How Brands Should Take a Careful Approach towards Moment Marketing
Tags: Brands, Content Marketing, Moment Marketing, Marketing

How Brands Should Take a Careful Approach towards Moment Marketing Saumyabhatia Follow Sep 8 · 4 min read

All the agency folks out there think moment marketing seems like forever marketing. It’s just the feedback and revision cycle that happens at the ‘moment’. Is it the heat of the ‘moment’ that keeps the fire ablaze for hours?

Moment marketing is the buzzword that has taken the brands by the grip. Tapping the potential of ongoing events does make your content relatable, engaging, and likable. Fitting in contemporary trends and making it a connecting thread to reach customers is a great idea. Similarly, if you could tap trending music to convince your mom for clubbing, wouldn’t the world be a happier place, eh?

Moment marketing gives an enormous opportunity to connect and converse with the right audience. Individuals who use social media proactively would readily relate to what has been written and what is being conveyed. This will also increase the chances of your post being shared multiple times.

Though moment marketing is surely the vogue, yet it needs to be dealt with a lot of sophistication and care. Your audience keeps a watch on whatever is being posted and does not give a flying whisker if there’s anything that doesn’t go well with their sentiments. The end result is backlash and hate comments. What, were you just reminded of the parent-teachers meeting?

Hence, brands need to be very mindful of using moment marketing. Here is how you can make moment marketing a success:

A hawk-eye on the trends

Just like your mom keeps a watch on whom you are talking to, brands should keep an eye on the ongoing trends. When you know your audience well, you know what interests them the most. By identifying what trends will allure them, you can set your content tonality and induce conversations.

Add your brand’s ideology to end the conversation on a given post. Just be careful to employ language that is neutral and doesn’t explicitly mock someone.

A bit of laughter won’t harm

Humour. Humour. Humour. Don’t make your content a page of the history book. It needs to be interactive, witty, quirky — all aimed to give your audience a fun-filled experience. Wit and humour are rewarded, making your content grab eyeballs.

For example, Swiggy, Zomato, Amul are the most talked-about brands as they handcraft light-hearted content. You can take this liberty to the utmost with moment marketing.

Remember to take a dig without being offensive. Add your brand ethos and essence to build the connection. This way you will be able to stir the conversation quite well.

For example, when brands such as Zomato exhaust moment marketing, they always keep the food aspect intact. Quite an effective ‘food-for-thought’, is it?

Spot the pop culture

Yeah, how many of you were just tired of listening to Bieber’s Peaches in almost every post? But still watched every post till the end, yes? Infusing a pop tinge will always turn heads!

Hence, it’s NOT FUNNY to not tap into pop culture. You can use timeless classics such as Star Wars or any Marvel movie and connect it with your brand utopia.

Build affinity by infusing pop culture — you can use dialogues, inside jokes, and any scene subtly. Make sure that the creative design and copy are in sync with the pop elements. So, finally, your obsession with Mirzapur came to some use in your career?

No forced fitness, please!

Trying to be ‘Miss Fit’, can make you a ‘misfit’ too! Force fitting a topical element is like sprinkling jam on a pizza. A feckless attempt just to appear cool and trendy won’t fetch you views.

An endeavour to plug in features, USPs, and core messaging of your brand is a great idea. If it syncs well with the topical gist or the moment, then the result will be overwhelming. Just don’t try too hard to connect, it should come naturally.

So, moment marketing gives you a lot of agency to be creative and to unravel possibilities. Yet it’s always good to set a limit. If it’s a sensitive topic such as Paralympics, one needs to be very careful while curating content. Sensitivity and sophistication should definitely rope in here.

Moment marketing is surely fun. It can elevate your brand presence and invite loads of engagement. So live the popularity in the ‘moment’!