A marketers guide to moment marketing ⏰

FamSays Jul 6, 2021

Yeh social media hai 🤳🏾, yeh humara attention span hai 👌🏽aur yaha pawwrii ho rahi hai? Or maybe not? Let's find out!

Have you heard of the phrase, "I've got an attention span of a goldfish." Well, we've officially got lesser. Humans now have an attention span of just 8 second, that's one second less than the humble goldfish. And this is why most people on the internet today seek trending, bite sized, and witty content. 🐠

If we go by this data, most of you would have opted out of this blog by now. But bear with me, I will try to keep it interesting!

What is moment marketing? 🤔

Let's get the textbook definition out of the way. Moment Marketing is when brands take advantage of ongoing events by creating marketing communications around these events. It's literally hopping on a bandwagon.

Moment Marketing became extremely popular especially with the onset of meme culture in advertising. People love memes, and pop-culture, and brands love their people, so it's only but natural that brands decided to speak to their young audience in their mother tongue - internet🤙

Audiences love tongue-in-cheek, humorous content based on events and topics that they are witnessing first hand. It's almost like the brand is reacting to an event with their audience, almost like an inside joke. Btw, if you don't know FamPay, inside joke incoming -  😜

Teens ❤️ Moment Marketing - It's a match!

In the age of social media people are always plugged in with the entire world of information, memes and entertainment just a few taps away. Gen Z as a demographic is very ad averse - they don't like being advertised to directly. A highly intelligent, conscious and aware target audience, they appreciate honest and straightforward brands. You know, brands that celebrate Pride every day, without Rainbow-ing their logo for JUST a month? News Flash - Gen Z knows! 🤷‍♀️

Teens love to have conversations, and be in conversations wherever it's happening. Moment marketing is a way for brands to insert themselves into popular conversations, almost like they are reacting to a moment with their audience - like a friend.🤗Establishing this very connection is what brands cherish, and is the most difficult. This is why brands seize every opportunity to link their product to a moment in form a memes, tweets or creative posts. A marketer writing a blog, she might insert a reference 👇

A marketers guide to moment marketing 🧳

One of the main reasons our attention spans are reducing is the sheer amount of information that's out there in the world. Before we jump into the ocean of moment marketing, we need to keep the good old 5Ws and 1H very clear - who, what, where, when and how. As a marketer we need to be very clear about who we are targeting, what we are selling, where on the internet do our customers interact, when do they come online and consume content and how do they like to consume their content.🎯A clarity in these basics, and you will know which moment bandwagon to hop on.

While as a creative strategist, I'd like to believe there are no rules to Moment Marketing, there are a few pointers one must take care of.

  • It's all about growth 🚅

If it can't be measured, is it even marketing? Just randomly hopping on trends with a meme is not enough. It is important to tie every moment to the product offering to drive growth in terms of sales, conversions, engagement, or shares. A trick in every marketer's books is creating a calendar of all the major events in a year. A lot of these 'moment' marketing posts are pre-planned if they are linked to an already existing series or a festival. One such time of the year happens to be the April Fools Day where brands rack up their brains to come up with the perfect campaign. Here's how we fooled our users 😉

  • Carpe Diem - Seize the day my friend!

Social Media trends die down in less than a day. Marketers have to be on their toes to select the right moment that fits their brand, come up with a marketing communication for it, and go out on the relevant platforms within hours, sometimes minutes. Here's a pretty cool example for you where we integrated our product with the moment and it got us more than 3k likes and some hilarious comments!

  • Humor Me please 🤹‍♂️

Let's just collectively admit, things are pretty grim out there and we need as much positivity, humor and goodness on our feeds. Humorous, witty, tongue-in-cheek content almost never goes wrong and leaves the audience feel good even if it's for a few seconds. All I am trying to say is, I am groot.

  • You can never go wrong with a meme. Almost.😎

Memes have become the ultimate language of the Gen Z. Teens spend 200 minutes online every day and almost all of it is scrolling through and sharing memes, and we are not complaining. Creating memes to make your audience laugh with a hint of your brand mixed in that equation is an ultimate formula to great brand recall and engagement. Here's to another post that got us 3k+ likes! 🥳

  • The Catch-22 of moment marketing

Yes, the internet loves positivity. But brand need to be very careful in what moments they choose to react to. Positivity is sometimes toxic, and as marketers we can't be tone deaf. Remember the good old PESTEL Analysis that marketers study in college? Yep, be aware of what's going on in your country and the world before hopping on a trend and risk a brand's reputation for being insensitive or out of context. And in one of those rare times, your silence will be appreciated. During the 2nd Wave of Covid-19 Pandemic, we saw our entire country struggle. We stopped adding to the noise on social media with our posts and memes, and instead focused on Donations, awareness and volunteering. In all the chaos, this tweet made our day :')

  • Stay true to your heart 💖

Moment Marketing is as complex as it is simple. At the risk of sounding super emo, you gotta listen to your brand's heart. Is a trend worth talking about, or relevant to your brand? - is a question you will need to ask every time you want push something to your audience. Risking your brand values to chase a small moment is never worth it.🙅‍♀️

Moment Marketing - Brands that we Love 3000 😍

Here are a few of our favorite brands that have nailed the moment marketing game and we love it!

Keep up with everything Gen Z and the latest trends by following FamPay on Instagram, Twitter and LinkedIn. You will never be bored, our moment marketing game is pretty strong😉 Found this article interesting and want to share your insights? Drop in an email at priyanka.shiva@fampay.in!

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