More often than not, big brands play it safe, opting to purvey some of the most tired and outdated social media messaging out there. Case in point: the selfie. From LinkedIn to Tetley Tea, brands have figured out what millennials understood years ago: People like to take pictures of themselves.
Your Selfie Idea is Not Original is a Tumblr by an anonymous ad agency creative that is collecting examples of the worst offenders.
We got the brains behind the operation to explain how this unfortunate habit became a trend — and why that’s a problem.
Why are you doing this?
It’s simple really. Someone just needs to point it out because it’s shit. I didn’t create it for comedy; it’s just that there are streams of creatively bankrupt agencies or creatives that try as little as possible when it comes to creating campaigns or mechanics over social. Thankfully, it’s been picked up quite a bit, and I’m hoping this makes clients and creatives everywhere think twice when they start to sell an “innovative” selfie idea.
How did it become an epidemic?
Because it’s easy and lazy. Unfortunately, we have this trend in advertising and more commonly within social media whereby a person does something, it starts to get big or “viral,” then other people join in and it snowballs into a BuzzFeed, Metro Online or Daily Mail article and ultimately brands try to hijack a “trend” and put their spin on it. But agencies and brands are very rarely nimble or quick enough to create something of value within the timescale — so by the time it’s pushed out, it’s just plain shit. Just have a quick search around things like planking, harlem shake or just memes in general.
But why are you so heated up?
My main problem with brands and selfies is the sheer arrogance of a brand that thinks people have nothing better to do than take a photo of themselves with a logo in it for their chance to win absolutely fuck-all. It does nothing for the person entering, it adds no value to the brand, and finally, it’s actually embarrassing for all parties involved. The way you hear agency folk talk about selfies — like your Dad asking what ‘LOL’ means because he finally got a Facebook account — is just slightly sickening. Because ultimately some poor client is going to pay a day rate for an idea that took five minutes to shape.
Can anyone get it right?
Yes. I’m not trying to defend the “selfie,” but I do think brands need to massively evaluate what their role in conversations are over social media. Oreo Daily Twist has spawned this culture of newsjacking whereby brands think that if they create an image that has a tenuous link to a cultural event, it’ll make them an Internet success. One example could be the Luis Suarez bite at the World Cup. I don’t want to see a brand in my feed tweeting, “Our new range of Accessories have ‘bite’ too” when they have zero credibility in that space. “Does anyone give a flying fuck?”
Marketers seek agency-of-record relationships with influencer agencies as influencer marketing matures
Marketers are moving away from a project-based approach to a long-term vision with influencer marketing agencies participating in strategy meetings along with other agencies rather than being an afterthought.
Why acquisitions could be the inevitable future for embattled in-game ad companies
As game developers and big tech companies alike realize the revenue-generating power of mobile gaming, they have engaged in a flurry of merger and acquisition activity.
Marketing Briefing: With younger consumers questioning brands’ trustworthiness, marketers turn to scenario planning
More certainty that a marketing play is an authentic fit for a given brand is key as consumers are more skeptical of advertising than ever.
SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
Digiday+ Research: Agencies see different paths for online, offline ad spend this year
Agencies expect a big jump in online ad spend this year — but the same isn't true for offline ad spend.
Governments around the world are changing their policies to support esports
Governments' interest in esports is encouraging, but despite this groundswell of policy-level support, not all countries are equally enthusiastic about the space.