A Unique #Barbenheimer Take & More
??On Our Radar??
Trends we're monitoring – and you should keep your eye on.
?
??Serving ~Girl Dinner~
"Girl Dinner" – aka ladies sharing their lil evening nibbles – has been topping our trend charts. This week, Popeyes Louisiana Kitchen heard their call and?put "Girl Dinner" on the menu. This video alone got 1.5M likes.
?
??WTF is NPC?
"NPC" means non-playable-character. In gaming world, these characters are embedded into a game and aren't able to be controlled by the game player. In TikTok world, streamers are imitating these characters through an interactive live stream that allows viewers to engage by sending stickers and emojis. To date, the?#NPC hashtag has 9.5B views.?
?
?? Today’s Top Trend ??
Big Barbie energy.
No matter where you look – billboards, beets, Battlestar Galactica – #barbiecore has taken over our lives this summer.?Let’s be real: there’s no way this is the first (or only, or last) Barbie-related email in your inbox.
There are few things the Barbie campaign hasn’t touched – inside and outside social media.?If we consider “Barbie” not just as a movie, but also in the context of brand strategy for toymaker company Mattel, it’s worthwhile to look under the hood of the viral trend to better understand the nuances of the conversation, what it means for Mattel, Inc. , and its influence on other events (hint: #barbenheimer – more on that below).
?
Currently on TikTok , we’re seeing:
The TikTok communities talking about Barbie include the expected:
The delightfully unexpected, such as:?
…meaning that overall brand share of voice for Mattel is reaching audiences whose conversations prior to the launch of the campaign back in April 2022, likely wouldn’t have mentioned it often, if at all. Not only did diversifying target niches within the Barbie campaign increase brand awareness for Mattel, but it actually positively impacted the sentiment of the conversation overall.
?
???Since the inception of the Barbie campaign to now, the incidence of “happy” in the Mattel conversation?skyrocketed?from 8% to over 20%.
??Eureka Moment??
Barben-whomst???
We never thought we’d see the day when Christopher Nolan was riding on the coattails of a Barbie ? movie – but hey it’s 2023 and people are still pretending to die violent deaths after drinking the 麦当劳 #grimaceshake so I guess nothing is off the table.
领英推荐
#Barbenheimer, the phenomenon of two completely contradictory movies dropping the same weekend at the box office, experienced an awareness that eclipsed any recent franchise. People who hadn’t stepped foot inside a theatre since pre-COVID came out in droves. Personally, I’ve been trying to get #oppenheimer seats and unless I want to break my neck sitting in the front row, I’m SOL for the next two weeks. Why??? HOW?!
Over at ViralMoment, we set out to answer a more attainable question:
Did Barbie’s success in virality positively influence Oppenheimer’s performance?
Spoiler alert:?YES.?
We tracked conversations across “Barbie,” “Oppenheimer,” and “Barbenheimer” and noticed that the lines for “Barbenheimer” and “Oppenheimer” are nearly identical – meaning Barbenheimer is driving the conversations around Oppenheimer.
?
And here’s a tidbit of outside data to confirm:
?
According to a poll by The Quorum, 6% of folks who saw #oppenheimermovie over the weekend did so because #barbie was sold out, meaning ~$5m of Oppenheimer’s domestic box office gross came directly from people who had intended to see #barbiethemovie.
?
???Between those two findings, we can definitively say that?the #Barbenheimer conversation caused?both movies to actively benefit each other.
And from a cultural perspective, The Atlantic?put it best:
?“Oppenheimer?seems to be for those who want a film about reality, and Barbie seems to be for people who just want fantasy. I think that’s why people have had so much fun mashing them up and making memes about them. For all the dichotomies that these two films represent, though, I think they also share a lot of themes. They ask existential questions: How do we exchange ideas? What prevents us from becoming the best versions of ourselves? What makes us human?”
But since we’re neither philosophers nor Logan Roy, here at ViralMoment, we’ll stick to what we know best – AI-powered insights into the latest trends. ??
About Us
ViralMoment uses AI to analyze user-generated content on social video platforms from TikTok to YouTube Shorts: your ?? crystal ball for short-form social media trends.?
Love our newsletter? Find out how our AI tools can help you measure and understand user-generated content on social.?
?