By definition, viral tendencies are fleeting. However hopping on them at simply the fitting time can yield large, long-lasting success in advertising a product, model, or service.
With an estimated 328.77 million terabytes of information created every day, it may be tough for manufacturers to search out distinctive methods to achieve and be remembered by potential clients. However manufacturers have a better likelihood of creating an enduring connection if they will meet clients the place they’re and enchantment to their pursuits.
Fascinated about and connecting with future clients who won’t but concentrate on your model may help enhance the probability that they are going to flip to you when prepared to purchase. That is the place leveraging media tendencies, popular culture, and different world subjects comes into play. By taking a trending matter or occasion and determining the way it turns into related on your model, clients usually tend to bear in mind you the following time they want an answer.
Whereas taking part in each development could appear tempting, model alignment is essential in growing a profitable advertising marketing campaign.
So how can manufacturers leverage tendencies to draw potential clients?
Be inventive together with your content material. Begin by opening your thoughts to the potential methods your model’s options can be part of the dialog and take it to the following degree by leaning into your arsenal of property to discover tendencies with much less restriction than you might need to train with paid or earned media.
Google: Your All the time-on Focus Group
When mapping out a model’s viewers and desires, Google is a worthwhile asset in a marketer’s toolkit. It’s extremely correct in its skill to disclose the present calls for of actual individuals trying to find options at any given time, so Google serves as your always-on focus group.
Efficiently harvesting Google’s subtle search knowledge permits manufacturers to develop higher shopper habits insights, add depth to their buyer profiles, construct a extra partaking buyer journey, and create genuine shopper connections. They’ll strengthen methods and drive significant enterprise outcomes when paired with different shopper analysis and insights.
Understanding shopper search knowledge is a vital step for manufacturers to realize the insights needed to construct relationships with shoppers by gaining their belief, constructing a connection, and establishing authenticity, which is able to assist convert prospects into clients.
Establish Tendencies That Match Your Model
Manufacturers that efficiently determine what content material and subjects goal shoppers are studying about, trying to find, and discussing, can seize extra consideration in real-time. Nonetheless, it’s vital to make use of knowledge on this identification, not simply intestine emotions. Entrepreneurs danger permitting their methods to be primarily based on siloed private opinions with out actionable shopper insights. Google Tendencies, for instance, gives manufacturers with an evolving provide of natural search knowledge, revealing an unfiltered panorama of their viewers’s ache factors, pursuits, and curiosities.
This assortment of correct knowledge gives a real-time snapshot of present trending subjects. What would Google Tendencies reveal in a search immediately? Two of the preferred ideas proper now: AI and Barbie.
Whereas manufacturers have managed to efficiently leverage one or the opposite, combining two trending ideas (when it’s related on your model, after all) will create a extra important alternative for manufacturers to achieve bigger, extra numerous audiences.
By producing enjoyable, well timed content material that aligns with shopper pursuits, manufacturers can construct a big library of content material for use throughout a number of channels, together with their web sites, focused earned media alternatives, electronic mail newsletters, social posts, and natural searches to maximise the worth of every asset.
Let’s have a look at an instance.
It’s a Barbie and AI World
Information collected over the previous 5 years reveals the time period “Barbie” peaked in search curiosity the week of Dec. 23, 2018, with simply over 1.9 million searches. This was across the similar time because the announcement of a same-sex Barbie couple and a video of actor Jason Mamoa studying out the “Barbie Lady” lyrics throughout the Aquaman press tour.
Forward of the Barbie movie’s launch in July 2023, Barbie-related Google searches peaked at 5.4 million from March 25 to April 21. Following the discharge of a teaser trailer on April 4, the time period “Barbie” yielded 2.2 million searches that week alone.
Fairly actually portray the world in numerous shades of pink, the advertising rollout behind the Barbie movie has left a mark in almost each business.
Whereas make-up, vogue, and decor align extra intently with the Barbie picture on the floor, trip leases, insurance coverage corporations, and online game console producers have discovered intelligent methods to attach with the movie and its viewers, organically persevering with the movie’s advertising momentum.
Barbie has even made its method into the tech area. Wanting up the phrase ‘Barbie’ in Google generates a flash of starbursts and casts a pink tint over the search outcomes web page. Mixed with AI, one other trending matter, extra manufacturers and shoppers have discovered methods to hitch within the enjoyable.
AI-powered artwork has led to broad adoption of the know-how on social media. The favored Barbie selfie generator overlaid customers’ photos and personalised taglines over the film poster. TikTok customers took it a step additional by bringing a distinct third-party filter to the app that utterly transforms the consumer right into a Barbie character. AI additionally led to new, reasonable iterations of Barbie’s dreamhouse to point out what the dollhouse may seem like in numerous states throughout the U.S. or when designed by well-known architects like Frank Lloyd Wright, Le Corbusier, and Zara Hadid.
Recognizing the recognition of each subjects is step one for manufacturers to hitch a development. The following is determining if it is smart on your model to attach with each points and, in that case, methods to apply AI know-how to the mounting curiosity in Barbie. Through the use of generative AI so as to add Barbie’s contact to selfies and structure, manufacturers had been capable of determine locations the place audiences may simply assimilate into the narrative, connecting them to shoppers whereas additionally constructing model consciousness.
Whereas becoming a member of in tendencies won’t result in direct conversions, manufacturers turn out to be extra memorable and visual by inserting themselves into present pursuits and producing associated content material. This connection invitations shoppers to construct belief together with your model earlier than becoming a member of the customer’s journey.
Strive Out Completely different Tendencies
As soon as your model has recognized related tendencies, brainstorm alternatives for content material creation. Contemplate subjects like record-high temperatures, the FIFA Ladies’s World Cup, and Meta’s launch of Threads. How can your model make the most of the curiosity surrounding these subjects?
First, create owned property associated to this shopper curiosity knowledge. This may embrace a weblog publish discussing defending your merchandise in excessive warmth or producing photos of what it would seem like to host a world cup sport with star gamers in Barbie Land.
Subsequent, share this content material on social media, in advertisements, or electronic mail campaigns to develop your content material as managed property. Invite your followers to offer ideas or insert their very own likenesses for added engagement. Lastly, work with influencers or information organizations to develop further content material. Leveraging influencers and their followers may end up in a viral second that leads shoppers again to your model.
Whereas shoppers analysis manufacturers to search out extra details about merchandise, providers, and different choices they could want now or sooner or later; they place a better emphasis on forming relationships with genuine manufacturers they will belief.
In case your model can turn out to be part of their day by day lives by providing them partaking content material that appeals to their pursuits every day—and reveals that your model is engaged with the most recent tendencies — shoppers shall be extra more likely to construct a connection together with your model and look to you when they’re able to enter the customer’s journey.
Featured Picture Credit score: Anna Shvets; Pexels; Thanks!
