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All the agency folks out there seem to believe that moment marketing is some sort of forever marketing. In reality, it’s just the feedback and revision cycle that happens at the moment. Is it the heat of the moment that keeps the fire ablaze for hours?
Moment marketing has become the buzzword that has taken brands by the grip. Tapping into the potential of ongoing events makes your content relatable, engaging, and instantly likable. Fitting into contemporary trends and using them as a connecting thread to reach customers is definitely a smart move. Similarly, if you could tap trending music to convince your mom for clubbing, wouldn’t the world be a happier place?
Moment marketing also gives brands an enormous opportunity to connect and converse with the right audience. Individuals who use social media proactively will quickly relate to what’s written and what’s being conveyed. This increases the chances of your post being shared multiple times.
Today, many brands also pair moment marketing with a UGC creator platform to scale timely content. Since UGC creators understand trends faster and create authentic, relatable posts, it becomes easier for brands to ride ongoing moments without missing the beat.
Though moment marketing is surely in vogue, it must be approached with sophistication and care. Your audience keeps a close watch on everything being posted and won’t think twice before reacting if something clashes with their sentiments. The end result? Backlash and hate comments. What, did that just remind you of a parent-teachers meeting?
Hence, brands need to be very mindful while using moment marketing. Here is how you can make moment marketing a success:
A hawk-eye on the trends
Just like your mom keeps a watch on whom you’re talking to, brands should keep an eye on the ongoing trends. When you understand your audience well, you automatically know what interests them the most. By identifying which trends will attract them, you can set the right content tonality and spark meaningful conversations.
Add your brand’s ideology to conclude the narrative on a given post. Just make sure to use language that is neutral, respectful, and doesn’t unintentionally mock anyone. This helps maintain your brand’s credibility while still staying relevant to the moment.
A bit of laughter won’t harm
Humour. Humour. Humour. Don’t make your content a page of the history book. It needs to be interactive, witty, quirky — all aimed to give your audience a fun-filled experience. Wit and humour are rewarded, making your content grab eyeballs.
For example, Swiggy, Zomato, Amul are the most talked-about brands as they handcraft light-hearted content. You can take this liberty to the utmost with moment marketing.
Remember to take a dig without being offensive. Add your brand ethos and essence to build the connection. This way you will be able to stir the conversation quite well.
For example, when brands such as Zomato exhaust moment marketing, they always keep the food aspect intact. Quite an effective ‘food-for-thought’, is it?
Spot the pop culture
Yeah, how many of you were just tired of listening to Bieber’s Peaches in almost every post? But still watched every post till the end, yes? Infusing a pop tinge will always turn heads!
Hence, it’s NOT FUNNY to not tap into pop culture. You can use timeless classics such as Star Wars or any Marvel movie and connect it with your brand utopia.
Build affinity by infusing pop culture — you can use dialogues, inside jokes, and any scene subtly. Make sure that the creative design and copy are in sync with the pop elements. So, finally, your obsession with Mirzapur came to some use in your career?
No forced fitness, please!
Trying to be ‘Miss Fit’, can make you a ‘misfit’ too! Force fitting a topical element is like sprinkling jam on a pizza. A feckless attempt just to appear cool and trendy won’t fetch you views.
An endeavour to plug in features, USPs, and core messaging of your brand is a great idea. If it syncs well with the topical gist or the moment, then the result will be overwhelming. Just don’t try too hard to connect, it should come naturally.
So, moment marketing gives you a lot of agency to be creative and to unravel possibilities. Yet it’s always good to set a limit. If it’s a sensitive topic such as Paralympics, one needs to be very careful while curating content. Sensitivity and sophistication should definitely rope in here.
Moment marketing is surely fun. It can elevate your brand presence and invite loads of engagement. So live the popularity in the ‘moment’!
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