Use Trending Topics in Your Social Media Strategy
Everyone wants to go viral, especially in the age of social media and social networks like Facebook, Twitter, Instagram, and Pinterest.
Brands have been trying for years to find a way to go viral on social media and bring their name to the masses, but unfortunately, that’s easier said than done. A new method that is becoming increasingly popular is to jump on something that is already trendy and create your own viral moment.
This may seem like a simple marketing ploy, but unfortunately, it is very easy to go a step too far. If a company or brand, regardless of size or industry, can initiate a conversation about its brand and connect with it, it can use this as an opportunity to capitalize on the trend of the moment.
Let us examine how you can harness jacked-up trends for your company’s social media presence. The first step to getting the most out of trends is to determine which tools your business should use. One of the most popular free tools for monitoring what is popular around the world is Google Trends, but most of us forget what trends are around the world. Take a look at what’s trending around the world and compare the two topics to see which is more popular.
A few days before Valentine’s Day, for example, Google Trends presents a list of people looking for context for love. This type of information can serve as a good starting point for planning other seasonal activations. The tool also provides information about the most popular social media events around the world, such as the annual Valentine’s Day, and includes things like flowers that shouldn’t surprise anyone.
In the following example, you can see that the term “Royal Baby” increases considerably when it is on everyone’s lips. Make sure you plan and organize your marketing campaigns, content budgets, and goals around these events without compromising your brand. If you have inspiration and are interested in incorporating upcoming events and holidays into your social strategy, use the marketing calendar.
There was a meme on Twitter in early January that I couldn’t escape: Kobe Bryant talks to his daughter Gianna during a basketball game. It meant something different to a lot of people, and people started tweeting the GIF and remembering the father-daughter bond that Kobe and Giancarlo shared while playing basketball and making a joke about what they had done a few weeks earlier. There were so many memes of him talking about his daughters and her during basketball games that it messed up what I think we could talk about other than basketball.
The GIF was heartbreaking, but also heartbreaking because it shows how quickly a trend or meme can take a completely different direction. If your brand wants to jump on the trend, make sure you know the full context of the meme, as it can quickly become controversial.
Brittany Tomlinson, also known as Kombucha Girl, tried the popular drink for the first time. Originally posted on Tik Tok, we Googled to see the viral meme in action, and we saw it ourselves.
If you want to get super creative, you could run a social media contest where you challenge your audience to find the best meme for your brand and get a sweet UGC. As we mentioned earlier, it is in the best interest of a brand to take advantage of current holiday themes, as this is a great time to launch a holiday marketing campaign that focuses on its services on social platforms. One brand that got it right was BarkBox, and they quickly jumped on the trend. The tweet is short and shows at this point that the topicality of the internet culture is the key to staying relevant for your brands.
Popular cosmetics brand Maybelline advertised on Twitter that customers could create a traditional holiday make-up look with their staples. Customers will be looking for bargains and potential gift ideas, and Starbucks recently released a series of themed tweets aimed at finding the perfect Christmas gift for their customers.
No matter where you are in the world, there is always a story that takes over the news cycle, be it a news story, a post on social media, or an article in a local newspaper.
If you find a relevant hashtag, make sure you do so in a way that is relevant to your brand and your business, and consider taking a humorous path instead of just posting a funny meme. Of course, there is no wrong way to jump on a trending hashtag, and chances are that you will continue this trend. By jumping on hashtags, your brands are more likely to notice you and help you sell well online.
For starters, you will want to avoid stories that are too controversial, such as anything to do with politics or religion. Basically, hashtags like # RIP are best avoided for your brand and don’t use tragedies as they can make your brands distasteful.
One of the quick decisions brands have had to make is Planters’ Super Bowl ad. They made the decision to suspend their Super Bowl campaign in the wake of Kobe Bryant’s death, which occurred a week before the big game.
Brands should not be thoughtless when it comes to the death of celebrities, but when a hashtag gains momentum on social media, the potential backlash may not be worth it.
Prince did not drink alcohol, but the alcoholic beverage’s official Twitter page showed a picture of a bottle of the drink with the hashtag # Prince’s signature replaced by a purple one to honor Prince and his signature.
Sadly, the tweet has not been deleted, and fans were quick to draw the brand’s attention to the tragic deaths of Prince and his wife Paisley Park, aged 57.
If you do it right, you can reach new customers and create word of mouth for your brand. Make sure you reach your audience on a personal level and remain authentic to your customers, but don’t take anything too far. If you are a brand, be it a meme, a holiday trend or a theme, there will be something for you. Then brand and pop culture come together, and beautiful things can happen.
They could also become the laughing stock of your local grocery store or even the next big thing in the entertainment industry.
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