Crowdculture is present in our daily lives, since the moment we choose our outfit, go outside and make buying choices, crowdculture is in our routine. It doesn’t matter what part of the day we are in, since we wake up until we go to bed market habits will be there, and as the market is part of our lives, the society perspectives also are part of the market. Influencing it or even changing it.
Memes are a powerful Crowdculture example. Those funny posts work as a society mirror and they communicate what society is thinking, emulating, and what they are perceiving as a trend, using a comical tone.
In the marketing industry, crowdculture is fundamental because it brings tools to get powerful marketing campaign results. In my opinion, the new way in which Holt describes crowdculture is close to real time marketing. On the article Branding in the Age of Social Media, it is defined as relevant messages shared on social channels by listening to and anticipating customer needs, focused on current trends or events.
To illustrate this, let us speak about the trend meme Tariq, he became a viral sensation when he was first interviewed by Recess Therapy, in the interview he showed his love to corn and, after that, a lot of US brands started to make a real time marketing campaign with him.
Brands as Chipotle, Doordash, and Spotify called Tariq to show his deep love to corn and to make visible their brand through his popularity. About this type of examples, Holt describes: “Social media has expanded and democratized these subcultures. With a few clicks, you can jump into the center of any subculture, and participants’ intensive interactions move seamlessly among the web, physical spaces, and traditional media”.
All in all, crowdculture is one of the most effective ways to engage people to our brand, and to make it more visible. I consider it provides relevant messages focused on our audiences. Marketing is a mirror of the society and our mission as marketers is to inform about the habits of consuming our audiences have, to elevate the brand position and to transform it into sales. connect with me on LinkedIn.
