Anna Holmes defines 'hype aversion' as a reflex against being told what to like, suggesting that popularity can create pressure rather than signal quality. This feeling can lead to a deliberate choice to resist mainstream culture.
'Forbidden Fruits' has been widely hailed as a 'cult classic' by critics and fans, but labeling it as such too soon risks undermining the process that establishes a film's cultural significance over time.
Social platforms promised reach, scale and frictionless distribution. In exchange, publishers ceded control of audience relationships, data and, ultimately, trust. Today, that bargain is not working. Social media is imperfect. Feeds are flooded with bots, synthetic engagement, misinformation and bad actors operating under inconsistent or nonexistent moderation standards.
On a cool winter night in Los Angeles, dozens gathered to protest the Trump administration's attacks on the arts and the recent federal immigration raids in southern California. But these protestors didn't carry signs or chant in front of a government building they recited poems such as Antifa Tea Party and Love in Times of Fascism. They performed anti-fascist improv to a small but lively crowd at The Glendale Room, a library-themed theater, as part of the monthly show Unquiet: A Night of Creative Resistance.
Context as the subject The issue with selfies is that they demote the importance of context. You can be standing in front of the Great Wall of China but an arms-length framing makes you an artificial focal point. By contrast, if you turn the camera around, you're presenting your viewer with your perspective on the world around you. Taking care to turn a quick snap into an artful, composed observation shows your audience something important, without having to tell them so directly.
Big TV networks and studios are finally shifting toward programmatic advertising - even for their linear TV spots. And this shift is attracting a new wave of advertisers and transforming what a typical TV ad break looks and feels like. For example, as reports, Comcast is starting to see net-new ad revenue growth from first-time TV advertisers. "The people coming in the door are small performance advertisers, but they've been doing social ads forever," says Travis Flood, Comcast Advertising's director of insights. "They don't have a TV ad."
Capturing your audience in the perfect moment with the perfect content to produce startling results is the ultimate goal of creative content marketing. But the real magic happens when creatives and performance marketers work closely together. When creative experts join forces with performance specialists, you are building a winning formula to achieve maximum impact for your campaign investment. So, the million-dollar question is: how do you create content that achieves your goals and cuts through the noise, across every touchpoint of the customer journey?
