We're in an industry where good planning and analysis are the foundation of any campaign — where content is created with time, reviewed and adjusted, and then reviewed and adjusted again. But the brands that manage to produce contextual content reacting to what's happening in the world in real time are the brands that create culture and capitalize on attention and social conversation. They build a symbiotic relationship with culture and people, and benefit from what's already popular. Social media favors brands that lean into and participate in trends, that connect through conversation and create alongside people — all of which generates promotion and, at the end of the day, drives purchases.
The thing with reactive content is that it can't be planned. It has to be organic and immediate. The social conversation changes within hours, and if you don't act in the moment, the opportunity is lost. Culture can't be planned, and at the same time, there's a need — and a major benefit — for brands to commit to being part of culture. You can still plan content for the full year, keeping strategic dates and key moments in mind for content and campaign creation. Planned work will always carry great value in advertising and is the foundation of effective, complete communication. But marketers must perfect a reactive copy model so they can quickly jump on trends and create relevant content. Shifting to a reactive approach won't happen overnight, but the brands that start the journey earlier will benefit from the power of native social cultural trends and, as a result, improve their metrics, perception, presence, and bottom line.
