\n At TBWA\\HAKUHODO, we see a \u201ccreative renaissance\u201d unfolding in the world. What this means, is a veritable paradigm shift of how creative is created, and by whom.
\nWe are entering an age where anyone of any age, no matter how old or young, famous or unknown are able to flex their creative muscle and communicate with the wider world.
\nWe are increasingly seeing content created by consumers that are taking the world and the market by storm.
\nSo, what changes can we anticipate in this creative renaissance, and what implications does it have regarding how future culture is created\/birthed\/produced?
\nHow will brands exist in this new epoch?
\nThese are the big questions we explored with our two special guests.
\n<\/p>\n\n
\n \u3010DISRUPTION Lounge vol.003 \u2013 Guest\u3011<\/h2>\n\n\n\n ![\"Disruption](\"\")
\n<\/div>\n\n\n\n\n\n\n Koki Matsumoto<\/b>
\nTeam Lead, Creative Solutions, Global Business Solutions, TikTok for Business Japan
\n
\nKoki began his career at an events company and in April 2019 he joined TikTok for Business Japan. He became involved in TikTok-based campaign building for a wide array of categories with a focus on cosmetics.<\/p>\n\n\n\n \n<\/div>\n\n\n\n\n\n\n Rika Shiiki<\/b>
\nCEO, AMF Co. Ltd,. Representative Director, The Social Media Trend Marketing Association
\n
\nBorn 1997 in Chiyoda-ward, central Tokyo. Risa graduated from Faculty of Letters, Keio University in Tokyo. She established AMF while in her third year of junior high school, developing the \u201cJCJK research team\u201d comprising of junior high\/high school age females from across Japan to research trends and to offer marketing support to companies along with announcing the \u201cJCJK Buzzword Award\u201d every six months. In her role as Representative Director at SNS Trend Marketing Association she shares her social media marketing know-how and insight into the latest trends with the wider world. Some of her latest work has included the \u201cBar Pomum\u201d project with Suntory and she is also working with one of Japan\u2019s leading department stores, Takashimaya. Since 2021 she has also been involved as a council member in the NHK (Japan Broadcasting Corporation) Central Program Council Program Examination Board, leading her to make many media appearances in this capacity. <\/p>\n\n\n Evolution \uff11\uff1a The Democratization of Creativity<\/h2>\n\n\n\n \n<\/div>\n\n\n\n\n\n\n Communicating creative content to the world was previously the domain of professional creators.
\nWhat was \u201cdesirable\u201d was designed as such and familiarized through mass media. However, we have entered an era where consumers and creators alike have the means to create and disseminate content with ease (\u201cthe creative renaissance\u201d). We can see this major shift reflected in how annual buzz words increasingly include those originating from consumer generated content. Now nominated for and winning awards, consumer-creatives are enjoying the democratization of creativity which is giving them an increasing presence and voice.
\n
\nHow should brands approach this new age of the creative renaissance? How can brands capture
\nthe attention of consumers and make them want to become conduits for the brand?
\n
\nRika believes the key for brands is to tap into the consumers sense of \u201cself-efficacy\u201d. By this she means the emotion that drives the consumer to want to be of use to the brand\/content. The consumer urge to disseminate the brand\/content, promote the brand\/content and help grow the brand\/content.
\nRika understands that the modern consumer sees themselves as part of a larger community of fans, and thinks carefully about how they should \u201cfunction\u201d within that paradigm to bring success to the thing they love.
\nThis manifests itself in these consumers disseminating content such as edited videos of relevant events, or offering detailed practical information (opening times of stores etc.) to a wider audience, out of a need to fulfill a purpose for the brand\/content. This means that the central
\nmotivation to what they share online is not about buzz\/views\/likes. It comes purely from a dedication for the brand. This results in an audience-generated content that is high in quality (for the brand) and is much more likely to be relevant to target audiences.
\n Koki added a point that reminded us about the fickle, super-short format nature of TikTok or other social media that brands must be hyper aware of. \u201cIn a platform like TikTok it is essential to bring the essence of your message, the excitement and anticipation to the very start of your videos in order to stop viewers\u2019 thumbs dead in their tracks of scrolling\u201d.
\n<\/p>\n\n
\n Evolution \uff12\uff1a The Diversification of Culture <\/h2>\n\n\n\n \n<\/div>\n\n\n\n\n\n\n Since the dawn of this Century, we have seen a plethora of new technologies change the landscape of our everyday lives and communication. Starting with the internet, our daily lives now abound with social media, content platforms, mobile devices and apps of all kinds. More recently we are seeing how content and communities crossing borders and going truly global, in a matter of minutes.
\nThe culture that we generate and enjoy will become increasingly diverse as it is seamlessly and instantly shared with the entire planet.
\n
\nTBWA\\HAKUHODO defines culture as \u201ca shared perspective on values or ideas between people that also instigates participation to it\u201d. As the dissemination of culture becomes increasingly seamless and without borders, how should brands evolve to stay ahead?
\n
\n\u201cThe target of all brand communication is \u201cpeople\u201d, it is important to understand firstly how those people are acting, reacting and moving to triggers in that particular cultural target, rather than just looking at the cultural output coming from that culture. What are the triggers that move this culture? This is the most important question to ask, and in order to elucidate a path, the brand and the agency must expose itself to myriad of content and values\/cultures out there, to develop real, deep knowledge. Brands must above all else maintain a flexibility and willingness for trial and error to ensure first and foremost that they are always trying to understand people.\u201d Koki expressed.
\nRika added that brands would do best to communicate that they understand their consumers through friendly conversation that is hyper-focused and close as possible to the heart of the target. She emphasized that \u201cthis should be reflected in action and not just big campaign messaging\u201d.
\nFor example, brands that engage in personable ways to online consumer posts, demonstrates itself as a brand that is responsive to consumer actions and will.
\n<\/p>\n\n
\n Evolution \uff13\uff1aThe Mass-ification of Brands <\/h2>\n\n\n\n \n<\/div>\n\n\n\n\n\n\n In the pre-creative renaissance age, brand corporate messaging wielded greater authority over the consumer. The brands of the past ensured a desired place in the mind of society through embodying \u201caspiration\u201d, for example. However, our lives and values are increasingly diversified with so many alternative choices to how we want to\/decide to live. Consumers of today see brands more as a \u201cfriend\u201d whom they choose to include in their life, if it fits.
\n
\nTBWA\\HAKUHODO recognizes that in order for brands to win in the future, they must understand that consumer culture and the content that drives their growth are now competitors.
\nGone are the days where category competitor brands were the only rivals.
\nAs the creative renaissance spreads throughout the world, how will the future of branding look?
\n
\nBoth speakers agreed that in order to become closer and more relatable to consumers, brands cannot afford to rely solely on large-scale corporate messaging, but must leverage consumers and creators as conduits. In order to do this, brands must focus on how to create tools out of their brand asset(s) and how to build participatory systems that will allow for consumers to communicate the brand on their own terms. An ecosystem of content co-creation with consumers and creators, is what brands that will win the future will be equipped with.
\n<\/p>\n\n\n
\n \n<\/div>\n\n\n\n\n\n\n \n<\/div>\n\n\n\n\n\n
\nDISRUPTION Lounge Vol.3: The Moderators\u2019 Perspective<\/h2>\n\n\n\n \n<\/div>\n\n\n\n\n\n\n Based on the insights from our two guests, let’s explore the changes brought about by the Creative Renaissance within the framework of TBWA\\HAKUHODO’s ‘ Disruption Path.’ This roadmap consists of three key steps: Convention, Vision, and Disruption.
\n\u2022\tConvention: Established concepts that should be challenged.
\n\u2022\tVision: The ideal state we aim to achieve.
\n\u2022\tDisruption: The innovative ideas that break down established concepts to realize our vision.
\n<\/p>\n\n\n
\n \n<\/div>\n\n\n\n\n\n\n Convention refers to the expected, the patterns of thinking cemented by preconceived notions.
\nIn light of this, we have learned the convention that consumers must be passive in their consumption of a brand, has to be disrupted. This convention, where brands, mass media and creators depict \u201cideals\u201d to which consumers aspire to, is ready for a change. Boiled down to its essence, the convention to be disrupted here is the inherited idea that \u201call consumers share the same values, ideas and desires\u201d.
\n
\nVision, is where we want to go.
\nWith the advent of modern-day technology and highly sophisticated platforms, the consumer now has a voice that puts their relationship with brands on more equal footing. Consumers are influencing and affecting brands as much as brands are affecting consumers. In this new ecosystem, empowered consumers will develop and pioneer their own definitions of value and meaning for brands. The vision for our living can be defined as \u201chelping to create a world where manifold interpretations of what value means to individual consumers can live and coexist\u201d.
\n
\nDISRUPTION, is the path that will lead us to our goal.
\nIn the age of the creative renaissance people demand brands to respect the autonomous creativity of
\nconsumers. The technological evolutions we see will continue to allow individual creativity to flourish and brands must be a partner to help facilitate this expression. This is the sea change in the nature of the relationship between brand and consumer that will take place. The brands better equipped to co-create with consumers, will win in the future.
\n
\nConvention\uff1a\u201dEveryone aspires to the same thing\u201d a world where taste and value are dictated to consumers through authoritative brand voices
\nVision\uff1a\u201dManifold values and points of view\u201d A world where individual consumers can explore and develop their own values
\nDISRUPTION\uff1a\u201dThe Creative Renaissance\u201d A flourishing of consumer-led creativity
\n<\/p>\n\n\n
\n \n<\/div>\n\n\n\n\n\n
\nLooking back on the session<\/h2>\n\n\n
\n Common throughout all the themes discussed in the session was the increasing power of the consumer to choose and select brands to engage with as they see fit\/as suits them. However, with increased freedom of choice comes an infinite array of possibilities and less time for decision making for consumers.
\nIf you win the consumers interest, he\/she\/they will become a passionate evangelist. On the other hand, if your brand cannot win consumer interest, it will drop out of their mind in a flash. We are even beginning to see consumer behaviors that indicate consumers are unable to recall any marketing communication they come into contact with, simply because there is too much information out there now.
\nThat is why it is of paramount importance that we create enough impact in the first seconds of
\ncontact to \u201cstop viewers\u2019 thumb dead in their tracks of scrolling\u201d. This will become increasingly fundamental
\nfor any brand communication or activity in the future.
\nWhat we also learned was, if leveraged properly, consumer creativity will work as a significant force to lift brands up. Let us constantly remind ourselves that a two-way dialogue is now available between consumer and brand through social media or content platforms where consumers can feedback directly to brands. The smart brands will always take this as an invaluable opportunity to improve their offerings based on direct, raw consumer input.
\nThe influence of the consumer is now very, very strong\u2026 and is only set to increase further.
\nOnly brands with the courage to forge a path ahead in partnership with the consumer shall win
\nin the future.
\n<\/p>\n\n\n
\n \n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[55],"tags":[],"stories_tag":[69],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/9467"}],"collection":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/comments?post=9467"}],"version-history":[{"count":3,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/9467\/revisions"}],"predecessor-version":[{"id":9779,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/9467\/revisions\/9779"}],"wp:attachment":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/media?parent=9467"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/categories?post=9467"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/tags?post=9467"},{"taxonomy":"stories_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/stories_tag?post=9467"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\n Koki Matsumoto<\/b> \n Rika Shiiki<\/b> \n Communicating creative content to the world was previously the domain of professional creators. \n Since the dawn of this Century, we have seen a plethora of new technologies change the landscape of our everyday lives and communication. Starting with the internet, our daily lives now abound with social media, content platforms, mobile devices and apps of all kinds. More recently we are seeing how content and communities crossing borders and going truly global, in a matter of minutes. \n In the pre-creative renaissance age, brand corporate messaging wielded greater authority over the consumer. The brands of the past ensured a desired place in the mind of society through embodying \u201caspiration\u201d, for example. However, our lives and values are increasingly diversified with so many alternative choices to how we want to\/decide to live. Consumers of today see brands more as a \u201cfriend\u201d whom they choose to include in their life, if it fits. \n Based on the insights from our two guests, let’s explore the changes brought about by the Creative Renaissance within the framework of TBWA\\HAKUHODO’s ‘ Disruption Path.’ This roadmap consists of three key steps: Convention, Vision, and Disruption. \n Convention refers to the expected, the patterns of thinking cemented by preconceived notions. \n Common throughout all the themes discussed in the session was the increasing power of the consumer to choose and select brands to engage with as they see fit\/as suits them. However, with increased freedom of choice comes an infinite array of possibilities and less time for decision making for consumers.
\nTeam Lead, Creative Solutions, Global Business Solutions, TikTok for Business Japan
\n
\nKoki began his career at an events company and in April 2019 he joined TikTok for Business Japan. He became involved in TikTok-based campaign building for a wide array of categories with a focus on cosmetics.<\/p>\n\n\n\n<\/div>\n\n\n\n\n\n
\nCEO, AMF Co. Ltd,. Representative Director, The Social Media Trend Marketing Association
\n
\nBorn 1997 in Chiyoda-ward, central Tokyo. Risa graduated from Faculty of Letters, Keio University in Tokyo. She established AMF while in her third year of junior high school, developing the \u201cJCJK research team\u201d comprising of junior high\/high school age females from across Japan to research trends and to offer marketing support to companies along with announcing the \u201cJCJK Buzzword Award\u201d every six months. In her role as Representative Director at SNS Trend Marketing Association she shares her social media marketing know-how and insight into the latest trends with the wider world. Some of her latest work has included the \u201cBar Pomum\u201d project with Suntory and she is also working with one of Japan\u2019s leading department stores, Takashimaya. Since 2021 she has also been involved as a council member in the NHK (Japan Broadcasting Corporation) Central Program Council Program Examination Board, leading her to make many media appearances in this capacity. <\/p>\n\n\n Evolution \uff11\uff1a The Democratization of Creativity<\/h2>\n\n\n
\n<\/div>\n\n\n\n\n\n
\nWhat was \u201cdesirable\u201d was designed as such and familiarized through mass media. However, we have entered an era where consumers and creators alike have the means to create and disseminate content with ease (\u201cthe creative renaissance\u201d). We can see this major shift reflected in how annual buzz words increasingly include those originating from consumer generated content. Now nominated for and winning awards, consumer-creatives are enjoying the democratization of creativity which is giving them an increasing presence and voice.
\n
\nHow should brands approach this new age of the creative renaissance? How can brands capture
\nthe attention of consumers and make them want to become conduits for the brand?
\n
\nRika believes the key for brands is to tap into the consumers sense of \u201cself-efficacy\u201d. By this she means the emotion that drives the consumer to want to be of use to the brand\/content. The consumer urge to disseminate the brand\/content, promote the brand\/content and help grow the brand\/content.
\nRika understands that the modern consumer sees themselves as part of a larger community of fans, and thinks carefully about how they should \u201cfunction\u201d within that paradigm to bring success to the thing they love.
\nThis manifests itself in these consumers disseminating content such as edited videos of relevant events, or offering detailed practical information (opening times of stores etc.) to a wider audience, out of a need to fulfill a purpose for the brand\/content. This means that the central
\nmotivation to what they share online is not about buzz\/views\/likes. It comes purely from a dedication for the brand. This results in an audience-generated content that is high in quality (for the brand) and is much more likely to be relevant to target audiences.
\n Koki added a point that reminded us about the fickle, super-short format nature of TikTok or other social media that brands must be hyper aware of. \u201cIn a platform like TikTok it is essential to bring the essence of your message, the excitement and anticipation to the very start of your videos in order to stop viewers\u2019 thumbs dead in their tracks of scrolling\u201d.
\n<\/p>\n\n\n Evolution \uff12\uff1a The Diversification of Culture <\/h2>\n\n\n
\n<\/div>\n\n\n\n\n\n
\nThe culture that we generate and enjoy will become increasingly diverse as it is seamlessly and instantly shared with the entire planet.
\n
\nTBWA\\HAKUHODO defines culture as \u201ca shared perspective on values or ideas between people that also instigates participation to it\u201d. As the dissemination of culture becomes increasingly seamless and without borders, how should brands evolve to stay ahead?
\n
\n\u201cThe target of all brand communication is \u201cpeople\u201d, it is important to understand firstly how those people are acting, reacting and moving to triggers in that particular cultural target, rather than just looking at the cultural output coming from that culture. What are the triggers that move this culture? This is the most important question to ask, and in order to elucidate a path, the brand and the agency must expose itself to myriad of content and values\/cultures out there, to develop real, deep knowledge. Brands must above all else maintain a flexibility and willingness for trial and error to ensure first and foremost that they are always trying to understand people.\u201d Koki expressed.
\nRika added that brands would do best to communicate that they understand their consumers through friendly conversation that is hyper-focused and close as possible to the heart of the target. She emphasized that \u201cthis should be reflected in action and not just big campaign messaging\u201d.
\nFor example, brands that engage in personable ways to online consumer posts, demonstrates itself as a brand that is responsive to consumer actions and will.
\n<\/p>\n\n\n Evolution \uff13\uff1aThe Mass-ification of Brands <\/h2>\n\n\n
\n<\/div>\n\n\n\n\n\n
\n
\nTBWA\\HAKUHODO recognizes that in order for brands to win in the future, they must understand that consumer culture and the content that drives their growth are now competitors.
\nGone are the days where category competitor brands were the only rivals.
\nAs the creative renaissance spreads throughout the world, how will the future of branding look?
\n
\nBoth speakers agreed that in order to become closer and more relatable to consumers, brands cannot afford to rely solely on large-scale corporate messaging, but must leverage consumers and creators as conduits. In order to do this, brands must focus on how to create tools out of their brand asset(s) and how to build participatory systems that will allow for consumers to communicate the brand on their own terms. An ecosystem of content co-creation with consumers and creators, is what brands that will win the future will be equipped with.
\n<\/p>\n\n\n\n<\/div>\n\n\n\n\n\n
\n<\/div>\n\n\n\n\n
\n
\nDISRUPTION Lounge Vol.3: The Moderators\u2019 Perspective<\/h2>\n\n\n\n<\/div>\n\n\n\n\n\n
\n\u2022\tConvention: Established concepts that should be challenged.
\n\u2022\tVision: The ideal state we aim to achieve.
\n\u2022\tDisruption: The innovative ideas that break down established concepts to realize our vision.
\n<\/p>\n\n\n\n<\/div>\n\n\n\n\n\n
\nIn light of this, we have learned the convention that consumers must be passive in their consumption of a brand, has to be disrupted. This convention, where brands, mass media and creators depict \u201cideals\u201d to which consumers aspire to, is ready for a change. Boiled down to its essence, the convention to be disrupted here is the inherited idea that \u201call consumers share the same values, ideas and desires\u201d.
\n
\nVision, is where we want to go.
\nWith the advent of modern-day technology and highly sophisticated platforms, the consumer now has a voice that puts their relationship with brands on more equal footing. Consumers are influencing and affecting brands as much as brands are affecting consumers. In this new ecosystem, empowered consumers will develop and pioneer their own definitions of value and meaning for brands. The vision for our living can be defined as \u201chelping to create a world where manifold interpretations of what value means to individual consumers can live and coexist\u201d.
\n
\nDISRUPTION, is the path that will lead us to our goal.
\nIn the age of the creative renaissance people demand brands to respect the autonomous creativity of
\nconsumers. The technological evolutions we see will continue to allow individual creativity to flourish and brands must be a partner to help facilitate this expression. This is the sea change in the nature of the relationship between brand and consumer that will take place. The brands better equipped to co-create with consumers, will win in the future.
\n
\nConvention\uff1a\u201dEveryone aspires to the same thing\u201d a world where taste and value are dictated to consumers through authoritative brand voices
\nVision\uff1a\u201dManifold values and points of view\u201d A world where individual consumers can explore and develop their own values
\nDISRUPTION\uff1a\u201dThe Creative Renaissance\u201d A flourishing of consumer-led creativity
\n<\/p>\n\n\n\n<\/div>\n\n\n\n\n
\n
\nLooking back on the session<\/h2>\n\n\n
\nIf you win the consumers interest, he\/she\/they will become a passionate evangelist. On the other hand, if your brand cannot win consumer interest, it will drop out of their mind in a flash. We are even beginning to see consumer behaviors that indicate consumers are unable to recall any marketing communication they come into contact with, simply because there is too much information out there now.
\nThat is why it is of paramount importance that we create enough impact in the first seconds of
\ncontact to \u201cstop viewers\u2019 thumb dead in their tracks of scrolling\u201d. This will become increasingly fundamental
\nfor any brand communication or activity in the future.
\nWhat we also learned was, if leveraged properly, consumer creativity will work as a significant force to lift brands up. Let us constantly remind ourselves that a two-way dialogue is now available between consumer and brand through social media or content platforms where consumers can feedback directly to brands. The smart brands will always take this as an invaluable opportunity to improve their offerings based on direct, raw consumer input.
\nThe influence of the consumer is now very, very strong\u2026 and is only set to increase further.
\nOnly brands with the courage to forge a path ahead in partnership with the consumer shall win
\nin the future.
\n<\/p>\n\n\n\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[55],"tags":[],"stories_tag":[69],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/9467"}],"collection":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/comments?post=9467"}],"version-history":[{"count":3,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/9467\/revisions"}],"predecessor-version":[{"id":9779,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/posts\/9467\/revisions\/9779"}],"wp:attachment":[{"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/media?parent=9467"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/categories?post=9467"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/tags?post=9467"},{"taxonomy":"stories_tag","embeddable":true,"href":"https:\/\/www.tbwahakuhodo.co.jp\/en\/wp-json\/wp\/v2\/stories_tag?post=9467"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}