In the last unit we learnt what social media strategy is.
We also learnt how does Educate, Engage and Promote work.
Also we saw how you can create your social media strategy.
And also how brands make use of social media strategy to manage their page.
In this unit, we will learn and understand about a very important social media concept and that is “Moment Marketing”
What is Moment Marketing?
How are brands making use of it?
And what are its advantages?
All of these we are going to learn in this unit.
If I have to define “Moment Marketing” then what will it be?
It can be defined as a Marketing which revolves around ongoing trends.
Any trend in the market, any events or topics that people are talking about, “Moment Marketing” revolves around it.
May it be Ongoing events or conversations of people.
There is a famous proverb: “Make hay while the sun shines”
Have you heard of it?
“Moment Marketing” is something like that.
When people are talking, you simply jump into their conversation. You start sharing your point of view in reference to their existing conversation.
So this entire concept is called “Moment Marketing”.
In India, there are plenty such brands who create content on ‘moment marketing', and by which they are able to generate a lot of benefits, advantages.
Let us understand more about moment marketing, its advantages and how brands make use of it. Also how can you make use of “moment marketing''?
Before understanding “Moment Marketing” with the help of examples, I would like you to understand the advantages of it.
Why should one make use of “Moment marketing”?
What will be the benefit of using it?
The first and the foremost is:
Instant Visibility - if some hashtag is trending on twitter as number one in India, if you make use of those hashtags in your tweets in that case you will receive instant visibility.
Before people are already conversing on that topic and you are creating a content on a trending conversation so it means that as on date that topic has high demand on the social media platform.
So for example, yesterday was the India Vs New Zealand match so you will see many people tweeting on twitter as India vs NZ hashtag.
So in such situation if you also tweet as :
I N D vs N Z
Then your tweet will also be visible on search results
In fact a lot of hashtags are used on instagram and this generates instant visibility to your post and tweets.
If you create content on any trending topic and make use of moment marketing, then you are sure to generate instant visibility and thus the chances of your post going viral increases.
The second important thing is :
It captures the user's attention.
If you immediately produce a post or a reel or a video, the user will be able to relate to it immediately.
There are many Indian brands who produce content on it immediately and people like those contents too. Something that is trending in the market and you as a brand uploaded your content via a post or communication.
Then, this is a cost effective way too :
You don't need to spend anything extra for this.
The benefit of trending hashtag’s visibility will be available to you in the form of additional reach.
You don't need to invest or spend anything, you simply need to participate in the existing conversation.
You simply need to make use of relevant hashtags by which your post or your reels be visible to as many people as possible.
This will help you gain more followers too, may it be to your brand account or personal account. Whatever may be your objective to be on social media, if you are creating conversations on trending content then definitely your overall follower base will get some boost.
Let us understand more about what brands are doing in this with the help of some examples:
You must have heard of “Money Heist”, this is a very famous and popular web series on Netflix.
This is the content when the season 5 of “Money Heist” was to launch on Netflix. Right now we are awaiting the last season of “Money heist”. So this example is of when the first part of 5th season was awaited.
Many such brands were creating content on web series.
PAytm had that time posted a content which was “LA PAISA De Friend”
This entire series name is “LA CASA DE PAPEL”
So Paytm changed this to “LA Paisa De Friend”
And then the reply was “Haan bhai main pakka baad me Paytm kardunga”
So this is an example of “Moment Marketing”
Then on the right we have another example of “ixigo”
This is a popular travel platform.
They have posted:
“Now Boarding - Tokyo Rio Lisbon Denver Bogota Stockholm Helsinki”
All these are the names of the characters of Netflix.
This was also a highly engaging post.
This one is a very interesting example. In fact this post got a lot of popularity and went viral.
Rahul Bose, who is one of the famous film actor, he had tweeted tagging
“JW Marriott Chandigarh”
He had ordered some fruits. And when the fruits were delivered, a bill also got delivered along with the fruits.
And what was the amount mentioned in the bill?
Let us see that in this video. (“Video is being played so there is a pause”)
The 2 bananas costed him Rs. 442
This tweet was posted somewhere in the year 2020 and many people had commented and shared their views on this post.
Not only did the people but also many brands had also created content on this.
Let us see what was the response of various brands on this incident.
Let me play this video and help you view it. (“Video is being played so there is a pause”)
So did you see how aggressive the brands were.
So whenever any content goes viral or any celebrity publishes any post, the brands make no haste in creating a content on it.
This entire mechanism is called as “Moment Marketing”
This gives a boost to your brand.
And if you create content on the ongoing trending conversations, then you are sure to get additional visibility and more followers too.
Do you recall the launch of the iPhone 13?
Many people used to talk and comment stating there aren't much differences between iPhone 12 and iPhone 13.
So if you see on the left, I have shared a post of Zomato:
“iPhone 12 vs iPhone 13”
And below it you can see the indication and how Zomato wants to create a “quirky content”, “a humorous content”
“Ixigo” too had published content when iPhone 13 was launched.
Since this is a global event as soon as Apple launches its new phone, people start talking about it and brands too start talking about it.
So ixigo too had published this as an interactive content, an engaging content.
Then we have 1 more example of “Gandhi Jayanti”.
On the extreme left you can see a post that is very creative and engaging.
This was posted by “Mumbai Police” on their twitter account where you can see the word Gandhi with a lot if “i”
The “i” here denotes the people
“The man who led India to freedom.”
Then was an ad of “Fevicol”
The copy was in Hindi and this is how they had posted their copy as a content on social media platforms.
Then the right most example you could see is of Lenskart.
They have posted the frame of the spectacles on social media. This is also very creative and engaging.
We were talking about series and there was a series that was released on Netflix named “Squid games”
The doll that you can see on the right hand side of the screen, this doll has become very popular. A lot of reels on this were getting posted on Instagram and many people were sharing their views and commenting on this.
No brand can stay back from creating content on this. In such cases of trending topics, brands also create and post content to increase visibility.
So as you can see from the post on the screen, the centre one is Domino's pizza.
You may see the use of the shapes and the icons in this, they are inspired from the Netflix series “Squid Games”
On the left you have one more interesting example:
Hrithik Roshan had published a photo on Twitter.
As you can see he is sitting on the right and towards his left is his mother.
If you see on the wall, where I’m pointing the cursor of my mouse, there is a patch on the wall, a rough patch.
If you click and enlarge this image you can very clearly see the rough patch. Now this was visible to users too.
So many people on seeing this started commenting and asking the reason for not getting it done, repairing it.
And also the brands started responding to Hrithik Roshan like Asian Paints, Berger Paints stating that we have a lot of solutions available for your wall.
They also commented that it will be a great honour to get this done for you.
If you see on the screen, the content posted:
“Guys, making fun of someone’s walls, is not Funny”
This is an example from his own film and is majorly used in creating MEME’s.
You can scroll down and read comments.
Like that of Berger Paints, they have particularly written to him offering solutions.
So in this way, you as a brand can also take part in such ongoing conversations.
This is also an example of “Moment Marketing”
You must have heard of the “Amul” brand.
They are highly aggressive in terms of “Moment Marketing”
They publish a lot of content on current events.
I was talking about “Squid Games” a while ago.
On the left, you can see the example, a content from “Amul” as inspired from “Squid Games”.
“Game of Debt”
If you have watched that series then you will easily be able to relate as in that the games are basically on debt.
In that series, People take loans and then they are made to play games.
So based on that, Amul had published content on “Game of Debt”.
Then when Netflix hosted it, Kerala Tourism too had posted the content on challenge. The published post using that challenge. This was very engaging content.
Lastly I would like to share one more example of Amul, a recent example.
As you might be aware, Delhi witnesses Foggy conditions especially post Diwali.
It was all around in the news about Delhi’s “Atmosphere”
So Amul had posted it as “Atmosfear”
Denoting that due to the atmosphere, people are in fear. Everywhere there is fog and smoke and people all around are in utmost fear.
The same is expressed by Amul in their post. So if you see carefully you can see the foggy, smoky picture with the heading “Atmosfear”
Lastly, if you recall once, Cristiano Ronaldo in a press conference did not seem pleased with a soft drink and hence had lifted the bottle from the front and placed it aside because of which the entire soft drink sentiment went negative.
That time Fevicol had published content which I personally found very creative.
They placed 2 bottles of Fevicol and then they posted this content as you can see on my screen: ‘Naa Bottle Hategi, Naa Valuation Ghategi”
“Kyunki Fevicol ka Jod mazboot hai tutega nahi”
If you follow Fevicol ads then I am sure you must have been watching these ads since our childhood days.
Fevicol publishes so quirky content a lot
I will strongly recommend you all to check out their Facebook page, check out their social media channels, you will come across many such quirky content and information on “Moment Marketing”
That is all for today. If you have any query related to “Moment Marketing”, you may log on to forums.learnvern.com and post your questions there. Our expert team will try to answer your questions as soon as possible.
In the next session we will understand the reason for Facebook’s organic reach going down.
And how can we improve the Facebook’s organic reach
And which are the practices that you should follow to improve FB’s organic reach.
See you soon. Good Bye.
Very good app
The course content and the way of teaching is excellent. Thank you sir.
Engaging,short,easy to understand videos totally satisfied
Your trainer Mr. Nitin Jain is really an excellent teacher. Keep up the good work Mr. Jain.
With love from Pakistan
Easily understanding concepts and teaching level is awesome, and assignment work is very useful.