🏎️🏁 Ryan Reynolds told me he likes Formula 1, so I like Formula 1.
Your first edition of SCAN 👀 CLUB is here. Let’s talk sports, dupe culture, stunts & what people actually want from brands.
Welcome back, Scanner!
What a month it’s been… If you’re like most of us, your timeline has been a sea of pink for weeks now, Threads completely took over your life (btw you may want to double check what you posted those first few glorious days…) and you’ve been mulling over starting a YouTube channel.
There’s a lot going on, but don’t worry – we’ve waded through the sea of news to pull 3 signals that could point to the most fascinating futures in marketing. Check out the Scan-o-meter after each signal to see how important we believe the signal is. You’ll also find an exciting Waves update when you reach the bottom 🌊.
Let’s dive in.
😲 SURPRISING
Ryan Reynold’s Recent Investment in Formula 1 Team Marks a Growing Interest in the Sport
What’s changing?
It’s not uncommon for celebrities to invest in consumer goods or even tech, but F1? That’s a new one. Celebrities more prominently investing in sports teams and franchises is a change we definitely have our eyes on.
Why does it matter?
In an age where a dopamine hit from scrolling TikTok is a dime a dozen, are more people seeking a thrill? Do sports (or for some, more sports) offer the rush of excitement our lives are missing? We know, sports obviously aren’t anything new, but seeing massive celebrities like Ryan Reynolds investing in any industry is a signal that we should pay attention to.
What could happen next?
Aside from getting a sports client (*our DMs are open*), how can digital marketers interpret this signal? As algorithms get more sophisticated and AI starts to play a larger role in content creation, some people are speculating that sports will see a rise in popularity thanks to the unpredictability of the content. It has us wondering how we can give our audiences and communities the adrenaline rush they experience at a game. How can we capture the hero’s journey in our storytelling? Can we do better to bring our audiences along with us as we shoot for a win? What can marketers learn from sports?
Scan-o-meter: 😲😲😲😲 / 5
🎯 SPECIFIC
Alix Earle Has Ushered In the Naked Nails Era
What’s changing?
Nail trends come and go, but the thing that’s constant is nails get done. Acrylics, dip, gel, it doesn’t matter as long as you’re clean and polished. The discourse around naked nails from this signal hits right on the “specific” aspect of what makes a signal worth watching. Does this point to larger consumer behaviors?
Why does it matter?
In the age of dupes, recession-core videos and, now, naked nails, knowing your customer is more important than ever. When most people are struggling to afford groceries, how do the products you market compare?
What could happen next?
Look, even Rolex is losing value right now. We know it’s tough out there. But the businesses that survive are the ones who listen to their target market. What do your customers or community members want? Are you engaging in social listening? How can you help make their lives easier right now?
Scan-o-meter: 🎯🎯🎯 / 5
📅 CURRENT
Gen Z Isn’t Drinking Alcohol and It’s Impacting Live Music
What’s changing?
Alcohol has been the river of revenue for venues for decades, but it has been losing its cool for a while now. Gen Z just isn’t as interested in binging during a night out, and that’s going to create a major change in how venues and live events operate.
Why does it matter?
Aside from paying attention to signals like this for any potential restaurant or venue clients, this signal has us wondering, “How do we position a product that isn’t in style anymore?” There are always going to be times where the products or services we’re marketing aren’t incredibly popular. In those moments, how do you focus on retaining the customers or audience that you already have?
What could happen next?
This signal points to a larger emerging trend marketers are seeing from Gen Z: They buy first and engage second. This means a fast, agile retention strategy is more important than ever. Not only that, it needs to make buyers feel like individuals. Top of our list: make sure we are creating a brand experience that doesn’t end when someone checks-out.
Scan-o-meter: 📅 📅 📅 📅 📅 / 5
🌊 We’ve been making Waves
Waves Season 6 is streaming now!
A brand new season of Waves is up now! Catch up on episodes with Lia Haberman, Latasha James, Alyssa Yuhas and more.
Listen wherever you get your podcasts (Apple Podcasts or Spotify), or catch full video episodes on YouTube.
What signals are you paying attention to this month? Let us know!