Consumers turn to entertainment-focused education online
Implications - As consumers continue to seek advice, education and information online, they are more frequently abandoning traditional outlets in favor of fringe media. Coupling entertainment with knowledge and expanded skill sets, this online content feels more relevant to a younger audience that's bucking convention and searching for authenticity.
Workshop Question - Think about the platforms that your brand most often utilizes to communicate with consumers. Does this offer an open and authentic way for consumers to engage and interact with content? What other avenues could you use?
Trend Themes
1. Entertaining Online Education - The trend towards coupling entertainment with knowledge and expanded skill sets is encouraging the creation of online video channels that offer education for people of all ages, delivering knowledge in digestible and entertaining formats.
2. Crowdsourced Cooking Classes - Crowdsourced platforms such as Facebook Mentions have facilitated the creations of interactive cooking classes that span across the world, allowing celebrity figures to be interactive with their fans via live stream videos.
3. Short Video Content - The appeal of short and simple video content draws in millennial audiences who are constantly seeking new ideas, as seen in the success of trendy video channels such as 'Tipsy Bartender.'
Industry Implications
1. Edtech - The use of online platforms to increase the accessibility of education creates opportunities for startups in the EdTech industry to create more diverse options for learners of any age and interest.
2. Food and Beverage - The trend towards consuming food-related content through crowd-sourced platforms such as YouTube and Instagram drives opportunities in the food and beverage industry to innovate in terms of product design, packaging, and marketing strategies that are attuned to the trends of younger generations.
3. Beauty and Cosmetics - The incorporation of quick and informative makeup tutorials in shorter forms appeal to Generation Z consumers and has the potential to drive new and innovative product adoption and sales in the beauty and cosmetics industry.
6 Featured, 50 Examples:
92,894 Total Clicks
Date Range:
Oct 15 — Sep 16
Trending:
Average
Consumer Insight Topics:
