Brands create faux accounts on social platforms to engage consumers
Implications - Moving beyond traditional social media engagement, brands are turning to unsuspecting online marketing tactics to add intrigue to the brand-consumer experience. Creating faux profiles and accounts, brands are going undercover to engage with consumers in a more lighthearted yet approachable manner. This covert tactic reflects a need to not only engage with consumers online, but to do so in a way that fosters a real and authentic connection with those involved.
Workshop Question - What is one way that your brand gathers consumer insights? Could you alter this to be more obscure? How?
Trend Themes
1. Covert Marketing - Brands are engaging consumers through faux profiles and accounts, fostering authentic connections and adding intrigue to online interactions.
2. Social Network Marketing - TV shows and beer brands alike make use of LinkedIn and Tinder, respectively, to find and target their audiences, and to gather data to fuel market research.
3. Social Media Collaboration - Artists like Jason Derulo and EDM producer Zedd are finding unique ways to partner with popular dating apps like Tinder to access and promote their content.
Industry Implications
1. Advertising - Covert campaigns and social network marketing demonstrate how businesses can engage consumers in new, creative ways and drive audience growth through dynamic offline to online campaigns.
2. Entertainment - TV shows and independent artists are finding innovative ways to reach their fans and grow their audiences, such as collaborating with popular social media platforms and dating apps to attract younger consumers.
3. Consumer Goods - Marketing campaigns for beer brands and personal grooming products are making use of large scale hookup apps to gather data on user preferences to develop more effective marketing strategies.
7 Featured, 54 Examples:
142,463 Total Clicks
Date Range:
Jan 15 — May 15
Trending:
Average
Consumer Insight Topics:
