Tanki Kotelo
In a vast world of social media, new phrases and internet slang relentlessly emerge, forcing brands to feel the need to instantly hop on the bandwagon in an attempt for relevance and relatability. However, sometimes these well-intentioned attempts focused on appealing to a perceived trend and audiences can fall flat and backfire. In an attempt to get on the gravy train of a viral moment, most campaigns often come off as in-genuine and lacking in edge as intended, failing miserably to connect with target audiences. Therefore, it is imperative for brands to navigate this very slippery slope of social media and understand fully the implications of what trends and slang mean, lest they deviate from their brand identity.
The case of ‘demure’: What began as a series of TikTok videos by Jools Lebron has led to date, according to Vogue Business, to a record accumulation of over 90,000 posts using the #demure hashtag on the platform as well as on Instagram, Facebook, X, and many others. Since then, many brands and retailers of all kinds have jumped on the trend with their own further funny and innovative interpretations of the catchphrase. While this particular phrase was generally well received by audiences and users of many brands and cited for its positive implications, its adaptability, and its encouraging of cute, modest, and more ‘demure’ carrying of oneself, many of similar tastes usually miss the mark.
So why exactly are research and social listening important as brands delve into viral marketing? Much contrary to what is perceived by many, there is science and art behind communication, along with a set of principles that guide the profession. One of these is ensuring that as a brand you probe your audience—who they follow, what they value, how, when, and where they spend their time, etc.
Understanding this will therefore not only remind brands of their essence but will also guide the creative process of the social media campaign and the schedule for when the content is posted based on when the audience is most likely to be exposed to it and engage, along with the platforms they are likely to use, and even perhaps if this content will require a paid or unpaid-for strategy.
An example of how some brands have dismally failed at viral internet slang includes when Pepsi tried to jump on the Black Lives Matter movement with an ill-advised ad featuring Kendall Jenner. The ad was widely criticised for appropriating the struggle of Black activists for-profit and trivialising serious social issues. Pepsi eventually pulled the ad and issued an apology, but not before the damage had been done. This serves as a stark reminder that brands should never co-opt social movements for commercial gain.
Brands need to realise that viral moments are fleeting and cannot be relied upon as long-term strategies for visibility goals, especially because social media users are savvy, vocal, and non-impassive receptors of content. Well, ahead of curating any viral content piece, brands need to ask themselves the following questions: Does this viral internet slang or marketing trend align with our brand values? Does it authentically demonstrate the brand’s values and personality? And, who is this trend targeted to, and how will it appeal to them? Might using unusual slang or engaging in a particular trend resonate with them, or will it just seem inaccessible? If these questions cannot be answered, it is clear as day that it is usually unwise to hop on the trend as it may come across as inauthentic or forced.
In a nutshell, while jumping on a viral trend can seem like a quick way to get attention, it is important to think about the potential long-term effects on the brand’s reputation and image. Will the association with a certain trend still make sense a year or two down the line? If not, why even bother?
Bloom Communications is a Lesotho-based consultancy, specialising in best-in-class media-driven communications, professional writing, public relations, social media management, and marketing for individuals, corporates, and micro, small, and medium-sized brands. For feedback contact: info@bloomcommunications.co.ls
