Inexplicable #BackpackChallenge Tops The Viral List

The latest #Challenge sweeping high schools and Twitter, the kitchen gadget that’s gone viral, a meme all about trying to stay non-political, and more stories and trends earning buzz this week!

1. Yes, the #BackpackChallenge Is a Thing

The Backpack Challenge is sweeping high schools across the nation. To participate, teens line up and throw heavy backpacks at a peer, who needs to run through the launched bags without getting knocked down. The challenge originally began trending in November, but has resurfaced with a vengeance. The #BackpackChallenge hashtag on Twitter surfaces a feed of kids lining up to toss backpacks at one brave challenger. Seem bizarre/confusing? We don’t disagree. But don’t spend too much time trying to figure it out—as with most teen social media challenges (think The Cinnamon Challenge, etc.) there’s little “why” behind this “what.” As one teen told BuzzFeed, “It’s just for fun. There’s no rhyme or reason to it.”

2. The Viral Kitchen Gadget

Can cooking tools go viral? The success of the Instant Pot shows us they can. The Instant Pot has become a massive success thanks to viral word of mouth on social media, becoming Amazon’s best-selling item in the U.S. Business Insider calls it “the Internet’s favorite kitchen appliance,” citing the thousands upon thousands of glowing reviews the product has received and the passionate communities of Instant Pot users trading tips and recipes on Reddit, Facebook and beyond. The CEO of the company behind the 7-in-1 gadget says of their viral success, "Cooking is very much a social behavior. If people make good food, they will be raving about it, including the tools used.”

3. Can You Say Anything Non-Political?

In the contentious political climate we’re experiencing now, everything can be political—from Super Bowl…

 
 

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“It[‘s] only about the music for me, nothing else dictates what I listen to, I either like it or I don't.”—Male, 28, WA

A new app is getting teens’ attention as it rises through the ranks of the new social apps to know, even surpassing Houseparty’s popularity—but the catch is it’s “piggyback[ing]” on Snapchat. Polly allows users to create anonymous surveys that they can send on Snapchat (there's that anonymity allure again), meaning many users may not have actually downloaded the Polly app, so they “could slip away if friends stop posting questions.” For now though, the app amassed 20 million users and 100 million answers last month, proving it’s one to keep an eye on. (TechCrunch)

Designers are taking to social media to “shame” the retailers ripping off their work. When Zoila Darton spotted a Forever 21 shirt eerily similar to the one she helped create to benefit Planned Parenthood, she posted a tweet to let the brand know their copycat didn’t go unnoticed—and quickly gained attention from fashion editors and others. This isn’t the first time pieces have been copied by Forever 21, but designers have a hard time taking legal recourse against the powerful company. Instead, social media posts are often their best bet. (NYTimes)

BeautyCon is continuing to take “Sephora and Coachella and smash it into one thing” to appeal to young consumers. At the latest L.A. event, 20,000 beauty fans came to meet their influencer idols and try out the latest makeup trends, surrounded by empowering slogans and messages—true to the brand’s idea that “beauty can be something beyond a concealer culture.” Of course, brands were there “to win over the new generation”—ChapStick Duo offered cotton candy while Rimmel London’s “slayground” gave attendees a chance to set down their makeup and enjoy a jungle gym and swing set.
(The New Yorker)

It turns out saving money might not be cord cutters’ top reason for switching to streaming. Instead, a recent Magid Associates survey found that “the attractions” of SVOD programming (aka their content) is their top reason for making the move, followed by the overall decline of TV-viewing among 18-24-year-olds. Cable companies are trying to reel The Post-TV Gen back in by offering lower-cost cable bundles (so-called “skinny bundles”), but stepping up their shows might be a better first step to reversing the “accelerating” trend of cutting the cord. (TheStreet)

Pokémon is reaching out to a new generation of trainers with its first app for preschool-aged kids. Pokémon Playhouse follows in the wake of the massively successful augmented reality app, Pokémon Go (which was so popular that we put together an entire infographic on it) but won’t be AR-based. Instead, Playhouse will tap into the collectibles trend by featuring favorite characters like Pikachu for kids to collect by completing activities. There will also be puzzles and more in the app’s “interactive park.” (Kidscreen)

“I'm literally listening to music any time it is socially acceptable.”—Female, 28, MN

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