Popjam Insights November 2019 External.Pdf

INSIGHTS FROM THE WORLD’S LEADING KIDS’ SOCIAL PLATFORM NOVEMBER 2019

Strictly Confidential | © SuperAwesome Ltd 2019

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POPJAMMERS ON: ONLINE TRIBES

VSCO girls, E-girls and Soft girls are here, and it’s clear that online tribes are very real. This can bring up issues of stereotypes, acceptance and rivalry, but also gives some kids the opportunity to discover themselves.

The rise of VSCO girls has been huge this year, across all social and on PopJam. The turtle-saving, scrunchie-wearing stereotypes are both something to inspire and mock. But now, they’re being joined by other ‘types’ such as E-girls (electronic girls, or girl gamers, big into cosplay and often seen as colourful emo girls) and Soft girls (pastel-wearing, sensitive girls that love soft toys and hairclips). Throw in Emo girls and Goths and we’re seeing a range of social tribes appear and evolve for the first time in a while. Some of these tribes can have troubling elements, with E-girls often inspired by hypersexualized anime or Soft girls being seen as weak. Online tribes may exist IRL, but often cosplay or filter reliant trends can’t exist in a certain space. Tribes are exciting for kids. They like to find their place in the world (even in the virtual world) and find where they fit, or take inspiration on how to fit. They also like to subvert stereotypes and make a point of not fitting into expected groups or Strictly Confidential | © SuperAwesome Ltd 2018 categories. POPJAMMERS ON: ONLINE TRIBES

VSCO girls dress basic and are very socially aware. Soft girls have a pastel, cute look and E-girls dress in black, crosses, chains etc

People say im vsco but i don't mind well im I actually 77% vsco sooo

Soft girls are sweet and kind. Vsco girls say save the turtles sksksk scrunchies sksksk hydroﬂask sksksk and i oop. And E-girls are hard to explain

E-girls wear all black and they aren't a girly girl. Vsco girls wear more white and pinky etc colours, they are basically girly and love turtles (and stopping plastic).

An E-girl is like and emo, basically they’re cool girls wearing dark clothing.

Vsco's are scrunchie wearing turtle saving hydroﬂask girly girls. ! E-girls are emo and like to wear dark clothing. Soft girls are just people that most of the time just can't stand up for themselves as well as others can but that’s not always the way people look at it. Soft girls are also very kind.

Ones cool and the others are not

Does it matter which one you are, or if there is a different in one of them?

Strictly Confidential | © SuperAwesome Ltd 2018

POPJAM PLATFORM TRENDS

What we’re seeing in the PopJam community!

ANTI-BULLYING WEEK CHRIMBO COUNTDOWN EGG ADOPTIONS NUTTY 4 NORRIS NUTS

We celebrated anti-bullying Let’s be clear, this started in A recurring community trend is We know PopJammers love week on PopJam, with October. November has been egg adoptions. Choose one and Australian inﬂuencers, the creative challenges and top one great big countdown to see what you’re told is inside (a Norris Nuts, but their PJ vid tips and advice from our Christmas for most cute Original character or brought in loads of new mega friends at the Diana Award. PopJammers! something else?)/ fans to the community. Strictly Confidential | © SuperAwesome Ltd 2018

POPJAM INSIGHTS - UK AND IRELAND

We asked PopJammers three questions in November. We don’t collect data on our community, but we collate the most mentioned answers to identify trends and themes. I think the biggest trend of 2019 was... I think the biggest trend of 2020 will be...

● VSCO girls ● VSCO girls ● TikTok ● TikTok ● Fortnite ● IDK (I don't know) ● Slime ● Roblox ● Hit the Woah ● Fortnite ● The iPhone ● PopJam ● Minecraft ● E-girls ● The Floss ● Slime ● Roblox ● Minecraft ● Scrunchies

PopJam Pointers PopJam Pointers ● Other high mentions: PopJam, Norris Nuts, memes, Old Town ● Other high mentions: Instagram, the environment/ climate change, Road - Lil Nas X, Gacha, electronics, unicorns, Peppa Pig, emo, Brexit, YouTube, memes, Frozen 2, games, Gacha, clothes, Norris dabbing, Christmas, bottleﬂipping, Billie Eilish and AirPods. Nuts, Hydro Flasks and dabbing. ● Low mentions for some quite big UK/ Ireland trends: squishies, ● Interesting mentions: tribes/ groups (VSCO/ emo/ E-girl etc), Baby ASMR, Stranger Things and Pokemon cards. Yoda and Billie Eilish.

Strictly Confidential | © SuperAwesome Ltd 2018

POPJAM INSIGHTS - UK AND IRELAND

We asked PopJammers three questions in November. We don’t collect data on our community, but we collate the most mentioned answers to identify trends and themes. My fave YouTuber is…

● The Norris Nuts ● Sis v Bro ● Chad Wild Clay ● DanTDM ● Flamingo ● ItsFunneh ● Moriah Elizabeth ● Leas Ashe ● Azzyland ● Just Ameerah

PopJam Pointers ● Other high mentions: Wengie, Ruby Rube, Family Fizz, Dad v Girls, PewDiePie, Mr Beast, Laurenzside, Denis, Dan and Riya, Tiana, Shot of the Yeagers, Morgz , Lele Pons, Joey Graceffa, IDK, iamSanna, Gloom, Gacha, FGTeeV, CookieswirlC, Ant and Ali A. ● In Aug 19, Norris Nuts, ItsFunneh and Denis most mentioned.

Strictly Confidential | © SuperAwesome Ltd 2018

POPJAM INSIGHTS - US AND CANADA

● VSCO girls ● VSCO girls ● TikTok ● The iPhone ● The iPhone ● IDK ● Fortnite ● TikTok ● Slime ● E-girls ● Hit the Woah ● PopJam ● Scrunchies ● YouTube ● Music ● Slime ● E-girls ● Roblox

PopJam Pointers PopJam Pointers ● Other mentions: Soft girls, Peppa Pig, Minecraft, Hydro ﬂasks, ● Other high mentions: Roblox, ‘me’, Fortnite, AirPods, video games, BTS, YouTube, uWu, Sonic the Hedgehog, ripped jeans, tech, memes. 80s, dancing, cars, scrunchies, Minecraft, Hit the PewDiePie, memes, Hit or Miss and Disney. Woah, everything, the environment/ climate change, emo, ● VSCO girls gets the most mentions by far, recognised by 44% Disney+ and the Clock Woah. of PopJammers. ● Some mentions of E-girls, stated E-boys too.

Strictly Confidential | © SuperAwesome Ltd 20192018

POPJAM INSIGHTS - US AND CANADA

We asked PopJammers three questions in November. We don’t collect data on our community, but we collate the most mentioned answers to identify trends and themes. My fave YouTuber is...

● The Norris Nuts ● Just Ameerah ● Itsfunneh (and Funneh and the Krew) ● Flamingo ● DanTDM ● Chad Wild Clay (with mentions of Spy Ninjas) ● Moriah Elizabeth ● Leah Ashe ● IDK ● Azzyland

PopJam Pointers ● Other high mentions: Theodd1sout, Sis v Bro, Poke, PewDiePie, Denis, JoJo Siwa, iamSanna, Gloom, SSSniperWolf, Mr Beast and the Gem Sisters. ● Newer mentions: The LaBrant Family, Jessii Vee, The Bramfam, Familia Diamond and Gloom.

POPJAM INSIGHTS - AUSTRALIA

● VSCO ● VSCO ● TikTok ● TikTok ● IDK ● IDK ● Hit the Woah ● The iPhone ● PopJam ● PopJam ● Scrunchies ● Minecraft ● Minecraft ● The Norris Nuts ● ‘Me’ ● Hit the Woah ● Catch me Knuckles (The Norris Nuts song)

PopJam Pointers PopJam Pointers ● Other high mentions: YouTube, Yeet, Roblox, Fortnite, Christmas, ● Other high mentions: YouTube, Pasta through piercing holes, new The Norris Nuts, the iPhone and the Blobby dance. friends, stuff, social media, slime, phones, Harry Potter, horses, hip ● Interesting mentions: Halloween, ‘Awww, Creeper’, Area 51 (the hop, Fortnite, Dabbing, bottleﬂipping and Azzyland. invasion of the gov facility that never happened), ASMR, Google ● As with other territories, ‘I don’t know’ mostly written as IDK or family, E-girls and Snapchat. ‘How would I know?’ or ‘I can’t predict the future!’

POPJAM INSIGHTS - AUSTRALIA

We asked PopJammers three questions in November. We don’t collect data on our community, but we collate the most mentioned answers to identify trends and themes. My fave YouTuber is...

● The Norris Nuts ● Georgia Productions ● Mr Beast ● Denis ● Azzyland ● Moriah Elizabeth ● DanTDM

PopJam Pointers ● Other high mentions: SSSniperWolf, LDShadowlady, itsfunneh, IDK, Familia Diamond, Unspeakable, TikTok compilations, Spy Ninjas (Chad Wild Clay), Sis v Bro, Prestonplayz, PewDiePie, Leah Ashe, KarinaOMG, JoJo Siwa and Gloom. ● Since August 19: rise in list for: Mr Beast, Azzyland Moriah Elizabeth and SSSniperWolf.

STAY ON TREND

Search for these on YouTube

● Spy Ninjas (Chad Wild Clay) ● Baby Yoda ● VSCO girls v E-girls (TikTok) ● MovieFlame ● PewDiePie - Vibe Check ● OK Boomer

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