Welcome to the 45th insertion of DEMUR®, an analytical series highlighting the intricacies of the artistic world and the minutiae lying within. In this episode we look deeper into digital “moodboards”, unveiling the genius marketing techniques exploited, and how it’s profitable.
“Moodboard” is a phrase that seems inescapable nowadays. Constantly thrown, coined or used in a lackluster tense, the term often strays from its origin. The root word, now reinterpreted as a social media imperial, was originally used as a representation of ideas - a collage of sorts.
The first examples of moodboards were seen in 2011, following the surge of engagement among sites like Tumblr and Pinterest. However, in the modern age, moodboards now reign supreme online, curating aesthetic images in exchange for viewership. By sourcing, crediting and providing a sheer volume of engaging content, these powerhouses are able to sway public interest and cater to niches, especially in the realm of art and fashion.
Despite the rapid, exponential growth pages like @hidden.ny or @liljupiterr receive, this premise isn’t entirely new. Tracing back to Instagram’s moodboard pioneers; @jjjjound and @aimeleondore, either of these accounts showcase a smooth transition from curator to brand, using their expertise to convert users into customers. As JJJJound sells out, the consumer base not only expands, but also drives hype to the product. Using a refined audience to their advantage, the promotion is completed internally, free of charge.
By blending content and products into a cohesive medium, a new form of consumption is brought forth, subsequently changing the way we view media. Many moodboards have even begun to dominate fields outside of mere aesthetics, dabbling in areas like pop-culture reporting and upcoming trends. Their ability to immediately communicate - lacking a need for a caption or description of any sort, has allowed moodboards to instantly inform and spark conversation.
The capabilities are still unrealized, and lead us to question the full potential of social media’s power in societal applications.
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