Trend Today: Trash Tomorrow–Is Virality for the Sake of Virality a Good Thing?
From fashion houses to web3 influencers, we often look for who is making the biggest splash possible. But is hype without substance truly adding to your brand or just making much ado about nothing?
Every fashion week comes with a hype cycle, and it goes hand-in-hand with social media in the modern landscape. From Viktor & Rolf’s upside-down dresses to these furry Grinch outfits (seriously, who would actually wear that outside of Whoville?!), there’s no shortage of memeable moments coming from the catwalk.
I can’t help but think about how it correlates to Web3.
A top signal of this crossover between fashion week and social virality was Coperni’s collaboration with the Boston Dynamics dog robots at Paris Fashion Week earlier this month.
Image courtesy of Coperni Instagram
While the usage of robotic dogs checks all the right boxes to ensure buzz (animals, AI, social influencers), the dress worn by the model is relatively tame compared to what we’re used to seeing on the runway.
And all I think of when I see these Big Red Boots from MSCHF:
“Trend today–trash tomorrow.”
Not only do they look like a walking blister, but I can’t imagine anyone still wearing these in one decade let alone one year. For $350, is the only reason to buy them…social clout?
Brands are prioritizing virality for their 15 minutes of fame, while leaving innovation at the wayside.
I know that we can never stop the hype cycles, but there needs to be more strategy around finding a clear balance between gathering a large crowd and actually providing value to them.
For the average consumer, quality matters more than virality, and the reality is, they want durable clothing that’s made with the best materials they can afford. People want to wear clothing that’s comfortable, fits well and lasts a long time because at the end of the day, those values will last longer than temporary, social media-fueled hype.
It’s a balance everyone in Web3 should find too.
At the height of the bull market, it was easy to make a quick buck off nothing more than hype. But that hype doesn’t always have substance, and high-profile brands from Ellen Degeneres to Beeple released arguably disappointing NFT projects that failed to live up to their hype.
Of course, hype isn’t all bad–it can be quite beneficial when done with intention.
Take Rihanna for example–the sleeping bag jacket she wore on top of her other Loewe-designed layers for her 2023 Super Bowl halftime performance was a tribute to the late André Leon Talley (RIP the 🐐 ), who notably was a fan of her extravagant 2015 Met Gala dress.
Image courtesy of Andre Talley Instagram
She also took the time to do her makeup and promote her own Fenty Beauty brand during the performance. With brands paying between $6 and $7 million for a 30-second Super Bowl ad, Rihanna got her money’s worth promoting her billion-dollar brand. And it all seamlessly fit into the pocket of what her fans expect from one of Time’s most influential people.
We also know celebrities wear unique and garish costumes on stage that we wouldn’t necessarily wear in our daily lives. And Rihanna paired the performance with a Fenty Beauty sale in time for Valentine’s Day. This ensured a win-win situation for everybody on both sides of the hype.
So, what can we do to ensure we balance substance and hype?
1. Do Your Research
I lost count of how many Web3 projects I’ve seen launch that failed to understand the Web3 community, let alone the legacy solutions that already exist. This often leads to a project fizzling out before it can create any real net benefit.
Brands that experiment and go where other brands haven't gone before are the ones that are successful. Web3 audiences hate predictability and the meta-setters (otherwise known as trendsetters) are usually the ones that keep momentum and hype going.
Before jumping on the hype train, take the time to research the tech and community. Avoid relying solely on marketing materials or social media hype–look for credible sources, such as industry experts, case studies, and reputable news outlets. And if minting an NFT is too complicated, use a no-code solution like Sparkblox to ensure it’s done safely and securely.
2. Expand Your Existing Community’s Expectations
There’s no need to reinvent the wheel–the most successful brands simply expand on what works. Hone in on your existing consumers and what drew them to you–these early adopters and long-time customers are what got you to where they are today.
Rolex bridged the phygital gap in Web3 by providing value to its fervent community with exclusive limited edition timepieces that have years-long lines. Rolex watches always came with a certificate of authenticity, and NFTs can play a big role in preventing the forgery of both the watches and paper certificates.
3. Lean Into Innovation & Futureproof Technologies
Legacy brands that get ahead are the ones that leverage a combination of AI, data, and tech. We’ve seen companies from Nike to Coca-Cola prove this over the years, and they continue to stay on the bleeding edge of technological innovations.
While a PFP may look great, what really separates successful NFT projects from the pack is the value created by and for the community. It’s not enough to simply release a cool-looking design. That’s just one piece of the puzzle–you also need to add lasting value to your NFT like the XP system used by Summon.
Final Thoughts
Hype has always been a part of business, and virality is a valuable tool when building and scaling any brand. However, that hype needs real substance behind it in order to provide any real benefit. And it requires careful planning and execution to ensure you fully capitalize on it.
Getting one viral video on YouTube, for example, could be enough to get you into the partner program. But the hype will have died down by the time you’re approved, and you won’t make any money unless you continue building your channel and community with a nonstop treadmill of more content.
Releasing an eye-catching NFT is not much different than fashion brands showcasing their flair on the catwalk. While it may bring eyes to the brand, it’s not ultimately what people are buying. Real people want real value, and it’s the projects that provide this value that will ultimately scale and sustain.
Lena Grundhoefer is the Founder of ZEITG3IST, a globally-recognized digital marketing and strategy agency. Through future-proof marketing solutions for the brands of tomorrow, we help Fortune 500 companies as well as brands just starting out break into web3.