Video: Boring Content is the New Content

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This week on Mindshare’s Culture Vulture Live, Karina Marinha talks about the Backpack Challenge happening at high schools and how it ties into Mindshare’s Borecore trend.

Here’s how it works: While one person runs, students on either side of them throw their backpacks at said person. The goal is to run through without getting knocked down -- or at least get hit as little as possible.

The Backpack Challenge has garnered lots of videos posted online over the last few months. But more importantly, its popularity follows another trend that we’ve been tracking at Mindshare: the rise of Borecore content.

Borecore is partly a backlash to FOMO (Fear of Missing Out) and partly about embracing the banality of everyday life. So these days, you’re just as likely to see people post on social about binge watching as they would about going clubbing.

As part of that, more consumers are also gravitating towards boring yet relatable characters in pop culture. For example, in the Netflix series Stranger Things, Barb, a side character with few lines, became the second most-talked about person from the show. And it’s not just fictional characters either. You’ve got celebrities like Selena Gomez posting often about their quiet nights in.

For marketers, look at how you can use boring content to make your brands feel different and grab consumers’ attention. In fact, as part of that, you can actually highlight the therapeutic benefits of boring yet mesmerizing content.

But whatever you choose, just don’t hit your viewers with a backpack.

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