The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
Whether it’s participating in the latest challenge, using a trending TikTok sound, or putting your own spin on a viral recipe, we all know social media trends provide a great opportunity to spread brand awareness and grow your brand’s social media following. But they can also be utilized to boost search engine results, driving traffic and sales to your website.
If taking advantage of social media trends in one way or another isn’t a part of your brand’s digital marketing strategy just yet, read on. This article will show why it’s important to jump on board and provide you with a list of actionable steps to ace the game.
Examples of search results influenced by social media trends
If we compile a list of social media trends from the last couple of years and search for their related terms on Google Trends, we can spot a recurring pattern — search results for related terms increasing at the time of their social media trends going viral. Let’s take a look at a few examples.
@melika_zaidi Omg look how many flavours! #littlemoons #LetsGetBackOnTrack #mochi #littlemoonsmochi #foodie #foodreview ♬ Butter – 방탄소년단 (BTS)
Little Moons mochi ice cream has been around for over a decade, but it wasn’t until January 2021 that their popularity truly exploded. All thanks to an organic, mid-lockdown viral trend prompted by a couple of TikTok creators.
It snowballed into thousands of Little Moons-themed TikTok videos of people searching for and trying their products, which ended up generating over 500 million views. Little Moons became the most sought-after ice cream in the UK, with their sales skyrocketing by 2,000%. At the height of the virality, product, brand, related unbranded, as well as retail searches on Google have increased drastically too, as seen below.
The significant drop in searches after the initial spike indicates that the trend has eventually died out, which is a consequence of social media content – viral or not – having a short shelf life. Brands can keep the momentum going by tapping into influencer marketing themselves, starting new trends and reaching new audiences.
Emily Mariko’s salmon rice
Best lunch of the week!
Another great example is Emily Mariko, a food and lifestyle content creator, whose leftover salmon rice “recipe” blew up on TikTok back in October of 2021. She went from 70,000 to 7 million followers within a few weeks, while everyone else’s follow-up salmon rice videos gathered over 800 million views so far. The Google Trends report shows us people were searching for Emily Mariko’s salmon rice on Google as well, which gave plenty of other creators, brands, and media outlets an opportunity to capitalize on it, since she didn’t utilize those searches herself.
With her newly amassed follower base, Emily Mariko continues to create viral trends and influence search results, as can be seen with a recent surge in “Emily Mariko toaster oven” searches below. This really goes to show that the power of influencer/REALfluencer marketing shouldn’t be underestimated.
Tax the rich
While the following case isn’t the most common way to go about it, there’s no denying that Alexandria Ocasio-Cortez posting her “tax the rich” Met Gala dress on Instagram is a very clever example of how a post on social media can not only sell, but help spread awareness about a cause. On September 14, 2021, when the post went live, searches for “tax the rich” jumped to new heights. Of course the media frenzy surrounding the event gave them an extra boost.
How brands can take advantage of existing social media trends to drive traffic to their website
Recreate trending content
One way to interject your brand into culturally relevant moments is to recreate a trending piece of content on your brand’s social media account. By putting your own spin on it, you can get your product or message out there in a very authentic way.
A great place to find trends is through TikTok’s discovery tab, where trending hashtags and audios will give you plenty of ideas for content. Do make sure to include a call to action at the end of your piece of reactive social media content, and paste an appropriate link in your profile’s bio to drive traffic off the platform straight to your website.
Create supporting content off social media
At this stage, most brands are doing the above, but what many brands and creators still aren’t doing is providing supporting content off of social media platforms. As we’ve seen, viral social media trends often transcend their original platform. Google Trends tells us people are searching for trending items on Google in conjunction with those trends taking off. It’s a missed opportunity to ignore the search boosts resulting from viral social media trends or organic influencers’ mentions.
Despite your brand or product not being explicitly featured in the original viral post, there are many ways to put your keyword optimized website content in front of the eyes of this new audience.
Let’s take Emily Mariko’s toaster oven searches to explore the opportunity. If you’re a brand or a retailer selling kitchen appliances, you can create a shoppable landing page featuring Emily Mariko’s most-loved kitchen appliances. Diving into her TikTok videos will show you she’s also a fan of rice cookers, aesthetic non-stick cookware, stove gap covers, blenders… All of these items are being searched for by Emily Mariko’s fans, so you can kill many birds with one stone.
Another piece of content to support toaster oven searches could be “5 toaster oven recipes even Emily Mariko would approve of” — an evergreen article with a trending angle. The list of ideas is endless and a list of brands that can jump on board is too.
You can even give digital PR a go and pitch a piece of trending content like the article above to journalists, essentially providing them with a story for a chance to gain quality backlinks and a potential influx of new customers.
Speaking of publishers and bloggers, they, too, can benefit from creating reactive pieces of content — by increasing website views and putting affiliate links to good use.
As viral social media trends can rarely be predicted and come in and out of style rather fast, it’s important to stay on top of the game, follow what’s going on in the social media space, and react quickly.
How brands can utilize influencer marketing to increase searches and demand
Collaborating with influencers to showcase your brand or product while participating in a trend is another great way to create awareness and increase searches for your product or brand. Not only do influencers have an advantage of an existing loyal audience. Many times, content creators will do a much better job at speaking the unpolished language of social media and your potential new customers, resulting in higher conversions.
This is how Popsockets, a brand known for their phone grips, took advantage of an already existing “Emoji Outfit Challenge”, a challenge in which people filmed themselves matching their outfits to popular emojis. They activated eight of their ambassadors to participate in the challenge by incorporating their product, and reached two million viewers.
If a popular influencer from your niche is already featuring a generic product you sell in a trending piece of content that could translate into follow-up content, or generally creates the type of content your product could be seamlessly incorporated in, don’t sleep on it. Reach out to them for a product placement and use the power of word-of-mouth marketing.You can find influencers in each and every niche or even look beyond your niche. With the right creative spin, even seemingly mismatched pairings can yield successful results these days, as long as there’s still an overlap in the target audience.
Grace Wells, a content creator sharing videography tricks, is a great example. She may not be the first person to come to mind for a promotion of a skincare product or an energy drink, but in her case, such collaborations are very successful. Her viral “making epic commercials for random objects” series on TikTok landed her many brand deals and is now successfully helping brands go viral.
@gracewellsphoto if you’d told me a year ago that I’d be throwing fruit around my house for a living… 😅🎥 #videographer #videomagic #celsiuspartner @CelsiusOfficial ♬ original sound – Grace Wells
Tips on creating an effective influencer marketing campaign
Launching a campaign on social media and trying to make it go viral yourself is where working with influencers across your niche comes especially handy. It helps your campaign gain that initial momentum it needs for it to start trending, generating views and eventually also additional reactive organic content, searches and clicks to your website.
If influencer marketing isn’t something your brand has dabbled in already, here’s some tips on what to keep in mind when creating a campaign that converts before or after you’ve identified a social media trend you want to get involved in.
Define campaign goals and target audience
Before even coming up with a creative angle, always start by defining your campaign goals and target audience. One of the biggest mistakes new as well as established brands make is choosing influencers solely based on popularity or how many followers they have. Your target audience has to overlap and the collaboration has to come across authentic to truly resonate with the audience.
Having your campaign goals clearly defined from the get-go will also help you identify the right influencers to work with and choose the right social media platform(s) for your campaign. Are you looking for brand exposure or do you want to boost sales for a particular product? Even within a single platform like Instagram, there are lots of nuances between what kind of content works on the feed verses on stories. If you wish a high volume of clicks to your site immediately, having an influencer promote your product on their Instagram feed might not be the best option. You’ll need a way for their audience to access a clickable link without having to take additional steps, so a feature on the influencer’s Instagram Story would be a better option. When you find the influencers who can help you achieve your goal, don’t forget to then share your campaign goals with them too, so they can optimize the content for your desired results.
Avoid one-off collaborations
Jumping on trends can mislead brands into chasing one-off features, but to allow the influencer’s audience to truly develop a relationship with your product, collaborations that stretch through a longer period of time and include regular, organic product incorporations are much more effective.
Work with a range of influencers
Since influencers often don’t share a fan base despite operating in the same niche, working with several different influencers rather than designing your entire campaign around only one is highly recommended. This will give you an opportunity to tap into different audiences and increase your campaign’s reach. And don’t forget about smaller-sized creators as well! Their engagement rates tend to be higher, a connection and trust they share with their audience deeper, plus they’re more affordable.
Give influencers creative control over their content
Let influencers promote your product in their own unique way, suitable for their personal brand and audience. Authenticity should always be at the forefront. Designing a campaign that will force them to follow a script is a no-go. Instead, create an open-ended brief. Give them rough guidelines on what you want to communicate with your campaign and let them come back to you with their own ideas. The collaboration has to come across organic, not sound like a blatant ad.
Start a social media challenge
Starting a challenge is one of the most popular and effective tactics of influencer marketing. Unlike with typical ambassador campaigns, the point of starting a trend is that anyone can jump in and create their own spin on it, stretching the reach of your campaign and building a sense of exclusivity and community within those participating.
To promote their Cinco de Mayo deal, Chipotle started a #LidFlip TikTok challenge in 2020, asking participants to record themselves attempting to flip the lid onto the bowl without using their hands. It was a fun way to boost awareness of their deal and engage with their community. The videos using the hashtag ended up generating over 700 thousand views.
If you’re creating a hashtag to go along with the challenge, just make sure it hasn’t already been used and do a thorough research to avoid any negative connotations that may arise and end up portraying your brand in a negative way.
Be prepared for the influx of searches and purchases
It is important to have everything ready on your brand’s end before the collaboration goes live. From optimized landing pages (to catch the incoming direct and search traffic), to making sure you have enough product stock for a campaign of your size. Though adding a FOMO element can sometimes play to your advantage — as was the case with Little Moons.
Support influencer marketing campaigns with paid advertising
Running UGC ads on your brand’s accounts alongside an active influencer campaign, whether that’s on Facebook, Instagram or TikTok, will add further momentum and exposure to your brand.
For more on how to work with influencers to support your SEO, watch Andy Crestodina’s Whiteboard Friday:
Utilizing social media trends and influencer marketing to boost brand awareness, search results and sales is an extremely viable marketing hack brands of all sizes can take advantage of right now. TikTok has completely changed the game — in a good way. As of right now, it’s still a platform where not only paid, but organic content can reach millions, so it’s fairly easy even for new and small brands to join the game of co-creating viral trends and/or producing optimized supporting content to capitalize on searches. And with the rise of social commerce, it will become an even more important tactic.
How to Use UX Research to Help Your Company Grow: 3 Proven Tips
Who knows your target audience better than your team? Your clients themselves. Users with their demands, likings, and desires are mostly the voices that go unnoticed as companies seek to have a smooth user experience.
Having a good team’s commitment, enthusiasm, and hard work will not compensate for the gap in knowledge between what your customers need and what your team believes they will require.
User experience (UX) research overpasses this imbalance throughout the UX design process, making sure that your company ends up saving resources, expanding loyalty, and providing the best UX for each and every user. Discover more about UX research, its solid business importance, and what to test first.
How can organizations employ UX research?
User experience research focuses on ensuring that your customers have a pleasurable interaction while using your service or product. It is critical to consider UX research from the start of any project, as making changes later can be costly and time-consuming.
Here are some ideas for how businesses can perform UX research:
- Ensure that you know who your intended audience is and what they require from your service or product.
- Spend some time learning about the user journey — what actions do they take to accomplish a task? Where do they become perplexed or disappointed?
- Data and feedback should be used to continuously enhance the user experience. Check your product or service with actual users on a regular basis and take note of their feedback.
- Don’t start from the beginning. To get started, there are various off-the-shelf methods and digital options for UX research.
- Ensure that your project has adequate resources.
Three useful practices in UX research
The UX research method plays an important role in your analysis. You need to consider the pros and cons of different techniques. For example, there are methods that are cheap and easy but can take a lot of time when it comes to analysis. Another limitation is your available resources, which will dictate when, how much and what type of UX research you can do. We selected a couple of methods for you that combine affordability and quality at the same time. Let’s take a closer look at each of them.
The process of evaluating a product or service by checking it with actual users is referred to as usability testing. Throughout a test, respondents will typically attempt to finish basic tasks while observers witness, listen, and take down notes. The goal is to pinpoint any design flaws, gather qualitative and quantitative data, and assess the person involved in overall product satisfaction.
Usability testing allows both design and development teams to discover issues prior to them being programmed. The sooner problems are discovered and resolved, the less pricey the modifications will be in aspects of both staff time and potential schedule impact.
Among the most widespread UX research methods for gathering both qualitative and quantitative feedback from your customers is the UX survey. It assists you in better comprehending customer habits and determining what appears to work and what does not, allowing you to prioritize adjustments to your product’s UX.
UX surveys provide a cost-effective way for a SaaS business offering long-term growth to gather customer feedback and make data-driven judgments. UX surveys can help you identify conflicting points in your product’s UX design and provide you with the information you need to improve the user experience.
Session recording is a descriptive research tool that records website visitor surfing sessions in real-time, allowing you to observe the recordings afterward to gain a deeper visitor behavior perspective. It allows marketers to comprehend a user’s entire route on their website, which includes clicks, scrolls, and mouse movements, among other things.
Session recording enables detailed evaluation and study of visitors’ browsing activity, the realization of experience breakage, and the identification of friction sectors, which then aids in the repair of what is damaged and the optimization of UX, resulting in higher conversion rates.
Session recording records your users’ actual life cycle on your webpage so you can find out which parts of it lure them the most, pushes them deeper into the sales funnel or causes them to fall out, diverts attention from a page’s primary CTA, resulting in low sales, and so on. Such information allows you to make confident, data-driven strategic decisions.
What are the consequences of skipping UX research?
Companies recognize the consequences of bad decisions: lost money, time, brand image, and occasionally even the entire organization.
Trying to skip user research will frequently result in poor corporate strategy based on anything other than factual customer feedback, such as:
- Preoccupation with fashion and design trends. Designers are frequently enamored with the newest trends and believe that if they do not implement them, they really aren’t in tune with the times.
- Emotional commitment. Creators and product owners frequently allow their own emotions to affect their capacity to recognize where enhancements could be made.
- Personal views. Many executives generate decisions based on deeply held values and allow their egos to take precedence over acknowledging user needs.
In the end, it is clear that implementing UX design can benefit companies in a variety of ways. In addition to increasing customer satisfaction and conversions, it can also contribute to lowering support and product production costs.
Moreover, satisfied clients are more likely to participate in favorable word-for-word marketing, which can support attracting additional business. As a result, companies that invest in UX design can anticipate seeing remarkable long-term growth.
No time to underestimate UX
In this blog we have considered a simple but important part of UX research. There are many other methods of conducting this analysis, but you can start with the basics. There is no need to doubt the importance and usefulness of UX research, so we advise you to start implementing it today!
Meta Adds Instagram Audience Targeting for Facebook and IG Ads
How to Use UX Research to Help Your Company Grow: 3 Proven Tips
60% Of SEOs Think Link Building Is Just As Effective Now As It Was In The Past
Are Breadcrumbs A Google Ranking Factor?
Oversight board slams Meta for special treatment of high-profile users
December 2022 Google Helpful Content Update Rolling Out
How A Non-Marketing Content Approach Produced Award-Winning Results
15 Ecommerce SEO Experts Reveal Top Insights For 2023
Google Launches New Add-On Prompts to Guide Discovery in Search
Microsoft Advertising Adds Flyer Extensions, Retract & Restate Conversions, Ad Schedule Calendar View & More
B2C marketing: A guide for marketers
This Week’s Deals with Gold and Spotlight Sale, Plus Xbox Black Friday Sale
Vampire Survivors Available Today with Xbox Game Pass for Xbox Series X|S and Xbox One
Xbox Shares Community Safety Approach in Transparency Report
Identifying an Effective B2B Target Market for Ads
The Pros and Cons of Your Brand Using Affiliate Links
Twitter’s demise would cost marketers an important, useful channel
8 eCommerce Marketing Strategies for 2022 and Beyond
How Metaverse is Reshaping the Tourism Industry
Deep Rock Galactic Season 03: Plaguefall Infects Xbox
SEARCHENGINES6 days ago
Google Does Not Crawl & Index Niche Shorter Content More Or Better
SEARCHENGINES6 days ago
Google Testing Map Interface Within Search Result Snippets
SOCIAL7 days ago
Twitter Expands Content Recommendations, Showing Users More Tweets from Profiles They Don’t Follow
SEO6 days ago
6 Ways To Engage Your Organic Search Traffic On Social Media