Instagram is full of trends which actually changes day after day. The trend of ‘Unicorn Food’ started almost two years ago; and what’s more? It is still trending! It might be because Starbucks had started ‘Unicorn Frappuccino’. From then on, it was found in everything, in toast and noodles, soups, and bagels. Is social media responsible to make this latest food popular, or any other food trends, for that matter? Yakov Bart thinks that it is all about a “delicate balance”.
He is an assistant professor of Marketing at Northeastern University. When analysing about how it has become suddenly famous, he believes that these ‘unicorn’ creations consist of “the necessary content-related ingredients to become viral.” Bart thinks that consumer-to-consumer communications through social media have played a vital role in the creation of the trend. What made it even more appealing is how it is of colorful, bright, ‘unicorn’ theme; it stands out visually. Bart said, “Making and sharing these creations is relatively easy, and people have the opportunity to express themselves and show off their creativity in the final product.” ‘Unicorn food’ certainly has the necessary content-related elements to make it viral.
Bart observes how companies conform according to social media changes and trends. There are a lot of brands that closely follow social media and have even made substantial investments in its listening. Companies usually make their new product designs on the basis of the perceived trends trending on social media. However, many times, it becomes difficult to understand the difference between short term trends and longer-term trends. If any company spends away their time in minutely observing the pattern, then it’ll be able to understand the scenario better.
According to Bart, it is essential for companies to create and introduce new products that will be highly relevant for both consumers and their brand identity. Or else, “Customers would not perceive the offering as authentic and may even respond negatively if they feel that a company tries too hard”.
Pranjali Wakde
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