Brands are continuously innovating products to catch consumers’ attention. They’ve made them smaller, smarter, easier to hold, and longer lasting. But the latest round of product innovations has less to do with functionality. Instead, they’re all about buzz-worthiness, social clout, and shareability. With almost 1 million posts on Instagram, hashtags like #foodporn have set the expectation that products and services shouldn’t just be functional, they also need to be visually interesting and attention grabbing.
Take Sonic’s square shakes, for example. Instead of launching the same, old expected milkshake, Sonic catered its new product to Instagram by creating beautifully artful shakes in square glasses. The brand advertised them on Instagram and encouraged consumers to share their photos of the product in exchange for free shakes.