Welcome back, Scanner!
Before we dive into this week’s edition of SCAN 👀 CLUB, our Resident Futurist at Arcade, Alyssa Yuhas, has a few words to share:
The past few weeks have been a wild ride since we launched our first Trend Report. We are blown away by the support, shares, and even those who printed out a paper copy! (Impressed, as who even owns a printer?!)
We are doubling down on trend 3 (People want close friends only) to keep the conversation going with this community of people asking “what will happen next”. We hope that you continue to reference the report as you strategize in 2024 – keeping your audience at the forefront of everything you create. Let’s keep the party going.
– Alyssa Yuhas
We have to echo that. We can’t wait to keep sharing this way of thinking with you as we explore what the future of digital marketing holds. So, on that note: We need to talk about January. It was quite the month between the return of age-old fashion trends, The Cut announcing their sports section (while everyone is getting laid off in legacy media) and Taylor going to the Super Bowl. You’d best believe we’ve gathered the top signals on our radar.
Before you scroll – Is staying up on what’s happening in marketing on your New Year’s resolutions list? Here’s your easy button:
Off we go.
📅 CURRENT
The Stanley Cup Is Giving Gen Z the Ick
What’s changing?
Not long after the Stanley cup was praised for reinvigorating the brand, Gen Z got the ick. Between the cups becoming a collector’s item for elder millennials (apparently one worth fighting over), videos of tweens crying over cups flooding the internet in December and SNL’s recent “big dumb cup” sketch, Gen Z started saying, “I’m out.” Can we blame them? Gen Z is perched like a middle child watching their older and younger siblings fight over a cup. Would you still think it’s cool?
Why does it matter?
There’s this theory called the “diffusion of innovation” (similar to the hype cycle) and it goes like this: the innovators pick up on it, the early adopters jump on, the early and late majority get it on it, and then it basically fizzles out. TikTok has accelerated the cycle massively, meaning the line between looking cool and unique to looking like a trend follower can happen over just a few weeks. It’s like how “mob wife” is the trending aesthetic right now, but the innovators who were into fur coats already have been wearing them for months (or years). What does that mean for brands and marketers? It can certainly create some anxiety.
What could happen next?
We all know the feeling of trying to get a TikTok approved by the powers that be, but by the time it’s approved the trend is so irrelevant that it’s embarrassing to even post. So what do we do? One option is to stay above the hype cycle by focusing on branding and the roots of your company. Know your mission, share your story and stay the course. That can be easier said than done when we live in an algorithm-led economy. Another path to combat the whiplash the hype cycle creates is for brands to lean into larger trends (like people wanting to feel something) to inform general tone over individual content pieces. Storytelling, value and passion are always cool. Or hey, maybe start the trends yourself!
Scan-o-meter: 📅 📅 📅 📅 / 5
😲 SURPRISING
Mr Beast Tests X’s Monetization Features to Mixed Feedback
What’s changing?
This one requires a bit of background: Mr Beast (Jimmy Donaldson, aka the most popular YouTuber of all time) recently posted one of his videos directly to X. The upload happened after an exchange between Elon Musk and Donaldson. Donaldson was explaining to Musk that there’s really no point in him uploading to X because he makes so much money on YouTube (we’re talking between $2 million and $4 million per video). X has only paid out around $30 million in total to all creators over the past six months. Mr Beast uploading to the platform might seem confusing, but he did upload a video he’d already used on YouTube, clarifying that he’s testing it as an opportunity to bring in even more income by repurposing content. As for revenue, he generated over $263,000 USD, but notes that it’s a bit of a “facade” because advertisers saw him doing this and made a point to bid on his video.
Why does it matter?
X has been calling themselves a video-first platform recently, which has had many people (users included) confused. Interestingly, X actually has surprisingly efficient video streaming technology that allows you to skip around in videos quickly without lag (discovered from a pirated thread we can no longer link to, but just know it involved season one of Family Guy being uploaded onto the platform in one long video). That’s a reason in itself to not rule out the platform’s video functionality. As far as Mr Beast being on the platform, it makes a lot of sense. If you can double down on your content income streams, it’s certainly a safer position to be in as a creator.
What could happen next?
It’s been a standard marketing “rule” to do something slightly different on each social media platform so content doesn’t feel repetitive. But with most social media platforms being the same thing in a different font these days, will we see audiences choose their preferred platform based on values and community over features and function? Gone are the days of photos on Instagram, text on X and videos on YouTube. Does this present an opportunity to repurpose content across platforms without it feeling tired? Could it encourage more people to pursue long-form video content (knowing there are now more opportunities to earn income outside of YouTube alone)? Will where your brand shows up become a reflection of the brand itself? Or, is this whole story a response to creators putting the heat on platforms for better monetization tools? Maybe it signals a world where creators have more power? We can only dream.
Scan-o-meter: 😲😲
/ 5
🎯 SPECIFIC
Women's Sports Are Accelerating In Popularity
What’s changing?
Sue Bird, a WNBA legend, has joined Deep Blue, a women’s sports agency, as their first Partner and Chief Strategy Officer. The goal is for Bird to help the agency provide clients with “unprecedented athlete-driven insights in the boardroom.” Deep Blue was founded in December by Giant Spoon’s Laura Correnti. The agency aims to be the leading choice for women’s sports and bringing on Bird was one way they plan to achieve that title. Bird will use her experience as a professional athlete to shape brand strategy, communications and partnerships in the women’s sports space. There will also be a component of advocacy for athletes.
Why does it matter?
Women’s sports coverage is moving mainstream and it is incredibly profitable (even more than men’s sports in some cases). We’ve seen media coverage for women’s sports almost triple in the past five years. And we’ve seen exciting new events televised, like the first women’s pro hockey game. With our own clients, we’ve seen a growing interest in not only sports partnerships, but specifically women’s sports partnerships. On the agency side, sports agencies have been historically pretty male dominated. Seeing a women-owned, women-run sports agency is an exciting shift in the field.
What could happen next?
The synergy that happens when an agency aligns with the needs of a client can be magic. Could this signal indicate a future where agencies themselves niche down into content types or audiences? Does this indicate that women’s sports will continue to accelerate in popularity? Does it reinforce the desire audiences have for exhilarating, real-life experiences? Let us know what you think will happen next in the comments below.
Scan-o-meter: 🎯🎯🎯
/ 5
✏️ Did you get your workbook?
One of our favorite parts of our Trend Report is the workbook that challenges even the most knowledgeable marketers. We’ve loved seeing teams implementing it as part of their Q1 strategy. Trust us, these questions will spark meaningful conversations and make you think.