The rejection of being ‘always online’ is a legitimate counter-cultural movement which brands can (and do) profit from, but caution is needed to not alienate a huge market.

Experiences mean more

The mass-availability of technology for sharing photos to open-ended social networks is undeniably related to the rise of experiences as a commodity.

The ability to take and share photos in a second, as a reflex, means that we can all now cultivate public diaries of accomplishments. We share photos of the things we are proud of, or care about, like our friends and family, holidays we’ve enjoyed or are proud of saving up for, a selfie which shows us in the best light, or even just a photo we’re proud of taking.

Social media invites our every experience to be a commodity, an addition to our accomplishments, and more money in our online piggybank of social currency. Experiences are very literally worth more to people now because we can easily harness them into our online identity.

This constant cultivation comes with pitfalls, which are gaining public attention. A constant awareness of self, of image, of taking photos, an obsession with messaging those we are not with, of ‘knowing’ people we do not know, of living much of our lives through a 5.5” screen has its dark-side that has been written about extensively. It has spawned a counter-culture style rejection of the omnipresence of social media, which has evolved to a level where the present and the genuine in real life are increasingly valued. So, as with every cultural wave before, we are faced with intertwined cultural movements in which stylized presentations of success are tied so deftly with a pining for authenticity.   

The craving to step back from the noise of technology and social media has generated countless products and campaigns. Products span industries; the resurgence of record players, no-laptop-cafes, books like ‘Why Social Media is Ruining our Lives’ by Katherine Ormerod, countless podcasts, apps such as ‘Moment’ to monitor activity on smartphones, or settings like ‘Screen Time’ in which iPhones send reports of time spent on the phone are all examples.

#Vienna campaign more critical than inclusive

Tapping into this growing theme of discontent with social media, the Vienna Tourist board recently ran a London Underground marketing campaign. Big posters of common social media post set-ups, particularly Instagram, adorned Underground stations: selfies at an art gallery; a photo shoot outside a palace and someone photographing their food at a restaurant, all with a giant red hashtag whacked on top. The campaign’s tagline ‘See Vienna not #Vienna’ was a clear rejection of those who live their holidays through social media.

Unfortunately, what could have been a perfect tap-in to the trend came across as the belittling of a common holiday pastime. The website the campaign linked to reports that 100% of people ‘cherish’ their smartphone over ‘the moment’, only 5% of people go to museums ‘to enjoy art’ rather than for social media posts, and even that 75% of people took photos of only themselves. These are clearly joke figures but I do not think the joke lands. It is judgmental rather than inclusive.

The rejection of social media is a balancing act. These relationships between people and technology are complicated and evolving. To be on the side of the ‘digital detox’ movement, a campaign must be about moving that way of thinking forward. In contrast, the Vienna campaign is disparaging of social media and of how many people spend their time.

A marketing campaign that promotes taking a break or rejecting social media could really harness a growing social movement. It could tie a brand into the movement and elevate its relevance. Unfortunately, the campaign falls apart when it is alienating.

Thanks to this campaign, I have spent the last couple of days thinking about where social media sits within advertising rather than when I am going to visit #Vienna. 

Indigo Ferguson.

International Key Account Manager - Retail 

GfK

Photo credit: City of Vienna, Bond Street Sation, London 14/11/2018