Trendjacking is a social media marketing tactic that relies on attaching your brand to whichever hashtag is currently hot on the trending list, whether it belongs or not. And it should be avoided at all costs. It’s a cheap tactic that doesn’t feel natural, has the potential to be harmful to your brand, is not sensitive to the realities of the trend, and it hijacks interactions that are meant to be social rather than marketable.
If you insist on being a part of trending topics and hashtags then you’ll find that real-time marketing is a far superior answer. It takes more work because you have to be able to quickly and organically respond to real-time events, but it’s far more valuable because it enhances a topic and adds to the bigger conversation rather than distracting from the issue. A successful example of real-time marketing is when Oreo put out a Twitter ad that read “you can still dunk in the dark” immediately following the power going out during the Super Bowl. This was a clever, playful way to attach itself to the trending event without being a blatant marketing tactic. It allowed followers of the hashtag to connect with Oreo without them having to directly sell their product.
Real-time marketing does come with some downsides. It takes a lot more work to organically create advertisements on the fly and it can also backfire if your message doesn’t connect with followers of the hashtag. It’s best to steer clear of contentious trending topics like politics and headlines that feature crime, since your brand’s opinion on those topics can come under fire from the opposition.
Read the full article to see the six best-practices for real-time marketing!
Read the full article here: What Brands Need to Know Before Hijacking a Hashtag