In the fast-moving, ever-evolving world of marketing, the concept of social relevancy has become a make-or-break factor for brands. Simply having a presence on social media no longer cuts it.

To thrive, brands need to be socially relevant—meaning they need to resonate with their audience on a deeper level, reflecting not only what their consumers care about but how they interact and engage with the world. The key question for any brand today is: How do you achieve social relevancy?

Let’s break it down by exploring what social relevancy means, why it matters, and how brands can thrive by tapping into it effectively.

The Shift from Presence to Relevancy

There was a time when being on Facebook, Twitter, or Instagram was enough. Brands would post glossy, highly curated images of their products, and that was considered a solid social media strategy.

But that era is long gone. Today, a brand’s social presence is judged by how well it taps into cultural conversations, connects emotionally, and, frankly, doesn’t feel like a corporate robot.

Being relevant means being timely, meaningful, and responsive. The algorithms that drive social platforms prioritize content that is engaging and relevant to users, which is another reason brands can no longer afford to post generic content.

It’s about showing up in a way that matches the pulse of the platform and culture as a whole.

Read more about how video is the highest-engaging content here.

The Rise of Social Relevancy: Why It Matters

To understand why social relevancy is so crucial, consider the following trends that have shaped today’s marketing landscape:

  1. The Power Shift to Consumers: In the age of digital transparency, consumers hold more power than ever. They can call out brands that appear disingenuous or tone-deaf, and one viral misstep can result in serious damage to a brand’s reputation. (Remember Pepsi’s 2017 ad featuring Kendall Jenner? A classic case of trying to tap into social issues without truly understanding them.)
  2. Company Culture is King: Existing customers and new customers expect to see your brand on social media. They want to see social proof that your company culture is authentically on display, from expertise and value-driven content to behind the scenes!
  3. Influence of Algorithms: On platforms like TikTok and Instagram, the algorithms are ruthless when it comes to content that doesn’t engage. If your brand isn’t creating posts that feel relevant to the current moment, they will be deprioritized, making it hard to gain any traction.

The impact of these shifts is that social relevancy has become non-negotiable. If your brand isn’t relevant, it’s invisible.

Key Elements of Social Relevancy

1. Authenticity

Consumers can smell inauthenticity from a mile away. Brands that try too hard to fit in or ride a trend without understanding it tend to face backlash.

This is why authenticity is the cornerstone of any successful social strategy. It’s not just about hopping on trends; it’s about showing up in a way that’s aligned with your brand’s values.

Authenticity creates trust, and trust is the currency of relevance.

2. Agility

Social media moves fast. Brands need to have the agility to respond to real-time events and trends in a way that feels organic. The beauty of social relevancy is that it allows brands to insert themselves into the conversation, but it has to be done with tact.

A great example of agility in action is Oreo’s famous “You Can Still Dunk in the Dark” tweet during the 2013 Super Bowl blackout. In less than 10 minutes, Oreo seized the moment with a tweet that quickly went viral, showing how brands can thrive by being timely and creative.

3. Community Engagement

Socially relevant brands know that social media is a two-way street. It’s not about broadcasting a message; it’s about engaging with a community. Replying to comments, participating in conversations, and acknowledging user-generated content are critical components of maintaining relevance.

Wendy’s Twitter account is famous for its snarky, humorous interactions with both customers and competitors, which has earned the brand a massive following. Wendy’s success lies in their ability to understand and speak the language of their audience while keeping the tone consistent with their brand personality.

Tips for Thriving in the Age of Social Relevancy

1. Monitor Trends, But Don’t Chase Them Blindly

While it’s important to stay aware of trends, not every trend is right for your brand. Brands that chase trends without understanding their relevance often come off as desperate.

Instead, focus on trends that align with your brand’s values and message. Use tools like Google Trends, Twitter’s trending topics, or even Reddit to keep an eye on conversations relevant to your audience.

2. Invest in Social Listening

Use social listening tools to get a better understanding of what your audience is saying about you and your industry.

Platforms like Sprout Social or Hootsuite allow brands to track conversations, uncover sentiment, and identify opportunities to join relevant discussions. This helps ensure your brand remains tuned into the topics that matter to your audience.

3. Leverage User-Generated Content

People trust people more than they trust brands.

Incorporating user-generated content (UGC) into your strategy is one of the best ways to build trust and stay relevant. When a consumer sees someone like them using your product, it fosters a sense of community and social proof.

Brands like GoPro and Glossier have built entire marketing campaigns around UGC, leveraging it to enhance authenticity and engagement.

4. Stay Agile and Prepared

While you can’t predict every cultural moment or trend, having a flexible content strategy will help your brand react quickly when opportunities arise. Whether it’s a viral meme, a trending challenge, or a global event, be ready to jump into the conversation in a way that feels natural.

Ready to Make Your Brand Socially Relevant?

At IMIG Communications, we specialize in helping brands navigate the fast-paced world of social media with strategies that put relevancy first. From creating culturally resonant content to leveraging cutting-edge social listening tools, our team can help your brand stay ahead of the curve and deeply connect with your audience.

Whether you’re looking to boost engagement, build brand loyalty, or simply refine your online presence, we’ve got the expertise to make it happen.

Let’s chat about how we can elevate your brand in the age of social relevancy. Reach out to IMIG Communications today and discover how we can help you thrive in the digital landscape!

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