MONDAY 27 SEP 2021 4:06 PM


Global socially led creative agency, We Are Social, has launched the Feed, an editorial Instagram publication aiming to track digital comms trends on a global scale.

We Are Social has utilised its network of over 900 social specialists to identify daily snippets of digital culture with a focus on brands, platforms, communities, creators, memes, trending conversations and aesthetics.

Lore Oxford, global head of cultural insights at We Are Social and editor of The Feed, says, “When people think about digital culture, viral fame is often the first thing to come to mind: jumping on the latest album drop from Drake, or getting in some good Tweets. But making an impact online is about so much more than landing a punchline.”

“So many one-off digital events that have seemed alienating or niche at their conception have transpired to be early warning signals for important shifts in contemporary culture that have far-reaching implications for brands,” adds Oxford.

The posts aim to share insight into a specific cultural or behavioural shift with data points and relevant brand implications. Recent posts have included the rise in social Spotify playlists being created and shared among friends, the #girlshelpgirls movement in which Chinese women push for accountability, and the Diet Paratha digital trend sharing underrepresented fashion talent across South Asia.

The Feed was previously running on an invite only basis since launching in 2020, but it has now been made available to all. We Are Social has enabled the platform to access its growing research division which specialises in cultural insights. This information aims to generate communications that maximise clients cultural impact.

“In 2021, culture moves at the speed of social and as a socially-led creative agency, our global teams are identifying these moments and artefacts on a daily basis. The Feed gets the marketing community on the inside track of emergent digital culture as it’s happening, and translates it into actionable insights and opportunities they can apply to their own workstreams,” adds Oxford.