The online universe can be a confusing place. You may have just gotten used to the idea of “flossing,” only to find out you are years too late, and now you’re trying to wrap your head around “bookmaxxing” before that goes out the window. And all the while people keep posting a video of an otter playing with a Rubix cube and it means something, but you don’t know what.
What does this have to do with retirement planning? It could mean nothing, or it could be a way to get your foot in the door of some free online publicity.
Online trends won’t always align with your financial message or sales pitch but knowing how and why these trends show up in clients’ feeds — and how advisors can design efforts to match that — can give you a lasting ad presence on social media with minimal time investment for planning, filming, and editing.
Getting Around
You may have watched one of the 12,000 videos of the Harlem Shake meme during its peak popularity in February 2013. You even may have participated and made a video of your own. (We assume that one’s not on your resume.) The preponderance of Harlem Shake videos is a good, if early, example of a trend catching on quickly and broadly. One day, it was nowhere, and the next it was right there on everyone’s computer screen, no matter the professional or social circles they ran in online.
Why? It can be difficult to figure out why a particular clip or meme jumps into sudden prominence — especially if they don’t have any reference to current events. But it’s certainly not impossible.
Pop quiz, hotshot: what does the following formula represent?
[14T x (A1 + V1)] => Δ => [14T x (A2 + V2)] => [2T x (A3+V3)]
No need to pull out that old calculus textbook. All it represents is a thesis on why the Harlem Shake was so popular. The answer boils down to a short run time with a templated format which is specific enough to encourage consistency and broad enough to foster customization.
To be concise: you’re seeing that meme because it’s short, comprehensible, and repeatable.
Staying On Top
There isn’t necessarily a reason for the content of an online post to blow up. But knowing the form makes it easy to replicate and post quickly, joining in on the movement while it still has energy and draws attention.
Applying the above idea to your social media posts and trends — riffing on an existing format in a concise and recognizable manner — is a simple way to stay relevant. Staying on top of those developing trends is only a matter of being aware. Your own social media feeds can give you some insight into what’s developing in the online world. Following relevant pages on social media can keep your feed up to date with what’s going on. (For those without social media muscle memory, there are resources online which collect emerging and popular trends so you can see what’s drawing attention at the moment.)
Don’t be afraid to get casual with it — trying to force humor into a clip is a surefire way to fail. Just lean into the bit and roll with it! However, you don’t want to come off as overly enthusiastic either. People know when a brand is cashing in, and that perception can only do you harm. A soft, genuine touch on the currents of the day is all you need.
If you need some more tips on honing your social media presence, there’s always House Rules, Impactful Conversations, and all the resources that come with subscribing to our YouTube channel.
