Harlem Shakes: Shortest Meme Ever?

Harlem Shakes: Shortest Meme Ever? 

The lifespan of social media has been continually shrinking in the face of social media’s growth. As content becomes easier to both share and make, viral memes can reach an internet saturation point much quicker than even those of a few years ago. Early memes like the Dancing Baby were able to keep relevance for several months due to the slow nature of e-mail forwards. By the time LOLCats, Chocolate Rain, and other post-Facebook memes hit the scene, a star could rise and fall in a single month. But just because the majority of the internet has had their fill doesn’t mean that latecomers won’t try and keep the party going. Light internet users will always get to trends after the power users, and a grandmother watching that “Gangam Style” Superbowl commercial will have lots of questions about it. Ubiquity might make the length of a trend overstay its welcome, but it can’t do much to rush it out the door.

Of course, individuals aren’t the only ones paying attention to viral videos. PR and marketing professionals know when a trend is rising – and when it’s safe enough that they can use it for their own devices. Nabisco made a brilliant move by releasing a “lights out” commercial during the Super Bowl blackout, but not everyone can move so quickly. In fact, the larger the organization the harder it is, by definition, to move quickly. In many ways, companies need a SWAT team (with a member of their legal team included in that) prepared just for real-time reactions. But authenticity is important too. A South Park episode that references planking can probably tackle it without feeling forced. The Today Show, on the other hand, parodying “Friday” might not go over so well. In fact, a lot of companies should keep aware that many social media memes are…

 
 
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Millennial News Feed

Quote of the Day: “I'm trying to save roughly $5,000 to buy a vehicle. It will take me another 6 months or so.” –Male, 16, NC

The year started with a report that teens are leaving Facebook, and it’s ending the same way. A report this week showed that 88% of 13-17-year-olds were using the network in 2014, a drop from 94% in 2013. We’ve looked at the reasons that teens just aren’t as interested in Facebook before, and Ypulse’s latest social media tracker survey actually showed that currently only 63% of 13-17-year-olds say they use Facebook. (Mashable)

Millennial tastes are shaping the future of fast food, and majorly impacting longstanding brands. But what chains are keeping them happy now? YouGov BrandIndex ranked the restaurant chains that 18-33-year-olds would consider going to again to gauge their current brand loyalty. Gourmet sandwich chain Jimmy John’s topped the list, with 83% saying they would return. Chipotle, Chick-fil-A, Whataburger, and Subway made up the rest of the top five, in that order. (Business Insider)

Video sharing competition is heating up. Former Hulu CEO Jason Kilar has launched Vessel, his new subscription video service, which has been predicted to be a YouTube competitor. To entice creators to post content, they’re being offered $50 for every thousand views in the first three days they are posted, ifthey are only posted on Vessel. After a “72-hour exclusive window” the content can be shared on other sites. Currently Vessel is only open to creators, and a consumer launch “is pending.” (StreamDaily)

Kids are often shielded from adult content, usually because it is deemed too violent. But in reality, their bright cartoons might feature more carnage than grown-up fare. A recent study looked at the biggest children’s and adult movie hits in the same year and found that “two thirds of the 45 highest grossing children’s animated films feature an onscreen death of a major character” compared to half of the top “non-kid” films. “Death and destruction” are just a regular part of your average animated classic. (NYMag)

‘Tis the season for gift swaps, including the sinister favorite White Elephant—also known as Yankee Swap and Nasty Christmas. Old Navy is featuring the game in their holiday Vine campaign. Each day a video reveals gifts, from a high-end trip to a pogo stick, that will be given out, and every person who re-Vines or likes the clips is entered to win. The brand has also tapped 12 popular Viners to create their own clips in which they steal a previously opened gift or stay with the gift of the day. (Old Navy)

That image at the bottom of our newsletter is a gateway to insights and expert commentary on current and future Millennial trends. Clicking on it takes readers to our daily insights article, available to Silver and Gold tier subscribers, which illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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