Holding space for pop culture in your social media marketing
We’ve all done it - spent an extra hour on TikTok when we should have been sleeping, binge-watched a favourite show, quoted a memorable moment from reality TV (yes, Love Island, we’re looking at you), or scrolled through hundreds of versions of a viral meme.
The good news is that if you’re a marketer, these habits may actually serve your content well. Whether we like it or not, pop culture weaves its way into our lives every day. It entertains us, provides a form of escapism, and serves as a talking point with friends, family, and colleagues.
In recent years, brands have increasingly used pop culture in their social media content (see Specsavers, Greggs and - surprisingly - Telebubbies for more), and you can too. Putting that screen time to good use can be easier than you think.
What is Pop Culture?
The definition of pop culture (a shortened form of “popular culture”) varies slightly depending on where you look. Oxford Languages defines it as "Modern popular culture transmitted via the mass media and aimed particularly at younger people," whereas the Cambridge English dictionary refers to the term as "Music, TV, cinema, books, etc. that are popular and enjoyed by ordinary people, rather than experts or very educated people."
Although both encapsulate elements of what is widely thought of as pop culture, a broader definition might be: "Moments in mass media, popularised by the public, creating instances of cultural significance specific to a time period."
Knowing exactly what pop culture is is crucial in getting your marketing right.
How this helps build your brand presence and leeps your marketing fresh:
With the technicalities covered, let’s jump into how embracing pop culture, and more specifically, internet trends, can improve your content. As Forbes suggests, by incorporating specific moments that everyone’s talking about in your regular posting, you’re joining a conversation. This can act as an opportunity to infuse some humour into your feed. This humanises your brand and builds trust, whether it’s your personal brand or that of a business looking to connect with an audience.
As well as brand trust, creating content featuring pop culture references and memes is an effective way to increase organic brand awareness. Posting shareable content from viral moments prompts your audience to engage, ideally sharing your masterpiece with their own networks.
The more you show that you’re in tune with cultural moments, the more likely your audience is to view your brand as relevant, fresh, and part of their world. Moments like Sabrina Carpenter’s Nonsense outros, the Wicked press tour (and the floods of tears that came with it), and the pre-TikTok ban ‘secret reveals’ by influencers are all prime examples of opportunities for marketers to embrace trending topics.
For example, a brand could create employee-generated content by asking colleagues in the office to create their own Nonsense outros relevant to the business. The Wicked press tour could be used to tweet about specific products (e.g. "If only Ari and Cynthia had used our 24-hour setting spray for their Entertainment Tonight interview 👀"). Time-sensitive social media promotions could also be run using the secret reveal trend, like "Since this app’s going away, get your dopamine fix by scrolling on our website instead. Use code IMNOTAPPY for 20% off."
Strong examples of pop culture being used by brands:
If you’re looking for inspiration, some of the biggest brands have nailed the pop culture marketing game:
Ryanair: The budget airline has gained a cult following through their hilarious content, utilising trending audios, popular captions, and media references.
Duolingo: One word to describe Duolingo’s content would be… chaos. BUT, it works. From the brand’s obsession with popstar Dua Lipa to recreating viral memes to include their famous owl mascot, this social media team knows no bounds - and we love it.
RSPB: The bird charity’s unhinged approach to their content has helped the organisation to rack up millions of views. Key examples of this include changing the word ‘girl’ to ‘gull’ when creating videos for Charli XCX’s Girl, so confusing, and creating their own version of Spotify with constant mentions of birds.
Do’s and don’ts of pop culture marketing:
Do: Jump on trends and viral moments quickly. As stressed by Advertising Week, these are often fleeting, and content can turn stale in a matter of days. If you need to pass multiple approval stages to publish, set up a fast-track process for urgent items, as posting a trend too late can make you appear out of touch with your audience. You snooze, you lose!
Do: Tailor the trend to your brand. The best pop culture marketing moments come from brands that hop on trends in their own tone of voice. Ask yourself: "Does this feel like something my brand would say?" If not, alter it until it does.
Don’t: Feel that you need to get involved with every trend. Just because something is popular doesn’t mean it aligns with your brand. Be selective for maximum impact.
Don’t: Compromise on quality - this can do more harm than good. If you’re going to engage with pop culture, do it well.
How to identify pop culture moments:
The best way to stay ahead is to always be on the lookout for cultural moments that could work for your brand. Here’s how:
Use social listening tools: Platforms like Brandwatch and Sprout Social can help track trending topics.
Follow trending audios: TikTok’s trending sounds and Instagram’s Reels audio library are ideal for when you’re trying to come up with content ideas.
Subscribe to newsletters and resources: Stay updated with marketing and pop culture newsletters, online magazines, and blogs that highlight emerging trends. Check out Picsart’s Social Media trends of the week blog and @olivialayne6 on TikTok for her Weekly pop culture recap. Make sure to also take a look at CIM's To trend, or not to trend blog post to know when you should jump on a trending topic.
Be chronically online (my personal favourite option).
Upcoming pop culture opportunities to watch:
To get ahead, take note of when big cultural events are taking place. These include:
The Oscars, Grammys, MTV Music Awards, and other award shows.
The Met Gala (otherwise known as the pop culture event of the year).
Eurovision, which consistently sees clips go viral annually.
Major sporting events like the World Cup and Super Bowl.
Movie releases, such as the new live-action Snow White.
Reality TV finals such as Love Island, The Traitors, or Drag Race.
When done well, embracing pop culture as part of your social media marketing can make your brand more relatable, engaging, and culturally relevant. It has the power to increase brand awareness, improve engagement, and make your content more shareable. Remaining adaptable and leaving space in your content calendar for reactive marketing opportunities will help to ensure that you’re prepared for the next major pop culture moment. Now you have the perfect excuse to doom scroll - it’s just research!
Content Marketing Manager @ Picsart and Communications Consultant for Non-Profits
