The Viral Blueprint: Branding in the Age of Social Media
In the recent Forbes article “How Popular Brands Create The Next Big Viral Trend,” we delve into the ingenious strategies brands like Kellogg’s Pop-Tarts employ to not only engage with but to also shape pop culture. The seemingly spontaneous dance videos and picture-perfect influencer events are part of a calculated effort, driven by agencies like GEN, to “curate the culture” on social media platforms.
The Role of Influencers and Social Media
Rachel Maeng Brown, a veteran viral strategist featured in Netflix’s documentary “The New Americans: Gaming A Revolution,” heads an agency that tailors influencer marketing to the needs of brands such as Amazon and Netflix. The agency recognizes the power social media holds over consumer actions. “Creators and athletes create the culture. Their pages are their channels and their followers tune in like regular audiences of a TV series,” states Maeng.
Platforms provide tools like targeted ads and content boosting from creators’ pages to lend authenticity to branded content. Boosted content appears organic, seamlessly blending with the user’s feed, marked only by the “paid partnership” label.
Creating Moments and Experiences
The hiatus from in-person events in 2022 has only amplified the excitement for brand activations and events. These gatherings create a FOMO (fear of missing out) that extends to influencer audiences, who eagerly anticipate their favorite creators showcasing a brand’s latest offerings.
GEN Agency’s large-scale activations generate authentic excitement and consumer engagement, maximizing reach and ensuring post-event content performance. Memorable moments, such as the real Pop-Tart at the College Football Playoffs or the Pop-Tart mascot event, serve as creative catalysts for viral content.
Other brands follow suit with unique product launches, like Cheetos’ collaboration with @cordandthekitchen on TikTok for their Cheetos Duster release, again highlighting the effectiveness of influencer involvement in trend creation.
The Forecast for Brands
For brands aiming to make a mark on social media in 2024, allocating more resources towards marketing and events is key. The aim is to strike a balance between organic engagement and strategically crafted content that resonates with audiences and spurs a viral response.
With the strategies outlined, companies can hope to experience their own share of ‘delightfully edible moments’ that not only capture but also drive the trends that dominate our feeds and conversations.
