In today’s fast-paced digital world, staying culturally relevant is crucial for B2C businesses. From iconic memes to TikTok trends to popular influencers — there are endless opportunities to connect with your audience. Here are some tips for keeping a pulse on pop culture and social trends — as well as strategies to capitalize on time-sensitive moments.
Social Listening
To stay on top of cultural shifts, brands must engage in social listening — the consistent monitoring of social media comments, PR mentions, and media stories to understand who is talking about your business, what they are saying, and how they feel about it. This proactive approach helps you gauge public sentiment, maintain a positive brand image, and respond effectively to both positive and negative feedback.
Additionally, keep a close eye on what competitors and the industry are saying online. Active listening ensures that brands remain agile and responsive to the evolving social landscape.
Jump on Cultural Moments
Taylor Swift’s Eras Tour, “girl dinner,” worldwide sporting events — all great examples of collective experiences that shape the way your customers consume media. When impactful cultural moments arise, reprioritize and make room for this time-sensitive content. When it makes sense for your brand, seize the opportunity to put your own spin on the trend and (hopefully) see some positive engagement on social.
Posting pop-culture-specific content involves a combination of creativity, risk-taking, trusting your social media team, and active social listening to stay ahead of trends instead of being the last to jump on the bandwagon.
Embrace a Multi-Channel Approach
The flow of news and information is always changing, making a multi-channel approach vital. Having a presence across a multitude of social and digital platforms solidifies your message across different media, ensuring consistent and widespread coverage. A multi-channel approach helps in maintaining a strong brand presence and allows for more dynamic interaction with various audience segments.
Don’t Ignore Traditional Media
While digital media is at the forefront, traditional media still holds value. A balanced approach ensures that brands can reach a wider audience. This includes meeting younger generations using their preferred platforms, such as podcasts and social influencers, while maintaining a presence in traditional media channels, like print magazine ads and mailers. Understanding where your audience gets their news and who they trust is crucial for effective communication.
Leverage Influencers
Appropriately named, popular social media accounts influence people. Their content motivates followers to act — buy a product, visit a new community spot, or learn more about a topic. Don’t underestimate the power behind their call-to-action content.
Influencers hold a unique relationship with their audience that is both informal and intimate. Brands need to leverage this dynamic by engaging with creators who resonate with their target audience. Find someone who might be facing the same problem or looking for the same product that you offer. Builders — maybe there’s a local influencer that’s on the house hunt. Suppliers — maybe someone influential is in need of new windows or a fresh coat of paint.
Leveraging influencers, particularly micro-influencers, who have a more intimate and trusted relationship with their followers, is becoming a key strategy in reaching new audiences online.
Level Up Your Swag Game
Who needs another pen to throw in their clutter drawer? Don’t limit yourself to traditional items. Stand out and break through the noise of boring or useless swag. Think about what your business stands for, what stage of life your customers are in when they work with you, and what might be useful or surprising to receive. First-time homebuyers could find fire extinguishers, tool kits, cutting boards, or welcome mats especially useful. Parents might enjoy yard games, lawn chairs, coolers, or portable seats to watch their kids’ sporting events. If you’re handing out a lot of items in one day, food items are especially enticing!
Brands are increasingly turning to over-the-top (OTT) gifts and mailers. Buy some eye-catching branded boxes, fill them with 1-2 branded (+ unique!) swag items, and then complete the package with a few personalized items you know the recipient will love — candles, chocolates, or gift certificates.
Nail Your Voice
Own your tone — whether witty, educational, or otherwise — and adapt trends to fit your unique voice. Following trends isn’t enough; you need to make them your own to make your brand stand out. Aim for uniqueness by being the first to post or infuse a creative spin. Distinctive trend adaptations help solidify your identity, keep you relevant, and ensure your brand doesn’t fade into the background.
Stay True to Your Brand
Not every trend will be appropriate for your brand — and that’s okay. Know what pop culture moments are a good fit and recognize when it’s time to stay silent. There will always be another trend on
the horizon!
