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

“[Anna Victoria is] a good role model to women and is changing the way the world looks at fitness and body image.”—Female, 21, CA

Abercrombie & Fitch is going gender-neutral for their new kids’ clothing line. The “Everybody Collection” features “tops, bottoms, and accessories” for five-14-year-old boys and girls. A&F’s Brand President explained their decision to appeal to The Genreless Generation: "Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl.'' The line of 25 new styles will be rolling out online and to 70 stores, starting this month. (Today)

Millennials & Gen Z already think the Nintendo Switch is cool, and now the brand is giving them more ways to use it. They’re introducing Nintendo Labo, “cardboard-based, interactive DIY experiences” for the Switch, tapping into the “toys-to-life” trend. The variety kit lets players construct five different “Toy-Con” experiences that include turning the Joy-Con controller into a motorbike handle complete with a throttle that can be twisted to accelerate, and creating a piano that senses which keys are pressed to produce the correct musical note. (Kidscreen)

YouTube is pulling Tide Pod Challenge videos from its platform. Teens started eating Tide pods when memes showcasing their Gusher-like colors went viral. The brand has since issued warnings not to eat the pods, and some stores have even begun locking up the product. YouTube has explained the decision to take down the popular pod-eating videos as a continuation of their policy to “prohibit content that’s intended to encourage dangerous activities that have an inherent risk of physical harm." Some are suggesting that pressure from parent company Procter & Gamble may have also been a factor. (Mashable)

The streaming wars are continuing, but audiences are turning to Netflix, Hulu, and Amazon Prime for very different kinds of content. Hub Entertainment Research found original content is winning users' time on Netflix, while over half watch Hulu for its syndicated collection, and movies are most popular on Amazon Prime. The study also found that most Americans overall spend their entertainment time watching TV (40%), but 18-24-year-olds are most likely to engage with gaming and online video, like YouTube. (Quartz)

Outdoor Voices embraced Millennials’ minimal moment to break onto the athleisure scene. The brandless brand goes for a minimalist aesthetic with pops of color, and sees itself as an anti-Nike of sorts. The founder explains that they’re “a recreational Nike” because “With Nike and so many other brands, it’s really about being an expert, being the best. With OV, it’s about how you stay healthy—and happy.” Whatever they’re doing, it’s working: the company has grown rapidly since it was founded in 2013, climbing a startling 800% in 2016 alone. (Vogue)

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

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