Thriving In The Moment!

Social media marketing or social media optimization, more commonly known as SMM or SMO is one of the most used channels by digital marketers across the globe. No matter which industry the business is in or which category the product and service belong to, the impact of social media marketing, whether it be organic or paid, cannot be underestimated.

In this day and age, more and more people than ever are using social media as evidenced by the ever-increasing number of daily active users, the number of sessions per day, average time per session etc. This is not a surprise considering the increasing reach of the internet due to technologies like 5G and newer ways of using your devices such as augmented reality. Let us take a look at a micro-segment of social media marketing called moment marketing.

As the name suggests, moment marketing is based on the idea of trying to create a connection between the brand and the users based on moments that are wildly popular based on current trends or national/international days/moments of significance. This type of marketing if correctly done can make any brand go viral to millions of people in a matter of hours. Initially, there was a lot of confusion regarding this type of marketing, given that the trending topics may not always be relevant to the brand or the service. However, it has recently been accepted that the goal of this exercise is to not always spread awareness of your product or service but rather to build your brand reputation. It is important to understand that this is not just about legitimacy or authenticity but also about the “cool factor”. These days, it is not only important that the brand is reliable and its products are practical and viable but also that the brand is appealing and is a part of the current cultural zeitgeist. It is important for brands to have their values match with the values of their target audience even if it doesn’t seem relevant to the product/service they are offering.?

One example of this is the recent hype surrounding metaverse platforms. So some brands have made an initial foray into metaverse marketing and have made some huge gains like:

1. Fast-food chain Wendy’s used Metaverse marketing to its advantage as the company used an avatar to advertise their “never before frozen” beef products using the in-game restaurant by having their character destroy all the frozen beef. This led to a 119% increase in mentions for the product across all social media platforms.
2. Last but not least, one of the biggest corporations in the world, Coca-Cola raised $575,000 by auctioning off limited-time-only Metaverse NFTs on an NFT platform called OpenSea. This contained various virtual collectables which can be worn in meta platforms such as Decentraland 3D.

Given the increasing importance of viral moments and decreasing time between such moments, it is fast turning into small windows of golden opportunities for digital marketers and clever brands are capitalizing on them.

If you want to know more about the latest trends emerging in digital marketing, click here ?? WHAT IS MOMENT MARKETING?