Has the selfie craze finally gone too far?

The selfie trend has been around for a good few years now, with celebrities and brands (who can forget the famous Ellen DeGeneres Oscars selfie?) all getting in on the action. The term has even been recognised in the Oxford Dictionary! But more recently it seems this self-indulgent craze has been taken to new extremes and certainly shows no sign of dying a death.

Kim Kardashian selfie

One celebrity, who is seen to be taking a leading role in this ‘next level selfie movement’, is self-proclaimed queen of the selfie – Kim Kardashian. This month, it was reported globally (yep, August really is the silly season for news) that she is soon to release her very own 352-page hardcover selfie book – aptly named – Selfish.


It seems even the Royal family can no longer resist getting in on the trend. The Queen’s recent photobombing of the Australian hockey team’s selfie, resulted in the picture going viral. Of course.  Not wanting to feel left out, we also saw Prince Harry, copying his Gran by giving two thumbs up behind the New Zealand rugby coach at the Common-selfie Games.

Prince Harry

Selfies have always felt like a bit of harmless fun but in recent times, they have also taken a more disturbing turn, with people even putting their lives in danger to take the ‘perfect selfie’. Also hitting the headlines this month: a swimmer posed for a picture in front of a baited trap used to catch giant crocodiles in an infested river! Tragically, a couple were also reported to have fallen to their deaths from a cliff in Portugal, after apparently taking a ‘selfie’ too close to the edge.

So how far can this trend really go? At some point, we will surely get bored of all these ‘look at me, look at me’ photos. Question is, how long will it be before we all realise that it’s better to just enjoy the moment instead of feeling the need to get out our smartphone and snap ourselves enjoying it – and in doing so, actually missing it?

It seems that big brands certainly don’t think we will be getting over this craze for a good while yet. Only last month, Microsoft announced it will be launching a dedicated selfie phone along with other brands now making phones with an all important ‘selfie button’ featured on them.

Who knows what the next new picture taking craze will be but it seems the selfie – love it or loathe it – certainly isn’t going anywhere anytime soon.

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Weekly Social Scoop

Latest news and developments on Vine, Instagram, Pinterest, Facebook and Twitter – in case you missed it.

blog PRCA 2

#1 Hands on with the new Vine: 6-second videos will never be the same

By Mashable

  • The new camera features on Vine aren’t just shiny and new, they’ve totally changed the platform.
  • It’s been nearly two years since Twitter acquired Vine and added it to the canon of notable social media platforms. Six-second looping videos simply weren’t “a thing” before Vine proved that our short attention spans were, in fact, good for something.

#2 Instagram appeals to brands with beefed-up ad analytics tools

By Marketing Magazine

  • The first tool, called account insights, will show impressions, reach and engagement across all photos posted by a brand.
  • A second ad insights dashboard will specifically show how paid campaigns are performing, displaying impressions, reach and frequency for individual ads.
  • Finally, the ad staging tool will allow brands to plan future activities by creating, previewing and collaborating on campaigns.

#3 Pinterest tests news tab on mobile

By The Drum

  • Pinterest has launched a news section for those using the app on smartphones, which will be tested over the coming weeks.
  • The tab will provide Pinners with information about what their Facebook friends are up to, as well as updates about the Pinners, brands and boards that are being followed.

#4 Twitter expands its ad program to 12 new countries

By TechCrunch

  • Twitter has added 12 new countries to its advertising network, called Twitter Ads, with most markets in Central and Eastern Europe. The new countries include: Austria, Bosnia & Herzegovina, Bulgaria, Croatia, Czech Republic, Macedonia, Romania, Serbia, Slovenia, Switzerland, Ukraine, and Portugal.
  • “There has been tremendous growth in this region over the last year, and Twitter Ads will now be available in 35 EMEA markets through direct sales support teams and reseller partnerships,” the company said in its announcement.

#5 Facebook is cracking down on clickbait in your news feed

By BBC News

  • “You will never believe what happened on the red carpet last night!!!!! Click HERE to find out.” Are you sick of the sight of these kinds of headlines, where you click through only to find out nothing much really happened at all?
  • Facebook is promising to crack down on the “clickbait” in your News Feed, with two new updates to the site.

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onechocolate loves…

Our weekly round-up of the most inspiring PR and digital marketing campaigns, smart new apps, cool events, ventures and happenings that have caught our eye…

#1 Content is king


If, like us, you’re always on the lookout for brands doing great content marketing, then Econsultancy’s article, “A look inside Amtrak’s excellent content marketing strategy”, is a must read. We particularly love Amtrak’s use of resident writers to create subtle brand placement, ability to turn potentially dull content into must-reads on its blog, and its use of social media for audience engagement.

#2 #FixGreggs


This week, Greggs demonstrated their capabilities in crisis management when, thanks to a Google algorithm error, their slogan was changed on Google Search to: “Providing s*** to scum for over 70 years”. News quickly went viral and the hashtag #FixGreggs was associated with the blunder. However, Greggs was quick to respond to criticism in a human, witty tone:

Greggs 2

Google subsequently fixed the issue, leading Greggs to proclaim their love for Google. Greggs’ turnaround of the potentially embarrassing and damaging incident is yet another example of why it’s so important for brands to invest in real-time and with a responsive social media strategy.

#3 StrikeoutALS

We’ve all had our Facebook home pages and Twitter feeds full to the brim with the ‘Ice Bucket Challenge’ in aid of ALS (also known as Motor Neurone Disease and Lou Gehrig’s disease). Everyone from Hollywood A-listers and Silicon Valley tech leaders, to musicians and sports personalities have taken up the challenge. So, of course, it was only a matter of time before brands got in on the action. Check out Coca-Cola, McDonalds and Topshop who were just a few who braved the icy water challenge. Whether you love or hate it, there’s no denying the power of the viral campaign, which has raised millions for the charity.

#4 Fat and Furious food porn

Fat & Furious

We love a bit of food art at onechocolate and this is food porn at its best! Fat & Furious Burger’s Instagram page is full of mouth-watering, creative pictures, designed to lure you into a burger-craving frenzy. French Graphic designers, Quentin and Thomas, came up with the idea after getting bored of eating the same old lunches every day. Inspiration for their artistic burgers comes from all sorts of unexpected places, from David Beckham to the Pope.

If these pics have put you in the mood for a delicious treat, we recommend BOBO Social for their peanut butter burger and sweet potato chips (yum!). It recently opened on Charlotte Street, London and is worth every calorie.

#5 Downton blunder


After Downton Abbey’s very public mistake last week – in which a water bottle was accidentally featured in the background of a publicity picture – the cast and crew have teamed up with WaterAid to promote the international charity, with pictures on Instagram poking fun at their mistake. The photo is a clever way of turning the blunder around to focus on raising awareness about limited access to clean water in developing countries.

#6 Aphrodisiac dining


We were treated to some yummy free food last Friday, when dating site match.com rocked up with their new ‘aphrodisiac’ dining experience in Soho Square. The series of pop-up events, taking place from 20th and 27th August, will be based around menus featuring ingredients designed to get singletons ‘in the mood’ for meeting potential new matches. We’re not sure if the secret ‘aphrodisiac’ ingredients worked but the food certainly tasted good!


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Weekly Social Scoop

Latest news and developments on Twitter, Reddit, Pinterest and Snapchat – in case you missed it.


#1 Twitter extends ad offering with Promoted Video trial

By Brand Republic

  • In a blog post by David Regan, senior product manager, TV and video, the social network claims that tests have shown that tweets containing “native Twitter video” generate better engagement with users.
  • Twitter will be allowing advertisers to run campaigns with a new cost-per-view buying model, meaning they will only be charged once a user starts playing the video.
  • Brands will be able to follow their campaigns using a “robust” video analytics services, offering a completion percentage and a breakdown of organic and paid video views.

#2 Twitter’s latest experiment puts Favourites in the Timeline – Users not impressed

By Mashable

  • Twitter is known for experimenting with different features in its mobile apps and on its website. Its latest experiment — which treats favourites more like retweets on the main timeline — has some users seeing red.
  • A number of users are seeing tweets that users they follow favourite — or even popular tweets from accounts others follow — posted directly to their main Twitter timeline.

#3 Twitter ‘Everyday Moments’ beta site to present regional chat-map

By The Drum

  • Social media site Twitter has released a tweet discussion mapsite called ‘Everyday Moments’ which records and presents time-stamped tweeter discourse throughout the week.
  • The conversation map will help advertisers and brands engage with consumers by informing them what is being spoken about at any given time.
  • The tool measures the use of keywords within tweets and builds a map of a region’s chatter which is available for users to view on the website.

#4 Reddit launches ‘pressiquette’ guidelines for journalists 

By The Guardian

  • Reddit, the social news site, is encouraging journalists who use it to follow new guidelines on ethical sourcing.
  • The rules, which the site is calling “pressiquette,” are a play on the “Reddiquette” guidelines which all users are expected to follow. Here, journalists are requested to “respect the community when sourcing content… remember that each subreddit belongs to its community [and] engage with transparency.”
  • “If you see an interesting story or photo on reddit, message the redactor who shared the piece to ask for their permission prior to using it in an article or list,” the site says.

#5 Pinterest expands self-serve Promoted Pins Platform to more businesses

By TechCrunch

  • Pinterest is rolling out its Promoted Pins platform to more businesses, the company has confirmed to TechCrunch, after it received reports from businesses who were newly being invited to join the pilot program. Previously announced earlier this summer, Pinterest’s “self-serve,” performance-based advertising platform is aimed at small to medium-sized businesses looking to gain more views for their Pins.
  • Though the company had previously been testing its Promoted Pins product with a number of larger brands, including ABC Family, Banana Republic, Expedia, GAP, General Mills, Kraft, Lululemon, Nestle, Old Navy, Target, Walt Disney Parks and Resorts, and Ziploc, that initial group of Promoted Pins was sold on a CPM basis.

#6 9 Snapchat tips and tricks you may not know about

By Mashable

  • Snapchat‘s latest update brings a number of impressive improvements to the popular photo-sharing app we all know and love.
  • From convenient shortcuts to new tools for creating snap masterpieces, many of the app’s best features are difficult to find. Well, you can end your search now, because Snapchat is covering the ins and outs of navigating its hidden features, which will help transform your snap into a work of art.

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How should brands talk to techie teens?

As any brand with at least a toe in the youth market knows, techie teens are shaking up how we communicate, forcing marketers to re-think their engagement strategies and adopt a whole new approach in response to their wants, online behaviour patterns and needs. Hardly breaking news.

However, what is striking is the powerful emergence of an even younger consumer base that’s set to revolutionise communications and deliver a seismic slap to any brand that fails to ride the wave. According to the latest Ofcom report, The Communications Market UK: Techie teens are shaping how we communicate, it’s the 12-15 year- old age group that we should be watching. Closely.

The findings revealed that 12-15 year-olds are developing fundamentally different communication habits than older generations, even compared to the just slightly older 16-24 age group.

These young digital wizards prefer online platforms more than any other communication channel and love visual, interactive content. But not just any kind of content, it has to be something fun, quirky and brief enough for an audience which is notoriously known for its short attention span. What’s more, this audience doesn’t like to be marketed at and values peer recommendations more than any other form of traditional marketing. 

So how can brands reach out to these elusive, digitally-savvy youngsters and successfully engage with them?

The rise of teentastic social media platforms such as Snapchat and WhatsApp may prove too difficult to comprehend for some, but mystified marketers need  look no further than Vine, which neatly sums up what millennials want – short bites of fun, quirky, visual content.

With 40 million users — many of whom are teenagers — this six-second video platform is one of the largest social networks that doesn’t yet run paid advertisements. Vine’s wealth of influential users makes it a very attractive tool for large brands. Vine ‘stars’ are being born every day, creating a great opportunity for brands to engage with that hard to reach teenage community. Not surprisingly, weaving product placements into the videos of these social media influencers is a growing trend on Vine and it seems to be generating great results for brands. Here are a few interesting examples:

KingBach is a popular Vine star, with 7.7 million followers and an average of 841,926,447 loops (total views per video). His Vine video on the pop song “#Selfie” accelerated viewings on YouTube and drove a significant increase in traffic to his own Vine page.

Another interesting example is the Coca-Cola #ShareACoke campaign, which involved a series of Vine product placements. The video below had 2,368,960 loops from its creator’s 2 million Vine followers – an impressive result by any means!

With video and visual content becoming increasingly important for the millennial generation, brands will have to adapt to the needs of new consumers by integrating more interactive, visual, social media content into their campaigns. No doubt, Vine will mature and establish its role in the social media space in the long–term but what will happen next? Brands need to stay on top of social media trends moving forward and continuously reinvent how they engage with next gen consumers to ensure future business success.


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