I bet you’ve noticed how certain things, such as Taylor Swift’s surprise album drops, the Black Friday shopping craze, and even wild stories about aliens, can massively hijack your social media. Events like these completely change how users behave on social media platforms – and not just organically.
Imagine this: you’re an advertiser gearing up for a major product launch. Suddenly, a global event takes center stage, dominating conversations across platforms. What’s your move? How do you align your social ad campaign with this buzz without seeming opportunistic?
This is the kind of strategic dance that navigating trending topics and seasonality requires. So buckle up as we take a deep dive into the synergy between seasonality and trending topics and how they come together to mold the way your ads shine (or struggle!) on the digital stage.
The concept of seasonality is more than just a matter of dates on the calendar. It’s about understanding the shifts in consumer behavior and adapting your messaging accordingly. During holiday seasons, people are in a different mindset – they’re looking for gifts, planning gatherings, and generally feeling festive. Crafting ad campaigns that resonate with these emotional nuances can yield remarkable results.
It’s especially important when considering a competitor analysis – if you’re not shifting your strategy, your competitor likely is, and there is a chance you can lose out on valuable performance. We have outlined a series of holidays and important events during the year in which competition is likely to kick up below:
- Labor Day: Capture the essence of relaxation and downtime, offering promotions that resonate with those looking to make the most of their long end-of-summer weekend.
- Thanksgiving/Black Friday/Cyber Monday: Dive into the frenzy of deals, giving thanks to your customers with exclusive offers that fuel the excitement of holiday shopping.
- Christmas: Embrace the magic of the season with heartwarming social ad campaigns that reflect the joy of giving, turning your products or services into thoughtful gifts.
- New Years: Encourage new beginnings and resolutions, positioning your brand as a partner in helping customers achieve their aspirations for the coming year.
- Back to School: Support students, parents, and educators by showcasing products that facilitate a smooth transition into the school year, whether it’s stylish supplies or helpful resources.
On the flip side, trending topics can wield a double-edged sword that can affect your ad campaigns in unexpected ways. Imagine a scenario where a major news event captures the public’s attention and dominates conversations across social media.
In such moments, people might find their focus diverted from regular activities, like shopping, to engage with these pressing real-world matters. This shift in priorities can lead to a decreased emphasis on consumerism and a reduced appetite for the usual shopping spree.
As an advertiser, it’s vital to recognize when your usual messaging might not align with the prevailing sentiment driven by trending topics. Swiftly pivoting your advertising strategy to acknowledge the situation can demonstrate your brand’s awareness and empathy.
However, this adjustment needs to be approached thoughtfully. Haphazardly jumping on a trending hashtag without a well-considered plan can do more harm than good, potentially alienating your audience.
Here are some notes of wisdom to guide you on this journey:
- Stay Informed: Keep a finger on the pulse of current topics and trends that matter to your audience. Tools like real-time social listening can be your best friends here.
- Context is King: Ensure that your ad campaign aligns organically with the event or season, enhancing the user experience rather than interrupting it.
- Audience-Centric Approach: Your audience’s preferences should always be the compass guiding your social ad campaigns. Tailor your messaging to resonate with their emotions and interests.
- Plan Ahead, but Be Agile: Anticipate upcoming events, and weave them into your content calendar. But remain agile enough to adapt to unexpected opportunities.
- Measure and Adapt: Keep a watchful eye on how your campaigns are performing during these contextual shifts. Learn from the data, and fine-tune your social advertising strategy accordingly.
As you embark on the path of synchronizing your ad campaigns with trending topics and seasonality, remember that it’s about more than just visibility. It’s about building a connection with your audience by speaking their language and understanding their world. When executed skillfully, this alignment can elevate your brand from being a mere observer to an active participant in the ongoing narrative of the digital realm.
So, embrace the dynamics, accept what you can’t control, and let your social campaigns shine amidst the ever-changing backdrop of the digital landscape.
See our previous blog post for some tips on aligning your social media advertising strategy for the holiday season.