Description of their identity
The Defiants tribe comprises young people between 10 and 18 who place themselves on social media based on their aesthetics. Defiants build their identities by concentrating on and calling attention to their physical looks to such a degree that most of their online activity is devoted to disseminating selfies in which they "pose defiantly." Defiants establish their identities by focusing on and drawing attention to their physical appearances. It's possible to make the case that members of the tribe are too concerned about how they come across to outsiders. They have a propensity to behave in a "silly" and "rude" manner towards other people, particularly towards women, hypersexualizing every element and disregarding any authority.
In this view, masculinity receives meaning and worth from the care of beauty and the conformation of the person from the mythological figure of Narcissus, who freely shows his desire to admire himself. The care of beauty and the conformation of the person is what gives masculinity its meaning and value.
Gender
100% Men
The gender information comes from the metadata of the study conducted. It does not define the identity of the users; other genders are not excluded.
Conversation Topics
Selfie poses to the camera, face editing, photos with lenses, self-improvement phrases, and online games.
Brands who they follow/interact with
GameSpot, E3, Rocksteady Studios, Siwon, Mortal Kombat, Lumin, H&M.
What hurts or causes them conflict
One of the things that irritate members of this tribe is the perception that they are visually ignored. The members of this tribe are graded according to how well they can conform to the standards of “beauty” and aesthetics in social media. Because of this, group members are relegated to places of passive contemplation if they fail to comply with the rules.
Kind of Stories consumed by the tribe
Although the members of this tribe publish content to make it appear visually attractive, the majority of the narratives that they follow have something to do with enjoyment, such as humorous or flashy stories or online games. They are driven to games like Mortal Combat and Hitman because the characters in those games reflect what they consider to be the "correct" male physique style.
Google Ads Keywords
“mortal combat game,” “tik tok filters,” “Hitman,” “Online games,” “Men skincare.”
Facebook Ads Targeting
| Demographics | Interests | Behaviors |
|---|---|---|
| •Entertainment - Games: Online games | ||
| •Shopping and fashion - Beauty: Fragrances/ Clothing: Men's Clothing | ||
| •Other interests: Men's Health, Culture (social concept), H&M, Gamespot, Twitch. |
What social media accounts do they follow?
What podcasts do they listen to?
Brands and campaigns that may address this consumer tribe:
Consumer Tribe Lifestyle
