Learn how a social media hit is made with CEO Daniel Booter.
What makes a song become viral these days? A good beat? A dope music video? Our money is on some dance moves for TikTok. Why are leather outfits everywhere? Bet it on celebrities taking the runway to your Instagram feed.
A trend is much more complex than it looks, in a way that marketing had to increasingly adapt to the fluidity of socials.
Seeking to create, predict, and feed digital behaviors, Daniel Booter, CEO & founder of D.B. Marketing Group, is a strategist within these thousands of universes.
His job is to assist celebs and companies in the development and implementation of ideas in PR, branding, and of course, social media.
Creative and business-minded from a young age, Daniel knew how to use the power of Instagram and other platforms to grow his circle and expand his thing.
In practice, he figured out how to stand out with the algorithm as a nemesis and got the opportunity to work on some prominent projects with the NBA, Capital Hill, and the United Nations.
“I learned the ins and outs of most social media structures, including how to become verified on Instagram, how to create engaging content & a whole brand online. I used these skills & lessons to eventually expand my contacts to various sectors.”
Daniel made some time to talk and share with us his own way of unraveling a social hit. Enjoy.
How do you see the power of Instagram and TikTok in dictating trends?
On these platforms, new trends emerge all the time, dictating so much of what happens throughout the internet and in real life. These trends bleed their way through to the media and popular culture.
"Social media sites are now shaping the cultural landscape."
The influence of users can be quite heavy online. Mob psychology can now be created with a simple viral video. Information is only a click away, and this level of accessibility has the ability to affect behavior, style, and culture — this is a way for you to discover emerging ideas before they become publicly recognized.
With a short 10-second video, anybody can now be an influencer of ideas and change trends. When working with our clients, we can identify the patterns, define them & dictate the ad presence & consumer targeting as we are always staying up to date with new ideas.
Do you think audiences are still willing to consume a perfect life, or has that shifted to a search for more authentic creatives?
Viewers were formerly highly persuaded by social media's portrayal of a perfect life, but I believe that many audiences have grown and recognized that there is no such thing. Many social media influencers have also been exposing how problematic the idealized picture of the perfect existence is.
By showing personal low points in life, they do a significant job of educating their followers & letting them know what real life is really like for them. TikTok has also been a part of this trend.
Before and after photos to unmask what good posing does to us makes us aware that people do not always look like their perfect selves 24/7.
The landscape of this market has definitely changed & improved targeting towards a more authentic creative culture, but the perfect life will always appeal to an audience and, in my opinion, won’t ever go away.
We have been seeing a comeback of 2000s culture, for example, The Matrix and Scream in theaters, Avril Lavigne and Xtina in music, and clothes worn back then all over Instagram. Do you think this will be the main trend for 2022 or do you have any other bets?
When I recently saw Drake wearing the Tony Hawk, Bird House hoodie, it was a perfect blast of nostalgia bringing me back to the year 2000, playing his Pro Skater 2 as a kid in front of my big box flat-screen TV. Such memories are priceless, and the rebirth of 2000's culture is built on this concept.
2022 will undoubtedly pay respect to the '00s, since these trends & the culture it brings along with them are nostalgic, so they garner an emotional experience along.
Although these trends are special to us, they do not persist long. There will always be new trends being created by popular celebs & forward-thinking companies pushing the boundaries.
Do you think there is any formula that might dictate the end consumer behavior on social media?
TikTok is currently one of the most underappreciated and misunderstood platforms available. They have a huge influence on culture and how people use social media. It has simply emerged as a prominent player & a key for end consumer behavior.
Videos from the platform are regularly featured in mainstream media as part of pop culture. Lil Nas X showed a great example of that being discovered when he released Old Town Road. The song went viral on the platform and we ended up having a very prolific, fearless artist, who's now a part of mainstream music, being one of the top 20 artists on the Billboard charts.
Because of these aspects, my office places a lot of emphasis and attention on TikTok. This is one of the most powerful marketing tools we've encountered. With the power of trending videos, we will definitely see more influence on consumer behavior coming from social media in the future.
Can we all expect a new era of creatives? We guess so.
Learn how leather consumption also counts on rising stars to be spread globally.