In the current era of constant dynamic change, popular culture has become an important indicator of whether a brand can engage deeply with young people. Popularity is fundamentally the common aesthetic tendencies, cultural interests, and focal points of social discussion among young people at a specific time. More importantly, popular culture is closely related to the psychological state and emotions of young people, whether it involves traditional popular elements or the emergence of new trends.
The external expression of popular phenomena shows a clear cyclical nature, sometimes surging vigorously, other times receding quickly. The rapid development of social media has accelerated this cycle, making popular culture come and go in haste. The entire popularity cycle can be divided into five stages: creation, rise, acceptance, decline, and atrophy, each containing hidden business opportunities.
The multiple elements of young culture, such as popular music, dynamic rhythms, cool visuals, the imaginative power of the second dimension, the rebellious spirit of punk, and the free spirit of street sports, form the collective embodiment of young people’s popular culture. Integrating the nine major characteristics of vitality, attitude, exploration, rebellion, danger, entertainment, sentiment, emotion, and culture, their fusion can be summarized in one word — artistic.
The media which embodies the artistic lifestyle of young people, particularly movies, series, and videos, powerfully integrate various modes of communication and vividly convey concepts, attitudes, and aesthetics. Video, with its intuitive and concrete characteristics, conveys specific content and feelings, silently educating consumers and becoming an invaluable asset in brand communication.
Brand operations need to deeply understand the consumer motivations and behavioral patterns of young people, and explore the psychological processes and actual outcomes involved. Only by thoroughly analyzing the entire process and grasping the pulse of young people can brands remain invincible in the market.
Don’t forget, young people are the embodiment of dreams. If a brand can shape itself, its team, and its products as symbols rich with dreams, it can resonate with young people and pursue dreams together.
