Instagram wants to put a ring on it đ
Plus: Mint Mobile takes a stance on ârealness,â generative AI is everywhere, and Pamela Anderson is a garden fairy.
Welcome back, Scanner!
That AWS outage counts as our October canon event, right? Now that our heart rates have collectively calmed down, might we propose: curling up with a nice warm bev, a lil treat, and a new edition of SCAN đ CLUB? This week weâre exploring some of the spooky ways AI is transforming digital landscapes, IGâs new awards program, and examples of brands perfectly capturing a trending moment. So once youâre all cozy, itâs time to start your scroll.
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CURRENT
Will the Real Tilly Norwood Please Stand Up?
Whatâs changing?
Have you even been on the internet lately if you havenât heard mention of âTilly Norwood?â The âAI actressâ has been causing tension among acting communities, with some sharing concern about how these âvirtual performersâ could change the industry as we know it. In response to the backlash, Ryan Reynoldsâs team tracked down a ârealâ Tilly Norwood (aka Natalie Norwood) to star in a cheeky Mint Mobile ad announcing an âunrealâ sounding deal.
Why does it matter?
Ryan Reynolds and his team are known for capitalizing on big online moments, and this ad is no exception. The quick turnaround from Norwood going viral to this advertisement allowed Mint Mobile to capture the moment while it was trending. By staking a claim on micro moments, Mint Mobile builds its lore and communicates its values. Being ârealâ nods to their support of real actors, while also acting as a perfect plug for its affordable plans. Meta commentary like this presents an opportunity for brands to be perceived as âjust like us.â But itâs easier said than done. Does your brand have a strong enough POV to join in on viral moments?
What could happen next?
AI vs. âanti-AIâ has emerged as a brand differentiation strategy. Brands like Aerie are leaning into the realness of their images and campaigns. How could this desire for realness evolve? Will we start to see platforms offer verification badges for non-AI-generated content? When it comes to claiming viral moments, will we see more brands insert themselves into timely conversations to get attention, staking their stance to resonate with audiences? Whatâs this weekâs âTilly Norwoodâ moment you could claim?
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đ˛ SURPRISING
OpenAI Announces AI-Only Social Platform
Whatâs changing?
Our friends (or overlords, hard to say yet) at OpenAI are preparing to launch a social platform for AI-generated videos. The platform will be powered by OpenAIâs video generation model, Sora 2. To start, the platform will basically have everything TikTok does: a For You style page, options to like/comment and remix videos, along with swipe-to-scroll navigation â except it will all be AI-generated. If users verify their identities, they can use their likeness in their content.
Why does it matter?
Right now, AI is âtrickingâ us, infiltrating our regular feeds and acting as typical content. Could having platforms that only show âAI contentâ make it feel less like AI is a dupe, and instead a creative outlet? Maybe this is the start of some trust being built around AI, where we can separate it from human-made content (and stop being fooled by videos of bunnies jumping on trampolines). Does this type of platform remove or create barriers for content production and creators? Concepts, with AI-content, become more important than execution â since we no longer âcreate,â but rather, conjure. This platform could act as a testing ground for AI content, a way to add media to written content, or it could be completely unhinged and give Vine (R.I.P.) a run for its money. Regardless, authenticity is being challenged online, and itâs something creators will need to grapple with as AI-generated videos continue to improve in quality.
What could happen next?
Could this be the start of companies hiring âprompt engineersâ instead of âvideographers?â Will we see an end to stock footage now that we can generate anything we want? Maybe we will start to see platforms advertise âreal contentâ for a premium? Or more apps that take us offline altogether. Brands may find themselves investing in verifiable, real experiences to prove that their activations actually happened. Pinterest recently added the option to remove AI-generated content from your feed. While that move makes sense for Pinterest, we may find that audiences become increasingly apathetic about the distinction between real and AI-generated content. Have thoughts? Concerns? Drop them in the comments below.
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đŻ SPECIFIC
Instagram Wants to Put a (Gold) Ring On It
Whatâs changing?
Instagram recently announced âRings,â an award from the platform that celebrates âthose who arenât afraid to take creative chances and do it their way.â Legendary creatives from around the world nominated their favorite creatives and voted on finalists. Judges included: Spike Lee, Marc Jacobs, Pat McGrath, Ilona Maher, Adam Mosseri, and more. Winners will receive a custom physical ring, designed by Grace Wales Bonner (recently named Creative Director of Hermès), along with a gold ring that displays around the creatorâs profile picture when they have an active Instagram Story.
Why does it matter?
Somewhat in contrast to the previous signal, this award celebrates and incentivizes creativity on social media. Rings arenât just about follower numbers and may offer a reason for creators to keep going even as AI continues to creep into their spaces. For Instagram, itâs an interesting retention strategy; getting brands or creators to continue using the platform in hopes of winning a Ring. By curating a list of judges, Instagram is signaling that it knows who the cultural catalysts are and can look beyond algorithm-driven popularity. As the âblue checkmarkâ became a pay-to-play icon (instead of a clout indicator), it makes sense for Instagram to find a new way to categorize the best of the best on its platform.
What could happen next?
Among the Rings winners are DJs, food-fluencers, photographers, athletes, and other storytellers. Winners tend to have large followings and a high-production quality in their content. Is this a signal around what types of content Instagram wants on its platform? Looking more broadly, could this signal indicate a future where online awards have credibility akin to the Oscars, Emmys, or Grammys? Could we see social-platform award programs, like the TikTok Awards, become a bigger to-do? Or might we see digital audiences crave smaller, more intimate award programs that recognize niche creators?
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đ TREND REPORT IRL
Updates from our Trend Forecast
Earlier this year we shared our second Trend Report with you! As the year goes on, weâll continue investigating signals that further the conversation around our two forecasts. Hereâs what weâre watching this week:
People want realness: Fliers are for everything now!
People want ease: We are entering the era of the ânostalgic tavern.â
People want to play: Pamela Anderson is being playful, real and cinematic in her garden.
Want more trend news? Check out What (Digital) Audiences Want In 2025!
đ¤ BEFORE YOU GO
To help keep these signals top-of-mind, we share 1 question to ask yourself (or your team) in each edition. Your question to ponder this week is:
See you next time đ
The fliers piece is so good đĽ
The thought of an AI-only social platform makes me want to give up on everything.