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May 20, 2019 Content Chat Recap—Community Conversation: Should Brands Jump on Pop Culture, Meme-Jacking Bandwagons?

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In this #ContentChat community conversation we explore ways and reasons why to break free from these molds. Don’t worry, it’s not as scary as you may think.

Q1: To meme, or not to meme, that is the question! Should brands participate in popular memes? What are the advantages of doing so, versus the pitfalls?

Mirroring our poll results, the community says that it depends on the situation.

It’s important for brands to understand the full context of a meme or event before jumping on the bandwagon, and it needs to make sense for their audience.

It’s not only about whether your audience will “get” it, it’s also about whether or not you alienate a portion of your audience with what you post.

If something doesn’t work for an external audience, it may work for your internal audience.

In either case, your brand identity should also be a guiding factor. If your brand is more conservative or business-focused, memes may not be the way to go.

Always run a legal check before engaging in anything pop culture. If you have experience with this, comment below or pitch Erika to be a guest in a future Content Chat.

When it works, though, the reward could be worth the risk.

Q2: What are some examples of brands doing a good job with hopping onto popular culture trends or memes without sacrificing their brand?

Some of the best cases blend pop culture with proprietary or industry-relevant data, like with Sprinklr’s Game of Thrones content.

Food and beverage brands like Pepsi have successfully integrated pop culture into their brand over time, but be careful to appropriately research any endorsements.

Entertainment brands are in a strong position to leverage pop culture. Depending on the company, meme use or jumping on a bandwagon could double as promotion.

With the proper planning and thought, brands can find the right moment to join in on a popular trend without it feeling forced. The main thing is to know when it’s best to not engage (which we dive into in Q3).

Q3: What are some examples of memes or pop culture events that brands really shouldn’t have gotten involved with? And what is the impact when a brand’s meme-jacking attempt goes wrong?

Many times, it’s not in a company’s best interest to jump on a trend. Again, it needs to align with your audience and brand identity.

Poorly executed activities, especially those that make social statements, can result in extensive backlash.

Proceed with caution if you’re investing in something that is uncertain or unfinished. TV shows, movies and events may all sound great in theory, but the final product may be misaligned with what your brand intended.

Q4: What are your guidelines or decision-making frameworks for deciding if a brand should or should not participate in trendjacking?

Start with your audience: will they understand the reference and respond positively?

Does it align with your brand and the business you conduct?

What do you hope to accomplish by jumping on this trend?

These questions need to be answered fast, and a diverse team can identify any issues faster than a homogeneous team.

Q5: Let’s open the floor for other questions or thoughts on this topic.

Can a more “serious” brand use memes successfully? Yes, but it has to be relevant for the audience. This will depend on the timing, type of content and channel.

Why do so many trendjacking attempts fail? Many brands try to be relevant by posting about a popular topic, instead of engaging with their audience on the topic.

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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