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: “For Halloween, I’m dressing as Angelica from Hamilton (dress in period clothing and write unsatisfied across my chest).”—Female, 26, MA

Amazon is on track to take over the apparel industry. Their clothing and accessory sales are expected to grow by 30% next year, surpassing Macy’s apparel sales to make them “the biggest apparel seller in the U.S.,” according to a new report from Cowen & Co. The site has ramped up fashion efforts in recent years by launching private label brands, and sponsoring fashion week. Although respondents in a recent shopper survey did not rate Amazon Fashion highly in “site personalization and ease of use," they did mention the convenience and free two-day shipping of Amazon Prime as the biggest draw. (Business Insider)

In just 15 months, Tasty has not only become the driving force behind BuzzFeed video, it has also become one of top three publishing brands on Facebook. According to an analysis by Tubular Labs, in the last three months Tasty’s Facebook videos averaged 22.8 million video views in just the first 30 days, while BuzzFeed’s main Facebook page only averaged 4.7 million in the same timespan. Known for their “overhead shots of hands assembling delicious, bizarre and everything-in-between recipes,” the brand has recently expanded to include celebrity chefs in the mix. (Digiday

Millennials’ desire for convenience is leading the food delivery revolution. According to Mintel, Americans are increasingly choosing to order in than go out, and 45% of U.S. adults have ordered food delivery in the past three months. That percentage increases to 69% among 18-34-year-old males who live in urban areas, with Millennial women not too far behind at 58%. Among all respondents, the top reasons for ordering in were to catch up on TV shows and movies (41%) and eating alone (25%). (St. Louis Post-Dispatch)

Bordeaux is releasing a new video series to make itself seem approachable and less stuffy to young drinkers. Beyond Bordeaux is a 10-episode YouTube series where the founder of a food magazine visits the best BYOB restaurants to drink Bordeaux wine at, from “neighborhood pizza places in New York to taco joints in L.A. to sushi spots in Chicago.” The brand wants to shed its exclusive and expensive image, and show Millennials their wine can be fun, affordable, and accessible. (Adweek)

Disney and the Los Angeles County Museum of Art are pairing fairytales and fine art for a “fresh” Snapchat campaign. In bi-monthly stories that will be featured on both Disney’s and LACMA’s accounts, the duo will visually retell classics like Beauty and the Beast using works of art and hand-drawn overlays. Disney calls the partnership, “a natural way to add a little magic to art and storytelling to reach a new generation of art and Disney fans alike." LACMA has been using Snapchat since 2014 to playfully highlight and spread awareness of their artwork, winning a Webby for their efforts. (Ad Age)   

Quote of the Day: “For me being an adult means being entirely independent. I pay my own bills, make all decisions in my life, and feel very in control.”—Male, 20, NY

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