Could Instagram's 'lockable content' unlock new levels of brand engagement? | Spin Relevance Hub Update | Apr Week 3

Here are the latest social media trends, industry updates, cultural revelations and audience insights to keep brands relevant 🚀🔥

Trends

• [TikTok] Almost forgot this was the point - example / example

• [Early TikTok Trend] Cut off - example / example

• [X] Euphoria meme - example / example / example / example / example

• [TikTok] Acting challenge - example / example /example

• [TikTok] Hard launch - example / example / example

• [TikTok] Canon events - example / example / example

Trending Topics

• Katy Perry went to Space

  • TLDR: Katy Perry went to space yesterday, as part of Blue Origin's historic NS-31 mission. The first all-female crewed spaceflight since 1963. The 11-minute suborbital journey launched from West Texas, reaching approximately 62 miles above Earth, this is the internationally recognised boundary of space.

  • Content: here and here

• Trader Joe's Mini Pastel Totes

  • TLDR: Trader Joe's have just released mini versions of their viral tote bags in pastel colours, which has shoppers going crazy - but isn’t the point of tote bags to buy just one, to save the planet!?

  • Content: here here and here

• Kourtney’s Flourless Cake

  • TLDR: TikTok users have been reviewing the Crumbl x Kardashian Jenner collab, with Kourtney's flourless cake causing a lot of controversy on TikTok.

  • Content: here and here

• Le Poisson Steve

  • TLDR: The simple animation and song has broken cultural barriers and caused a flood of creators to produce their own take on the orange fish.

  • Content: here, here, here

• Celebrity Big Brother UK

  • TLDR: A hilariously timed edit from the show, where Michael nominates Patsy after she questions his wig, is going viral on TikTok.

    • Content: here

Platform Updates

• X adds video responses to the platform.

  • Users can now respond to a video, image, or text post with a video reaction.

• LinkedIn is testing a 'My Network' tab.

  • It will only show content from your connections and people and pages you follow.

Industry

• System1’s ad of the week is from M&S.

  • Typical fashion ads are a celebration of individual style and taste, with models flaunting the latest fashions in exotic locations - what M&S show here is that the joy of fashion isn’t just in what you wear, but in the compliments you get for it.

• Mascots are back.

  • Digiday reports on the rise of mascots in advertising, and now is the perfect time for them as “brands have been pushing for apolitical influencers to avoid backlash in light of the current cultural and political climate” and people are looking for “some joy and happiness” in these turbulent times.

• OpenAI makes ChatGPT free for college students.

  • OpenAI has launched its first large-scale brand campaign targeting college students across the US and Canada with an offer for free ChatGPT Plus. The creative, running across “billboards, digital ads, podcasts, and more”, positions AI as a must-have tool during finals season.

• Instagram may be testing “lockable” content.

  • This could be a great way to drive email signups or website traffic, or used in conjunction with tools like ManyChat to encourage comments and DMs.

Culture

• A Universal theme park will be opening in Bedford???

  • The UK government’s unhinged TikTok account has been vocal about the news…

• Prada is acquiring rival high-fashion brand Versace in a $1.38B deal.

  • The Prada Group is one of few luxury fashion groups thriving amid weakened demand, reporting a 17% increase in 2024 revenue, thanks in part to Miu Miu’s 93% sales growth.

• Cadbury unveiled the world’s largest Creme Egg.

  • The massive egg is 3 feet tall, weighs in at just shy of 100 pounds, and is made of actual chocolate and fondant filling.

• The Minecraft Movie has become ‘Rocky Horror’ for Gen Alpha.

  • Teens are turning screenings into full-blown participatory events, shouting meme-y lines like “chicken jockey!” throwing popcorn, and filming the chaos for TikTok.

• Bratz are back?

  • Bratz have released a music video for their new song 'Think About it', and people are loving it.

• Aimee Lou Wood calls out SNL

  • On social, the actress scolded the popular US show for its “mean and unfunny” skit involving her likeness.

• Black Mirror Season 7 drops!

  • Black Mirror’s latest season is out, along with an app that features in one of the episodes so fans can play it at home. It has been dubbed “the warmest, most human season ever”.

• Coachella has already had some notable performances.

  • Lady Gaga’s performance dropped jaws.

  • Charli XCX brought out Lorde, Troye Sivan and Billie Eilish.

  • Megan Thee Stallion brought out Queen Latifah and Ciara.

  • Addison Rae announced the release date of her debut album.

Audience

• Gen Z are most likely to impulsively spend this summer.

  • A recent McKinsey study has shown that in the United States, Gen Z were the most likely to say they intended to splurge over the next three months, across all income brackets

• Certain DEI measures have proved more effective than others according to GWI survey respondents.

  • DEI measures consumers believe to be most impactful were anti-harassment guidelines (36%), transparent pay scales (30%) and unconscious bias training (24%). (GWI)

    • In relevant GOOD news, Apple shareholders recently voted against ending DEI program amid Trump crackdown.

• Be cautious when creating and sharing AI-generated content.

  • 38% of people say knowing something was made by AI makes them think less of it. (GWI)

The Social Calendar

• Earth Day - 22 April

• London Marathon - 27 April

• Cinco de Mayo - 5 May

• Met Gala - 5 May