Supercharge Engagement: Using Trending Topics in Your Marketing
The power of leveraging "trending" topics in marketing is undeniable. A well-timed pop culture reference or hot topic cleverly woven into your strategy can skyrocket engagement. But how can you incorporate these fleeting trends intentionally and speak directly to your target audience?
Skims: A Masterclass in Trend Integration
Take a page from Skims' playbook – a brand that consistently nails the art of integrating trending topics. Skims, the shapewear brand founded by Kim Kardashian, is a prime example. Their recent campaign featuring Nicola Coughlan, breakout star of Bridgerton's third season, is a perfect case study.
Capitalizing on the Buzz
Bridgerton was a cultural phenomenon, and Skims capitalized on that buzz by partnering with its rising star. They shot the campaign with Nicola before the release of Bridgerton's newest season, perfectly timed for when people would be searching for the rising star. Nicola's repost of the social media post on her own page and even using one of the campaign pictures as her profile picture further amplified the reach.
Strategic Alignment, Not Just Celebrities
Skims didn't just throw a celebrity at their campaign. They strategically chose Nicola, a personality who resonated with their target audience and aligned with the current pop culture landscape. This approach is key. The takeaway: You don't need a billionaire-level budget to incorporate trends. The focus is on Skims' strategic approach. They choose personalities who resonate with their target audience and strategically align with the current pop culture landscape.
Selective Trendspotting: Know Your Audience
Blindly chasing every trend is a recipe for disaster. Skims understands the importance of knowing their target audience. This allows them to identify trends that resonate with their ideal customer. In a previous blog post, we discussed the importance of understanding your target audience and how to identify them. While staying up-to-date with every trend is impossible, knowing your target audience allows you to identify their interests and passions. This creates a focused landscape for you to find trending topics, making the process more efficient.
Finding Trends on a Budget
Staying on top of pop culture can feel overwhelming, but the good news is you don't need a dedicated trend research team. Here are some free and low-cost resources:
Social Media: Follow relevant accounts, hashtags, and influencers on platforms like Twitter and Instagram.
News & Entertainment Sources: Stay updated with trending news stories and pop culture happenings through reliable news outlets and entertainment websites.
Weaving Trends Seamlessly: The Skims Touch
So, you've identified a hot topic that aligns with your brand and target audience. You don't necessarily need A-list celebrities; you can still incorporate these topics into your marketing strategy. Here's how to integrate them authentically:
Create Engaging Content: Craft social media posts, blog articles, or even video content that references the trend in a way that feels natural and relevant to your product or service.
Offer Exclusive Deals: Leverage trending topics to create limited-edition products or special offers that capitalize on the current buzz.
Host Interactive Campaigns: Run contests or giveaways that encourage audience participation and amplify the trend's reach.
Skims exemplifies how to use trending topics effectively. They stay informed, choose their references strategically, and integrate them seamlessly into their marketing strategy. Remember, it's not about blindly chasing trends – it's about leveraging them to create authentic connections with your audience and ultimately drive sales.