Brands and creators alike are always asking us how they can increase engagement and drive conversation on social media platforms. The answer is simpler than you think: activate around cultural moments and join in on the conversations that are organically taking over social media.
What Is A “Cultural Moment”?
When we say “cultural moment” we mean any event or trending topic that is dominating the cultural conversation. Major events are the most popular way for brands and content creators to get in on the action; think The Met Gala, Coachella, The Olympics, The Oscars, or the Super Bowl. These are huge events that are often televised and are of interest to a broad audience. Social media users will be tuning in, looking up hashtags and topics around these events, and contributing their own thoughts and takes. Taylor Swift’s Eras Tour and New York Fashion Week are other examples of trending events.
This can also pertain to trending pop culture; think how Charli XCX’s new album Brat is dominating TikTok trends and even political discourse at the moment, or how Bridgerton takes over the online conversation whenever a new season drops. Essentially, if it’s a trending piece of pop culture, we consider it a cultural moment.
Why Activate Around Cultural Moments?
Social media is all about building community and amplifying discussion around the globe, and there’s no better way to do that than by participating in trending topics and moments. Activating around a cultural moment allows you to share your perspective and get in on the trend. Whether you are an individual creator or managing a brand page, this allows you to share your own perspective on a trending topic, further establishing your unique voice and point of view while also driving conversation within your community.
Tapping into trending topics is also a great way to drive high reach and engagement with your posts. Referencing the song of the summer in your TikTok is an easy hack to reach more viewers, and it also showcases that you (or your brand) is in the know in regards to what is popular on the internet.
How Can I Activate Around Cultural Moments?
“Activating” can take many forms. It could be as simple as utilizing a trending song on your TikToks and Reels, or as detailed as hosting a branded activation during a major event. Think of how you or your brand can relate your product or service back to the cultural moment in question. Not every trend will make sense for your brand, of course, so know when it’s okay to skip out on a trend, too. For example, a family-friendly activewear brand may not find Charli XCX’s music appropriate for its all-ages audience, but could share their favorite red, white, and blue outfits to celebrate the 2024 Summer Olympics.
For brands or paid partnership posts, it is important to remember that some of these events or pop culture moments might have copyrights around them that prevent brands and creators from utilizing official trademarks, logos, sounds, and so on. That might require your social media team to get creative and reference popular topics in oblique ways. Nevertheless, those who know will know.
We love when brands and creators tap into trending topics and encourage you to get in on the action! One cultural moment The Digital Dept. is looking forward to is New York Fashion Week this September, where our BRANDEdit Showrooms will be going on the road for the first time ever and hosting an influencer showroom in the midst of all the fashion week fun. If you are a brand looking to get involved, reach out to us here!
