The Engagement Rate

An industry bulletin for marketing pros.

Marketing win of the week 

Molly Baz, a cookbook author, featured on Special K cereal boxes as the first pregnant woman to do so, following a controversy where her billboard promoting lactation cookies was removed for showing her pregnant belly and partially covered breasts.

^{Sponsored by Ignite Digital}

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Hopping on the zeitgeist, easier said than done…

It goes without saying that for most marketing departments for brands, staying relevant is a constant battle. But what if you could predict the next big thing? See now that’s a skillset often easier said than done, a skill that separates proactive brands from the pack. Trend-spotting, is a foresight that allows you to tap into the cultural zeitgeist, the spirit of the times, and create content that feels fresh, engaging, and truly resonates with your audience.  So, how do you become a trend-spotting master? 

👉Listen to the influencers

They're the trendsetters! Influencers, especially in areas like fashion, tech, and beauty, have the power to sway public opinion and buying habits. Partnering with the right influencers who align with your brand's values and target audience can be a goldmine. But remember, collaboration is key. Involve them in brainstorming and planning to leverage their creativity and audience insights to help tailor messages that resonate deeply. 

👉Become a social butterfly

Dive headfirst into the social media landscape. Follow industry leaders, competitor brands, and relevant hashtags. Tools like social listening platforms can help you track conversations and identify emerging themes. Pay attention to what people are talking about, what excites them, and what frustrations they share. This intel is invaluable for crafting content that addresses their needs and desires.

👉Think beyond the obvious

Don't just follow the trends everyone else sees. Look for subtle shifts in consumer behavior, cultural movements, or changes in technology. Are people becoming more environmentally conscious? Is there a growing interest in mindfulness and wellness? These seemingly small changes can translate into powerful marketing opportunities.

👉Be ready to pivot

Trends ARE fleeting, so agility is key. Stay flexible in your campaigns and be prepared to adjust based on real-time feedback and how the trend evolves. Don't be afraid to learn from past campaigns and refine your approach to trend selection but whatever you do - don’t take a week ideating. 

👉Measure and analyze

Don't just throw content out there and hope for the best. Track the success of your trend-based campaigns using metrics like engagement rates, conversion rates, and reach. Advanced analytics tools can provide valuable insights into audience response and pinpoint which elements of your campaign are working and which need tweaking.

Remember, trend-spotting isn't just about jumping on the bandwagon. It's about strategically leveraging trends to position your brand as a leader, not a follower. By embracing a data-driven approach, you can transform trend-spotting from a gamble to a creative challenge, empowering you to develop impactful marketing campaigns that keep your brand at the forefront of the digital age. 

Latest influencer deals

👉Eos has launched a 20-episode YouTube series called "Shave 101", featuring content creators Anayka She, Carly Joy, and Audrey Trullinger, to provide shaving tutorials and debunk hair removal myths.

👉Lele Pons, a mega-influencer and actress known for past controversies, has partnered with the controversial fast fashion brand Shein to launch their first creator swimwear line.

👉Supercell's star-studded campaign for its new mobile game "Squad Busters" features both Hollywood actors like Chris Hemsworth, Ken Jeong, and Auli’i Cravalho, and online celebrities such as Bella Poarch, Gabriela Moura, and Seth Phillips from “Dude With Sign.”

👉MAC Cosmetics launched its annual Pride Month campaign with pop star Kim Petras and LGBTQ+ advocate Danna Paola as ambassadors for its "Viva Glam" fundraising program supporting LGBTQ+ organizations.