Curated social content – in this new age of authenticity, does it still have a place?
A mega TikTok trend inspired by the film aesthetic of Wes Anderson reveals a prime opportunity for brands to connect with consumers in a very different way, We Are Social chief executive officer Suzie Shaw explains.
The ‘Wes Anderson effect’ – a style of video on TikTok in the aesthetic of the director’s movies – has played a huge part in the #wesanderson hashtag amassing more than 1.6 billion views and counting.
At face value, this is a curious anomaly. In the age of the authentic, when most TikToks focus on real-life content, it might seem unexpected to find exaggerated color palettes, front-on symmetry, and nostalgic imagery.
But while authentic content still predominates, it seems we’re also making space for curated content that puts aesthetics first, even among the everyday. The ‘Wes effect’ has just reminded us that the two aren’t mutually exclusive – and this creates an opportunity for brands.
