First Come, First Served (with Fame and Likes)
Okay, so there’s a new trend and you’re the first to catch it? Congratulations! You have the exclusive right to be the “smarty pants” of the internet. And if you’re the second?
Well, still nice – “Hey, they caught on too, cute.” But if you’re the tenth brand trying to latch onto the same trend? It starts feeling like the awkward uncle trying to use teen slang.
Cringe (and maybe a bit pathetic), right?
When Will It Not Work?
When trying too hard. Remember that time you tried to open a jar with wet hands? It feels about the same as trying to jump on a trend that doesn’t fit your brand at all. It can end in embarrassment, frustration, and maybe even in “What the hell were they thinking?” (or, allow us, WTF).
But When It Works… It Really Works!
Examples? Here are some particularly successful RTMs.
- Wednesday: When the series ‘Wednesday’ from The Addams Family became a hit on social networks, many brands jumped at the chance. On ‘Anvei Zion’s’ Facebook page, we incorporated “The Hand” from The Addams Family in a post where it held a jam jar, with the text “Perfect for Wednesdays.” It was a bullseye! Link to post
- Shlomi the Matchmaker: On a Saturday morning, someone posted a “looking for a partner” in the ‘Secret Tel Aviv’ group. Another person named Shlomi decided to set her up with someone else from the group, and that was just the beginning. When the internet buzzed about this story, Bezeq was the first to seize the opportunity with a post saying, “Shlomi, we’re with you. Just next time, let us connect everyone.” Quick, light humor—this is RTM at its best. Link to post
- Deadpool & Wolverine: On the release day of the Deadpool & Wolverine movie on July 25, 2024, Metro Motor posted an image featuring a Wolverine-like hand holding motorcycle keys shaped like claws, alongside the text “Hero, get out of the movie and on to Yamaha.” It was a precise nod that received great responses. Link to post
- Barbie: When the Barbie movie came out in July 2023, an RTM campaign including visual filters allowed followers to feel like Barbie themselves. Brands like Amika and Disney jumped at the chance and incorporated the filters into their promotions — responses were quick to follow.
So When Should You Go (or Fly) For It?
- When it’s truly relevant to you: If you’re a shoe company and everyone’s talking about walking, it’s your time to run with it!
- When you have something smart to say: If you can add genuine value or humor to the conversation, go for it!
- When you’re quick: If you can react quickly and smartly, you’ve got a good shot at success.
- When your audience will appreciate it: If you know your followers love this trend, it’s time to give them what they want.
Tips for a Winning RTM (if You Decide to Fly for It):
- Prepare for a quick response: Have templates and workflows ready so you can react quickly with design and copy without making embarrassing mistakes.
- Be authentic: Don’t try to be someone you’re not. It’s like wearing someone else’s clothes… it just doesn’t fit right.
- Be creative: If you’re already in, try to be original. It’s the difference between being the “class clown” and “just one more person trying to be funny.”
- Double-check: Before you publish, think—”Is this really as good an idea as I thought after my third cup of coffee?”
In summary, RTM is a bit like karaoke—when it’s good, it’s really good. But when it’s bad… well, let’s just say not everyone needs to be a professional singer 😉. So the next time you see a hot trend, take a deep breath, think twice, and only then decide if you want to join the party or just enjoy your mojito on the side.
Sometimes being smart is knowing when to say nothing. Or as our grandma always said: “If you don’t have something smart to say, drink lemonade.” Well, maybe she didn’t say that exactly, but you get the idea.
