Is real-time content becoming lazy?

There’s no mystery that brands have become wide-eyed at the opportunities that real-time content marketing can create. We saw it come to life on one of the biggest stages, the Super Bowl, showcasing the quickness of brands like Audi, Oreo, and Tide with their witty and relevant tweets during the blackout.

Fast-forward to this past week where we had Jeep’s and Burger King’s Twitter accounts getting hacked. Instantly having a couple other brands faking their own hacks just to grab some social buzz.

While it may have seemed fun and timely (and worked to create chatter), there’s something to be said about real-time content marketing and whether it’s right for your brand. There are two buckets you could fall under if handled inappropriately.

1. Unique

I gave some obvious examples above but other brands are creating quick, funny, and topical pieces of content for their social communities. They are trying to connect with them in a different way that is near real-time, in hopes of going “viral” or catching some social buzz. To capture this, there needs to be a unique connection that can be made with the real-time event or happening, the brand, and their consumer base.



2. Inauthentic

While many of us have seen these brands garner much social attention, there are plenty of examples that instead are much more inauthentic and a bit forced. I appreciate that MTV and BET worked together to fake a Twitter hack, and though it succeeded in gaining attention for the media companies, I question if we’ve already reached a point in real-time social content where we start to leech onto negative happenings and doing anything and everything to get in the limelight.

Double-edged sword

At the end of the day, real-time content opportunities are going to continue to creep up. What we as marketers need to stay cognizant of is that this is a double-edged sword. Real-time strategies still need to align with your brand and who your consumer base is. Otherwise, you will fall flat or quickly be snubbed out for trying too hard, creating a bigger disconnect with what you were trying to accomplish.

All brands may not get the chance to have the social spotlight put on them for their uniquely funny and relevant tweet or piece of content. But don’t let that deter you from creatively telling your brand’s story in its own unique way.

But enough of me. What are your thoughts on this evolving area of social content?

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