The Speed of Culture: Is Branded Content the Key to Social Media Relevance?
The land of social media. In some aspects it is a completely lawless city, filled with its own unique set of rules that only a select few know how to use to their advantage.
When we were first introduced to this online playground, brands often raced to ‘get viral’ and while some succeeded, many didn’t. So as an industry, we moved, we learned, and we adapted.
When is it the right time to jump on a trend? And does that trend even align with the brand's message? How do we stay relevant? What cultural moments are going to last long enough to be used to our advantage? Where does advertising fit in on the internet? These are some of the questions traditionally asked by brands looking to maintain status and engage with their audiences more closely on social platforms.
To create advertising is one thing, but to create entertaining ‘branded content’ is another - and finding a balance between the two is crucial to the success of a modern brand. It’s a fine line between traditional advertising and branded content, but when integrated correctly, the benefits are astonishing.
We are social’s Ben Clare, P2’s David Flanagan and Today The Brave’s Alistair Pratten gave LBB an insight into how to know an audience and use cultural moments to a brand’s advantage on social media.
Ben Clare, executive creative director - We are Social
Leveraging trends and cultural moments in branded content can be a bit of a tightrope walk. On one hand it can be a shortcut to success — or at least a way to help your brand stay culturally relevant. On the other hand, it’s fraught with challenges. Cultural moments unfold lightning-fast, and typically have a lifespan of 14 days before the next thing comes along.
To see a fleeting trend played back in a piece of branded content after it’s been through a gauntlet of agency and marketing departments — weeks or months after the fact — can diminish its impact or, in some cases, undermine the brand.
To be successful, I think your execution has to really resonate with the brand's ethos, and stand the test of attention. But even if you manage to master this, consumers will likely be aware of what you’re doing. And (ironically), nothing drives an audience away more than when a brand tries too hard to appeal to them.
I am all for tapping into trends when the timing is right; social is the perfect playground to test new and bold ideas. But I do think the bigger ambition for brands should always be to start trends, not follow them."
David Flanagan, director of content and strategy - P2 Content Studio
The challenge is to remain relevant to your audience, while being true to the value of the brand. Yes, sometimes that means adopting a new trend popular on social media. Other times not. It’s all a case of applying good judgement so long as you’re playing the long game of brand building equity and meaning, along with short term tactical plays. If all done correctly, brands generally remain buoyant.
Alistair Pratten, director of operations - Today The Brave
In our industry, finding the perfect balance between traditional advertising methods and embracing new trends on social media is crucial. From a production perspective, staying ahead of evolving trends and technologies is essential.
Whether it’s leveraging the influence of social media, adopting state-of-the-art equipment, or assembling a versatile team, staying current is imperative.
That said, it’s equally vital to recognise the enduring effectiveness of traditional production and advertising techniques. These tried-and-tested methods have proven their value over time—they deliver results. By combining classic and contemporary approaches, brands can create a comprehensive and dynamic strategy. In this ever-changing landscape, striking the right balance ensures that a brand remains not only relevant but also impactful.
