Social Media made us become hand-focused
Technology and hyper connectivity are once again the common denominator to a new trend breakthrough : Hand modeling. The consumer market is continuously evolving forcing luxury brands to adapt and transform to both better reflect their demographic of existing clients and capture a new audiences on Social Media. Their path to that? Hand models, who have been subject to a turning point in their careers in the last few years.
Second to the face, the hand is the most demonstrably human body part. Its opposable thumb allows it to wield tools, flash symbols and now, type out texts. It’s probably not a coincidence that the hand’s image has risen online just as mobile devices have taken over our social, work and creative lives.
Instead of talking with our mouths, we’re creating vast and complicated visual and textual messages with finger taps and swipes. The use of images is changing. “A product on hand” will decidedly have a much higher engagement rate, likes, shares and comments from followers versus a lifestyle image.
Hand modeling can be surprisingly technical, the ability to think creatively is essential. Portraying feelings are becoming a true requirement on hand photo shoots to achieve similar emotional levels found in face modeling.
Luxury brands’ photo shoot budgets remain unchanged but mostly transitioned into a quantity versus quality philosophy. The attention to detail and time investment in campaigns have completely changed to satisfy the insatiable need of rapid newness.
Auction Houses too, had to adapt to a new range of consumers. Many of us would assume that to sell a luxury watch, the archetype of wealth should be depicted in a 3 piece suit. Today, most of their consumers could be wearing an incredibly expensive watch with a pair of jeans and a t-shirt. A man’s watch could easily be purchased and worn by a woman. The traditional and expected consumption rules no longer exist.
In order to stand out and catch our precious attention, brands need to push to greater diversity when it comes to ages a ethnicities in hand modeling. An 80 year old hand model may be the perfect eye catching detail to earn a few more likes and followers.
Consumer habits are changing, and we’re not done being hand obsessed!