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I usually recommend my clients steer clear of anything related to current events - most are just way too emotionally-charged and by taking a stance, you risk alienating half of your audience.
It really depends on the mission and objectives of the client. does it make sense for Welches Grape Juice to talk about BLM movement? probably not..? but for a brand like Ben and Jerry’s which has years of advocating for marginalized communities, it makes more sense. if a brand or influencer wants to start talking about current events, people will ask “so what” and/or “so what are you doing about it?” we see this with companies “celebrating” Pride but without any LGBTQIA company commitments. people will also come with “reciepts” if the brand has done something in the past contrary to their current stance.
if you think there’s risk alienating half of your audience, you should either double down and strengthen your stance with good moderation and evergreen/continued content and real action (like donations, policy changes) or simply steer clear
I don't even touch it unless the brand is already leaning that way. It's not worth the repercussions.
Social media cartel account on Instagram has great tips on this I think it’s about the third or the fourth reel back
There are so many days, months, and celebrations that you risk inadvertently leaving someone out. I stick to happy holidays and the marketing strategy.
Steak_umm has done some really interesting things on Instagram
Depends on the issue but never be to pushy. Try to have an unbiased and subtle approach.
Fascinating topic! I once conducted a global study for a client about how and when use news jacking and if it's worth it. We analysed over 500 brands.
Major takeaway: this is very strategic. Not a thing to do "just as it goes". The choice of subjects and topics as well as the brands response needs to be carefully and strategically analysed.
In short: start off with selecting major themes where the brand is legitimate enough to express an opinion (related to their universe), then pick some examples and work with the brand about how the positioning should be.
Start off with "safe" topics in a test and learn phase.
Hope this helps.
It really depends on the current event and the brand strategy. Take, for instance, Jack Daniels, which is an account I used to do some social for. Would the brand comment on Fleet Week? Maybe. Depends on if they had any promotional events planned. Would they comment on Uvalde? No. Their brand specs specifically state that there is to be no association with violence.
I think as long as you are achieving your goal with it & it isn’t damaging/risky to your brand you should be good to go. Here is an example of how I was used a current event for my supplement brand. ✨