New Trend Hunter Report for Members: Using Creative Content Tools & Features

April 30, 2018 | How can brands creatively use new forms of digital and social media content to connect with consumers? TrendHunter.com’s latest free monthly report for Toy Association members looks at what’s trending within content creation platforms, including new technology tools, popular content forms, and other innovative features.

“Brands are looking to reach consumers in more unique ways,” said Anne McConnell, senior director of market research & data strategy at The Toy Association. “The report draws attention to innovative technology and viral content that toy companies can utilize as they look to separate their products and brands from the competition.”

The following trends are highlighted in the report:

  • AI Enhancement – Consumers are turning to artificial intelligence (AI) solutions to edit, alter, and enhance their photos and online accounts – optimizing their social media presence. Twitter announced that it is incorporating smart auto-cropping for images posted to the platform. The social media platform’s algorithm will recognize the salient parts of a given photo (like a puppy's face rather than the background), and it will include as much of that salient area as possible.
  • Interactive Episode –Traditional entertainment is evolving to allow for audience interaction by responding with content that develops differently depending on audience input. Late Shift is a new participatory cinematic experience in which the audience can vote and comment to control the narrative. The movie has seven different endings, with more than 180 audience options to choose from.
  • Micro-Video –Video-based social media provides concise, hyper-shortened entertainment, which speaks to the short attention span of today's youth generation. Farmers Insurance has been sharing financial advice geared toward young adults via six-second Vine clips that highlight a range of topics from facts about safe driving to tips on how to slow a hose leak.
  • Podcast Productionization – The increasing popularity of podcasts provides a new market for brands to reach a larger audience. Anchor, a shareable podcast platform, has launched a new feature that allows audio clips to be transferred into short and stylish videos that help potential listeners visualize a specific podcast episode – making it easier for promoters to share their content on social media sites.
  • Challenge Exposure – Challenge videos, which see many YouTubers trying out the same task on video, have provided all sorts of companies, but especially game and toy companies, with entertaining, viral exposure that's more readily received than sponsored content. In a recent challenge video, the YouTubers in Team Edge – Bryan, J-Fred, and Matt – competed against one another in a game of “The 5 Second Rule,” a fast-paced card guessing game that forces players to think on their feet. The video had more than 2 million views.

This value-added report is the latest in a series from the research company offering in-depth perspectives and trends in various areas related to the toy industry. For additional relevant trends, toy companies may click on the report’s consumer insights examples, scroll down, and click the images for further information. Members are encouraged to send topic suggestions for future trend reports to The Toy Association’s Anne McConnell.

TrendHunter.com has accumulated nearly 3 billion views from more than 100 million visitors. The data research company helps clients “Dive Deeper,” “Work Smarter,” and “Save Effort” in order to increase the overall success of their companies and brands.

 

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