Keeping Your Finger on the Pulse of Digital Marketing
In today's digital jungle, staying in the loop with pop culture isn't just about being cool—it's a total game-changer for digital marketers. From riding the wave of trending hashtags to slaying with viral memes, pop culture is a digital goldmine. In this blog post, we're spilling the tea on why staying plugged into what's hot can seriously level up your digital marketing game. So grab your snacks and get ready to dive into why being in the know is the ultimate power move for smashing it in the online marketing scene!
Starting with the basics, what is pop culture?
Well, it’s safe to say it has a hold on just about everyone in some way or another. It’s an integral part of media, used as a tool to spread messages, promote products, and influence opinions far and wide. Pop culture tends to create a sense of belonging and unity among different groups because there is a built-in emotional connection. Think, “Birds of a feather” flocking together!
A harmless example of this type of unity is the water bottle trend. From Camelbak to Stanley, having one of these cups is like a call sign. People putting stickers on their hydroflasks and everyone giving a silent nod of approval, “I see you, I hear you, I’m with you”-esque.
Speaking of “unity”, parasocial relationships are now more relevant than ever. Because of social media, users feel closer to influencers and celebrities than ever before because we’re getting a glimpse into their “private” lives, and feeling as though we really know each other.
This type of “people’s culture” online transcends the typical definition of celebrity news or Hollywood movies. With the rise of social media, pop culture can really be attributed to anything! Fashion trends (scrunchies vs. butterfly clips), Festivals (Coachella, Stagecoach), Trending slang, you name it!
There is such a major opportunity to tap into the zeitgeist here. By piggy backing onto pop culture, you’re not only staying relevant but also warmer and more friendly. Using a trend or a movement that’s already gained speed and heat allows you to fall into the fold of emotion and support that already surrounds that narrative.
Now let’s talk about how you can leverage these trends for your marketing success.
Perhaps the easiest way to hop on the bandwagon here is with memes. For us specifically, videos perform best in this category, but to each their own! You can find meme content just about anywhere, but the key is understanding who your audience is and who they want to see..
For example, if your audience is older, they may not resonate with people like Jake Shane or Olivia Rodrigo. On the other hand, a younger audience might not laugh as hard at Sex and the City memes or Ben Affleck pictures.
Once you feel like you have a good grasp on who your audience will engage with, head over to Pinterest or X, where you can find a plethora of good meme formats. You’ll also benefit from keeping up with celebrity events, page six, TMZ and others of the sort.
Speaking of, here are some big events that you should keep your eye on:
Met Gala May 6
Cannes Film Festival May 14-25
American Country Music Awards May 16
BET Awards June 30
Beyond memes, using popular references and trending slang in your captions can be just as useful as the content itself. I like to think of the 3 C’s: Connect, Convert, and Count. When you relate to your audience you become a peer, someone they trust and would go to for inspiration or advice. After connecting, you’re able to convert a follower by presenting them with the exact offer you need. Then, make it COUNT! Use your sales funnel and marketing tactics to convert your followers into customers!
That being said, however, it is important to note that popular slang has a very short shelf life… so try to use it effectively but sparingly. Consider using engagement tactics here, participating in and listening to conversations within the space, and establishing yourself as a leader or trendsetter. Then, consider tailoring the type of slang or trend to the platform. For example, moving from copy on X, to photos on Instagram, to videos on TikTok, there will be a different tone, some more casual than others.
Now for our last tip, pay attention to hyperfixations, they do not last long! Think back to Barbenheimer and how quickly everyone had jumped on the bandwagon. More recently, how many brands did you see make spoof graphics of Taylor Swift’s Tortured Poets Department? This is an important facet of trend forecasting…understanding who will be liking what, and when!
We hope you found our pop culture deep dive useful, and for more tidbits and tips you can listen to our full podcast on Social Sessions coming soon!
Cheers,
Xo, TJ
