Who doesn’t love a meme or popular culture second? Particularly when it looks as if all the web desires to be part of a collective reminiscence or joke. Leveraging trending popular culture references could be a goldmine for manufacturers trying to join with their viewers.
As I’m penning this, you could have somebody out of your group asking should you ought to bounce on the “Hawk Tuah” development, because it’s nonetheless gaining traction and the lady behind it appears to be in all places. Hopefully, the next will transcend the standard recommendation of taking part in it secure or doing it as a result of sufficient different massive manufacturers are posting about it.
The important thing query stays: When and why ought to manufacturers dive into present tendencies? And, say it with me now, it relies upon. Let’s break down what it will depend on.
Model security
Model security isn’t what it was if it ever actually was.
Your advert might be proven alongside content material within the feed that’s counter to the messaging you need close to your model, and but it’s the danger you’re taking for assured views. We’re seeing increasingly more AI advert content material being created whereas we even have manufacturers navigating cope with main points throughout an election yr. The web is a controversial and precarious place and but, manufacturers know they should present up and be current.
The ever-present need for consideration, views and engagement has manufacturers abandoning model security for earned media and virality, chasing consideration in any respect prices and linking themselves with memes and references that you’d by no means even dream of proposing not to mention pressuring authorized to approve.
Timing
Leaping on a trending matter can acquire vital consideration, however timing is essential. Catch a development too early and your viewers is perhaps confused. Too late, and also you’ll come off as attempting too exhausting. The candy spot is within the center, the place the development is recognizable however not but saturated. Being greatest pals together with your authorized and comms groups is priceless right here as these moments can age rapidly and nobody desires to be the model that received approval two weeks too late.
