etc.
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Key elements of this trend are social media, user friendly layers of interaction and behind the scenes information and content. Social media has gained enormous popularity over the years due to generation z and the influencers that post upon the platforms. Social media influencers began experimenting with vlogs after gaining a following which allowed the followers to view into their everyday lives i.e. Jamie Genevieve. Millennials and social media are big drivers of this short-term trend alongside fashion brands such as Pretty Little Thing who have taken over Instagram with their dynamic stories (Pulse Advertising, 2017) and behind the scenes content. Although social media is a huge driver and inspiration for this predicted trend, if social media declines which was a possibility due to millennials switching off from technology at one point (Margolis, 2016) then it will be much harder to reach an audience.
As previously mentioned, one of the main inspirations for this trend was the modern-day popularity of social media stories and combining that with the futuristic technology i.e. the predicted micro-trend holomedia. Impacts of this trend range from more backstage content accessibility, larger online brand presence and expansion of social media and their options for ‘stories’. The predicted trend also has consequences to the impacts such as and overload of content and loss of user interest – too much content is a current issue on online platforms (Grohl, 2015) and this results in losing a valuable audience as they become bored or uninterested and ‘rebel’ against the content. Behind the Scenes as a trend introduces brands to create a software that is user friendly and contains specific backstage content that allows the user to physically interact and find out more information.
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The future of this trend could include the options of VR (virtual reality) to enable users to see round the behind the scenes they are interested in as if they were there which creates a more personalised experience. Being able to immerse themselves within the content creates a personal connection between the brand and the interactor, it displays the brand as being open, loyal and trustworthy. Short-term trend Behind the Scenes looks to introduce a multi-layered feature within videos to directly interact with the user and their possible interests in an informative and intimate way.
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ERIENCE
Grohl, J. M. (2015). Too much Facebook? An exploratory examination of social media fatigue. Computers in Human Behaviour, 148-155. Halpern, D. (N/A, N/A N/A). WHY “BEFORE AND AFTER PICTURES” CONVERT SO WELL. Retrieved from Social Triggers: https://socialtriggers.com/before-after-pictures/ Margolis, J. (2016, October 11). More millennials switch off social media . Retrieved from Financial Times: https://www.ft.com/content/5477680e-8ece-11e6-a72eb428cb934b78 Martin, P. (2010). Flexing your Content . In P. Martin, Tipping the Culture: How Engaging Millennials Will Change Things (p. 11). USA: LitLamp Communications . Pulse Advertising. (2017, November 9). WHY INSTAGRAM STORIES ARE BECOMING MORE POPULAR THAN SNAPCHAT FOR INFLUENCERS, BRANDS, AND EVERYDAY USERS. Retrieved from Pulse Advertising: https://www.pulse-advertising.com/blog/why-instagram-stories-are-becoming-more-popular-than-snapchat-for-influencers-brands-and-everyday-users/ Zuckerberg, M. (2016, August 6). Mark Zuckerberg. Retrieved from Facebook: https://www.facebook.com/zuck/posts/10103007623809571
Connolly, A. (2015, September 18). Burberry leads the way for tech and fashion, teaming up with Snapchat. Retrieved from The Next Web: https://thenextweb.com/ apps/2015/09/18/burberry-leads-the-way-for-tech-and-fashion-teaming-up-withsnapchat/ Cosmo, G. d. (2017, August N/A). Instagram Stories Celebrates First Birthday. Retrieved from Smoking Gun: http://smokinggunpr.co.uk/2017/08/instagram-stories-celebrates-first-birthday/ Fisher, M. (2012, May 22). Someone Poke 3D. Retrieved from Pocket Now: http:// pocketnow.com/2012/05/22/someone-poke-3d-it-died-again IMM Models. (2017, January 11). On Set With Pretty Little Thing. Retrieved from IMM Models: http://www.immmodels.com/news/274-on-set-with-pretty-little-thing/ Indvik, L. (2016, May 10). HOW FASHION AND RETAIL BRANDS ARE USING SNAPCHAT. Retrieved from Fashionista: https://fashionista.com/2016/05/snapchat-fashion-brands Kiss PNG. (N/A, N/A N/A). Video Camera Film Frame. Retrieved from Kiss PNG: https://www.kisspng.com/png-video-camera-film-frame-video-camera-camcordercam-103422/ Turk, V. (2017, June 5). Lasers, 'astronauts' and holographic heads: behind the scenes at Eric Prydz's EPIC 5.0 show. Retrieved from Wired: http://www.wired. co.uk/article/eric-prydz-epic-5-show-london-lasers-holograms