It's nearly impossible to log in to a social media network and get through a single scroll without seeing the latest phenomenon. The now pervasive pictures of an individual or a group holding a camera out in the front of them and snapping a shot to preserve their dinner for posterity are everywhere.
Selfies have become the cultural standard of how social media lovers share their days and experiences with the rest of the world, and their powerful and inclusive nature has made them an equally powerful marketing tool when they're used appropriately.
The Value of the Selfie
The importance of selfies to our culture can only be truly understood when it's put into perspective. Manufacturers are now making gear that allows consumers to take better selfies. Companies that sell items designed for convenience are peddling handheld monopods that have been dubbed "selfie sticks".
The "selfie trend" is so popular that it needs its own equipment. So why are they popular? And can companies use them to their advantage?
What the Images Represent
To most people, selfies represent authenticity. They often feature genuine smiles or excitement, and they aren't fixed up through Photoshop. They usually go straight from phone to social media. They are as accurate a representation as brands can get of how customers are doing at that very moment, and people respond to them because they feel that they are getting a real shot of life from friends and family.
Selfies in Advertising
When selfies are used for campaign and included in advertising, customers feel that they are part of the operation, and they often get real-time responses to their participation. Many companies have noticed a much higher level of interest in content that is generated by customers. People appreciate that others are involved and not compensated for it. It's considered "real."
Positive Selfie Responses
Some companies have literally made selfies their business by creating ad campaigns or public service announcements using them.
Dove - Their short film titled "Selfie" encouraged mothers and daughters to share their selfies with each other and give honest opinions of what they saw. It was an emotional presentation of the trend and harnessed what is often seen as vanity into much more than that.
Wired Magazine UK - Using their app, Wired ramped up reader engagement by giving them the ability to take a selfie and then make it into a Wired magazine cover. Then, they were able to share it with social media. Customers felt like they were sharing their faces, but they were really sharing the brand.
GoPro - The camera company didn't have to ask that its products be featured in the selfies because the existence was inherently understood. Pictures on mountains, at waterfalls, on motorcycles and more were all they needed to reinforce their image.
Warby Parker - The innovative eyeglass company harnessed the fact that everyone who buys glasses looks in the mirror. They offered free, temporary samples of glasses to people who picked out five different options, and then asked them to post selfies and get opinions. For the cost of shipping and maybe a few pairs of damaged frames, they got a significant amount of exposure.
Selfie Sticking Around
Each of these companies was able to capitalize on this popular trend and get their customers sharing their brand for free. Selfies can be used to make customers feel good about themselves, help gather opinions, or assist in getting a reaction out of their friends and loved ones. By offering a benefit to posting, which can be as simple as getting a one-of-a-kind picture, small companies can get customers involved and sharing.