In the past 24 hours, the Internet has been dominated by polarizing opinions on the color of a dress. Dubbed “The Dress That Broke The Internet” and “Dress-Gate”, everyone can’t seem to agree whether or not the dress is blue and black or white and gold. The backstory – the photo was posted to Tumblr by Scotland resident Caitlin McNeill, whose mother wore the dress to a friend’s wedding. Since family members disagreed on the color of the dress based on the photo, Caitlin took to the Internet to help end the debate but instead she ended up sparking an international argument.
As trivial as it may seem, incidences like these are actually a dream come true for brands, at least the ones that are able to use it strategically. Brands from Target to Xbox jumped on the viral nature of the post in order to find a way to use it in relation to a product. Some were clever while others fell short of the mark. The question is – how could you use a social media phenomenon like this to promote your self storage business? The answer isn’t quite that simple.
In order to properly leverage popular culture in the promotion of your self storage facility, proper content planning procedures need to be in place. Keep in mind that it will not always be possible to use every single viral post to your advantage. This is why “social listening” is very important. Unless you always keep on top of what is trending, you may miss certain opportunities where you can create unique content and use it to your advantage. There is no shortcut to doing this. It requires a true passion for the creation of great content.
When designing content for social media that is meant to relate to trending topics, it is of paramount importance to do it in. Otherwise, you miss the mark and the moment is gone. Those who choose to weigh in on the topic of the “the dress” in a couple days or next week, will find themselves putting out old news and the effect will be lost on the intended audience.
Collaboration is also important when designing poignant and relevant social media content. Even though one person may be in charge of your social media strategy, all members of your self storage team should be able to contribute ideas.
Major brands often have content planning sessions where members of the creative team get together and just push out ideas for as many possible scenarios as possible. While this is not feasible for smaller brands, you may try to dedicate even a couple hours to thinking outside the box for your self storage social media content.
Have you used pop culture to promote your brand lately? We’d love to know how you did it. Sound off in the comments below!