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…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“I observe holidays and religion-based traditions but am more connected to it as a culture than as a religion.”—Female, 27, MA

Chinese youth have a “selfie obsession” that’s changing beauty standards and creating a new tier of celebrity. The Influencer Effect is full blown in China, where young consumers are beautifying their selfies via filter apps like Meitu and plastic surgery—all in the quest to look more like wang hong, their internet celebrities. One influencer, HoneyCC, argues that “Selfies are part of Chinese culture now, and so is Meitu-editing selfies.” But some say the trend is pushing the population to become more homogenous by favoring certain features, and headlines have lashed back against the whitening of skin prevalent in social apps. (The New Yorker)

Eighty-one percent of Bustle, Romper, and Elite Daily’s Millennial readers say social media is the best way for advertisers to reach them. Bustle’s latest questionnaire also found that 40% of their 18-34-year-old readers prefer Instagram for brand communications, followed by trusted websites, email, and online articles. Some other fun insights: Over half believe that a company should give back, instead of just turning a profit, and 49% think “companies should do more to protect the environment.” (Adweek)

Drug use is down among teens—except when it comes to marijuana and vaping. From the 1990s to 2017, the percentage of teens who said they’d been drunk dropped from 46% and 58%, and those reporting they’ve smoked cigarettes from 26% and 17%. However, marijuana use increased for the first time in seven years in 2017, while vaping is up as well, with at least 19% of high school seniors, 16% of sophomores, and 8% of eighth-graders saying they’ve vaped in the past year. (LATimes)

Two modern dating shows are coming to Facebook Watch. The first “unscripted dating show” from SoulPancake, Love & Longitude, is shot on iPhones and shows two potential love interests’ relationship blossoming across FaceTime, social media, and other digital interactions. The second dating show from Machinima, Co-Op Connection, plays into the esports craze. One bachelor gets to pick his partner based on their personality—and their skills at the videogame, PlayerUnknown’s Battlegrounds. (tubefiltertubefilter)

Some cities are past their “peak Millennial” populations, as the generation increasingly finds new digs in the suburbs. Boston, Chicago, and Los Angeles all reached their highest Millennial population in 2015, and New York and Washington D.C. are showing slowing Millennial growth, according to U.S. Census data. Meanwhile Chicago’s suburbs and others have seen an uptick in their young adult populations—another Millennial myth debunked. Which urban centers are still attracting the demo as they age up? “Tech hubs” like Seattle and San Francisco. (Time)

“Crochet and knitting are very relaxing, therapeutic, and have tangible results."—Female, 31, AL

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies