Overview of social media news: Cannes Lions Festival edition

This week in Cannes Lions Festival social media news, YouTube releases its 2022 Culture and Trends Report, Meta launches two new Horizon Worlds, Snapchat and British vogue unveil an AR exhibition and more.


YouTube finds Gen Z prefer personally relevant content more than viral content

According to YouTube Culture & Trends Report 2022– which the platform published at the Cannes Lions Festival and includes analysis of hundreds of trends and Ipsos surveys around the world – pop culture is increasingly individualized, as indicated by 65% ​​of the Generation Z who agree that content that relates to them personally is more important than content that goes viral. Additionally, 78% of internet users agree that they use YouTube because it provides content that is personally relevant to them.

Why is this important: Pop culture is changing into internet culture, and YouTube says three main things are driving its evolution. First, fan communities that were once a side effect of entertainment are now central to the entertainment experience. Second, the production and consumption of remixable content like memes is a key way for younger generations to participate in pop culture. And third, heartwarming and nostalgic content has become increasingly valuable to younger viewers.

The details: Here is a list of key findings from YouTube’s report:

  • 85% of Gen Z have posted video content online
  • 55% of Gen Zers agree they watch content that no one personally cares about
  • 61% of Gen Zers agree they would describe themselves as a very big or super fan of someone or something
  • 63% of Gen Zers have followed one or more meme accounts in the past 12 months
  • 59% of Gen Zers agree that they use short video apps to discover things that they then watch in longer versions.
  • 90% of Gen Z have watched a video that helped them feel in a different place
  • 83% of Gen Z have used YouTube to watch soothing content that helps them relax
  • 69% of Gen Zers agree they often find themselves returning to creators or content that comforts them
  • 82% of Gen Z have used YouTube to watch content to feel nostalgic
  • 53% of Gen Z agree online horror content appeals to them

Meta launches two New Horizon Worlds at Cannes

Meta returned to the Cannes Lions Festival to show its move from mobile to metaverse and reveal two new Meta Horizon worlds: MINIVerse in collaboration with the BMW MINI brand and Fender’s Stratovere in partnership with Fender Musical Instruments Corporation.

why is it important: Meta’s new worlds are great examples of how brands are taking their first steps into the metaverse.

The details: MINI’s MINIVerse, the brand’s first foray into the metaverse, gives four drivers the chance to race customizable MINI go-karts on a gravity-defying track.

The Fender Stratosphere Horizon World is a guitar-shaped island soaring high in the sky and offers a one-of-a-kind co-play audio experience that lets visitors create original musical riffs. They can also participate in a virtual treasure hunt in search of chords that can be used to create special musical combinations.

The new Meta Horizon Worlds from MINI and Fender, which have been created in collaboration with Meta’s Creative Store, are available to all Meta Quest 2 headphone users in the US, Canada and UK. Visitors to the company’s Cannes headquarters in Meta Beach can also discover the brands’ universes during demonstrations in the Meta Horizon Worlds Pavilion.


Twitter creates a sales channel app for Shopify

Through New partnership between Twitter and Shopifywhich was announced at the Cannes Lions Festival, all US Shopify merchants will be able to quickly access Twitter to entice their customers to purchase.

Why is this important: According to Twitter, there were 6.5 billion Tweets mentioning businesses globally in 2021. For shoppers who are already engaged in conversations about businesses and products, the social platform’s Shopify partnership will bring more of their products favorites directly to Twitter for them to browse and buy.

The details: Twitter has created a sales channel app, available in the Shopify App Store and Shopify Admin, through which merchants can:

  • Integration with Twitter Shopping Manager: With just a few clicks, merchants can connect their Twitter account to their Shopify admin and integrate with Twitter Shopping Manager, which is the entry point to the suite of shopping tools. Twitter’s Twitter Shopping where merchants can access and manage its shopping features.
  • Automatically sync their inventory: Twitter’s sales channel app regularly syncs with Shopify merchants’ product catalogs, so they don’t need to manually update product information on the platform. social form. As their Shopify catalog changes, so does their Twitter Shopping Manager catalog.
  • Showcase their products: Merchants can showcase their products on their Twitter profile with Shop Spotlight or Twitter Shops to build brand awareness, drive product discovery, and reach customers for free. When ready to buy, buyers can pay on the merchant’s website. Starting today, Twitter is also expanding beyond the beta testing phase for Shop Spotlight and Twitter Shops and making both features available to all merchants in the United States.

Snapchat, British Vogue’s first interactive augmented reality fashion exhibition at Cannes

In partnership with British Vogue, Snapchat has created a augmented reality exhibition exhibited at the Cannes Lions Festival where visitors can immerse themselves in the haute couture creations of seven of the world’s leading fashion brands and designers. Aiming to demonstrate how physical fashion can be enhanced through interactive personalized Snapchat lenses, “Vogue x Snapchat: Redefining the Body” features pieces from Dior, Gucci, Balenciaga, Kenneth Ize, Richard Quinn, Stella McCartney and Versace.

why is it important: The activation, developed in collaboration with Arcadia, Atomic Digital Design and Snap’s new Parisian AR studio, will allow millions of Snapchatters around the world to participate in the exhibition from the comfort of their homes. Moreover, for many, it represents a unique opportunity to “wear” haute couture designer pieces. It’s through showcasing this new technology in the expo that Snap hopes to bring “new levels of accessibility, creativity and expression to the world of fashion and design,” said the CEO of the platform, Evan Spiegel.

The details: Organized by British vogue Edward Enninful, Editor-in-Chief and European Editorial Director of Vogue, “Vogue x Snapchat: Redefining the Body” exhibit offers an augmented reality fitting experience in which visitors can immerse themselves in the creative visions of designers while walking through unique virtual rooms.

Using Snap’s landmark technology, the exhibit facade was digitally wrapped in a way that visitors could see through a custom landmark in the Snap map. Snapchatters who were unable to attend Cannes can participate in the exhibition via global lenses in Lens Carousel or via the “Dress Up” tab in Lens Explorer.

Snap and British vogue also in partnership with DressX on a capsule collection which includes vogue x Snapchat and will be available at the Cannes show and via the DressX website.

Charles P. Patton