Brands: How to Jump in on Trending Topics without Getting Canceled
If you knew all of your potential customers were going to a party, wouldn’t you try to make an appearance? Real-time trending topics are like parties on social media. It’s where your audience hangs out, and where your brand should, too. From the latest news in music, TV, sports, or movies, chiming in on pop culture trends demonstrates your brand’s personality. They are your chance to become the life of the party!
The tricky part is that these content opportunities are unexpected. Despite our best efforts to plan a content calendar and get ahead, we can’t predict what becomes popular. That’s why content creation requires us to be agile, well-informed, and quick-witted.
But there’s a right way and a wrong way to insert your brand into trending topics. Here are some considerations to help you avoid a social media party foul.
Know your audience.
We spend a lot of time understanding our audience’s demographics like age, location, or income level, but the magic happens when you know their interests. Research what your target customer likes to watch, listen to, or read.
The beauty brand, Tarte Cosmetics, connects with its followers by live-tweeting during The Bachelor.
Create a routine that helps you catch up on the latest trends, current events, or headlines. This can be as simple as listening to a morning radio show while sipping your morning coffee, subscribing to a daily newsletter, or browsing trending hashtags on Twitter. Google Trends is also a helpful tool for monitoring popular search queries.
When the ESPN documentary #TheLastDance became a national trending topic, DiGiorno knew their followers would get kick out of this live tweet.