In addition to large-scale social media campaigns, the latest report from Hootsuite has shown new trends such as Commenting on celebrity posts, Using Social Listening, Grasping cultural trends, etc., which seem simple but are bringing many unexpected benefits to brands. These special trends are not only easy to apply and effective, but also save a lot of time and costs for Social Media campaigns in 2025. So how can brands exploit them?
#1. Break the brand mold, be willing to experiment with new personalities
In marketing, brand consistency is one of the factors that marketers often mention. However, for today’s Social Media, consistency is not necessarily the right direction for the brand.
In recent years, it can be seen that many brands are increasingly loosening their consistency, ignoring traditional marketing strategies and being willing to express their brand’s unique personalities on social networks. . For example, the beer brand Heineken is ready to honor the misspelled names of the brand that consumers often call it in its 150th anniversary campaign, or Coca-Cola is ready to distort its iconic logo. in its Recycle Me campaign.
Boldly expressing new, never-before-seen aspects of the brand’s personality creates curiosity, excitement and a fun, entertaining atmosphere for consumers on social networks. According to a Hootsuite report, nearly half of marketers believe that more than 60% of social media content is intended to entertain, educate or inform consumers without directly Advertising. And a quarter of marketers say 80 to 100% of social media content is entertaining.
Therefore, to conquer social networks in 2015, step out of your brand’s comfort zone, experiment with content that is different from the stories and images that the brand always pursues to attract attention. consumers.
#2. Comment “Wandering” Becomes the New Fun Strategy
When surfing around social networks recently, you will come across a quite interesting phenomenon, which is the appearance of brands in the comments section of posts by famous people or even celebrities. normal users. Many brands have used their official accounts to comment and participate in discussions about topics on social networks like a normal user. Surprisingly, these comments sometimes have more impressive interactions than official posts on the brand’s page.
In fact, this is a very smart, skillful strategy to reach consumers and does not cost too much for brands. By leaving comments under celebrity posts or viral posts on social networks, brands can reach and become familiar with many new consumers. Because these comments bring a feeling of closeness, friendliness and like a real person rather than a commercial brand. That’s why these comments have the ability to attract and easily stimulate consumer interaction more than the brand’s promotional posts on their personal pages.
This is also a way for brands to reach celebrities and create sustainable cooperative relationships with them. The report shows that when creators respond to brand comments, engagement can be up to 1.6 times higher than the brand’s average engagement.
So, how should brands comment?
There are two factors that help a brand’s comment reach the most consumers: Timeliness and length of the comment. Brands should comment on newly published articles. Because the content will only stay in the trending section for a certain period of time, the amount of interaction will often decrease significantly when commenting on a post that has been 24 hours old. In terms of length, comments between 10 and 99 characters, including emojis, will be the most suitable comment type for brands.
#3. Social listening will lead Viral Marketing campaigns
Social Listening has become an indispensable tool on social networks
Until now, social media communication has not focused much on ROI, because conversion is quite difficult. However, the emergence of social listening tools has completely changed the social media strategy of brands today.
No longer dependent on frivolous, opaque numbers like shares, likes, and follows, social listening tools allow brands to truly understand what is happening with themselves and their consumers. use. From consumer discussions about the brand, user emotions with products, communication activities, to information about competitors,… From there, brands can improve improve strategies and especially prevent communication crises that may occur as soon as they are brewing.
Currently, up to 62% of social media marketers are using social listening tools. In particular, survey rates on social networking platforms show that brands that are using social listening tools are more confident about their ROI conversion index than brands that are not using it.
Lead Viral Marketing campaigns
In the past, marketers often had the view that they had to catch every viral trend on social networking sites. Gradually, these blind efforts to catch trends lead to a sad situation where brands frantically chase after hot trends while forgetting to match the brand and the timing of the trend. And the result is negative views from consumers because the brand follows ungainly and outdated trends. Actual reports show that consumer attitudes towards brands’ viral marketing campaigns in 2024 have become quite bad.
So, should brands follow trends in 2025?
In fact, the error does not lie in the trends but in the brands choosing the trend, as well as when to grasp and take advantage of that trend. Although they don’t like brands that follow trends too much, consumers love brands that participate in cultural and social moments on social networks. It makes the brand show understanding, become closer and more familiar to consumers.
Social listening tools will also be a very effective assistant in capturing this trend. In the past, brands often caught trends quite late, because when the trend reached its viral peak, marketers could recognize it and by the time the campaign was announced, the trend was already in the decline stage.
Social Listening will help brands overcome this problem. Social Listening tools will let brands know which stage of development a trend is in: Peak, decline or still have the potential to grow to a new peak. From there, it helps brands determine the time to catch trends effectively.
Currently, up to 1/3 of brands use social listening tools to update social media trends and 31% of users of these tools say they mainly use them to analyze trends. consumer culture. Therefore, using social listening tools and taking advantage of cultural trends on social networks will be two important factors to help brands conquer these platforms in the coming year.
In addition, implementing campaigns should also redefine viral marketing campaigns. Instead of trying to trend in a large community, brands can focus on creating viral campaigns in a smaller cultural community. From there, it impacts more specific target audiences, but brings higher conversion efficiency to the campaign.
#4. Make AI a Routine Activity
No longer as concerned about AI as before, 69% of marketers now see AI as a revolutionary technology that can create job opportunities. Therefore, the use of AI to create media content on social networks has also skyrocketed in recent times.
According to research, brands should create between 48 and 72 posts per week across multiple platforms. Therefore, AI support has become a powerful right hand for brands in recent times.
Among them, the most popular applications of AI include:
- Edit and optimize content
- Create a content from scratch
- Revise and rewrite content
- Develop new ideas
- Edit and modify images
- Create images
In particular, it can be seen that AI applications in image editing have grown dramatically in the past year, showing that the capabilities of this tool in the field of imaging are increasing day by day.
Conclusion:
In general, in 2025, brands should step out of the usual stereotypes and be ready to test new unique brand personalities on social networks. In particular, the brand can also transform into a social network user and “comment” on viral content, or content from celebrities. This very simple tactic is helping brands reach many new consumers and become closer to consumers. In addition, Social Listening will also be a more popular tool in 2025, helps brands capture accurate trends, build focused communication plans and prevent crises.
Reference: Hootsuite
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