Comment Section Insights and -1000 Aura

Author

Izzy White
July 12, 2024

Hi!!! Welcome!! This is a newsletter that has taken the IRL weekly trends briefing, and transformed into the written word. All this information is a weekly digest of current news, trendy soundbites and sharp insights so that you can quit reading and still sound smart. Gathered from articles, newsletters, reports, and TikTok: It's like Blinkist for culture.

Long Form

“In the arena of beauty and lifestyle packaging, the pebble has overthrown the dagger.” It's a great piece that points out what happens when our products become more ‘bobba’ rather than ‘kikki’. Specifically beauty products were once seen as tools and not toys compared to the new ‘pebbles’ that have turned into emotional support lip balms - we are seeking cute products over glamour, and sharp aesthetics. It’s easy to see how this shows up in other facets of life, such as the cuteness of vapes which their new level of cuteness gives them a safe energy, especially when compared to their rebellious cigarette counterparts. These kidlike attributes, further blur the lines between what is for adults and what is for kids - think Sephora kids.

This ‘trend’ began months ago online, and it’s why apps such as Whering exist already. The internet is an important place for fashion, and finding inspo in one's own Notes app is becoming more and more of a thing. The first time it came up was to help people who travel, as many celebrities already do versions of this - as we’ve seen with the Kardashians but has since evolved to help people dress for their day-to-day. This article has a nice suggestion for brands - which is make stickers more possible for their products, and I’d also add that they should find ways that they can make their customers be their own dolls when trying on items. Another fun trend is seeing a personalised fridge magnetic, that Ghanda Clothing already recreated. 

The comment section is a great source of customer insights, and brands are being praised for their responsiveness to requests. This example speaks to how people were popping up in the comments of Converse, requesting the knee highs to return and they did exactly that. Giving credit to the community and “superfans” is crucial, as it shows that the people are an important part of the brand. This approach only works for brands that are marketed to the people, such as lululemon creating a seam free legging or e.l.f. creating bronze drops after many requests. 

Speed round of reads that speak to community, culture and of course AI:

Short Form

To move away from what feels hyper-internet, I’ve rebranded algorithm references to short form. It’s more content that you can watch, read or listen to in less than 3 mins(ish)!

  • Random brands and businesses are leaning into fake dangerous situations, to get the viewers attention. Duncan sent this one, where you really think the woman is about to get hit or also this one, where you also think she is going to get hit. Content with shock factor always works. Think funniest home videos, Mr Beast content or obscure videos like this one of a man who was run over - we enjoy seeing content that keeps us on the edge of our seat.

  • How much Aura, -1000 aura or +1000 aura - I love when internet language spreads like wildfire because it means less people need to know the origin to use it. This specific format of “how much aura did X gain” is just another way people can share person tidbits in a digestible way.

  • I first saw this trend on one of my fave TikTok pages - abbyandtyrone, who would have first found it from another page. The likes of Amy Poehler have even created their version of it which has over 25 million views.

  • “My favourite animal is…” what a simple, yet effective trend to help communicate relatable insights and vibes that people experience but embedded in the format of this trend.

  • A video format from May, but has been coming up on my fyp a few times which is calling out a “rich laugh” with edits of golfers laughing or The Rock laughing and then editing all the things they can easily afford as they laugh. It’s a known thing that rich people have a certain laugh, that is forced and hollow - almost like they were media trained to laugh like this.

  • A friend sent me this, “megaphone telephone” video and the comment section makes me know that this trend is an insight into another side of the internet i’m only half in, and I love observing from a distance.

  • Beauty and wellness brands are doing brand, community and overall marketing so well. My fave lately has been Saie Beauty

I acknowledge the Traditional Custodians of Country throughout Australia and their connections to land, sea and community. The history, culture, diversity and values of all Indigenous people are recognised and respected. I pay my respect to Aboriginal and Torres Strait Islander Elders past and present.
Always was, always will be