Kaitlyn Smith - 10/09/2024
While participating in viral trends can be a very strategic way to humanize your brand and build a connection with a target audience in an authentic way, there are a few things to consider before jumping on a viral trend or meme.
From the bold and honest “brat” persona to the elegant and modest “demure” persona, trends and memes come and go quickly in the ever-changing world of social media. Since this past summer, we’ve seen @joolieannie’s viral “demure” audio rise to over 100K posts on TikTok and the original post receiving almost 5 million likes. When scrolling through the comment section of the original post and the creator’s posts since, you’ll see it is filled with brands trying to include themselves in the conversation.
While participating in viral trends can be a very strategic way to humanize your brand and build a connection with a target audience in a way that feels fresh and authentic, your brand does not need to participate in every trending topic or viral moment.
Yes, that’s right! Take a deep breath.
Here are the three main things your brand should consider before jumping on a viral trend or meme.
Your Audience
The most successful brand-meme participation happens when the brand fully understands their audience to know if they will care about the message that is being put out. A playful meme like “Brat summer” might be perfect for a clothing or makeup brand but not for a healthcare system or pharmaceutical company. So, before jumping on any viral trend, ask yourself the following:
- Does it align with your audience’s sense of humor?
- Will it be relatable to my audience?
- Does it enhance my brand identity?
If you answered no to any of these questions, it might not be the trend for your brand and that is okay!
Timeliness
Viral trends and memes move fast in the ever-changing world of social media. Once you and your team are aware of a viral trend, you’ll need to jump on planning how you’re going to participate in it quickly so that it has the impact you hope it will on your audience. If your team can’t act on a trend within the first day or two, it’s often best to skip it as it might feel like old news or worse, another trend could have already taken its place.
Authenticity
Nothing feels more cringe-worthy than a brand trying too hard to be “cool.” Just like the “Unhinged” Social Media Strategy, not every trend is going to be fit for your brand. If the trend doesn’t feel natural to your brand’s voice or identity, it’s probably best to sit it out. The magic of brand-meme participation is when it enhances the brand identity, so if your brand and audience tend to lean more “demure”, there is no reason to force the “brat” voice just because it’s trending.
To Meme or Not to Meme
At the end of the day, viral trends and memes offer a unique opportunity for a brand to connect with their audience is a humanized, playful way. However, remember that when you choose to jump on the trend, it should never feel forced – what’s more important is authenticity, timeliness and keeping your audience at the forefront of all your content.
We’re Here to Help
3E PR creates, manages and implements social media campaigns and strategies that entertain, educate and engage with our clients’ target audiences, while also helping them achieve their marketing goals. If you or your company are interested in learning more about which social media platforms could help you best reach your audience, contact our team here.