As big brands look for new ways
to engage with millennials, they’ve shifted their advertising strategy
towards social media. And the people who best understand how to gain
traction on social networks are millennials themselves, so brands are paying very young people
shocking amounts of money to market to their peers. And it’s working. — So this mural here is the answer to the question, “What would The Last Supper look
like if it happened today?” — Social Chain is the creation of Steve Bartlett,
a 24-year-old university dropout. In 2014, Steve started hiring the authors
of popular social media channels, often teenagers living at home,
and brought them into one company. They own more than 400 popular accounts across
a number of social media platforms and use them to influence what young people talk about online. — So, you’re not representing digital influences. What you do is you find the digital
influences and you bring them in. — We are the digital influences. — This morning, they’re creating content for
their “Love Food” channel on Instagram, which has almost 7-million followers. — So you just posted the picture…
and that’s your notifications. — Social Chain’s revenue grew by nearly 600% last year,
to almost $7-million, and is projected to double in 2017. The creative team gave us a demo of
how they can set the conversation. — So today, we’re just trying to think of something
that we can hit the trending topics on Twitter. There’s so much conversation on Twitter
right now, it’s all Brexit and Trump… — Are you going to think of a hashtag now?
What is it that you’re thinking of? — Yeah, I think, if we went with a hashtag…
#AmericanVsBritish. — The hashtag is going to be “American versus British”?
— Yeah. Game on. And… you’ve got half-an-hour. — Okay.
— Let’s do it! — You’ve got a lot of young people working for you, but you also work with lot of companies run by older people. Are you just… blagging it? You’re just a bunch of kids who got together, who are
convincing old people that… this is how you do things. — My honest response to that is
I don’t think you can get this far by blagging it. —While we’re talking to Steve, word comes
from the creative team that their hashtag has already gained traction. — She’s celebrating because it’s trending. — They started trying to make this trend
at four o’clock and, 11 minutes later, number six in the United Kingdom,
trending topic: “America versus British.” “I think we easily win this by not having Trump.” “Who wants to eat a stupid cookie when
you could have a glorious biscuit?” That’s impressive. But are you transparent? Because, when I log into Twitter and
I see “AmericanVsBritish,” in my head, it was somebody who sat around, came up
with something, and then that caused a trend. Do people know that you’re behind it?
— It’s exactly what you just described there. So, you said there’s a group of people that
sit around, they come up with something, they post, that’s exactly what you’ve just seen here. These are the people that, before this
came together, were sitting in their bedrooms, influencing all those trends. This only thing is, now, they do it here. — So you’re a group of influential individuals who’ve
realized that, collectively… you are an Illuminati? — You said it.
They’re not our words.