Where Memes Meet Comfort: Harnessing Trends with Sofology

The spectrum of reactivity on social means that content can span from a simple witty retweet to a full influencer partnership or campaign idea, tailored to fit the moment. For clients with a more elevated positioning such as Sofology, our approach to reactive content should feel intentional and refined, not jumping on every trend but opting for the ones with the most potential to resonate with a more discerning audience.

Sofology is a brand that’s renowned for its bold colours and quirky designs, giving us the perfect opportunity to experiment creatively. Since kicking off our reactive content stream in 2024, we've harnessed trending CapCut formats, popular audio tracks and meme-style templates, as well as capturing low-fi, on-the-ground content to respond directly to TikTok trends. Combined, we’ve tallied up over 85% of the total engagements for 2024 within the first half of this year alone.

If You Were To Ask Me About…

We joined this popular slideshow TikTok trend with our take on why a Sofology sofa holds such a special spot in our hearts.

Euro 2024 Product Showcase

In time with the Euro 2024 tournament, we created a series of football commentary-style video assets sharing product USPs in an engaging way.

In Our Sofa Era

Coinciding with Taylor Swift’s Eras Tour coming to the UK, we used a trending format to spotlight different coloured Sofology sofas that fit each album era.?

In February, Sofology's TikTok channel reached its largest MoM growth since launch, racking up the highest number of organic engagements ever seen on one of their posts. This reinforces the importance of finding the sweet spot in reactive content, balancing creativity with brand identity and social strategy.

While Sofology thrives on bold, quirky content that aligns with its TOV and values, this approach certainly isn’t a one-size-fits-all. A brand that’s new to social might decide to join unexpected, unrelated conversations or troll larger brands, whereas an established brand with more strict guidelines might have a much more guarded approach to reactive content.

Maintaining flexibility and tailoring our approach to fit each unique brand voice and audience is the real secret to success with reactive social.

Key Takeaways for Reactive Content

1. Understand Brand Identity: Make sure reactive content matches your brand's personality and values.
2. Pick Trends That Click: Not every trend will be a good fit! Opt for the ones that will really resonate with your audience.
3. Keep It Authentic: Authentic engagement, like meme-style templates and low-fi content, can boost organic growth and engagement.
4. Measure and Adapt: Keep an eye on KPIs and use that info to fine-tune and adapt your reactive social strategy.