LG brings more optimism to social media feeds with new global campaign

LG Electronics has unveiled a global campaign called 'Optimism your feed,' which aims to help users bring more optimism to their social media experience by inviting them to proactively engage with positive and inspiring content on their feeds. 

'Optimism your feed' is part of LG's global "Life's good" campaign, introduced last year to inspire and encourage people to approach life with an optimistic attitude. 

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Created in collaboration with global influencers renowned for their optimistic influences including Tina Choi, Victoria Browne and Josh Harmon, the 'Optimism your feed' playlist includes over 20 short-form videos ranging from motivation to feel-good content. 

LG's global playlist and campaign give users the opportunity to see more positive and uplifting posts. By being more conscious about what they choose to engage with, consumers can bring stronger optimism, balance and happiness to their lives. 

Available from 29 May until end of July, the new campaign also comes in line with the results of a new global survey commissioned by LG found that social media is both a source of anxiety and a place where people turn to be entertained, keep up with friends and family, and stay informed about news and current events. 

According to the survey, almost half of respondents (45%) said their social media feeds consist of an equal or greater amount of negative content than positive content. 28% of respondents claimed negative content on their social media feeds has increased their anxiety and 20% said it has made them unhappy.  

The global survey sought to understand the triggers that affect how algorithms work and how to increase your feed's positive content. The result is the 'Optimism your feed' playlist of original content that, when interacted with, will pull more optimistic content into your feed. 

In a conversation with MARKETING-INTERACTIVE, the spokesperson from LG said the campaign is targeting anyone who might engage in social media, specifically Gen Z who are social media natives. "We believe that social media is an important and powerful tool to reach a wide range of audiences. Younger generations are increasingly consuming information and content through social media platforms, especially Gen Z."

The campaign was developed in partnership with creative agency TBWA Chiat/Day/NY; PR agency Hill & Knowlton; influencer agency Viral Nation and production company 1stAveMachine.

The campaign strategy began by identifying multiple barriers to optimism for LG's target audience, and then focused on one that was most relevant: it’s hard to feel optimistic on social media when algorithms prioritise negative content over positive content. 

"Given algorithms on social media push content that gets the most engagement, we knew that we could retrain the way they work to prioritise more uplifting, educational, and optimistic content by creating a playlist designed to be engaged with and do just that. Tackling barriers to optimism is why LG is able to say they believe that Life’s Good," said the spokesperson. 

The 'Optimism your feed' playlist can be found on LG's global TikTok channel and global YouTube channel, and will later spread to various social media platforms through collaborations with influencers around the world. 

"As a customer-focused brand, LG is a passionate champion of optimism. We aim to create positive changes in people's lives by being intentional with our positive activities both online and in the real world," said Kim Hyo-eun, vice president and head of LG's Brand Management Division.  

"In the AI era, LG remains committed to our unwavering promise of 'Life's Good.' We will continue to enhance our customers' lives with a human-centric approach, fostering hope for a better future,” Kim added. 

Additionally, LG is consulting with social media experts including Casey Fiesler, an information scientist and technology ethicist.  

According to Fiesler, "Recommendation algorithms determine what we see on social media by predicting what content we are likely to engage with. These algorithms can therefore send us down ever more specific niches – for good and for bad. Research has shown that left unchecked, users can go down negative rabbit holes and encounter harmful content quite quickly.” 

Victoria Browne, a global influencer and TEDx Talk speaker, said, "The algorithms on our social channel can have a big impact on the content we see online, which impacts our mental health. That's why I'm passionate about 'Optimism your feed', and I hope that people use this playlist as a foundation to retrain their algorithm and encourage positivity in all aspects of their lives.” 

“So much of the stigma and difficulty of tackling mental health is that it is unseen. With this campaign, we are saying you should reach out to your friends, and that we can help each other. Our algorithm should recommend content that makes us feel more connected to people, not less,” Browne added. 

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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