We Now Live in a Post Fyre Festival World

I remember waking up on a rainy, lazy weekend and heading on over to Pitchfork. My wife sleeps in. I don’t. So these mornings are when I catch up on what I might have missed during the week. I love my wife, but it’s one of my favorite parts of the week.

Of course, that morning, what caught my attention was this disaster called Fyre Festival. A mess put on by Billy McFarland and Ja Rule (it was probably my late-90s, early 00s music loving self that made me click on the story), the event had clearly gone astray.

Of course, the now infamous tweet of the plain bread with two cheese slices immediately made me gasp. I think it’s fair to say I became obsessed at that point. I wanted to know everything about how this could go so wrong.

In the last couple of weeks, two competing documentaries have been released on Hulu and Netflix. While the Hulu documentary, Fyre Fraud, highlights what is apparently wrong with youth culture at large, the Netflix documentary, Fyre: The Greatest Party that Never Happened, asks much more intriguing questions, especially of marketers.

How much culpability do marketers have in these situations? Are those marketing the event responsible for misleading, or does the blame fall squarely on those in charge? Are agencies simply to do as their told and not ask questions?

I don’t think we have the answers yet. But there is some soul-searching to be done, a line in the sand to be drawn. One thing is clear, though. Marketers now live in a post Fyre Festival world, where new considerations and questions must be asked.

The Age of the Individual

Marketers have for too long thought of marketing as a numbers game. They seek gains in followers, in revenue, in brand awareness. Seeking these numbers is not the problem per se, but in 2018, it is more necessary than ever to think of the individual in order to get those numbers.

We now live in an age where massive numbers of the population grew up with smartphones in their hands. Thanks to social media, individuals now have a brand, a platform, a way they see themselves. In order for brands to best connect with their customers, they have to understand this individual brand that develops among customers most likely to purchase their product.

That’s why in 2019, more and more brands are embracing political activism rather than rejecting it and straddling the fence, as brands had previously done for decades. Brands have to accept that they aren’t for everyone anymore. They cater to a specific subset of people who have very specific views. It’s vital for brands to become aware of just WHO this subset is. What do they believe in? What do they do for fun? Who are they influenced and inspired by?

This collection of individuals is now the customer base. How can we help you understand and connect with your unique set of individuals?

Egg Picture Beats Out Kylie Jenner

Sometimes cleverness can appear simple or even be concealed. And sometimes the best social media posts are anti-social media posts, which, yes, we understand is maybe the height of irony. But the account EGG GANG on Instagram understood the culture at large and took full advantage of it.

Whoever’s idea it was to try to beat Kylie Jenner’s previous most-liked Instagram post of all time (a photo of her daughter, Stormi, after giving birth) knew that people were hungry to reject the celebrity Instagram culture we live in and wanted to lay the smack down on that culture. Of course, all these people who liked the post did that by being on Instagram.

So we’re not sure who wins this one, but we are sure that Kylie Jenner probably loses. Sometimes simplicity and a dream is all you need on social media in 2019.

Social Media Trends for 2019

  1. Stories Rule Everything

Stories have now eclipsed the news feed and any other feed as the number one way people interact on social media. Every social platform is fully investing in stories and moving people towards them. But with this proliferation, stories from brands get lost in the shuffle. It is no longer acceptable to just post to your story. The content has to be creative, personal, fun, and has to fully take advantage of what makes stories so unique.

  1. The Death of the Bots

Bots were great a few years ago. They automated customer interactions and saved businesses money. But in 2019, customers are far too savvy for the bots to survive. Customers no longer accept a bot talking to them, and they can sniff them out quicker than ever. Brands must commit and, yes, spend money, on creating authentic interactions with their customers on social and digital media.

Let’s take the home company Snowe, for instance. Snowe is a hip, young company with a beautiful Instagram account. This Christmas, I ordered one of their bathrobes for my wife, and it came with a complimentary gift note. When the gift arrived, I was shocked to find the note was handwritten by someone. And the penmanship was good but was by no means done by a professional calligrapher. It was authentic and personal.

This is how brands must interact with customers in 2019.

  1. Get Political

It may sound contradictory that, as divided we are as a country, brands should get political. But consider this. Because of this division, companies that straddle the fence and ignore politics completely, will attract no customers. Yes, when brands get political they push some customers away, but they also gain them. We’re all fragmented into our own little political bubbles, and brands should pick their bubble too in order to keep talking a language their customers understand.

  1. Have Fun

Once again, maybe contradictory to getting political, but brands can’t be afraid to let their hair down a little in 2019 on social media. Take Wendy’s for instance, who have a consistently funny social media feed. They aren’t afraid to ruffle a few feathers or interact with the trends of the day in a fun and exciting way. And they aren’t afraid to poke fun at themselves. In essence, the brand feels like a person rather than a brand because it seems like whoever is behind the scenes is having fun. Let the reins loose. Let your smart, creative, fun people be just that.

BRAINBOX intelligent marketing

Custom and Turn-Key Experiential
& Digital Marketing Solutions.

325 W. Main St., Lexington, KY 40507

(859) 225-4488


Experiential Marketing
Digital Marketing
Media Platform Placement

BRAINBOX intelligent marketing

Custom and Turn-Key Experiential
& Digital Marketing Solutions.

325 W. Main St., Lexington, KY 40507

(859) 225-4488

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