FASHION FASHION FUTURES FUTURES THE FUTURE OF SOCIAL MEDIA
LIBBY CHAMBERLIN
AD603 FASHION FUTURES LIBBY CHAMBERLIN 1903788 WORD COUNT: 4011
CONTENTS: 1-2 MINDMAP 3-4 ABSTARCT 5-6 INTRODUCTION 7-10 GENERATION ALPHA 11-14 SOCIAL MEDIA 15-18 INFLUENCERS 19-10 VIDEO CONTENT 21-24 AUGMENTED REALITY AND VIRTUAL REALITY 25-28 PRIMARY QUESTIONNAIRE 29-30 CONCLUSION 31-32 REFERENCES 33-34 IMAGE REFERENCES
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THE FUTURE OF SOCIAL MEDIA MARKETINGHOW WILL SOCIAL MEDIA MARKETING INFLUENCE THE FUTURE CONSUMER- GENERATION ALPHA?
The last few years saw an increase in social media engagement. This paired with a surge in AR and VR technology developments we can expect an increase in advances in augmented and virtual reality in the social media realm. This report will discuss social media trends which might affect the future of social media marketing and influence the next generation of consumers, Generation Alpha.
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Social media has fast become one of the most used and important ways people freely interact with others, it also offers multiple ways for marketers to reach and engage with consumers. Globally, the total number of social media users is estimated to grow to 3.29 billion users in 2022, which will be 42.3% of the world’s population (eMarketer 2018). Technology is constantly advancing and changing the way people engage with social media.
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INTRODUCTION Social media has become a vital tool in marketing and communications for many people. It is key to consider the future of social media in the context of consumer behaviour and marketing. Just like other forms of marketing, the social media industry is changing at a quick pace. This means it is important for brands to keep up with the latest social media trends. This report will consist of me researching where I believe the future of social media lies when considering marketing-related topics and issues in the industry which may influence Generation Alpha. As most young adults have grown through some of their most pivotal years in the digital era they are able to understand what is important through social media platforms and various social media influencers. As well as being an exceptional marketing tool, social media has played a huge part in giving young people voices to express their opinions and beliefs. Throughout this report I will research different forms of social media strategies and technologies, as well as where I see the future of the industry going. Social media is constantly changing due to the continual innovation taking place on both the technology side and also the consumer side. I will conduct a questionnaire in order to get a variety of opinions from the public as to how they feel about the topic.
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I have chosen to discuss this topic due to my interest and excitement in this part of the fashion industry. Also, our chosen topic was to be linked to the career path which I am most interested in. I hope to work in the social media marketing industry after graduating. I thought this would be a great opportunity to gain in-depth knowledge about how it could potentially change in the future.
This essay will be targeting the next generation of consumers, Generation Alpha. Generation Alpha is the first to be born entirely in the 21st century. This generation are the future consumers, being born from 2010 to 2024 meaning the oldest are aged 11-12. I have chosen to research this particular generation as according to studies members of this generation will grow up to be the most technologically immersed and best-educated generation ever. Members of generation alpha will be immersed in technology their entire lives. Throughout this report I will research and examine how this generation will be influenced by social media. I will discover the impact that social media has on Generation Alpha including topics such as influencers and new immersive technologies.
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GENERATION ALPHA Generation Alpha includes members born between the year 2010 and until the year 2025. By the time they have all been born (in 2025) there will be almost 2 billion members making this generation the largest in history, according to Mark McCrindle, the Australian social analyst who coined the term “Generation Alpha. As the oldest members are only just aged between 11 and 12 it’s down to researchers to characterise the new generation of consumers. We can predict that they will be a more culturally diverse generation, socioeconomics (slightly wealthier), will have smaller family sizes and will have longer life expectancies (Carter, 2021). Although we don’t know a great amount about this generation yet we can predict a few things about them by analysing the demographics. However, we do know that they are linked to their millennial parents. Due to this generation alpha members are often referred to as “mini millennials”. Generation alpha are seen to be influenced by millennials and their brand loyalties, however they also have their own goals and values. Generation alpha will develop similar preferences as their millennial parents as it’s all they know from an early age. It is expected that generation alpha will have brand loyalties, passed down from their parent’s beloved brands. Generation alphas already stand out from Gen Z in their worldliness, brand awareness and influence over household spending. Brands will need to understand generation alpha’s lifestyles, values and self concepts. Generation will be confident, savvy and curious. “They can send a trending hashtag, they can start a social media campaign and bring about change,” says McCrindle, who published a book on Generation Alpha this year. “They’ve seen that in their own experience, in #MeToo and #BlackLivesMatter.” 7
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Generation Alpha are also referred to as the ‘Glass Generation’ as their glass-fronted devices will be their main source of communication starting from a young age. Generation Alpha are being born into a digital driven world, technologies will shape how they interact and navigate themselves through life. Due to new technologies, Generation Alpha will learn, interact and build relations in a completely new way to any other generation. As generation alpha will be more reliant on technology they will have less physical interactions with peers which society has been used to with previous generations. Due to their reliance on technology and having answers in the click of a button, generation alpha may be impatient and have a shorter attention span.
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According to the Understanding Generation Alpha study produced by Wired Consulting, “as technology develops, artificial intelligence or voice will become increasingly common methods of communication between humans and machines, as keyboards and screens give way to gesture-based interfaces and conversations between devices and humans”. This study shows how important it is for the fashion industry to cater for this generation in the right way as they will demand connectivity and interactivity through digital platforms. Technology is already shaping generation alpha’s early lives. Technologies such as mobile devices, virtual assistants and gaming toys and accessories are already prevalent among the members of generation alpha. According to a study by Ofcom, the number of children owning one of these devices is rapidly growing among younger children. The rise of virtual assistants such as Alexa or Siri will mean new forms of communication and an increase in a need for interactivity.
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SOCIAL MEDIA Social media plays a huge part in today’s life. Social media are interactive technologies which allow the creation or sharing and exchange of information through virtual communities and networks. Social media has changed the way people live their daily lives, it helps how people communicate and exchange user-generated content with others. As of 2021, over 4.48 billion people use social media worldwide, with the average user accessing 6.6 various platforms on a monthly basis. Above 85% of all businesses have a dedicated social media platform as part of their marketing strategy, 58% of these businesses have used social media for over 3 years and have reported an increase in sales over this time (-->, -->, --> and -->, 2022). At present, the perspective on social media is that people are using it for creation, accessing, and spreading information via word of mouth. The rise of social media and positive effects it has had is largely down to the platforms themselves. The opportunities for social media marketers are endless, social media in marketing is used to connect brands with their audiences to build their brand, increase their sales and drive website traffic.
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For brands to be successful in their social media marketing they must post great content on their platforms, listen to and engage their followers and analyze their results. Over the past two years especially, people have had to rely on technology more than ever. Businesses depend on digital and social media marketing more than they probably ever expected. This has meant that brands have had to be more creative to target their consumers differently. It is a great way for companies to engage with younger consumers as they spend many hours a day on social media platforms. However, as generation alpha are being brought up in a digital environment brands need to create content to meet a broader audience in multiple places. It is important that brands keep updated to meet the ever-growing consumer demands of the next generation. For brands to be successful with their marketing strategies they need to keep up to date with the latest trends generation alpha are following. As generation alpha have shorter attention spans these trends will change at a rapid pace. Social media is the perfect place for brands to target generation alpha as they will be extremely technologically advanced from a young age.
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Social media already plays a huge role in the lives of generation alpha members and is integral to the development of their identity. Most tweens are already using online sites such as Facebook, Snapchat and Instagram as a way to connect with their friends and to follow influencers and celebrities. Many popular websites are specifically targeted at this demographic. This generation has more access to technology and information and external influences than any other generation. As a technologically advanced generation, Generation Alpha are keen to adapt to new innovations which will benefit them in the long run. Generation Alpha will continue to grow up in a technological age, with smartphones and tablets being at the forefront of their lives.
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INFLUENCERS
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In the past, the idea of using celebrities or well-known opinion leaders, who have a high social value, to influence others has been a well-known marketing strategy (Knoll and Matthes 2017). However, this approach has its downsides as it can come at a very high price for brands. Celebrities and people in the public eye are possible influencers however due to their cost smaller brands have started to take the opportunity of “micro-influencers’’ who are known as a new form of influencers. Micro- influencers are influencers who are not as well-known as celebrities however have a strong following, ranging anywhere between a few thousand to hundreds of thousands of followers.
Micro-influencers have fewer followers than big influencers but they have the advantage of higher engagement among their audiences on social media. In general, these types of influencers are considered to be more auhentic than traditional celebrities, which is a major reason influencer marketing has grown increasingly appealing to brands (Enberg 2018). Influencer marketing has quickly become a very popular and effective marketing tool. Influencer marketing is one of the best ways to quickly build brand awareness. According to Forbes, influencer marketing is growing faster than digital adverts. This marketing technique quickly builds trust, improves brand awareness and reaches the target audience.
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Influencers have a large devoted following with whom they share content ranging from fashion, lifestyle and makeup to gaming and toys. Influencers also share sponsored content and get paid by brands to promote their products to their audiences. Influencers have the power to sway their followers’ purchasing habits and thinking and even beliefs. Influencers are seen as credible “experts” in the content they post, encouraging their followers to want to view the content and show engagement. Influencers are considered more transparent and personal through the ways they target their following which is more effective in engaging consumers. Influencer marketing is showing no signs of slowing down, even during the ongoing global pandemic. As the world is slowly starting to emerge from the pandemic, influencers will need to be more mindful of the messages they give to their audience. As technology is advancing quicker than ever it won’t be long before virtual influencers are just as common as current influencers. Virtual influencers, also known as avatars, enable companies to grow their marketing strategies. Virtual influencers will soon be taking over the internet and many brands will use virtual influencers as their main brand ambassadors. The main advantage of digital influencers is the fact that brands have complete control over them and everything they do or say. Brands have the ability to tailor the persona of the influencer to align with their brand image and their values. This innovative phenomenon will capture consumers’ attention and allow them to stand out from other brands. Consumers will be intrigued and want to know more about this technology. Virtual influencers have already been shown to be three times more engaging than human influencers (“The evolution of the virtual influencer: no longer just a trend”, 2021). This type of technology will enable brands the chance to catch the attention of younger consumers such as Generation Alpha. 17
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VIDEO CONTENT Video marketing is an extremely effective method of content delivery, marketers are always forward thinking and finding ways to utilize their outreach to new consumers. The biggest trends are marketed through short-form TikTok videos or Instagram Reels. As the use of social media rises and the attention spans of consumers decrease, short videos will be key in the future even more than now. Studies are constantly showing how the amount of people watching videos on social media is rising. On average people are watching at least 22 hours of video in one month. These 22 hours are broken down into many short videos, with each having the duration of 10 seconds to a minute. These short videos keep people’s attention, with generation alpha having an even shorter attention span this will be very important. TikTok has been named as the fastest growing social media platform of all time, making the shortlist as one of the most downloaded apps globally for the past three years (Online Digital Marketing Courses, 2022). The app, made up of short-form videos saw a rapid growth during the start of the COVID-29 pandemic. Users found a new way to connect with others and create new and exciting content. In 2020, the rise of TikTok meant the amount of downloads in a single quarter set the record, at 315 million installs. 19
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AUGMENTED REALITY & VIRTUAL REALITY
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Another technology which has been infiltrating social media platforms is augmented reality (AR). Augmented reality is an enhanced version of the real physical world that is achieved through the use of digital visual elements, sound, or other sensory stimuli delivered via technology (Augmented Reality Definition, 2022). Social media platforms such as Snapchat and Instagram are already using AR and have been for a few years. AR uses existing environments and adds virtual information on top of it, enhancing the consumers experience. Augmented reality is already one of the biggest technology trends in social media marketing, expected to rapidly increase. AR allows brands to give their customers a unique experience which is accessible, unique and smart. As well as creating unique customer experiences it also helps to increase sales and drive the importance of brand value. AR is an extremely effective marketing tool, immersive technology such as AR can help marketers measure their engagement. It is also a great tool in helping forward-thinking brands offer personal consumer experiences which will increase growth. Similar to AR is a technology called virtual reality (VR), which immerses the user in other places. Unlike AR, VR allows users to “inhabit” an entirely new environment, a virtual one created by computers. This environment is either animated or a real life location which has been photographed and embedded in a virtual reality app. VR allows users to feel like they are actually in that place and are able to look up and down. This technique of marketing offers a digital experience instead of a physical one, offering a new way of promoting products and services. The use of VR allows brands to gain attraction from their consumers rather than them needing to attract them. Virtual reality will play a predominant role within marketing and will allow Brands to keep up with the 22
Integrated augmented reality has been a part of social media user’s online experience for some time already. The popularity of AR as a feature of social media has meant these tools are helping to drive the widespread mainstream adoption of AR. Snapchat is one of the main social media platforms to have already adopted this type of technology. Snapchat used AR filters and lenses which add overlays like sunglasses, facial hair, and dog ears to users’ faces when taking photos or videos on the app. AR technology can also be used to create an immersive shopping experience for users. Snapchat has already started to work with bug brands such as Gucci and American Eagle to provide a try-on experience within the app. This technology allows brands to give their customers a unique experience with the added convenience of using their mobile devices. AR allows consumers to try products before they purchase them.
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Facebook in particular is a social media platform who have been using this technology for some time. Facebook is one of the industry’s largest investors in AR technology and in the last year have changed its name to Meta. In 2021 Facebook had plans to invest $10 billion to develop products that support augmented and virtual reality- a robotic hand, high tech VR glasses and sophisticated software applications, to name a few (The Metaverse, 2022). Facebook has reported that across their entire app family, Facebook and Instagram, users are sharing over 1 billion stories everyday. Many of their users use animations and filters to personalise their stories. Nike is another example of where this technology is being used to attract consumers. Late last year, Nike launched an online game zone on Roblox called Nikeland where fans can create an avatar of themselves and play sports in a virtual space (Nike’s metaverse, 2022). “Brands have an incentive to be there because that’s where people are and they want to follow them,” Michael Pachter, an analyst with Wedbush Securities, said of the move by major retailers to start building their presence in the metaverse. A metaverse describes a network of augmented and virtual reality hubs which are accessed via smartphones and headsets. Users are also able to create their own digital stand-in to represent themselves in the virtual world.
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PRIMARY RESEARCHQUESTIONNAIRE In order for me to gain a better understanding of the role technology plays in the lives of generation alpha kids, a primary research questionnaire was conducted. This survey was based on data from people who are parents of generation alpha kids (children aged 12 and under). All data shown will be completely anonymous and only used for education and research purposes.
This first question asked to generation alpha parents was “At what age do you think your child should have a smartphone/ tablet?”. The answers from this question ranged from 10-12 years with the most common answer being 11 years old. Many parents also said that smartphones help to calm their children down or help them stay entertained. 80% of the people in the survey said their child’s smartphone or tablet is their favourite toy.
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In relation to the first question the survey asked “At what age did your child start to use technology/ understand how to use it?”. The majority of answers were 6 years old with some ranging from 6-8. Parents stated that their children are being taught how to use technology in school from an early age to help with their education. This supports how generation alpha are tech savvy and already very technologically immersed. This also shows how this generation are very quick learners. The next question also coincides with this one as it is “Would you say your child has a good understanding of technology?”. As previously stated, the kids of generation alpha are being taught how to use technology in school so It was no surprise that parents said their children are fluent in the understanding of technology. This is a great example of how members of generation alpha will be immersed in technology their entire lives from a very early age. Although they are taught how to use technology in school, parents questioned stated that their children taught themselves a lot about the tech they are using. “Does your child follow any social media trends?” was the next question in the survey. The most common answer to this was that they do and the trend every parent said was TikTok. The parents of generation alpha said their children love creating short videos of them lip-syncing, skits and dancing. Parents also said TikTok has helped their child stay connected to their peers outside of school in a fun way.
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The next question in the survey was “Do you think technology has helped improve your child’s learning/education?” All the parents in the survey said that technology and the internet has helped their child to perform better in school. They said that technology has helped their children academically, for example their reading and language has been improved. This shows how technology and social media can play a positive part in generation alphas’ life. Following on from this the survey asked “Do you think technology has a positive impact on your child’s life?” to get their viewpoint on the matter. As expected, every answer to this question was Yes. Parents said that technology and social media has helped their relationship with their kids as well as the relationship their kids have with their peers. Furthermore, parents said that technology has helped their kids connect with their peers in a new and positive way. However, some parents said that in order for their child’s experience with technology to remain positive they have ways of protecting them from certain things online. For example limiting their screen time and adding content filters so as to not be exposed to adult content.
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In conclusion, this survey has been very insightful and educational to the author. This primary research has helped to support the essay with relation to technology shaping generation alpha’s lives.
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CONCLUSION
Overall, it is evident that technology advancements through social media will play a huge role in the lives of Generation Alpha- the future consumer. Having explored so many different aspects of social media and technology it is clear that the future of social media marketing is endless. It is important that as marketers we understand social media clearly as it has become highly culturally relevant and a dominant form of communication and expression. Marketers need to consider Generation Alpha in their longterm strategies. In 4 years time members of generation alpha will have outnumbered Baby Boomers and will be moving into adulthood in the next 10 years. 29
Technologies such as augmented reality and virtual reality are key to offering a new and immersive online experience for the future consumer. This type of technology will play a predominant role within marketing and will allow Brands to keep up with the fast paced environment and meet consumers needs. In order for the marketing industry to succeed with this new consumer it needs to adapt to their needs.
Members of generation alpha are more likely to buy from a company that contributes to social causes. The new consumers will be influenced greatly by who they follow on social media and who they deem transparent. Influencers will need to be more mindful of the messages they give to their audience.
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It is apparent that the opportunities for social media marketers are endless, social media in marketing is used to connect brands with their audiences to build their brand, increase their sales and drive website traffic. Social media already plays a huge role in the lives of generation alpha members and is integral to the development of their identity. The future of social media will continue to make a huge impact on these consumers.
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Carter, C., 2022. The Complete Guide To Generation Alpha, The Children Of Millennials. [online] Forbes. Available at: <https://www.forbes.com/ sites/christinecarter/2016/12/21/the-complete-guide-to-generation-alpha-the-children-of-millennials/?sh=4e299b853623> [Accessed 4 January 2022].
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AD603 FASHION FUTURES LIBBY CHAMBERLIN 1903788
