Meeting people where they are—whether through personalized content streams or inclusive design—is the latest brand pivot, as outlined by Ayzenberg’s Ashley Otah in this week’s trend roundup.
In another example of “TikTokification,” Twitter is overhauling users’ timelines and prioritizing a new “For You” feed, which shows users tweets from people they follow interspersed with tweets curated by the algorithm. With this move, the social media giant is communicating its intent to compile and share content that’s tailored to each individual, highlighting a more significant trend: hyper-personalization.
According to a 2018 report from Epsilon, 90 percent of consumers surveyed said they find personalized marketing appealing, and in a different study from McKinsey & Company, 78 percent of respondents said personalized content made them more likely to repurchase from a brand. So it’s no surprise there is an uptick of platforms gearing up to pivot toward personalized content feeds. For the foreseeable future, brands should focus on hyper-personalization while staying true to their native platforms.
Earlier this month at CES, the consumer tech industry’s big annual showcase, L’Oréal unveiled Hapta, a motorized device capable of distinguishing unwanted hand tremors from intended movements designed to help people with disabilities apply lipstick.
This is a significant step toward inclusivity, as the device aims to help people with limited mobility gain more independence. Inclusive design should not be an afterthought but a foundational component built in from the start. However, there is always room for growth. In the future, L’Oréal hopes to make more devices available and accessible as the brand leans into its beauty/tech strategy.
TikTok is building a new way for creators and brands to band together. With an update to its Creator Marketplace, the short-form video platform has created a one-stop shop for managers to execute, oversee and analyze campaigns. A new addition to the platform is the Talent Portal, which allows managers to negotiate brand deals for clients. The combination of the two creates a perfect storm for creators to land more deals and for brands to maintain and grow partnerships. Creating easily navigable and needed products is a win.