When used the right way, brands can jump on viral trends in a way that propels their brand into the spotlight and spark memorable social media conversations.
Early in the month of January 2019, one video on Chinese social media platform Tik Tok, set to Adele’s “Someone Like You,” inspired the viral Haribo challenge.
In the video, one gummy bear seems to belt out the first words to Adele’s “Someone Like You,” chorus. Then, Adele’s mic cuts out and her audience finishes the song as the camera pans over to a crowd of gummy bears.
The challenge is basically that you have a single item or person seem to belt out the first words to Adele’s heart wrenching “Someone Like You.” Then, Adele’s mic cuts out and her audience — however you choose to make it — finishes the song as the camera pans over a crowd.
It is interesting to note that both the original Tik Tok have over 1.2 million likes.
MAX. a Nigerian mobility and logistics company jumped on the trend too. Our version was posted on Twitter, Instagram, and Facebook. In our version, one of our motorcycles seems to belt out the first words to the song’s heart-wrenching chorus. Then, Adele’s mic cuts out and her audience finishes the song as the camera pans over to a crowd of other motorcycles.
Results
Here are the results:
Results from Twitter as at 24/1/19 -2 days after it was first posted
Impressions 10,579
Media views 1,427
Total engagements 782
Results from Instagram as at 24/1/19–2 days after it was first posted
Instagram had 16,124 impressions, 14,337 number of users reached
1400% increase in reach compared to other posts organic reach
750% increase in reach compared to other promoted posts with the same budget.
Something to note is that at times, it is not appropriate to jump on certain trends as it might hurt your brand.
When is it appropriate to jump onto a popular trend or topic, and how can businesses do so successfully :
Be sure that the news or trend makes sense to your brand — You do not want to jump on a trend that is not relevant to your industry
Ask yourself if this is something that your followers will be familiar with.
Make sure that you’re being genuine and authentic — Your brand might not be the only brand jumping on the trend so you want to engage your followers in a way that is authentic to your brand.
Restrain your desire to include an offer- It is not compulsory you tie it to a promotion.
