SXSW 2024
A Trend by Any Other Name: Decoding the Reality of "Trends"
Description:
The terms cultural strategy and trends have become tropes as of late with conflicting hot takes. For some, the monoculture is dead. For others, there's an important fine line between “trends" and "trendy.” And for others, ephemeral fads have never been more important.
Moderated by Brandwatch and with perspectives from social researchers at Meta, TikTok and Reddit, this will be an exclusive opportunity to hear leaders from such distinct companies, discuss how they personally study human behavior at scale, make sense of social change, and how trends (should and should not) inform strategy.
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Takeaways
- Be on time or not at all: culture waits for no one; activating on a trend late causes more harm than good. Processes enabling quick activation are key
- Brands make culture as much as they study it, and therefore should be operating responsibility, considering preferred futures.
- Lasting trends vs. trendy moments. Brands that utilize strategic SL to reduce the noise optimize for quality relevance over surface-level quantity.
Speakers
- Andrew Dawson, Industry Principal, Brandwatch
- Lauren Powell, Global Social Insights Lead, TikTok
- Matt Klein, Head of Global Foresight, Reddit
- Shayla Cole, Social Intelligence Lead, Meta Content Studio, Meta
Organizer
Meaghan Nelson, Executive Director Of Social Networks, Brandwatch
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