Every viral moment on social media is fleeting. It can be difficult for brands to discern when or whether jumping on a trend will be worth it. Not just in the sense of whether it will make an impact, but will anyone get it or will they have missed the moment?
If brands leverage these small moments in simple yet intentional ways there is the opportunity to bring themselves into the conversation and humanize the brand.
Recently, there have been a few patterns and formulae that brands have begun to grab onto that have hit the mark.
Uncut Gems
Wheels vs. Doors
Sumo Oranges
Great ideas and executions can come from anywhere, and people are really responding to human, relatable, clever moments from brands. When a potentially viral moment comes along that is so universal like the Wheels versus Doors debate, evaluate it seriously but quickly using a defined engagement framework. If you can get there before the late-night talk-show hosts, give it your all.
Not every moment is big enough to go viral, but as @Khaenotbae would say: “The girls that get it, get it, and the girls that don’t, don’t.”
If your brand is a girl that gets it, go for it. Not all brands need to jump on every trend, but if clients seem open to the ideas, continue to guide them toward these possible viral moments. Users know brand accounts are run by internet geeks just like them, and when brands lean into it, there is a chance to build a stronger online community. It may be time to throw away that old social media playbook (or at least put it back on the shelf) to make room for some small moments.
Ultimately, what made the Uncut Gems trend above so interesting is that it was a perfect execution of the TikTok culture that came from an organic brand moment. If brands keep putting out native content that offers an opportunity for creators to leverage, while trusting that the internet doesn’t need much coaching, more trends can blossom.
You’ll never know if you never try.