New: 📱 What's Working on Social #10

Hey friend,

First, I want to thank you for being with me on the newsletter since October of this year; it’s been a wild ride so far, and an interesting one too. As we close off the year with this issue, I say thank you for being there and have a very merry Christmas too.

You are receiving this on a Friday instead of Thursday; that’s a result of a major logistics issue experienced during the week, so thanks once again for being patient.

I recently joined the vibrant social media marketing community on LinkedIn, and one thing quickly stood out: the industry loves to applaud brands that do social media right.

A big chunk of that applause goes to brands that hop on trends and deliver viral moments, thereby setting the standard for others to follow. This approach, known as reactive marketing, is our focus today.

We live in an age where trends shift by the hour, it only takes a moment for something to go viral. Brands that can respond in real-time—not just quickly, but cleverly—have the edge.

Let’s explore how reactive marketing works, why it matters, and how you can master it.

What Is Reactive Marketing?

Reactive marketing is the strategy of responding to real-time events, news, or trends with relevant—and often humorous—content. It shows your audience that your brand is not just a business but an active participant in the cultural conversation.

You’ll often see this on social media, where trends explode and vanish in a matter of hours, making platforms like Twitter and TikTok prime playgrounds for this tactic.

Why Reactive Marketing Matters

1. Relevance and Relatability: Tying your brand to current events keeps you in the cultural conversation. Your audience sees you as more human than a company.

2. Engagement Magnet: Content aligned with trending topics naturally garners more impressions, likes, and shares compared to traditional campaigns.

3. Brand Personality: Done well, reactive marketing showcases your brand’s fun, clever, or opinionated side, sparking discussions that deepen audience connections.

4. Audience Growth: Viral trends get shared far and wide, introducing your brand to audiences beyond your core demographic.

Examples That Nailed It

Reactive marketing is at its best when it’s timely, clever, and resonates with the audience. Here are some standout examples:

- Oreo’s Super Bowl Blackout (2013):

When the Superdome lost power during the Super Bowl, Oreo seized the moment with their now-iconic tweet: “You can still dunk in the dark.” It was quick, witty, and perfectly timed—a masterclass in reactive marketing.

- KFC’s Chicken Shortage (2018):

When KFC ran out of chicken in the UK, they responded with an ad that rearranged their logo to read “FCK.” It was bold, funny, and turned a crisis into a PR win.

- Ryanair’s TikTok Humor (2024):

Leading up to the U.S. elections, a photo of singer Gary Barlow with his notably tall son Daniel went viral. Social media humorously dubbed them Gary Barlow and Gary Barhigh. Ryanair’s TikTok admin joined the fun by updating their bio to reference Gary Barhigh, a move that earned laughs and commendation from their audience.

When done well, reactive marketing can:

- Boost sales by capturing attention during high-engagement moments.
- Keep your brand relevant and top-of-mind in today’s fast-paced digital landscape.
- Deepen audience connections by sharing in culturally significant moments.

Of course, reactive marketing isn’t without challenges. Here's what to watch out for:

1. Time Sensitivity: Trends have a short shelf life. If your content is late, it risks looking out-of-touch or irrelevant.

2. Tone Missteps: Speed often leaves little time for review, increasing the risk of insensitive or poorly received content.

3. Over-saturation: Jumping on every trend can make your brand feel inauthentic. Be selective about which moments align with your values.

4. Execution Challenges: Without a streamlined process, great ideas can die on the cutting room floor.

How to Nail Reactive Marketing

Here’s a simple framework to help your brand shine in real-time:

1. Stay in the Loop: Use social listening tools to monitor trends, hashtags, and cultural conversations. Also keep a calendar of key events like the Oscars, the World Cup, or major product launches.

2. Keep It Relevant: Ensure your content aligns with your brand’s voice and values. Forced reactions can backfire. Humor works wonders but isn’t universal. Match your tone to the trend and audience expectations.

3. Move Quickly: Timing is everything. A reaction days late is no reaction at all. Streamline your approval process to avoid delays.

Content Ratios for Reactive Marketing Success

To maintain a winning balance, follow this formula:

60% Humor/Relatability: Show your brand’s human side and connect on a personal level.
30% Meta Commentary: Lean into the quirks of the platform or moment to create intrigue.
10% Advocacy: Subtly tie back to your brand’s mission or message.

Talk soon,

Darius ✌🏻