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As a bit of an experiment, I tweeted the Marketing Brew version of one of those “How it started, how it’s going” memes yesterday. It got…more engagement than the average Marketing Brew tweet (shameless plug for our Twitter account here). And it turns out it’s not exactly a one-off.
Across the Twitterverse: Porsche, Hyundai, Benefit Cosmetics, Rimmel London, sweetgreen, Chili’s, McDonald’s, 7-Eleven, Bacardi, Johnnie Walker, Audible, and eBay all employed the trend this week.
Why it works:
- “We know that cultural relevance plays a massively important part of a consumer’s purchasing decisions; therefore embracing these…moments positively affects the bottom line,” Senior Director of Brand Strategy Ryan Oliver at Twitter Next told Marketing Brew.
- “Properly tapping into these conversations not only facilitates deeper connections with an audience, but it will also have long-term benefits for the brand.”
Bottom line: A brand’s cultural involvement accounts for 25% of a consumer’s purchasing decision, according to a 2019 U.S. Twitter study. So this weekend, consider taking a second to let your audience on Twitter know how it’s going, and perhaps also how it started.