Reactive marketing might sound like a serious term and something only the big brands can pull off, but it’s actually a super accessible strategy for businesses of all sizes.
Simply put, reactive marketing is all about changing your marketing strategy to jump on current trends, events, or popular moments. Instead of sticking rigidly to a pre-set plan, you adapt your strategy to what’s happening right now!
And in a world where every brand is trying their best to get noticed online, staying relevant is absolutely crucial. Reactive marketing helps you do just that by letting you join the conversation and connect with your audience in real-time.
Here’s why it’s worth considering for your brand!
IT KEEPS YOUR BRAND RELEVANT
By tuning into what's happening right now, you show that your brand is engaged and up-to-date. This kind of relevance can make a huge difference, since a staggering 86% of consumers say authenticity is crucial when deciding which brands they support. Reacting to trends or events shows you’re not just another brand pushing products - you’re a brand that’s part of the conversation.
For instance, Ruggable took advantage of the Met Gala to create a thread on X (formerly Twitter), comparing celebrity outfits to their rugs. Who would have thought Jared Leto’s whimsical look would pair so well with their Egret White Shag rug?
This clever tie-in kept Ruggable relevant and engaged their audience with a major event!
IT BOOSTS ENGAGEMENT
When your content resonates with current trends, it’s more likely to be noticed. Research shows that 90% of consumers are more likely to remember an ad if it’s funny! Aligning your posts with popular topics or events increases the chances of your content being shared and discussed.
Waterstones nailed this with their Instagram carousel called “Looks to Books,” where they matched celebrity Oscars outfits with books. We can’t lie, Ariana Grande’s pink dress was a pretty good match with Gillian Anderson’s book.
This kind of creative, fun, on-the-pulse content is bound to stop people in their scroll and encourage engagement.
IT SHOWS OFF YOUR BRAND'S PERSONALITY
Jumping on trends shows that your brand has personality and isn’t afraid to have a little fun. It makes your brand feel more relatable and human! This can be a huge help when 55% of buyers say they’re more likely to buy a product if they love a brand’s genuineness.
For example, Loftie, a smart alarm clock brand, launched an Era’s Tour-inspired bedtime story, where clock owners could listen to a story about meeting Taylor Swift backstage before drifting off to sleep.
This was a great idea that linked their product with a popular event in a way that felt personal and engaging.
IT CAN DRIVE REAL TIME RESULTS
Reactive marketing can lead to immediate boosts in visibility and interaction. If you’re quick to jump on a trending topic or event, you can capture the attention of people who are already engaged with that topic!
So, if there’s a viral trend or a major event that aligns with your brand’s values or products, don’t be shy - get involved!
READY TO GET REACTIVE?
Now that you know the ins and outs of reactive marketing, it’s time to think about how you can incorporate it into your strategy. There’s really not that much to it - just have fun and show some personality!
And if you need a hand with creating engaging, on-trend content, we’re here to help. At 0161 Creative, we know how to blend creativity with current trends to make your brand stand out. Check out our services here or reach out to us here for personalised advice.