What’s Viral This Second, and Why

 

It may be hard to predict what will go viral, but one way to gauge what might have some success with young online audiences is to look at content that has set the web on fire in the past, and try to understand exactly what the appeal was. Playing copycat is not the goal, but if the core of the allure can be replicated, you might have a better chance of hitting it big. Here are some of the things that are going viral as you read this post, and why they might be capturing clicks. 

 

1. Telekinetic Coffee Shop Surprise

This marketing video for the upcoming Carrie remake takes place in a simple coffee shop, has a fairly innocuous name, and reveals that it’s a prank right off the bat—and it has gotten over 17 million views since being posted on YouTube Monday. (Yes, that's just two days ago Monday.) The clip shows the entire set up of the hoax, including the actors involved rehearsing and high-fiving, at its start before showing the reactions of the bystanders in the coffee shop as they witness an angry girl throw a grown man up against the wall through “telekinisis” (a la Carrie, of course).
 
The Appeal: ”Prankvertising” 
Whether due to their exposure to Punk’d during their formative years, or (more likely) because they crave moments of surprise and unexpected excitement, Millennials have a real love for a good old-fashioned prank—or, as the bar continues to be raised, a perfectly executed, high-stakes, special-effects-laden stunt. Entertainers have been taking advantage of this prank-appeal for some time: Jimmy Kimmel regularly racks up views and buzz by encouraging his audience to prank their loved ones in his YouTube challenges, or, in the case of his recent “Twerk Fail” prank, pulling one over on pretty much all of America. It was only a matter of time before pranking…

 
 

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Millennial News Feed

Quote of the Day: The emoji I most send is 100, because I'm 100% real.”—Male, 15, TX

Brands are now #adulting in an effort to relate to Millennials. In 2014, our Chasing Neverland trend reported Millennials’ desire to escape grownup responsibilities and indulge their inner-kid. Since then #adulting, which comically references the so-called adult struggles like paying rent or “showering beforenoon,” has blown-up online, getting mentioned 642,000 times just last year. Now brands are joining on the trend, tweeting out #adulting tips and jokes—but beware of adopting Millennial-speak. According to one social media expert, “if a brand can legitimately talk like a millennial or even a teenager, they can get away with using #adulting. Otherwise, it comes up as fake.” (Digiday

Fox’s Empire Snapchat lens not only garnered 61 million views, it also upped brand awareness for the series. Snapchat has officially released a few stats on their sponsored content in an effort to bring more marketers onto its platform, and reports that the Empire lens ramped up brand awareness by 16 points and increased tune-in intent by 8% when it ran in March. The lens, which “overlaid a graphic of a pair of headphones and sunglasses over Snapchat users' faces with a microphone that they could pretend to sing into,” was played 33 million times and used for an average of 20 seconds before snapping. (Adweek

Millennials may be the key to redefining beauty standards in the fashion industry. Despite criticism, fashion has been slow to diversify, and 80% of models booked for the Fall 2015 season were white. Tony King, a CEO of an advertising agency that works with luxury brands, believes the way Millennials consume content can spark change: “There used to be all these layers between what brands put out and what the consumer saw. Now with the rise of social media and the accessibility of platforms like Snapchat you see a true authentic voice.” While young consumers “are totally clued into a diverse voice,” many brands haven’t recognized their preferences. (Forbes

Millennials without college degrees could be “stuck renting for a long time.” New research is revealing significant hurdles for 18-34-year-olds without diplomas: college graduates without student debt will need on average five years of additional savings to afford a down payment for a starter home, those with student loans will need 10 years, and those who haven’t graduated college will need 15.5 years. Lower incomes are one of the main drivers for the trend, but Millennials without college diplomas are also less likely to get financial assistance from friends and family. (Wall Street Journal

Virtual reality is “inventing a new way to tell a story." A 360-degree app that tells the story of Cirque du Soleil's traveling Kurios show, has been referenced as evidence of how VR is poised to become a revolutionary tool for storytelling. The app puts users “in the center of the action,” spotlighting how the technology could be the “closest to teleportation we will ever have in our lifetime." Experts also claim that consumers will “actually create the greatest amount of [virtual] content for themselves and their friends,” because of VR’s power to let users relive important experiences like birthdays and weddings. (Recode

Quote of the Day: “I can’t live without my desktop computer because it can replace most of the other devices (media streaming, music playing, getting directions, staying in contact with friends, gaming...).”—Female, 25, SC

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