Fluid Culture – Trend Drops April 2022

Recent disruptive events made us obliged to deal with uncertainty, complexity, and chaos in new levels. In a scenario where nothing is certain, a Fluid Culture emerges as an antidote to cope with challenging and unpredictable times.

Nowadays, we are being forced to re-think our approach to stability. Even before the pandemic, events such as the emergence of Donald Trump in the US and the escalation of the far right wing in politics around the globe, brought to light the notion that crazy things might happen, despite the evidence to the contrary.

From disorienting TikTok trends, unclear fusions between physical and digital spaces to dystopian gaming experiences and unpredictability in behaviours and patterns, what we are experiencing now is what Ziaddin Sardar entitled as the Postnormal Times, a period where “old orthodoxies are dying, new ones have not yet emerged, and nothing really makes sense.” More than ever, we have been invited to embrace chaos, nonsense attitudes, disruptions, fluidity, flexibility, upheaval, and rapid change.

In this transitory culture, young generations are adopting a super dynamic behaviour, largely shaped by the way they consume online
content and navigate Internet. Young people aged 16 to 24 spent an average of seven hours per day online in 2019, three of which were spent exclusively on social media, according to GlobalWebIndex. In this scenario, audiovisual content is highly attractive, delivering more information in a fun, engaging, and entertaining way.

3 ways your company and brand can adapt to the Fluid Culture:

  1. BE FAST, BE SHORT – To achieve digital consumer engagement, successful campaigns can be inspired by a Tie Tok format. Short, many times nonsense, and with humour. Video campaigns need to be short, potentially embracing the 15- seconds-TikTok format as a main guideline.
  2. SURPRISE YOUR AUDIENCE  – Companies have now the opportunity to create campaigns that are not cohesive as they used to be. Different channels require different stories, tones, and approaches. Creating tailored content for each specific platform is increasingly important —such as TikTok versus Instagram, a TV commercial or even long-form content, for example. Explore common online references and humour via memes, movies, TikToks and songs to see what niche references could fit into your brand world.
  3. CO-CREATE WITH YOUR CUSTOMERS  – The future of video marketing is going to rely more on the content produced by a brand’s customers than the content produced by the brand itself. Regardless of what you think of influencers, the fact is their content is enjoyed more than any brand’s content. Smart organisations will need to leverage influencer video content if they want to stay ahead of their competitors.

Download the Fluid Culture latest Insight LED Trend Drop report for the full briefing, evidence and case studies.


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