South Korean tech giant LG Electronics launched on Wednesday a global campaign that aims to spread optimism on social media.
Central to the campaign is the “Optimism your feed” tool that retrains your For You Page (FYP) algorithm to create a playlist of positive content that’s now getting harder to find.
The tool is launched with a 75-second video that explains how the tool works, which stars the following popular influencers from around the world:
- University of Colorado Prof. Casey Fiesler
- French magician Xavier Mortimer
- American fitness model Thor Bradley
- South Korean food scientist Tina Choi
- American drummer and comedian Josh Harmon
- Brazilian designer and artist Karol Stefanini
The spot kicks off with Fiesler, who’s an information scientist and tech ethicist, as she points out how algorithms have gotten unpredictable and out of control.
@lge_lifesgood It's time to transform your feed. Check out LG's #Optimismyourfeed Playlist! #joy#optimism♬ original sound - Life’s Good
Mortimer then enters the scene saying, “Yeah, we noticed, too. Where did all the good stuff go?”
Bradley, after chopping a log in half, then replies that everything’s still there. “It’s just harder to find.”
He proceeds to introduce “Optimism your feed” and how it can bring all the good stuff back.
We now see Choi preparing ingredients in a kitchen, telling us that the playlist is like “therapy for your feed.”
@lge_lifesgood I dooby checking in on you guys @doobydobap #Optimismyourfeed#joy#optimism#exercising#outdoors♬ original sound - Life’s Good
Harmon then explains: “The playlist is packed with top-tier content. The more you interact with it, the more you tell the algorithm to show you more stuff like it.”
The spot ends with Harmon calling everyone “to make your For You Page a place you want to be.”
“Optimism your feed” is part of LG’s “Life’s Good” campaign launched in 2023 to introduce its brand and visual identity refresh and connect more to younger audiences.
Behind the Call to Spread Optimism
As part of the campaign, the electronics giant commissioned Dynata to conduct a global survey, which found that 45% of respondents’ feeds contain more than or the same amount of negative content compared to positive ones.
Using data from the survey, LG was able to understand how FYP algorithms work, enabling it to develop a tool that will populate people’s feeds with positive content.
The playlist contains more than 20 short-form feel-good videos from influencers to brighten everyone’s day and fill it with optimism.
@lge_lifesgood Tah Dah! @bradley.thor @xavier_mortimer #Optimismyourfeed#joy#optimism#magic♬ original sound - Life’s Good
TEDx Talk speaker Victoria Browne, who also collaborated with LG in the campaign, shared her thoughts about the impact of this global initiative:
“The algorithms on our social channel can have a big impact on the content we see online, which impacts our mental health,” Browne said.
“That’s why I’m passionate about ‘Optimism your feed’, and I hope that people use this playlist as a foundation to retrain their algorithm and encourage positivity in all aspects of their lives,” she added.
You can find the playlist on TikTok (@lge_lifesgood) and YouTube (@LGGlobal), with it spreading to other social media platforms through partner influencers’ channels.
