Reactive content is a brilliant way to generate engagement, gain followers and communicate the personality of your brand. That said, it’s also fleeting, potentially frivolous and, in places, risky.
There’s definitely a right way to create reactive content and, despite the often speedy delivery, there need to be structures in place a long time before you seize an opportunity.
Brandwatch React is the pop culture and current affairs sub-brand of Brandwatch – you may have seen our content on Twitter or on the blog. Our work often relies on quickly jumping on trending topics with very small windows of opportunity, and we always work to add to those conversations by generating exclusive social insights. Generating those insights means we always have something new to say, but it can put an even stronger pressure on the time we have to capitalize on a trend before it loses momentum.
Having honed our strategy since 2015 when the React project was born, we’ve identified five key things that work together to enable a team to create incredible reactive content creation. Here they are:
If you consider posting on social media and writing blogs to be the job of an untrained intern you may want to re-think what you want these platforms to achieve.
If you want your social accounts and content to reflect the company’s tone of voice, reach the right audiences and achieve particular goals then training those community managers appropriately is paramount. Off-brand, off topic messages can do more harm than good, so aim for quality over quantity.
Even if your guidelines are unwritten, make sure everyone who has access to these accounts is clear on the tone of voice and goals associated with them as well as, importantly, what topics to steer clear of.
2. Trusting and empowering those working in content and social
Once you’ve got community managers that know what they’re doing, let them do it.
In my own role I have a lot of freedom to cover all kinds of topics often at very short notice, and having the power to go ahead and create content around trends is key to the success of Brandwatch React.
Once your community managers are trained and ready, let them spread their wings and unleash their creativity – too many rules can be restrictive.
3. Have a structure in place for identifying opportunities
Reactive content inspo can come from anywhere, but basing your decisions on pure instinct may not be as effective as putting some data behind them.
There are a number of ways that you can find trends that could work best for you:
Trending news
Browsing the news online can be effective, but it’s also time consuming and you’ll be scrolling through a lot of stuff that just isn’t relevant.
Using a tool like BuzzSumo you can find news that’s trending right now either generally or within a particular topic or field.
I have BuzzSumo stories around tech and data scrolling every few minutes on a screen on my desk so I’m always updated on the stories that matter to my audience that I could quickly act upon.
Trending content in your audience
Going beyond stuff that’s trending in your sector, it’s worth looking specifically at what’s trending within your own target audience. This can give you an idea of any major topics or styles that you might be able to adopt into your own content strategy.
Using Brandwatch Audiences we’re able to find popular content that’s trending within Twitter audiences based on their interests, bio keywords, locations,who they follow and more. Here’s a look at some trending content within an audience of cyclists:
@ mentions
Depending on the tone of your social accounts, getting an @ mention with a comment or request could be a perfect opportunity to unleash your reactive content prowess. Wendy’s was able to bring about the most retweeted tweet ever with some speedy reactions around a guy wanting unlimited nuggets.
We’ve had several occasions where a reader has reached out to use with a request over social and we’ve been able to quickly turn around a piece of content that interests them either with fast insights almost instantly or a full analysis over a couple of days.