Brands be warned: #selfie fatigue

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Did you know, there were already 884 brands running #selfie competitions on Twitter by October 2013 (the year of the selfie), according to social media benchmarking company, Unmetric. Safe to say, that number has only risen since, as everyone from French Connection to Calvin Klein, not to mention Marc Jacobs and DKNY (and that’s in the fashion industry alone) have likewise jumped on the bandwagon.

In theory it’s a quick win: stick a contest up on social that taps into this hashtag phenomenon, sit back and wait to see your consumer engagement sky rocket.

Or so you hope.

In practice, if everyone else is calling for that content too, it doesn’t take long before standing out from the noise is as hard as it’s ever been. Selfie fatigue, or indeed hashtag fatigue is undoubtedly on its way (as so eloquently demonstrated by the lovely Jimmy Fallon and Justin Timberlake). To really find success in this space, what that means is brands need to dedicate as much of a focus to creativity as they would with any other marketing activity.

Enter Yourselfieideaisnotoriginal.tumblr.com, a brilliantly-captioned warning to all on the pits of branded selfie contests. A couple of favourites selected below. Enjoy…

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