The Selfie: Paving the Way for Brand Storytellers

02/17/16

What many thought was a passing fad has actually proved to be something much more valuable. The selfie, which was Oxford Dictionary’s 2013 Word of the Year, is one of the leading digital trends of this decade. With more than a million selfies taken each day according to research by techinfographics.com, it’s clear—Selfies have changed everything. Selfies have turned the marketing world on its ear and challenged the norm, but most brands aren’t doing a great job of harnessing this cultural shift.

There’s quite a lot to learn from this group of consumers who have made selfies so popular. The top photo-sharing app Snapchat reports that more than 700 million photos are uploaded daily—a statistic that brings the impact of selfies into context. Rather than looking at selfies as an attention-grabbing tool for young people with identity issues, it’s time to start looking at selfies a tool for the next generation of brand storytellers.

Every aspect of our lives is often rooted in visual context. The increasingly intriguing millennial generation has grown up in a world with easy access to photography (Instagram), and video (YouTube). High school graduates today have the ability to create digital slideshows, build websites and edit videos (YouTube stars are the latest form of celebrity). These consumers know all about visual impact—and brands can no longer rely on copy to tell their story.

Selfies are an opportunity for brands to show personality. Customers rank authenticity as a top trait they seek when doing business with any company, and selfies are significantly more effective for connecting to consumers than a strategically posed photo. There are people behind every brand, and selfies create a powerful emotional connection for anyone considering the company’s product.

Looking toward the future, selfies have a place in the marketing funnel. Some brands captured the selfie craze early on—MasterCard’s #PricelessNewYear campaign was used 1,800 times by it’s followers, and 31 brands leveraged the #SelfieOlympics campaign generating over 20,000 original submissions. The numbers don’t lie. Everyone loves a good selfie—including the President.

How will your brand compete in the selfie game during 2016? Leave us a comment to share your thoughts or favorite selfie campaigns below!

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