Beyoncé’s Beybies Break The Internet: The Viral List

Beyoncé’s hard-to-miss announcement breaks an internet record, A teen series is causing mass hysteria, the #DeleteUber backlash, Millennials and Gen Z somberly say goodbye to Club Penguin, and more of the viral news from the week…

1. Beyoncé’s Beybies Break The Internet

Unless you went off the grid this week, you probably know Beyoncé is expecting again—times two. The oh-so-extra announcement was made through an artful Instagram post on the first day of Black History month, and it went so viral it broke internet records, beating out Selena Gomez’s Coca Cola post to be the most-liked on the platform ever with 7.2 million likes in 24 hours. During a time of intense political divide, fans are thanking Bey for the good news. Twitter reactions included: “Into each generation a slayer is born. They alone will face the vampires, the demons, and Donald Trump,” and “Beyoncé did this specifically for us, yall know that right.” In our break down of young consumers’ favorite musicians, Beyoncé came second, with many using descriptors like “queen” and “flawless” to explain their love.

2. #DeleteUber Sparks a Revolt

It’s been a tough week for Uber. The ride-sharing service got on the wrong side of their main consumers—Millennials—thanks in large part to their actions during the JFK airport taxi strike to protest Trump’s immigration ban. With many viewing their actions as a way to “capitalize on the taxi strike and perhaps even break it,” #DeleteUber started trending on Twitter, motivating more than 200,000 users to do just that. In the wake of the backlash, Uber CEO Travis Kalanick has announced his resignation from Trump’s economic advisory council to make the brand’s political beliefs clear. Our recent survey on brand CSR revealed that 44% have participated in a protest or buycott against a…

 
 

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The Newsfeed

“I honestly wouldn't like to communicate with brands, unless it is to solve problems their brand is causing.”—Female, 27, MI

Why don’t people seem to care as much about fake followers on Instagram as on other platforms? Because while Facebook and Twitter are bashed for feeds full of fake news, no one holds Instagram to the same standard. The image-centric platform is inherently “a hyperreality,” where no one’s candid shot is truly spontaneous, and photo-shop freely fills feeds. Where does it get tricky? With Influencers, who are expected to garner true engagements for brands. (Real Life)

Influencer marketing faced another tricky situation this week when PopSugar replaced influencers’ affiliate links with their own. RewardStyle and its Instagram product LikeToKnow.it’s network of content creators’ photos and sometimes entire feeds “were copied to the site via “thousands of ‘falsified vanity pages’ containing millions of images belonging to the network’s content creators.” The group is planning on seeking a class-action lawsuit on their intellectual property and for the lost revenue that PopSugar made each time a customer clicked to purchase. (Racked)

Colleges are giving out more merit-based aid to win over top students. Tuition discount rates have risen to a record 49.1% for first-time, full-time freshman attending private universities, up over 10% from ten years prior—according to the National Association of College and University Business Officers. By using data-driven analysis to calculate just how much aid is likely to lure a top student in, colleges are seeing success upping their prestige. However, the practice has also “created a closing of the doors for low-income students,” according to one policy analyst. (WSJ)

Apple is betting that young consumers could bring back magazines via a magazine subscription service. The tech company took a gamble by buying Texture, a subscription service for over 200 titles that’s been dubbed the “Netflix of Magazine Publishing.” The app aggregates articles into a single browsing experience, rather than being separated by title, and pays the included publications. Apple has announced plans to integrate the service into their Apple News app, the latest incarnation of their less-than-successful Newsstand app. (Bloomberg)

Function of Beauty is customizing hair care, blending up shampoo and conditioner for each customer based off a five-question quiz. Beauty companies big and small have hopped on the Customization Nation trend, and Function of Beauty takes that to the next level with their hyper-personalized hair care set. They're customizing everything from the fragrance to the chemical components, and even going so far as to print the purchaser’s name on each product. The founder explains, "Every single person is unique and different...why negate that instead of catering to it?" (Paper)

“[Allison Raskin] is open about her struggles with mental health, and she is also funny.”—Female, 19, CA

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