Trends come and go faster than the squeaky cheese curds we just bought (seriously, how are they already gone?). Reactive marketing is the art of capitalizing on cultural trends in real-time.
Don’t get us wrong, it’s tempting to hop on every trend. They’re cultural moments that feel like everyone is in on them, and brands that live online get serious FOMO if they’re not part of the conversation. The thing is, not every trend is right for every brand.
We don’t want to be Debbie Downers because we love a good trend too. However, it is worth pausing before you jump in. To help, we’ve pulled together some considerations on when reactive marketing is worth the effort and when it is better to sit the trend out.
To trend, or not to trend
Reactive marketing can take many forms, and not every one is a good fit. It might be a content format, or it can center around a cultural moment. This year alone, RushTok dominated TikTok feeds during sorority recruitment, while Jet2 Holidays leaned into a viral meme of its own ad jingle and turned it into a playful campaign.
As a business, you have to ask yourself if a trend truly fits your brand. When it works, the right trend can bring your community closer together and make your content feel timely and relevant. When it doesn’t, it can highlight poor alignment, land you in the echo chamber, and make it harder for your brand to stand out.
When not to hop on the brandwagon
With Taylor Swift making headlines for everything from a new album to her engagement, many brands are flooding feeds with her images to talk about their services. Some of the posts are clever, while others… not so much.
We’ve already mentioned that chasing every moment risks blending into the noise, but there are bigger concerns, too. Using a celebrity’s likeness without permission can land your business in legal hot water. Even if you think it is just a meme, when you are using it to promote products or services, it is considered advertising.
The law is pretty clear: a person’s name, face, or voice can’t be used commercially without their consent. Companies have been sued for much less than a flashy social post, and those lawsuits get expensive quickly. For example, actress Katherine Heigl sued the pharmacy chain Duane Reade after it tweeted a paparazzi photo of her leaving one of their stores, arguing that the brand was using her image for promotion without permission. The safer move is to find creative ways to reference a trend without borrowing a celebrity’s identity.
So, when can I do a trend?
This is where reactive marketing shines. When you can put your own creative spin on a cultural moment, you build relevance without sacrificing your brand identity. Here are two great examples:
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Alyssa and Anna Fine Jewelry
Known as one of the Midwest’s go-to jewelers, Alyssa and Anna joined in on the Taylor Swift engagement buzz by showcasing a ring they had designed that looked similar. It is a simple post, but it works beautifully because it speaks directly to their audience—women searching for inspiration and ideas for their own dream ring. Instead of borrowing Taylor’s image, they leaned into their own product and expertise.
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Appleton Airport
With renovations underway, Appleton Airport tied into the Life of a Showgirl announcement by alluding to the lyric “the old Taylor can’t come to the phone right now” in their caption. Paired with a glittery orange ATW logo, the post felt on-trend, local, and playful while still keeping the focus on their brand.
How to know if a trend is right for you
At the end of the day, not every trend deserves your time and energy. Before you hit publish, run through this quick checklist:
- Does it fit your brand? If it feels forced or off-brand, skip it.
- Will your audience care? Trends only work if they actually resonate with the people you want to reach.
- Are you adding something original? Reposting what everyone else is doing just puts you in the echo chamber.
- Is it legally safe? When in doubt, avoid using celebrity names, photos, or likenesses.
- Does it highlight your strengths? Use the trend as a springboard to showcase your products, services, or personality.
Reactive marketing can be fun, engaging, and even great for business, but it is not a one-size-fits-all strategy. The goal is not to chase every viral moment, but to choose the ones that help your brand stand out in a way that feels true to you.
Looking for the right partner?
If you are looking for a social media team that knows all the trend nuances, you do not have to look far. Our social team has been in the game long enough to know what will actually be impactful for your brand, and we love helping businesses find creative ways to connect with their audiences.
