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Social IRL: Will Brands Ditch the Curated Feed?

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Social IRL: Will Brands Ditch the Curated Feed?

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Our lives have become staged for social. We crave share-worthy scenery. We consult Pinterest before any planning any party. We're even willing to capture dozens of slightly imperfect photos to get to that perfect profile pic.

From this excess of artificial moments, a new trend has emerged: IRL (in real life.) This movement shifts away from curation to authenticity, offering beauty and emotion behind imperfection.

Daring social citizens are sharing unedited SnapChat Stories, Instagramming #NoMakeupMonday shots and Beme-ing from their messy apartment.

Are the masses ready to be entertained by the uncurated life? Which brands are coming along for the ride and baring it all?

SXSW 2016 Presentation Submission by Leyla Dailey, Leo Burnett and Molly Garris, Johnson & Johnson

Our lives have become staged for social. We crave share-worthy scenery. We consult Pinterest before any planning any party. We're even willing to capture dozens of slightly imperfect photos to get to that perfect profile pic.

From this excess of artificial moments, a new trend has emerged: IRL (in real life.) This movement shifts away from curation to authenticity, offering beauty and emotion behind imperfection.

Daring social citizens are sharing unedited SnapChat Stories, Instagramming #NoMakeupMonday shots and Beme-ing from their messy apartment.

Are the masses ready to be entertained by the uncurated life? Which brands are coming along for the ride and baring it all?

SXSW 2016 Presentation Submission by Leyla Dailey, Leo Burnett and Molly Garris, Johnson & Johnson

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Social IRL: Will Brands Ditch the Curated Feed?

  1. 1. Social IRL: Will Brands Ditch the Curated Social Feed?
  2. 2. Over the past 5+ years, we have adopted new platforms to capture our staged-for-social life.
  3. 3. Did we go too far to stage our lives for social?
  4. 4. After excess has come a trend of REAL posts – ones that expose imperfections and vulnerabilities.
  5. 5. Social IRL is about being real and unfiltered. Is this entertaining enough for the masses?
  6. 6. Hibernation Essentials + Spa Night In + Quarterlife Crisis Some brands are making strides ….
  7. 7. Are brands ready to ditch their curated social feeds to bare it all? What are strategies for being more authentic on social?

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