Once considered a boring activity, the jigsaw puzzle gradually gained attention on Instagram.
“That’s what I’ve been playing for years,” who made Youtube Karen Kavett share in the video about 10 tips to play jigsaw. “Take a look at any poster or scene outside the window and think, if this was a jigsaw puzzle, how would you piece together the pieces?” The rest of the video is about real-life tips, such as sifting the pieces with a sieve to remove dirt when playing or storing the corner pieces in a zipper pocket.
Kavett Be a part of the growing number of jigsaw players on social networks. Since 2018, she has organized Karen Puzzles, a program that focuses on evaluating, giving advice and promoting jigsaw puzzles. Her account has more than 14,000 subscribers. Although this is a modest figure for famous online people, it still has a very special meaning. It proves that Kavett very familiar with Youtube – she has a DIY tutorial channel with 193,000 subscribers and appears on HGTV Handmade, a YouTube channel featuring collaborations with influential celebrities.
Millennial generation and spiritual care trends
Jigsaw puzzles are becoming increasingly popular, especially for millennials, which changes my view of them. On Instagram, hashtags like #jigsawpuzzles and #puzzlesofinstagram have over 10,000 posts. TikTok and Youtube users regularly post the process of assembling beautiful and difficult puzzles. Retailers like Madewell, Urban Outfitters, and Anthropologie also host jigsaw puzzles.
“We see that more millennials prefer to play jigsaw like never before,” Thomas Kaeppeler, president of Ravensburger North America, one of the largest jigsaw puzzle business brands said. Founded in 1883, the German supplier began publishing jigsaw puzzles in 1964 and has since sold over 200 million.“In particular, social media plays a part in promoting the popularity of games in this era. We see players posting the process of making and completing the game on Instagram, Youtube and Reddit, thereby building a thriving community. ”
Unsurprisingly, the small jigsaw puzzle became a personal toy after that. The millennial generation spends more time taking care of itself, largely due to the state of exhaustion. As of 2018, the self-care field is valued at $ 11 billion, surpassing everything from the mask to the Goop’s $ 66 spiritual balance. In the absence of real spiritual solutions, spending money to rest is simpler, if you have enough money to spend. Counseling with therapists is expensive and difficult to find; Boy Smell candles of about 35 US dollars and you can ask people to bring in a few days.
Of course, Instagram has helped turn “home-loving” objects into a product. A cup of hot tea and a book How to Do Nothing of Odell, a selfie with Glossier cosmetics – these factors are ironic investments to get out of the state. post-capitalist*. Jigsaw puzzles are now quite visually appealing and are shared on Instagram in a way that shows the same form of young people’s craving for caring for themselves.
* post-capitalist (late-stage capitalism): refers to the absurdities, contradictions, crises, injustices and inequalities created by modern business development.
This is happening right now when social isolation performers look for ways to manage their anxiety and make themselves feel relaxed. The 7th most searched product on Amazon on March 24 was “Jigsaw puzzles for adults,” according to Forbes. In the last 2 weeks of March, sales of Ravensburger in North America up to 370% compared to last year. Even Ellen DeGeneres posted a series of videos on Instagram about her playing the 4000-piece jigsaw puzzle while doing isolation at home.