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TREND ANALYTICS FOR SNOWCORP
Source: https://datareportal.com
2 Share of Instagram Users in Vietnam. Source: https://www.statista.com
Share of Facebook Users in Vietnam. Source: https://www.statista.com From the statistic, there was about 67% social media users when comparing with the current total population (Population of Vietnam 97,256,084 in 2020 – from WorldPopulationReview.com). Social media performs as a strong penetration that attracts different demographics to connect. Social media users were climbing through April 2019 to January 2020 by 9.6%. This report will focus on 2 main social media platforms: Instagram and Facebook. The chart reflects the different in generations that mostly the report will focus on Gen Y (Millennials) and gen Z. 
Gen Y (1980-1995) is from 25 to 34.
Gen Z (1996-2015) will separate in two categories based on their education level
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Gen Z.1 is from 13 to 17 Gen Z.2 from 18 to 25
Instagram
There was about 34% of female Instagram users and 20.4% of male Instagram users in the age 18-24, comprises the highest percentage to other ages. On the second ranking was 25-34 ages with 13.6% to 11.1% for female and male respectively. The potential segment would be 13-17 ages with the increase trend of 5.1% for female and 4.4% for male.
Facebook The demographic was different than on Instagram.
Most users were in 25-34 ages with 16.1% and 17.6% for female and male respectively. For 18-24 ages, there was a little gap between the numbers with 13% and 12.8% for female and male respectively. With the potential segment, 13-17 ages there were 5.1% of female and 4.4% of male users.
The report includes 8 trends that currently popular on social media and I think it would be a great reference to develop Foodie’s filter, sticker and function designs. TREND
THEME
DEMOGRAPHI C
ANALYTIC
Instagra m Effect, Filter And Sticker
Stormi Butterfly Filter
Purple Aesthetic (color pop)
With people who using social media, mostly women with Instagram, this trend would affect their mindsetting of getting some Butterflies as their photo filters. This would literally inspire both Gen Y and Z since the influencer was Kylie Jenner (born in 1997) with her 2-year-old daughter Stormi.
4 This filter started from a Dubai-based influencer and MUA, Sophie Katirai, launched her Stormi Butterfly Filter back in January. This creates an obsession with this filter worldwide. *Stormi is Kylie Jenner’s daughter. This filter spotted with little butterflies as skin accessories and colored eyes. Create the feelings of confident, pretty even without makeup. Brings playful and fun experience. Some filter gives make-up, long lashes, flawless skin, color eyes and add some purple to the face. https://www.cosmopolitanme.com/beauty/celebsare-obsessed-with-this-dubai-based-muas-igfilter
Retro with Vintage, Grainy and Filmy Look
Sparkle Bling
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Fall Looks
Both Gen Y and Z.
(Vintage Hue)
This trend brings the blooming to many photo and videography apps. There also many individual apps create for retro/vintage looks. Many receives high rates, good downloads (ex: RNI Film, Dazz Cam)
This filter works as story upgrade for users, give the content a trendy by adding grains, dust, more brown, film frames, aesthetic and vintage-hue texture.
Gen Y and Z.
KiraKira+ app (2017) inspires the social media users the ability to add some extra sparkle to everything still a trend virtually of bedazzling photos (Kendall Jenner, MUA PatMcGrathreal, Bella Hadid). Up until 2020, Bling is still a vibe that bring back from Tiktok after quarantine.
Bedazzlin g (aesthetic bling)
The influences of BLACKPINK, Kendal Jenner and Bella Hadid is accountable. Her fans are massive.
Vintage and retro are continued to be the trend throughout the year. On social media, many influencers use this tone for their content (ex Salim, Quynhanhshin, Chipu, Sunht).
Bling is aesthetic, eye-catching glitter with the 90’s feeling on users’ dressup, jewelery, makeup, … Adding some glitters on the content make it more dupes. Glitter is now using with pastel/pop color (light yellow/purple/neon/white) (inspired by Jennie BLACKPINK)
Subtitle
Blu-ray Effect
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Gen Z.2 and Y Brings more retro version of modern life in the picture.
Cool yellow text or vintage grunge filter with subtitles. More blu-ray texture This trend was pretty a long time, back in Inglourious Basterds (2009) movies, when the character speaks different language, the yellow words would appear as subtitle. The font was still popular but not until 2020 when everyone tries to add some retro, grains, dust, blu-ray effects on content.
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Milk by ya.molli (a Russian filter trendsetter)
Summer Beach Vibe (Hue Tone, Feminine, Golden Glow)
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Rose by Angela Giakas (influencer)
If the users are Instagramable, this effect would be the basic that they’d learn. Many KOL (ex Chau Bui, HatMitMit) used this in their story and many Instagram feed shares the same color palette. Everyone want to create a bright vibe in their feeds. Target Gen Z.2 and Gen Y
Milk creates different versions of filters with Milk*One, Milk*Two, Milk*3. Milk creates a beach vibe in the city. The filter nailed the bright and breezy aesthetic color. Give the content a glow-up by adding more brightness, dreamy with summer-time hue color tone. Another version adds some grainy overlay – a retro film feels with dust
Retro, with 3D, Blu-ray, aesthetic effects (Hue, Bright Color)
Those gens are trendsetter, we have different influencers mostly in these ages. For example: Chau Bui – Gen Z.1
AppStore
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Gen Z.1 and Y Editor-picks on AppStore. The popular trend of vintage, blu-ray, aesthetic is on point with many new apps target on these filters and many big giants try to add these filters in there software apps. Now, developers add more live functions (3D, Glitch, Chic), make the pictures/video more breathable. Also, many people understand the success of Lightroom Presets, they create the preset for their own apps to attract more users.
Thao Nhi Le – Gen For example: Unfold just updated their version Y with some film frames like using Film Cameras.
Instagram Feed
Light Color
Gen Y and Z.1
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Both these gens have understandab le of building a good theme for Instagram. They would look for Presets that can show their character through the pictures but in a manner way.
Clean Theme
8 Grayscale/Hue Tone/ Many influencers now using clean feed that create a simple, light, consistent look with the mix of color palette. Clean feed would make the overall look to have a base color (white, light pastel, pop-up color). A mix between the palette helps to control the busy, over-color of the pictures. Identified objects in the pictures are clear. Ex:
Yellow with jeans (blue and orange teal) Neon, orange and blue – vibrant color Brown, jeans, white – simple chic
Tropical Color
Gen Y and Z.1 Both these gens have understandable of building a good theme for Instagram. They would look for Presets that can show their character through the pictures but in a manner way.
9 Tropical Color creates a feeling of no filter need with more natural ways and seems as raw picture. The picture would be focus on their texture, brightness, contrast, sharpness, temperature, saturation to make the best natural looking. Users would want to add some hints of blue (of summer), brown (of chic) with vibrant color to show the curve of the objects.