Brands on Black Friday – The Most Appropriate Hashtag Hijacking of the Year
Ever since the “Dunk in the Dark” Super Bowl tweet from @Oreo, it has become a certainty that every household brand will try to jump on nearly every major event to try to inject its brand message into the conversation. The result are usually mixed, especially when the relevance of the brand to the event is a stretch, but there couldn’t be a more appropriate event for brand-based social media than the #1 online shopping weekend of the year: Black Friday and Cyber Monday.
Here’s the least shocking news of the year: The brands that did the best are the ones that consistently create great stuff, and posted relevant content around the holiday.
Sweater season. https://t.co/aJHijo1Gp9 pic.twitter.com/2zdpPugvbR
— Nordstrom (@Nordstrom) November 23, 2015
A girl can never be too prepared… #BlackFriday A photo posted by Macy’s (@macys) on
Macy’s and Nordstrom’s both make a habit of creating high quality posts for the people who follow them, and their primary focus is the retail experience. But what about a brand that typically focuses its content on community? How can a brand that doesn’t typically sell its products through its social media channels remain relevant during the flood of conversation and commerce? The answer for lululemon was the same: stick with the content that it has been creating, step the quality game up, and make only a subtle allusion to the occasion:
All of those brands sell retail, so they make perfect sense for the Black Friday, Cyber Monday content-spree. The brands that have it tougher are the ones that don’t directly relate to the days, and for those (just like dish soap during the super bowl), sometimes it’s okay to take a step back from the hashtag and leave the trend to those who do relate to it. So who else got involved? You’ve got the Arby’s team, who never saw a trend that they couldn’t parody
How we do #CyberMonday https://t.co/n1OAiJLHJ2
— Arby’s (@Arbys) November 30, 2015
Bud Light, who takes pretty much anything and throws a beer next to it (which is a surprisingly awesome strategy)
And even Beats By Dre, which posts more about private jets than it does about discounts, found a way to get in on the action with a Snapchat filter featuring people who could wear virtual Beats on their heads as they shopped.
A video posted by Beats By Dre (@beatsbydre) on
So, what does it all mean?
Two things that are so important: First, content for trending topics is great, as long as it makes sense for you and you’re not trying to draw attention when the conversation’s not about you. Arby’s poked fun, and was able to do that because that’s just what they do.
Second (and you’ll see why this is important now, I’m sure) is the value of an awesome feed. The brands that make great stuff can hop in and out of trends, and when they do, it makes sense for them. The ones that just see events as opportunities fall flat like an uninvited guest dropping a bad joke on a confused crowd.
As always, thanks so much for checking in for this week’s Social Update. This Wednesday we’ll have our Account Manager Flynn sharing some productivity experiments and hacks, and in the meantime, give us a follow on Twitter if you want to be kept in the loop with all of this great context (see what I did there?).
See you all next week,