Australian influencer and podcaster Matt Hey recently shared a TikTok video showcasing his unconventional Christmas tree adorned with over 40 Labubu dolls instead of traditional decorations. The video quickly gained traction, amassing millions of views and prompting extensive online discussion. The coverage surrounding Hey included interviews and analyses from mainstream media, focusing on consumer behavior and holiday trends.
The evolving earned media landscape illustrates how digital creators can influence traditional news channels. As noted by Dan Young, group managing director at Ogilvy PR, viral content can initiate a broader media conversation, leading to articles that extend across various platforms. According to the Australian Communications and Media Authority (ACMA), nearly half of Australian youth (aged 18-24) primarily rely on social media for news, indicating a significant shift in media consumption patterns.
As companies adapt to this new landscape, they may need to reevaluate their communication strategies to engage audiences effectively. For brands, understanding this intertwining of social media, traditional media, and influencer content presents both challenges and opportunities in reaching diverse consumer audiences.
- Why it matters: Brands must adapt to the changing media landscape where social media and influencer content significantly impact consumer behavior and brand perceptions.
- This shift underscores the importance of integrating various communication strategies to remain competitive and connect with younger audiences.
- The latest: The recent trend showing a majority of the 18-24 demographic using social media as their main news source is leading brands to reconsider their marketing approaches.
Source: https://www.bandt.com.au/what-the-viral-labubu-christmas-tree-tells-us-about-modern-communications/
Source: https://www.bandt.com.au/what-the-viral-labubu-christmas-tree-tells-us-about-modern-communications/