A story in this week’s New Yorker has plenty of people around the internet talking. It features a profile of a couple who are part of a growing movement called “Van Life,” a lifestyle built around traveling the world aboard specially-designed camper vans, sharing their adventurous experiences using the hashtag #vanlife along the way.
— The New Yorker (@NewYorker) April 19, 2017
— Nomadic Matt (@nomadicmatt) April 17, 2017
Originally invented by photographer, designer and social media consultant Foster Huntington, followers of the Van Life philosophy try to live their lives on the road, spending more time close to nature, enjoying opportunities to engage in outdoor activities like surfing, yoga and hiking. We decided to use Captiv8’s insights platform to take a closer look at #vanlife in an effort to understand some of its top contributors and explain why brands should be paying attention.
Using Captiv8’s insights platform, we conducted a search for the top #vanlife content on Instagram to get a sense of who was contributing. Here are a few examples:
Why should brands pay attention to the Van Life phenomenon? The answer is that its social media devotees represent a highly-coveted audience. According to Captiv8’s analysis of the demographics for the #vanlife hashtag, 80% of men who look at the tag are between the ages of 25 and 44, and more than 1/3 of them have incomes between $40,000 and $80,000 a year. They also over-index on other interest topics like travel, sports, and food & drinks.
Learn more about how you can make sense of the latest social media trends using Captiv8’s own social media insight tools.