As we find ourselves bombarded with a relentless stream of curated perfection and perpetual doom-laden news, it’s worth asking: when was the last time you felt truly present ‘in the moment’? When was the last time you took a photo without immediately thinking about how it would turn out on your social media?
It’s time to renew our relationship with social media
We live in a time where there is more content to consume, yet more people than ever before feel isolated, disengaged, and dissatisfied. As brands and marketers, we are guilty of contributing to this culture of doomscrolling and spectatorship. We have become obsessed with quick metrics such as likes, shares and views. But these superficial interactions do little to foster real connection, nor do they translate into meaningful impact. Relationships with audiences have become transactional, filled with interactions that are quick, easy, and instantly forgettable.
A shift towards real connection
But there is a silver lining — people are beginning to push back. They are craving real-world experiences and a sense of belonging, as well as looking for authentic connections. A profound shift is underway, people are prioritising experiences over material goods, desiring to be part of something bigger than themselves. They want to showcase their identity and creativity through participation in shared moments. A prime example of this desire for reconnection is the upside-down pineapple dating craze that took Spain by storm earlier this month. While it started on social media, its charm lies in real-life participation. People visit Mercadona supermarkets, pick up a pineapple, place it upside down, and head to the wine aisles, using this playful code to find love. The thrill isn’t in the viral posts but in the physical, human connection the trend inspires.
Capitalising on participation
People are ready to break free from the isolation of doomscrolling. They are hungry to engage in real life, not just spectate. So, the question all brands must ask themselves is: how can we facilitate (and of course capitalise on) this desire for participation, and in doing so, create lasting value?
Marketing has always been about tapping into human desires, but somewhere along the way, we lost the ability to make people truly feel something. We have fallen into the trap of online engagement metrics and generic passion points, while forgetting that the ‘art and culture’ passion points are far more nuanced in real life. Now, more than ever, brands have both the opportunity and the responsibility to shift from superficial online engagement to creating experiences that foster real-world participation.
Let’s be clear, this is not about rejecting social media. Rather, it is about blending online hype with real-life action. Social content can ignite interest, but the magic happens when that interest turns into action. People are hungry for moments that invite them to participate in their own cultural obsession in real life.
Participate in fandoms for longevity and impact
Let’s take another look at the pineapple story. Dating culture in real life is far more complex than generic ‘dating’ interest. Dating app swipers almost date for the content, eager to share their stories of awkward or hilarious dates online. There is an entire genre of fandom dedicated to dating disasters, but these stories all stem from real-life experiences. Brands that can create memorable, shareable moments in real life will not only capture attention, but also emotional investment for long-term impact. The ultimate goal for brands should be to turn passive spectators into active participants. This not only helps combat the sense of isolation fuelled by endless scrolling but also fosters real-world connections. By doing so, brands can create experiences that resonate deeply, garnering long-term loyalty and impact.
After all, if no one participates in real life, who creates the content? It’s about time to renew our relationship with our audiences, ensuring that they are more than spectators. By creating experiences that tap into their cultural obsessions and invite them to participate, we help people feel something — and they are more than ready to break free.
Featured image: Pineapple Supply Co / Unsplash
