Mediaboss Marketing

Dive Brief:

LG is attempting to boost the positivity on social media with its latest campaign, an effort that is supported by a global survey which found that almost half of respondents (45%) have a social media feed that consists of an equal or greater amount of negative content than positive content. Additionally, 28% of respondents reported that negative content on their social feeds has increased their anxiety.

Inspired by the role algorithms play in the content fed to social media feeds, LGs Optimism your feed playlist offers up a slew of positive videos that, when interacted with, are intended to boost the amount of uplifting content pulled into a consumers feed. The playlist was made in collaboration with global influencers including Tina Choi, Victoria Browne and Josh Harmon each regarded for their positivity and includes over 20 short-form videos ranging from motivational to feel-good content.

LG is also supporting the effort by consulting with social media experts, including Casey Fiesler, a professor, information scientist and technology ethicist, which could help the brand establish stronger credibility and consumer trust. The Optimism your feed'' playlist can be viewed on LGs global YouTube and TikTok channels and will later spread to other social platforms through influencer collaborations. Consumers can also engage with the campaign via a microsite.

The move is part of LGs larger Lifes Good campaign launched last August in an effort to inspire people to view life through a more optimistic lens. The campaign also served to introduce LGs more dynamic and youthful brand identity, which was unveiled last April. Together, the efforts could help the brand build loyalty among younger demographics, like Gen Z, as their spending power grows.

LG, a South Korean company that manufactures consumer and commercial products like TVs, home appliances, automotive components and formerly mobile phonesreported a 3.3% year-over-year revenue gain in the first quarter supported by sales from its home-appliance and vehicle-component businesses, which rose 7.2% and 12%, respectively.

Other marketers beyond LG have also made healthy social media habits a focus of their recent marketing. In February, Snap launched an advertising campaign positioning Snapchat as an antidote to social media. In another instance, Doves long-running Self-Esteem Project launched the Campaign for Kids Online Safety last April to address the rise in youth mental health issues linked to social media.

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LG fuels positivity on social media with 'Optimism your feed' playlist - Marketing Dive