Trending triggers are a very powerful way for brands to connect with their audience. There will always be news concerning any brand’s industry, providing a limitless source of content for brands to make use of and get audiences to engage with them.
Jonah Berger, social media expert and scientist, believes that content going viral on social media does not happen by chance or luck; there’s a science behind it. He found out thattriggers make up a large part of a potential buyer’s decision to make that purchase.
And it’s because of this theory called, “Top Of Mind, Tip Of Tongue”.
For example, everyone knows about Bud Light. Or more affectionately, the “Wassup” beer. The ad campaign for that was very simple; it featured a bunch of dudes going “wassuuuupppp”.
And that was it.
The reason it got so famous was simply because of how easy it came to the top of consumers’ minds. When consumers went to buy beer, they usually buy what they can remember, or whatever has a strong sense of memory recall in their minds. And in today’s fast-paced, highly reactive information world, trending topics get shared so much it would be foolish for brands NOT to want to ride that bandwagon.
So that said, what kind of trending triggers can your startup use to connect to your audience? There are three main types of content you can use: Topical News, Industry News, and Festive Greetings.
Any trending triggers you use should be highly relevant to current news, as well as your startup’s values, and should ideally be used within three days of the news content breaking. One brand that makes very good use of this is Snickers, who have taken every chance they can get to leverage the World Cup events, like the Tim Howard record 16 saves in one match: