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Jun 10, 2024
(Updated on
Jun 10, 2024
)

Bringing Positivity Back to Your Social Media Algorithms with LG

Social media is a large part of many people's lives and, through the algorithm, affects our everyday lives, including our moods. Social media is filled with various content both positive and negative and LG Electronics has taken notice of this and has set out to “Optimize Your Feed.” 

Photo from LG Newsroom 

The Statistics Motivating the Campaign 

LG's latest global survey looked into the complicated world of social media and found that it can be both a source of stress and a place to have fun, connect with others, and get news. About half of those who answered (45%) said that their social media feeds have just as much negative content as positive material if not more. Unsurprisingly, 28% of those who answered said that this bad content has made them feel even more anxious, and 20% said that it has directly made them less happy.

Recognizing the pressing need to address these concerning trends, LG has enlisted the expertise of Professor Casey Fiesler, an esteemed information scientist and technology ethicist. With a Ph.D. in Human Centered Computing, Fiesler's research spans the intricate domains of technology ethics, internet policy, and online communities. As an influential content creator, she actively educates the public on crucial issues surrounding social media content moderation and recommender systems.

Professor Fiesler underscores the pivotal role of recommendation algorithms in shaping users' social media experiences. These algorithms wield considerable influence by curating content tailored to individual preferences, potentially leading users into both positive and negative content loops. Fiesler emphasizes the importance of enhancing digital literacy and vigilance regarding algorithmic influences. She highlights the empowering notion that users possess agency in shaping algorithmic predictions. By actively engaging with optimistic content, users can steer their social media feeds towards a more positive trajectory.

According to a spokesperson from LG, the "Optimism Your Feed" campaign is strategically tailored to resonate with a broad audience, with a particular focus on engaging Gen Z, who are considered social media natives. In an interview with MARKETING-INTERACTIVE, the spokesperson emphasized the significance of social media as a powerful tool for reaching diverse demographics, noting that younger generations, particularly Gen Z, rely heavily on social media platforms for consuming information and content.

This innovative campaign was brought to life through a collaborative effort involving various partners. LG teamed up with creative agency TBWA Chiat/Day/NY, PR agency Hill & Knowlton, influencer agency Viral Nation, and production company 1stAveMachine to develop and execute its vision. By harnessing the expertise of these partners, LG aims to create a compelling and impactful campaign that resonates with its target audience and promotes positivity across social media platforms.

The Playlist 

LG has embarked on a new campaign titled "Optimise Your Feed," building on the success of last year's global initiative, "Life's Good," which aimed to inspire individuals to embrace life with optimism. As part of this endeavour, LG has curated playlists on TikTok and YouTube, inviting users to immerse themselves in a stream of positivity.

With ambitions to expand across additional social media platforms through partnerships with influencers globally, the "Optimism Your Feed" playlist can be seen on LG's official TikTok channel @lge_lifesgood and YouTube channel @LGGlobal. The playlist is filled with original content that has been hand-picked to bring a sense of positivity to your feed. More than twenty short films with inspirational and feel-good material have been selected by LG in partnership with notable personalities including Tina Choi, Victoria Browne, Josh Harmon, and others.

Photo from LG website 

Here's how it works: First, head over to TikTok and search for @lge_lifesgood or simply click the link provided. Once there, dive into the "Optimism Your Feed" playlist and start scrolling. If you come across content that resonates with you, engage with it by tapping, liking, commenting, and sharing. Your interactions will help enhance the algorithm, ensuring a steady influx of optimistic content into your feed. Finally, spread the positivity by sharing this playlist with friends and family who could benefit from a dose of optimism in their feeds. Together, let's brighten up our digital spaces and embrace a more positive outlook on life.

Photo from LG website 

Effective and Trending

LG's campaign embodies a multifaceted approach to connecting with its audience, utilizing diverse themes and strategies. One key tactic involves algorithm retraining, a process that adjusts algorithms to prioritize positive content. By doing so, LG aims to positively impact users' emotional and mental well-being in the digital sphere.

In addition, LG forms influencer partnerships to amplify its message of positivity. Collaborating with influencers allows LG to leverage their extensive reach, effectively driving social change through uplifting content. Moreover, the campaign strategically curates emotional wellness content, catering to the growing consumer demand for mental health support. By offering content focused on emotional well-being, LG aims to provide valuable resources to its audience while aligning with evolving societal needs.

As social media continues to wield significant influence over our daily lives and emotional well-being, LG Electronics' "Optimism Your Feed" initiative emerges as a beacon of positivity in the digital realm. Through innovative strategies such as algorithm retraining, influencer partnerships, and the curation of emotional wellness content, LG is not merely combating negative trends but actively reshaping the online experience. By engaging with the "Optimism Your Feed" playlist and sharing it with others, we collectively contribute to fostering a more uplifting digital landscape.

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