Today’s post is a bit of a hipster’s delight.
Relax. You can leave your unicycle and mustache oil at home…
But some things that hipsters love these days are signaling a shift in consumer preferences at large. And by being aware of this shift, you can upgrade your marketing.
Let’s start by listing some of the most popular hipster accessories, shall we?
- Craft beer
- Vinyl records
- Old books and movies
- Hand-rolled cigarettes
- Vintage clothes and other thrift store finds
- Handcrafted cocktails and coffees
- “Small batch” organic food/drinks
What do all of these things have in common?
There’s a human element involved. Mass production gives way to handmade, limited-quantity releases. Products aren’t just mindless copies and molds. They’re conversation pieces — complete with backstories, character, and flaws.
This shift might seem subtle. But it’s too important to overlook:
Even as technology evolves and we plunge headfirst into all things digital, a counter force is pulling us in the opposite direction. To the handmade, the old, the tangible and real.
This is just another paradox to add to the list these days. Although we have more social media platforms and virtual friends than ever, many of us are alienated and alone.
We experience life secondhand — through TV shows, Instagram feeds, YouTube videos — all from the comfort of our air-conditioned homes.
These disconnected feelings are especially common among Millennials… the people most likely to be hipsters. We crave different sensations. We want to get out there and get our knees dirty, so to speak. Items from that list above are our attempts to do just that.
In a world where so much is simply 1’s and 0’s, we’re looking for something human and real.
Now, let’s bring this back around to your marketing.
Do you sound like a human?
Is your voice nothing more than the corporate drivel we’ve gotten so good at ignoring, or is it something real?
Humans have preferences and a worldview.
We have a certain style — a way of speaking unlike anyone else.
And yes, we have flaws. It’s more endearing to embrace them than try to pretend like they don’t exist.
These are all the things your audience is looking for…
Are you giving it to them?
Even if you use digital tools to scale your marketing, you can connect with people like humans.
You can quit pretending to be all things to everyone. You can stop acting like a “safe” corporate product (you aren’t), and show people who you really are.
None of that costs a dime.
It takes a willingness to put yourself out there — to connect with your audience in a different way.
When you do, people latch on and don’t let go. Because you’re giving them what they’re desperately looking for in this endless, digital ocean…
You’re giving them something real.