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When you work in social media you become hyper aware of what is happening when in the hopes of a reactive chance for your client which, you know, might go “viral” (shudder).
Whether it’s live-streaming of a bizarre Periscope of a puddle in Drummond, a celebratory GIF of the fact that it’s British Pie Week, or a quick congratulations to the latest celebrity engagement or birth; you need to be on the ball so that you can get your reaction out there first (Twitter or Facebook are the best platforms for this).
Twitter trends and hashtags have made it easier for brands to connect with consumers in a less formal and more fun and engaging way. Brands that tap into relevant days and fun hashtags successfully create a bigger brand awareness and stay in the public consciousness.
The different types of reactive posts
Sudden reactive chances
Reactive posts work in different ways. News announcements, trending stories and events that happen suddenly need speedy reactions to get the best return, your content must go out in a timely fashion, so that it stays relevant. One of the biggest and most famous moments of this was the Blackout at the 2013 Super Bowl. Obviously there were prepared posts for the actual sporting event but no one was expecting the power to be cut out from the stadium. Brands quickly jumped on board, and at the time, Oreo was hailed for having one of the greatest ever reactive posts with their, ‘You can still dunk in the dark’ image.Nowadays, with so many brands being savvy to reactive posts, a lot more is expected than a mocked up image, with some brands going as far as creating short video clips to earn strong engagement. However, a mocked up image is a quick win and though these reactive posts will be saturated on Twitter, as long as you are quick with your post, the engagement will come.
Pre-planned event reactives
Another way to engage social audiences is around events and eventualities you know are going to happen. You can prepare for these, but you cannot schedule to auto post in advance, you will have to take advantage of it as it happens; via a hashtag or trending story. An example of this would be a celebrity baby being born. For example you can make an image up in preparation, e.g. ‘It’s a girl’ or ‘It’s a boy’ and leave a space for a name or any other information that gets released; this image can then be quickly edited as the news breaks and then posted out to social media channels. This preparation is the key to getting a quick relevant post out there in a timely fashion; this instantly gives the post more chance of success. Another recent example would be Leonardo Di Caprio finally winning his Academy award on Oscar night.
Scheduled reactive days
The final type of reactive posts are ones that can all be pre-planned in advance; you can be almost certain that a hashtag will be trending on that day, and you can even get these scheduled – win! These reactive posts come from special/awareness days of the year, big events, such as awards shows (e.g. Oscars) or sporting events (e.g. Olympics). Though obviously you cannot scheduled reactions to things that happen during these events. (See sub-heading above) Here’s an example of a pre-planned awareness day post from the lovely Superdry.
Growth in use of “days of the year”
Little is more important than communicating the right message to your audience at the right place and time. There has been a massive spike in these sort of posts, particularly over the last year. Nearly every day of the year (if not every day) has a special happening. Corn Dog Day, Day of Unplugging, Napping Day are just some of the more normal (!) examples. Brands have increasingly been tapping into these bizarre days of the year, as well as charity themed awareness days and it’s easy to see this from the time of day that the hashtags start trending. By the time I get in to work each morning the most relevant day for that date is almost always trending, and if it is, it will nearly always be one of the top 2 trending topics in the UK. This proves that brands have pre-scheduled tweets about the day; they start to trend early in the day as the brand tweets get released and as other brands and consumers pick up on the fact that it is a certain ‘day’ and add their input to the hashtag or share branded content created specifically for that day.
How to use reactive days
To use these reactive days to your advantage, you’ll need to know what days and events are coming up, and also have the resources to create any content in advance. The best way to go about creating good content is to gather your colleagues and bash out some funny ideas for what could be posted on each relevant day. It can be a funny image, GIF, a funny quote, short video clips, a stunt, infographics, reactive PR pieces and more. The first thing to do is to highlight all the days relevant to you; you don’t need to piggyback on any days that aren’t relevant to you; it will just seem off brand and leave your fans confused or thinking you’ve been hacked! Engagement won’t be as strong on a post that isn’t relevant to your brand. Of course to get all these things prepared you need something first, a calendar with all the days and events of the year. This is where we step in.
The brand spanking new 10 Yetis calendar
Yeah, that’s right. We’ve got you covered; we’ve put together a full comprehensive calendar with the days of the year, including: bizarre holidays, government holidays, festivals, awards shows, sporting events and more. It’s all you’ll need to be able to come up with relevant posts throughout the year. All you have to do is sign up to our newletter below for this piece of marketing gold dust. Yeah. It’s free. Score.
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