Posts tagged "TikTok"

4 Viral Marketing Strategies to Attract Millenials and Gen Z

August 22, 2020 Posted by Influencer Marketing 0 thoughts on “4 Viral Marketing Strategies to Attract Millenials and Gen Z”

What are Millenials and Gen Zs looking out for? 

Viral marketing reaches wide audiences at a low cost and generates active discussion about the brand. Social media is the ideal platform for viral marketing campaigns as it facilitates the sharing of popular content. With the right influencer and a touch of creativity, brands can easily trend on social media and capture the attention of consumers. 

Yet, creating a viral marketing campaign is not that easy. Most viral marketing campaigns are accidental rather than intentional and brands have to be on a constant search to find out what resonates with their audience. With Millenials and Gen Zs forming the largest audience on social media, it is especially important to know what appeals to them.  

Struggling to find the recipe for viral content? Here are some tips on how to create viral content to attract Millenials and Gen Z consumers on social media! 

1. Start a Hashtag Challenge 

Contest and giveaways are one of the most common tactics brands use to increase awareness on Instagram. Hashtag challenges have a tendency to go viral with well-known challenges like the ALS #IceBucketChallenge, Pepsi’s #pepsicanbalance and Guess’s #InMyDenim. Not only can hashtag challenges give your brand a boost quickly, they often leave a lasting impression on consumers too! 

One of the most successful hashtag challenges in 2019 is the #RibenaLightChallenge. Playing a pun on the product’s name, @ribenasg collaborated with Singaporean influencers including @debbwie, @naomineo_, @jazephua, @syarif.ig and @speishi. The goal of the challenge? To take a picture of anything and make it seem like it’s floating. With over 90k total engagement from its campaign, Ribena successfully grabbed consumers’ attention and was able to differentiate its new product from the original.    

 

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Here’s my attempt at the #RibenaLightChallenge, what do you guys think? 😛 Ribena has been my favourite childhood drink since young and the all new Ribena LIGHT now is equally enjoyable, if not even more yummy!! It’s HALF the sugar content but STILL THE SAME GOODNESS! 😍 Now is the chance for you guys to win $200 worth of Grab vouchers! 😛 To participate in the #RibenaLightChallenge, 1. Simply take a picture of anything and make it seem like it is floating. Be as creative as possible! 2. Tag @ribenasg and hashtag #RibenaLightChallenge (remember to set your account to public!) 3. The 5 most creative entries will win $200 worth of Grab vouchers each 💵 Good luck! ✨ #sp

Bài viết do DEBBIE.S (@debbwie) chia sẻ vào


With more and more popular hashtag challenges on Tiktok and Instagram, brands should consider using this wildly successful tactic. And as always, tapping on popular influencers can help you get started by engaging their followers so as to generate awareness of your hashtag challenge. 

2. Get Your Creative Juices Flowing

If you pay close attention, it is hard to miss out this trait among all the viral marketing campaigns on social media —  Creativity. For any campaign to go viral, it is important for your content to stand out from the rest. 

New digital mobile service provider, @gigaexperience, recently launched a #DitchYourGlitch campaign in June with @melissackoh, @sethluicious, @heylookitsdionne, @roxannejy and @xiaxue among many others. Followers saw a “glitchy” and unloadable post on these influencers accounts which led to a ton of confused comments about what was really going on. 

The big question mark left in the air successfully drew a great amount of attention to the #DitchYourGlitch campaign, making it viral instantaneously. Shortly after, influencers revealed @gigaexperience which aims to get rid of glitchy posts by offering the fastest network connection.

 

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Thank you guys for expressing concern on my “glitchy”, unloadable post yesterday. Slow connections can be so frustrating, and I know some of you even tried to restart your wifi! It was a prelude to today’s exciting news: giga has launched their newest, best plan, 40GB at $20 (no contract, price reverts to $30 for 40GB after 12 months), powered by Singapore’s fastest network. With no hidden fees, it’s time to #ditchyourglitch and enjoy the fastest network connection. giga is also the only telco to offer FREE rollover data across all plans, so there will be no wastage of unused data! Join me in the #gigaexperience family and enjoy more data for less! #sp

Bài viết do Melissa Celestine Koh (@melissackoh) chia sẻ vào

But, creating thought-provoking content is not the only way to launch a viral marketing campaign. @pizzahut_sg collaborated with @sgagsg, to come up with a sweet and funny pun for its heart-shaped pizzas on Valentine’s Day. 

Want a “Pizza my Heart”? With an innovative product and a catchy phrase, the post got over 18k likes as consumers reacted to the cheesy pizza puns. Similarly, brands can consider adding humour to their campaigns and throw in a pun or two.

  • Tip: Content that goes viral often triggers an emotional response in people. By appealing to consumers’ emotions, especially the positive ones like laughter and amusement, creating viral content for millennials and Gen Zs is no longer a difficult challenge! 

3. Video Content is The King of Content Marketing

The rise of Tiktok is one of the top content marketing trends to watch out in 2020. According to Adweek, TikTok generated “the most downloads for any app ever in a quarter” in Q1 2020. 

Video content is expected to be the future of influencer marketing, especially as short-form videos continue to gain traction on social media. 

Highly unique and creative content on Tiktok encourages users to be themselves which resonates with millennials and Gen Z’s search for authentic and relatable influencers. Dettol’s TikTok challenge even comes with a unique song that users can dance to. According to AdAge, the wildly successful #handwashchallenge got an impressive 9 billion views in just 4 days!   

@dannyahboyHaha! I’m joining this challenge too ! During this time, remember to wash your hands and love yourself ~Do the #Han#dwashChallenge with me!#ad#

♬ Hand Washing Song – Viruss


To ride on the wave of user-generated content, Instagram recently released Instagram Reels. A new kid on the block, it is targeted to recreate Tiktok’s viral video trend. The new short-form video editing and sharing feature on Instagram allows users to create 15-second entertaining videos. 

  • Tip: With Tiktok banned in India and Tiktok ban in the US, more consumers will be turning to IG Reels in the coming months. Hence, brands should consider familiarizing themselves with IG Reels so as to launch viral video campaigns in these markets.    

 

4. Trendjacking 

Content discovery is an important process of creating effective content by knowing what your audience is interested in. In particular, a viral content marketing strategy needs content that resonates with your audience. 

So, what is trendjacking? Make a quick guess and the straightforward answer would be to hijack a trend. According to MultiView, trendjacking happens when brands and organizations notice something that is gaining a lot of attention online and then interject themselves into it. It is a strategy closely related to real-time marketing which focuses on current relevant trends. 

The #10YearChallenge is a prime example of a trend that took social media by storm in 2019. Brands had happily hopped on the bandwagon to compare how they were like 10 years before versus how they were like in 2019. For @digibankid by DBS in Indonesia, the post helped to demonstrate the technological transformation of the brand. Compared to 10 years ago, customers can now conveniently transfer money via the digibank app instead of a physical machine. The creative post also helped to increase awareness of its electronic banking solutions. 

Beyond being involved in online trends, relating to trends occurring in daily life can make a significant impact as well. With QR codes disguised as SafeEntry checkpoints, Circles.life “wanted to create a fun way to subtly get netizens to scan the code and get updated on its eSIM launch”. To spread awareness of its campaign, Circles.life also partnered with SGAG which resulted in over 30,000 likes on Instagram. 

 

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Classic @circleslifesg, putting QR code for your newest eSIM that resembles SafeEntry – this kind of thing, confirm must be you guys!

Bài viết do SGAG (@sgagsg) chia sẻ vào

Overall, the trick to create a viral marketing campaign is to produce relatable content that audiences will share with their community. And marketers have to realize that’s more than just creating great content. 

To encourage sharing behavior among your audience, it is important for brands to keep their ears to the ground. After all, whatever is happening around us might be the next million-dollar viral marketing idea! 

 

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Top 3 content marketing trends 2020

Top 3 Content Marketing Trends to Watch Out in 2020

February 12, 2020 Posted by In The News 0 thoughts on “Top 3 Content Marketing Trends to Watch Out in 2020”

Content marketing is constantly changing. To increase your brand’s visibility in 2020, you should get ahead of the trend and apply them to your overall marketing strategy. Let’s dive into the top 3 content marketing trends in 2020!

1. SadFishing

In the age of social media, people are open to share their personal stories publicly. While some enjoy sharing their success or happy moments, others prefer showing their sadness or struggles to stand out from the crowd. Sadfishing is the act of posting emotional problems online in hopes that it will gain more engagement or make money from those actions.

Now, how did Sadfishing come about? All of this started back in 2019, when Kendal Jenner shared her personal problem relating to acne online. It then turned out to be a marketing campaign that she was launching. Another example is Justin Bieber, who dedicated a long post to talk about his issues. You can read his post below (If you are up for the challenge!)

Justin Bieber wrote a long post sharing his emotional issue

Justin Bieber wrote a long post sharing his emotional issue

 

Even though Sadfishing can generate huge engagement, at the same time, it can create potential counter-effects. Recently, a Canadian Youtuber “ImJayStation”, in his attempt to get more subscribers, made up the death of his girlfriend and cried on Youtube. After the truth was revealed, he cried (again) to ask for forgiveness. 

It is not wrong sharing your personal problems online, but when you use it to take advantage of other people, it becomes a problem that can backfire.

ImJayStation cried over his girlfriend’s fake death on Youtube

ImJayStation cried over his girlfriend’s fake death on Youtube

 

2. Fast advertising

The ability to quickly respond to new trends or be part of the conversation that the audience is interested in is another way to leverage content marketing. Aviation Gin’s ad is a great example of how a fast advertising launched at the right time could be a striking success!

In November 2019, Peloton’s ad for its exercise bike was asserted by many viewers that it promoted body shaming. 15 days later, Aviation Gin released a new ad, casting the same actress from Peloton video, implying that she can have a good time drinking the Gin and still “look great” without the exercise bike!  

 

 

Another fast-advertising case worth your attention is the content generated by Durex Vietnam! Their marketing content has always received great compliments and engagement from the audience for being really trendy and humorous.   

2019 North Korea–United States Summit in Hanoi, Vietnam

2019 North Korea–United States Summit in Hanoi, Vietnam

 

Vietnam beat Malaysia in World Cup qualification on October 2019

Vietnam beat Malaysia in World Cup qualification on October 2019

 

3. The rise of TikTok

TikTok is a social media app that encourages users to view and create short videos using sets of music or simple video templates. This video-centric app has gained 500 million active users worldwide, ranks 6th place ahead of other platforms such as Pinterest, Twitter and Snapchat.

TikTok provides a platform for brands to create videos promoting their products. Nike’s campaign named Nulla Puo Fermarci (Stop at nothing) succeeded in Using TikTok influencers to tackle gender disparity Italian sports. The campaign went viral among Milanese young women with 100+ views, 540k+ likes and 46k+ videos responding to the challenge! 

Nike - Stop at Nothing

Nike – “Stop at Nothing” Campaign

 

BuzzFeed also began using TikTok in early 2019 after realizing that video content is likely to attract more interaction! Nifty is a widely popular post about baking hacks produced by BuzzFeed.

It is important for content marketers to adapt to changes and filter which one is suitable for their brands. Content marketing can bring about long-term benefits if it is used in the right way and goes along with meaningful message.

Are you planning an influencer marketing campaign? Affable can help you choose the right influencers and give you a custom report of how well your influencer campaign performed. Check out affable.ai for a free trial!

 

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