Brands can excel at hopping on trendwaves:

Remember when Brat Summer ruled the roost and all we could see was lime-green everywhere? Well, Demure Fall has taken over now, but is it essential for every pop culture phenomenon to be marketed? Let's dive into the realm of trend and meme success, pulling inspiration from the experts who've mastered the art of going viral (and those who might need a little more practice).

Be on Time, or Miss the Boat!

Timing is the name of the game when it comes to TikTok trends - show up too late, and you'll be left talking about yesterday's news. To hitch a ride on the trendwagon, you need a sharp eye for emerging cultural moments and a swift response.

Get agile and audacious like Field Roast, who seized the #BratSummer trend with a tongue-in-cheek social and OOH activation. Their Brat-green, Brat-wurst billboard debuted over Pride weekend, seamlessly integrating the product into the cultural conversation. As Jamie Marcovitch of No Fixed Address put it, 'Big cultural moments don't happen every day. When you see an opportunity where your brand can play a role, act on it.'

On the other hand, Heinz found itself sporting a red face last year for its premature introduction of the 'Barbie-cue' concept. Sharing their Barbie grill idea ten days after the movie hit theaters and surrounded by a wave of brand collabs was a PR faux pas. To dodge such missteps, streamline decision-making and foster cross-functional collaboration among your teams.

Real and Relevant: Be True to Your Roots

Authenticity lies at the heart of successful trendjacking. To achieve genuine cultural relevance, understand who you are, what your brand stands for, and how you communicate it. Identify the trends that amplify and support your brand's narrative.

Take, for instance, Duolingo's ascent to TikTok stardom. Zaria Parvez transformed the language app into a beloved TikTok persona, growing the brand's following from 50K to 5M in a year, all thanks to immersing in platform culture and forging a strong online identity. When your brand participates in trends, every interaction feels genuine and unique to your brand.

On the flip side, Tampax found itself in hot water when it jumped into meme culture with the tweet, 'You're in their DMs. We're in them.' Critics accused the brand of sexualizing menstruation, sparking a backlash, including the #BoycottTampax trend. Remember, prioritize your brand's core values above short-term trends.

Reading the Room: Understanding the Vibe

Before diving into a meme bandwagon, ask yourself: will your audience understand what you're referencing? Is the overall sentiment positive or negative? Aim for trends that align with your values, messaging, and audience.

Walgreens shines as a brand expertly using current trends to promote their products. You might remember their animated Apple Cider dance or the quadrant chart, illustrating their marketing strategies. We love what Walgreens has going on, but remember, don't prioritize wit over delivering value.

Bumble learned this the hard way with their rebrand, launching with Renaissance-inspired memes that playfully addressed online dating fatigue. However, it all fell apart when the OOH and video ads were hastily removed just days later due to poor reception. As a rule, conduct thorough research and testing to ensure your audience will appreciate your cleverness.

Harness the Power of Influencers

TikTok's lifeblood is creators. Partnering with influencers who resonate with your audience can turbocharge your brand's visibility. Look for opportunities to collaborate, create challenges, and encourage your community to share and engage with your brand.

Remember Ben Affleck's Dunkin Donuts addiction memes from 2020? The brand capitalized on the buzz by teaming up with Affleck for a playful ad. Today, he's a Dunkin Donuts ambassador, starring in ads that are just as lovable. By converting meme momentum into creative partnerships, you can accelerate brand growth.

However, collaborating with creators comes with its risks. Remember the Digital Guillotine movement from this year's Met Gala, demonstrating the influence wielded by loyal TikTok communities. To avoid a minor issue turning into a PR crisis, always treat these creative partners with respect.

Managing Risks and Maximizing Opportunities

The joy of digital culture lies in its unpredictability. Emphasize brand safety to navigate risks and maximize returns from virality and trend engagement. Unfortunately, you can't control the content your ads will appear alongside, but stay vigilant and consider the long-term impact of viral moments that could harm your reputation.

Wendy's has established a niche for its meme-heavy, confrontational social media presence. By keeping a close eye on interactions, Wendy's stays one step ahead to avoid any brand mishaps. To take it a step further, use AI-monitoring tools to watch for disinformation and negative sentiment in real-time. This will enable proactive responses, potentially even witty ones.

Tread carefully on the edge of controversy like Ryanair and Liquid Death. By maintaining a strategic, irreverent tone, they toe the line between clever and risky. But for the average brand, approaching pop culture trends like 'Hawk Tuah' or attempting to be provocative can backfire spectacularly. Proceed with caution, and remember the cost of virality isn't always worth it.

It's All About Fun, Not Overthinking

Maybe it's time to stop taking ourselves too seriously in the 'Brat to Demure pipeline' discussion. Ultimately, meme culture is a carefree, communal celebration, born and discarded in the blink of an eye. Instead of overanalyzing every digital blip or co-opting the moment, focus on sharing your brand's story, forging genuine connections, and using trends to connect with your audience and reinforce your value proposition. Let's leave the deep thoughts for the philosophers and give the people what they want: pure, unadulterated fun.

Featured image: Field Roast / Instagram

Enrichment Data

To maximize engagement on social media, choose the platforms that best resonate with your brand and target audience[1].
Video content is crucial for engaging audiences on social media. Brands should employ various formats like short-form videos, live streaming, and long-form content[2].
Influencer partnerships can amplify brand visibility on social media[3].
By collaborating with brand ambassadors, brands can reinforce their desired image and resonate with their target audience[3].
Encouraging User-Generated Content (UGC) and interactive elements like polls, Q&A sessions, and challenges can help build a sense of community on social media[5].
Leveraging storytelling in social media posts can help strengthen brand identity and connect with audiences on a deeper level[3].

[1] Hootsuite. (2022). The Social Media Strategy Toolkit for Brands. [2] Buffer. (2022). The Definitive Guide to Video Marketing. [3] Sprout Social. (2022). The Ultimate Guide to Influencer Marketing. [4] Canva. (2021). Social Media Trends for 2022. [5] Hootsuite. (2022). Choosing the Perfect Visual Content for Your Brand.

In crafting a successful marketing campaign in the social media era, it's crucial to understand which platforms resonate best with your brand and target audience, operating on platforms like TikTok, Instagram, Twitter, and Facebook.
Video content is essential for capturing audience attention on social media, utilizing various formats such as short-form videos, live streaming, and long-form content, helping your brand stand out from the crowd.
Collaborating with influencers who resonate with your audience can help amplify your brand's visibility and reach, forming engaging partnerships and launching challenges that excite your community.
By collaborating with brand ambassadors that embody your brand's image and values, you can create a strong, lasting connection with your target audience, driving brand growth and recognition.
User-Generated Content (UGC) and interactive elements like polls, Q&A sessions, and challenges foster a sense of community on social media, forging connections between your brand and your audience on a deeper level.
Leveraging storytelling in your social media posts can help fortify your brand identity, captivating your audience and connecting with them on a more meaningful level while strengthening your brand's value proposition.
As the pop culture landscape evolves at a rapid pace, using fashion, culture, news, entertainment, lifestyle, and fashion-and-beauty trends in marketing strategies can offer opportunities to create unforgettable, viral moments that resonate with your audience and elevate your brand's visibility.
On the other hand, prematurely capitalizing on pop culture trends or attempting to be provocative can backfire, causing harm to your brand's reputation and overall success. Stay vigilant and strategic when jumping on cultural trends and the ever-changing tempo of social media.
To minimize risks and maximize opportunities, prioritize brand safety by monitoring your advertising placements closely and keeping a pulse on long-term effects of viral moments on your brand's image.
Ultimately, embracing pop culture trends with an authentic and playful approach can help forge genuine connections with your audience, leaving the profound, philosophical discussions for others while offering the people pure, unadulterated fun.