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

“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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