Transformation of Culture in the Era of Social Networks

63% of Gen Z globally claim that TikTok is the platform that keeps them connected to culture.³ My Gen Z daughter finds out about everything current through TikTok—whether it's reviews of the latest movies or TV shows, recommendations for which headphones to buy, or Trump accusing immigrants of eating cats and dogs. It's her megaphone for world events, trends, education, and entertainment. However, other platforms also play a significant role in shaping culture. 

Cultural Creators

Now, more than ever, we are witnessing a shift from mass culture to niche cultures, with social media enabling even the smallest communities or individuals to create and express themselves. One in four Gen Z social media users claim they present a different persona online.²  Moreover, 47% of Gen Z report belonging to a fandom where they don't personally know anyone else involved.⁴ Social platforms act as enablers, providing spaces to feel free, be creative and bold, seek out like-minded individuals, and gain recognition that may not be possible offline. YouTube's annual report on culture and trends reveals that fans have evolved from consumers into creators, drawing their own followers. Meanwhile, 8% of Gen Z identify as "professional fans," earning money from their passions.⁴

Platforms give every trend, even the smallest one, a chance to develop and prove whether it has the potential to become a significant part of the cultural landscape.

Brands as Cultural Facilitators

Cultural aspects have become the key for brands to connect with consumers. It's how they can be present, integrate into people's lives and values, and support their needs and aspirations. It's about becoming part of their culture. These fans might not be superfans of the brand, but 74% of Gen Z appreciate when brands engage in their fandom.⁴  While consumers once shaped their identity through brands, nowadays they increasingly build their identity around cultures that resonate with them online.

By leveraging insights and trends from social media, brands can reach their audience in ways that align with how that audience wants to be engaged. A great example is this year's highly praised campaign for the skincare brand CeraVe. The roots of this Cannes Lions winning campaign lie in the Reddit platform, where Ogilvy agency noticed a conversation about whether the L’Oreal-owned CeraVe brand had any connection to Canadian actor Michael Cera. This sparked the creation of a powerful Super Bowl TV spot, as well as active and engaging integration into social platforms, involving both consumers and influencers.

Another example is “Bed Rotting," a trend spreading on TikTok. It involves spending extended periods of time in bed – eating, watching movies, working, studying, consuming social media content, and more. This trend is particularly popular among Gen Z, who increasingly use it as a form of self-care to combat burnout. This generation is aware of the pressures of life and is actively seeking ways to recover and relax.

In response, brands can create or position products that cater to this trend. For example, Starbucks and Stanley collaborated to produce limited-edition thermal mugs. The combined power of these two brands, with each already having legendary products, created a massive buzz and even a mania. A large thermal mug paired with a delicious coffee drink fits perfectly into the audience's self-care routine.

Meanwhile, #CleanTok is one of the most popular hashtags on TikTok, with millions of views, used by content creators to share tips on how to effectively clean a home. A significant amount of Latvian-created content is also tagged with it. Given this popularity, last year Unilever, in collaboration with illustrator and TikTok content creator Sam Catton, created the first TikTok soap opera. In it, the illustrator gave Unilever’s cleaning products their own personalities.

By identifying an insight that came from the community and successfully developing it, a story was created that resulted in a 2200% increase in web searches for the CeraVe brand, and a 25% increase in profits.⁵ Interestingly, the actor himself does not use social media and, according to him, doesn't even own a smartphone.

Negative Trends

The almost limitless opportunities for everyone to express themselves can often become overwhelming and absurd. As noted in the VML 2024 trend report, some consumers are beginning to resist the constant flow of short-term, ever-changing trends and cycles, seeking to slow down the pace so that life doesn't feel like an endless race. For example, TikTok followers have started to turn against trends that change every day, such as "blueberry milk" nails one day and "latte make-up" the next. This sentiment is reflected in the fact that 73% of people globally have expressed a desire to slow down their lives.⁶  As a result, opposition to one culture is a culture in of itself. In response, some brands are ready to adapt to this trend. For instance, fashion designer Phoebe Philo has refused to create seasonal collections, instead producing clothes meant for long-term use.

Social platforms are also filled with trends that are utterly absurd or even dangerous, leading followers to health risks or even death. For example, widely circulated content teaches people how to self-diagnose or gives psychotherapy advice for severe mental health conditions. There are also suggestions encouraging women to take excessive doses of Ibuprofen to stop their menstrual cycles. Undeniably, in an environment where freedom of expression is encouraged, unfortunately, such content will exist because there is a demand for it.

Since the beginning of August, TikTok advertising has become available in Latvia, offering a new channel for brand communication, particularly to reach Gen Z. Brand communication will be even more powerful if it is created based on the platform's insights and trends, integrating the brand's messaging as part of a specific culture.

References:

1 GWI Core Q1 2020-Q4 2023, Bāze: 3,449,153 interneta lietotāji

2 GWI Core Q3 2023

3 Cassandra

4 YouTube 2024. gada ziņojums par kultūru un tendencēm

5 CeraVe case study

6 VML: Ipsos