A Look Into The Crystal Ball: Top Trends For 2013

Trends for 2013 We're always tracking trends, specifically how Millennials are influencing and shaping culture. They’ll be leading the way with major media shifts in 2013, stemming from their desire to make the world simply more intuitive. The following are five flavors of innovation we expect to see in 2013:

1. Dominance Of The Second Screen

Millennials already move between multiple devices when they watch television as they seek to always be entertained and of course, in communication with their friends. However, the second screen will play an even bigger role in 2013 as social TV becomes increasingly important to engage young viewers and cater to their short attention spans.

This year, we saw some major moves in the social TV space with Zeebox launching in the U.S., which allows users to see what shows are on, what their friends and celebrities are watching, and buy products they see on screen. Bravo also launched Play Live this year, a social TV experience where users get to interact with their favorite shows and ads by responding to on-air polls in real-time and see the results on their TV screen. Both of these, in addition to several other tools, have paved the way for the growth of the second screen. We predict that the event of watching, checking into, and interacting with a show will become the norm for Millennials next year, even more so than it is already, as their favorite shows air.

While live TV has some competition in the digital age, we’ll see a big push on the part of networks and tech companies in the coming year to connect the second screen with the first screen, creating active viewers and constant chatter.

Moreover, this year, we saw strategies such as Tumblr creating live-GIFs of the presidential debates. We wouldn’t be surprised if this is done for other…

 
 

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Millennial News Feed

Quote of the Day: “I like shopping at Trader Joe’s, because it’s a fun alternative to the usual chain supermarkets to pick up specialty items that are tasty.”—Male, 33, MD

This year’s Olympics will be the most social yet—thanks to the digital generation. According to a study, Facebook will be the leading platform adults use converse during the event, but 35% of 18-24-year-olds and 19% of 25-34-year-olds plan to use Snapchat to share Olympic content. Compared to other age groups, Millennials will be two times more interested in human-interest stories and meme-worthy moments during the event. (Business Wire

Promposals aren't just a viral trend, they are now the most expensive prom cost for some. A study by Visa Inc. has found that an American household spends an average of $324 on promposing, and parents are increasingly footing the bill: In 2015, parents paid for up to 73% in of prom costs, up from 56% in 2014. Companies like The Heart Bandits are cashing in on the trend by charging upwards of $1000 to plan promposals, and brands are as well: Men’s Wearhouse Inc. declared March 11th promposal day on social media to sell tuxes for the occasion. (Bloomberg

Gap Inc. has launched a new athleisure line for children ages six to 14, bringing the high-fashion workout trend to the pre-teen set. Athleta Girl, an extension of the activewear brand Athleta, is categorized by activities like “run,” ”yoga and studio,” and “swim.” According to the fitness brand, the label was in demand: “A girls’ line is something our customers have been asking for. Girls today want to dress sporty. They are living more active lives.” Marketing and design for the line is leaning on girl power, with graphic tees showing off slogans like "Dream crazy big." (JezebelRacked)

As esports continues to grow, brands are figuring out to how to tap into the potential marketing goldmine. This year the global esports market will make $463 million, and will reportedly rake in $1.1 billion in 2019. Brands have begun sponsoring teams by adding their logos to players’ jerseys or hats, but they could potentially expand to leagues in the future. The key to effective branding will be “genuinely offering something new or valuable to the audience.” (VentureBeat)  

Can a brand create online influencers? In an approach that could be described as “reverse influencer marketing,” Mars is attempting to revive the classic candy bar 3 Musketeers with young consumers through a digital-only campaign featuring the “Musketeens”—three unknowns they want to turn into YouTube stars. The teens look and act like established YouTube influencers, and have been able to garner 400,000 video views. But the response has been split, with a large portion of users calling out the videos as annoying ads. (Digiday

Quote of the Day: “I consider luxury items as something that is nice to have, but that I can also live without.”—Female, 23, FL

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