Influencers, Instagrammability, and Wanderlust: The Ypulse Trend Report Is Here!

The newest Ypulse trend report is here, delving into how young consumers really feel about influencers and influencer marketing, the impact of Instagrammability on brands and marketing, and how the wanderlust generation travels today…

Our latest trend report is here! Every quarter, Ypulse takes you beyond the fads and viral content, with a report that explores three big shifts impacting Millennial and Gen Z young consumers. From the way they communicate to what they believe and what they expect from brands, the Ypulse Quarterly examines the landscape-altering trends that young consumers are fueling. This report, we’re looking at the impact of influencers and influencer marketing—from Millennials and Gen Z’s point of view, the new currency of Instagrammability, and the way that Generation Wanderlust really travels.

Ypulse Gold subscribers can click here to access this new Ypulse Quarterly trend report and the accompanying data set!

One-off pricing for the report is $1250, click here to contact us for information on accessing the report or to learn more about subscribing.

Here’s a look at the three trends you’ll be seeing:

THE INFLUENCER EFFECT

Influencer marketing is allowing the online-famous to make big bucks with brands clamoring to strike partnerships in an effort to reach the elusive ad-skipping generations. While brands race to understand the effectiveness of the now-popular tactic, we went straight to the source, and asked young consumers what they really think about influencers and influencer marketing. We uncovered that over three in ten Gen Z & Millennials consider online celebrities their friends, even more are more likely to consider purchasing a product their favorite online celebrity recommends, and so much more about the Influencer Effect. This trend explores the driving factors behind the trend to help you construct the most effective of influencer strategies.

INSTAGRAMMABILITY

It’s the era of the Unicorn Frappuccino, when food, places, products, even colors have the potential to become viral phenomena—and moneymakers—thanks to the power of the perfect social media shot. Instagrammability has become a currency for brands, and finding the perfectly picturesque is a rising motivator for young consumers, influencing the places they visit and the brands that they buy. Now brands are facilitating Instagrammable moments, with events, products, and campaigns focused on providing the best post possible—and 56% of 13-34-year-olds tell us that they like it when brands create things designed to be shared on social media. Instagrammability is more important than ever before, and we’re diving into the marketing it’s motivating, and more.

GENERATION WANDERLUST 

Considering 96% of Millennials and Gen Z are interested in travel, it’s no wonder they’re changing the rules when it comes to where to go, what to see, when to plan, and how to budget. Think Airbnb is their favorite way to stay? Think again. Immersing themselves in local culture is certainly at the top of their priorities, but hotels and resorts continue to be trusted for finding deals, feeling safe, and all-in-one perks. This generation has lofty goals—they want to visit far off destinations and continually explore new places. Mixing checks on their bucket list with staycations and local family-oriented trips is how they’re fulfilling that sense of wanderlust. The average Millennial will take more than three trips this year—make sure you know how to be a part of their experience.

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The Newsfeed

“There are alleys with street art that I've walked out of my way to take pictures of to share on Snapchat/Facebook.”
—Female, 32, IL

Mattel’s new toy franchise Enchantimals is inspired by Instagram and Snapchat filters. The new line of 14 dolls are all half-animal—think the bunny and deer filters—and each “shares a ritual trait with her animal friend.” Their origin and the YouTube series starring the girls are no doubt a part of Mattel’s “five-pillar strategic plan” to be a more digital brand. Appealing to Millennial parents and their kids has been a tough sell for Mattel, but they’re making moves like changing up Barbie’s body type and asking kids to pick the next big toy on TV to keep up with the next generation. (Kidscreen)

Harry Potter fans, raise your butterbeers up, because this franchise and its fandom will never die. Two more books from the Harry Potter universe are hitting shelves this fall—though they aren’t actually written by J.K. Rowling. Harry Potter: A History of Magic and Harry Potter: A Journey Through A History of Magic are instead both written by the British Library, to coincide with an exhibition dedicated to celebrating the twentieth anniversary of the first book. The two new works will include “exclusive manuscripts, sketches and illustrations from the Harry Potter archive,” to delight serious fans of the series. (USA Today, New York Times)

Restaurants are being designed with Instagrammability in mind. From unicorn foods to neon signs and tile floors with hidden messages, restaurateurs aren’t just tolerating Instagrammers, they’re intentionally acting as “Instagram bait” to earn some free press. And it doesn’t end at Instagrammable design touches. Many restaurants stress having perfect lighting, and one even provides “Instagram packs” at customer request, consisting of “a portable LED light, multi-device charger, clip-on wide-angle lens, tripod, and a selfie stick.” (The Verge, Grub Street)

Some student loan debt is getting “wiped away” in court because of missing paperwork. Students defaulting on their private loans are getting taken to court by aggressive creditors, but as it turns out, many don’t have the required documents to make them pay up. National Collegiate is at the center of many of these trials—one lawyer in Iowa represented 30 cases brought on by them, and 27 were dismissed because of “critical omissions or flaws” in the paperwork. Some Millennials prioritizing paying back debt might just catch a lucky break. (New York Times)

Millennials want older generations to know why they stand by political correctness. While some may despair the overly PC state of the world, many young consumers see political correctness as protection from prejudice, and a show of respect. What some may view as an over-sensitivity epidemic, many Millennials see as “being morally minded.” Ypulse’s PC Police trend tackled this topic, and found half of 13-33-year-olds would describe political correctness as treating others with respect, and 66% agree that political correctness is one way to make culture kinder and more inclusive. (Business Insider)

 “I’m too lazy to exercise on purpose. Too much work…If I can't get it with my dog, my job, or my nightlife, it ain't happening.”
—Female, 23, CA

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