Photo Op Marketing: 3 Brands Giving Millennials the Perfect Social Media Shot

The latest marketing trend is all about creating the perfect picture. Brands are setting up photo opportunities in stores, pop-ups, and major marketing campaigns, giving Millennials everything they need to take the best shot to share on social media…

These days restaurants are being designed to include Instagrammable scenery, packaging, and dishes; Fashion Week shows are being created to include that one photographable display; and museums are embracing exhibits that look good on the mobile screen and encouraging social sharing. Finding a way to get your brand onto Millennials’ social media feeds has become a key tactic across industries. Last year, we spotted the rising trend of Instagrammable events—immersions created to be a series of photo-op worthy moments, and the ultimate social media-sharing experiences. Refinery 29’s 29 Rooms and the brand-sponsored Museum of Ice Cream (now in LA) were created to be fun, of course, but more than anything they gave visitors chance after chance to take the perfect picture to stand out on social.

Now, we’re seeing this photo-op approach spread into more areas, and marketing campaigns and stores alike set themselves up to provide photo op inspiration. Sunglass Hut is luring Millennials in-store with the promise of the perfect selfie. The brand’s new Melbourne flagship offers face-shape matching and styling services in a space designed to create a photo-worthy moment. The focus of the location, the “bling wall,” is made up of 150 dancing LEDs to light up selfies that young consumers are encouraged to share on social media. Here are three more brands designing photo-ops to give Millennials everything they need to take a shot to share on social media:

Magnum’s Designed-For-Instagram NYC Pop-Up

The perfect food pic is a status symbol on social…

 
 

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The Newsfeed

“My generation feels entitled and is less willing to put in hard work to get the results they want.”—Female, 17, VA

CoverGirl is getting a marketing makeover to impress Millennials. The brand is changing up their slogan for the first time since 1997, with “Easy, Breezy, Beautiful Covergirl” getting traded for “I Am What I Make Up.” To go along with the new tagline, an inclusive lineup of new CoverGirls will debut the revamped brand—from 69-year-old Maye Musk to pro motorcycle rider Shelina Moreda. Finally, products will be taking on the Less is More trend with “sleeker, more minimal black and white packaging” and a logo to match—a familiar branding makeover move. (Racked)

Riverdale’s recent premiere pulled impressive ratings, especially among young adults—and the show may have Netflix to thank for it. The Archie-remake grew in popularity by 67% from last winter’s premiere and 140% with women under 35. But it gained the most ground with teens, jumping an impressive 467% from last winter’s premiere, making it the most popular show from The CW among teens since The Vampire Diaries in 2012. The show’s presence on Netflix during the off-season may have helped attract young viewers, allowing them to binge the series and get addicted on their time—The Binge Effect at work. (Vulture)

Essential oils are the latest wellness trend to gain traction, appealing to Millennials’ desire to ease anxiety. The most stressed generation to date is turning to little vials of “something between a perfume and a potion” to calm their minds and remedy simple sicknesses. Companies aren’t missing the opportunity to capitalize on the growing demand. Two major brands, Young Living and doTerra, “have more than three million customers apiece, and a billion dollars in annual sales.” (The New Yorker)

The majority of teachers say that life skills are more important to success today than academics. According to research out of the U.K., more than half of teachers believe so-called “’soft’ skills,” including perseverance, the ability to problem-solve, and communicate effectively are more important than “academic knowledge and technical skills.” Unfortunately, institutions often focus on test scores instead of “social and emotional learning, or character.” The good news is groups are pushing for change and “teaching ‘character’ is taking hold everywhere.” (Quartz)

Throw that “Me, Me, Me Generation” stereotype out the window, because Millennials are probably not any more narcissistic than previous generations. (Sorry, Time Magazine.) A report published in Psychological Science compared students from a ‘90s study with students in the 2000s and 2010s and found that today’s youth are “at best” equally as self-involved as young people of the past, and may actually be less narcissistic. The professor who led the study reports, “The kids are all right. There never was a narcissism epidemic, despite what has been claimed.” (Uproxx)

“My love of video games and knowledge of technology and streaming naturally eased me into the world of esports.”—Female, 23, FL

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