WE ARE SOCIAL’S PERSPECTIVE: SOCIAL IN 2019 The question of authenticity is being examined ever more closely. Local and minority voices offer one perspective, contrasting with the rise of ‘virtual influencers’. Niche content is another way to be authentic in specific, closed groups. LOCAL LEGITIMACY MINORITY IMPACT MEMES GO NICHE FAKE AUTHENTICITY This year we saw a fight back Marginalised groups are becoming ‘Niche memes’ have become This year has seen the against the homogenisation of the most influential microcosms on a way for young people to emergence of virtual influencers global culture with grassroots social. Brands who ignore them could close off outsiders and share with Instagram stars such as Lil campaigns to give local voices be left out of the conversations driving vulnerabilities as well as in-jokes. Miquela and Shudu gathering a platform through social. culture. Meanwhile, brands will be Some brands have used them millions of followers. This is Brands need to be global in called on to proactively combat to foster deeper connections a trend set to continue but outlook but local in attitude. hate speech in their social channels. with hard-to-reach audiences. brands need to tread carefully. Download our Think Forward report and dive into these trends and more. 146