How Trending Topics Can Be Utilized In Your Social Media
Ask anyone to name the current leaders of the major political parties of Canada, or what is the name of the Conflict of Interest and Ethics Commissioner of Canada, very few will answer correctly. Ask those same people what metal Captain America’s shield is made of or list the Houses fighting for control of Westeros in “Game Of Thrones”, however, and nearly everyone will know the answer.
Comics and TV shows are examples of social media trends that people follow passionately. This could present many opportunities for the savvy marketer, especially when to pair a product or service with what is currently hot online.
Why is it important to follow trending on social media? Word of mouth. Social media trends are powered by personal circles made up of friends, family, co-workers, and those who share a common hobby or interest. Consumers are more likely to trust the feedback about a product from social circles than respond to an advertisement on TV, radio, or a billboard.
It does not take a lot of effort and time to get up and running on social media. Simply install a few app programs which grant immediate access to social media resources such as Facebook, Twitter and Pinterest, and you’re up and running in no time.
From there, marketing strategists can collect the thoughts, complaints, and needs of people, captured in the form of tweets, likes, and shares released throughout social media. The information gathered can then be used to create promotional campaign channels that use the same avenues of communication used by the followers of popular trends.
Following trends also allows you to classify by marketing category, such as geographical region, salary, or age. Having the ability to do this allows a marketing strategist to tailor the campaign using an approach that is sensitive to a segment of the consumer base, thereby producing the best return of interest. For example, it’s no secret that the younger the consumer, the higher the degree of penetration and consumption of social media interaction.
Advertising a product coupled with a particular trend in mind can prove equally effective. For example, creative advertising using themes from trends about a popular movie or television series will attract the attention of those following that trend. Promoting exercise equipment or a fitness membership so you can have a super-heroic physique like Captain America would be one approach.
Having said this, interaction with the followers of a topic that is trending through content contribution, as opposed to promoting a product of a service based on trending data, can also produce results. One example might be a travel agency that offers packages to popular vacation spots and is established on Pinterest contributing scenic images and interesting background information of each location.
Another example might be a comic book dealership contributing information about Pokémon Go on a fan group page on FaceBook: the dealership can describe the history of the franchise dating back from its first appearance in a Gameboy video game, or who designed the character of Pikachu.
In both cases, these businesses are not selling but participating, with their company name linked to their contribution driving the interest of the subject matter that is trending. This brings brand awareness to the followers of the trend without it appearing to be a product or service sales pitch.
Converting online trending into sales requires a different approach from the traditional ad-driven sales-pitch method, but understanding how to follow social media trends is an important tool to engage customers.