Coming from a pop culture feen, I love scrolling across my social media and seeing brands stay on-trend with pop-culture references! It always grabs my attention more than typical promotional content, whether it’s a funny GIF or sharing an article about an exciting pop-culture topic. According to MarketScale, 28% of the world’s most successful companies like Coca-Cola, Burger King, and Nike have featured pop culture references somewhere in their marketing campaigns. And they do this for one purpose; to stay relevant and relatable.
Like any marketing campaign, you craft it to reflect the target audience you aim to reach, which means that you may add features that are only relatable to that demographic. You can do this same thing, but with pop culture references. Join the public conversation and share points of view on trending topics like music, sports, movies, TV, celebrity news, cultural moments, viral trends, etc.
Social Media & Pop Culture: The Benefits
- Gain content traffic and visibility: In a world full of pop culture fans, you have the power to engage and attract more traffic to your social media pages and website. Choose which topics would resonate with your target audience, build a campaign, and tie it to your brand.
- Your brand will feel more approachable and friendly: Companies who use more of a ‘salesy’ promotional social media approach tend to be viewed as ‘only wanting to make a quick buck.’ If you show that you care about important pop culture topics, your brand’s personality will shine through!
- Create connections and relatable content: You’ll be able to establish that you have something in common with your target audience. That can translate into building relationships and brand loyalty.
- Gain insight about your audience: If your social media has hundreds of followers, it’s hard to know anything about them; their lifestyles, what movies and music their interested in, etc. When you begin posting pop culture content, you’ll soon be able to figure out how many of your followers enjoy certain things through engagement alone. Additionally, you’ll be able to take note of that data for future content.
How do I work Popular Culture into my established Social Strategy?
It may sound difficult and inconvenient to change your whole strategy to add pop culture references, but it doesn’t need to be as dramatic as it sounds.
Find an occasion
Most companies already create content around holidays like Halloween, Christmas, New Year’s Eve, etc. Why not do this same thing for pop culture occasions? Some examples would include theming your content to match an upcoming award ceremony, a season premiere of a popular TV show, a new TikTok dance, etc. Build a bridge between popular occasions and your brand.
Experiment with Different Content Formats
With many distractions present in our day-to-day lives, it’s important to play around with content formats. Experiment with videos, different audio, styles of imagery, articles, anything to make your audience stop scrolling as they come across your page.
Use GIFs or Memes
Who doesn’t love a good viral meme? Why not make your own? With many dramatic things happening in pop culture, it’s easy to twist it and turn it into a fun meme that relates to your business or industry.
Tap Into Emotions
During the age of social change, your followers will appreciate you addressing topics that may be more on the sensitive side, but it’s imperative to do so. Even if it’s just a simple statement or a full-blown campaign, this will let your audience know that you care and are up to date on current events. However, keep in mind that discussing overly controversial topics can be risky for your brand’s reputation.Creating a social media strategy designed to drive traffic and engagement, give you better insight into who your audience truly is, and give you the ability to build better customer relationships is a strategy worth pursuing. Gear your mindset away from old strategy approaches and learn new ones to grow your brand how you want it!
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