How micro-trends create real-world marketing moments
Brat summer and Gen Z marketing scripts dominated social media feeds over the summer.
I recently saw a screenshot somebody posted of their email inbox and every single subject line featured a word which has become inescapable this summer: demure. From mattress retailers to estate agents, any marketer worth their salt has been jumping on a niche TikTok trend to sell their products or services.
Micro-trends form an integral part of internet culture. Sounds, catchphrases and memes spread like wildfire on social media before migrating to group chats, direct messages and, eventually, more traditional forms of media.
Marketing teams have always been influenced by the zeitgeist, but the speed with which trends are now repurposed by bigger brands is a product of our blink-and-you’ll-miss-it digital age. Today’s viral tweet is tomorrow’s campaign strapline. And before long, the trend is old news.
The rise of trend-jacking
Trend-jacking can pay off in spades if the thinking and execution is aligned. Look at the success of the Oxfordshire guesthouse which went viral on TikTok thanks to a tongue-in-cheek script peppered with Gen Z slang. With millions of views and likes, it clearly resonated with an audience far broader than the usual demographic reached by the account.
Taking consumers by surprise is another reason why brands align themselves with the hottest viral trends. Upending expectations can be an effective way to reach new supporters and keep existing ones engaged.
Pigeon-holed as a staid or conventional brand? Join in with the fun everyone’s having online! Re-directing an established tone-of-voice is one reason Kamala Harris’ team whole-heartedly embraced the ‘Brat summer’ aesthetic to kick-start their campaign.
Local authorities have also cottoned on to the value of trending memes, audio and templates to communicate dry policies and proposals. Waltham Forest Council’s video about the correct bin to use for food waste, set to the choreography and audio of a Charli XCX song, hit 188k views on TikTok.
Keep it demure. Keep it mindful.
There are compelling reasons why organisations decide to capitalise on viral moments and memes. But there’s also a danger of oversaturation, as well as compromising your tone of voice. This can diminish authenticity. Brands and organisations need to think carefully about their ability to keep up with the lightning pace of digital discussions.
Can this meme or viral moment align with your core company values and communications goals? Can you sustain this type of content, or will it look like an anomaly? Have you got the processes in place to ensure that posts are approved before trends run their course?
Without a degree of strategic planning, micro-trends can be the communications version of fast fashion or fast food. An easy win requiring minimal resources, but with surface-level results that leave you wanting more.
Our team can help you to identify the narrative hooks and authentic stories that speak to the micro – and macro – trends dominating online spaces, without sacrificing your core brand values. Get in touch to learn more.
Photo by Olivier Bergeron on Unsplash
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