Is Moment Marketing Just a Trend, or Will It Last in 2024 and Beyond?
If you are active on social media or even casually scroll through your feeds, you have probably encountered the term “moment marketing.” It has been buzzing for the past few years, especially in the world of brand promotions. But here is the million-dollar question: is this just a fleeting trend, or is it here to stay?
Well, let us dive in and unpack whether moment marketing is just a passing fad or if it has staying power in the ever-evolving landscape of marketing.
What is moment marketing?
At its core, moment marketing refers to the practice of capitalising on spontaneous, timely events that capture public attention, whether it is viral news stories, trending memes, holidays, or even cultural moments. The key is that brands tap into these events to create relevant and engaging content, in real-time, to resonate with their audience.
Think about the time Oreo’s “You can still dunk in the dark” tweet became an instant classic during the 2013 Super Bowl blackout. Or more recently, how brands jumped on the TikTok “Gratitude” trend to engage audiences in fun, meaningful ways.
Moment marketing is all about timing. It is about using events as they unfold, crafting content that fits the narrative of the moment, and pushing it out instantly. It is a way to make brands feel more human and relatable, capitalising on emotions, shared experiences, and the fast-moving culture of digital communication.
The power of now: why moment marketing works
Relevance and engagement
Moment marketing thrives because it taps into relevance. In a digital world oversaturated with content, relevance is key to grabbing attention. Brands that can jump into the conversation during cultural events, global moments, or viral trends instantly become part of the dialogue. When done right, it positions a brand as in tune with its audience, showing they are plugged into what matters at that moment.
FOMO and social proof
When everyone is talking about a specific moment, whether it is a celebrity event, a political happening, or a viral meme, being part of that conversation boosts a brand’s visibility. People naturally fear missing out on trending moments (FOMO), so brands that create content based on what is trending often ride that wave of social proof, increasing their chances of going viral or gaining organic traction.
Increased brand affinity
By aligning themselves with a shared cultural moment or sentiment, brands become more relatable. This builds emotional connections with their audience. For example, during the pandemic, brands that expressed empathy and understood their consumers’ challenges often saw stronger brand loyalty. Moment marketing allows brands to demonstrate they understand not just the market, but also the mood of the moment.
Timeliness equals authenticity
Nothing says “we are here for you” like responding to an event as it is happening. The swift response not only shows agility but also authenticity. When a brand is quick to act and shows it understands the moment, it resonates more than a calculated, delayed campaign. Think of how brands rallied around global movements like Black Lives Matter, or how brands chimed in during moments of celebration like Pride Month.
Is moment marketing just a trend?
It is easy to write off moment marketing as a trend, especially given the way some brands approach it. Many marketers see it as a quick way to jump on the popularity of a fleeting event. But the truth is, when used thoughtfully, moment marketing has the potential to become much more than just a momentary blip on the radar.
Moment marketing in 2024: what is the future?
In 2024 and beyond, moment marketing will continue to evolve. Here is why it has the staying power to last:
1. Evolving technology and data accessibility
As data analytics and artificial intelligence (AI) become more sophisticated, brands will have more tools at their disposal to identify relevant moments. These technologies will make it easier to predict what’s going to trend and how consumers are likely to react to certain events. This means brands will be able to craft more targeted and timely responses, adding to the long-term viability of moment marketing.
2. Gen Z and the rise of real-time communication
Gen Z, the first truly digital-native generation, is driving the future of marketing. They expect authenticity, relevance, and real-time engagement from brands. Moment marketing aligns perfectly with these expectations. As this generation’s buying power increases, brands will need to be nimble and agile to continue to capture their attention in the fast-moving digital world.
3. The social media landscape
Social media remains a powerful tool for spreading ideas quickly, and moment marketing thrives in this environment. In 2024, we can expect more platforms to introduce real-time trends, live-streaming, and interactive features that will allow brands to tap into even more “now” moments. Instagram’s “Stories,” TikTok’s trends, and Twitter’s trending topics are only a few examples of the spaces where moments are born. The way social media is structured makes moment marketing a natural fit for the digital future.
6. Consumers want authenticity and relatability
More than ever, consumers are looking for brands that feel real. Cookie-cutter ads and generic content are no longer enough. People want to see brands that share their values, speak their language, and engage in real-time conversations. Moment marketing fosters a sense of authenticity, where brands aren’t just selling products, but joining the cultural dialogue. As long as authenticity continues to be a priority for consumers, moment marketing will remain a valuable strategy.
7. Brands will become cultural curators
As brands lean into moments that matter to their audiences, they will position themselves as cultural curators, staying ahead of the curve and becoming thought leaders in the spaces their consumers care about. We are already seeing some brands take the lead in supporting various social causes, events, and movements in meaningful ways. In the future, this will only become more pronounced. Brands that get it right will be seen as key players in the cultural conversation, cementing their place in their audience’s hearts and minds.
The risks of moment marketing
While moment marketing certainly has its perks, it is not without its risks. Timing, for instance, is everything. Miss the moment, or worse, align with the wrong event, and your brand could be left with the awkward backlash of tone-deafness.
Additionally, not every cultural moment is aligned with every brand. Just because something is trending does not mean it is the right fit for your brand’s message or values. A misstep in moment marketing could feel inauthentic, alienating your audience rather than endearing them to your brand.
That said, when used strategically, moment marketing can be incredibly effective, but it is important to approach it with caution and care.
How to make moment marketing work for your brand?
- Know your audience: Make sure that any moment you align with resonates with your target market. The cultural event or trend must be meaningful to them, not just to the wider population.
- Be authentic: Do not force it. Your brand should naturally align with the event. If it does not make sense, it is better to sit it out than to risk looking like you are trying too hard.
- Be Quick, but not reckless: Speed is key, but do not rush into anything without careful thought. If the timing is right, your brand could go viral, but it is important to double-check the tone and appropriateness of your message.
- Maintain consistency: Moment marketing should reflect the overall personality and voice of your brand. Just because something is trending does not mean you should jump on it if it feels out of sync with who you are.
Bottom line!
So, will moment marketing last in 2024 and beyond? It is safe to say that it is not just a passing trend. As long as brands continue to evolve with technology, social shifts, and changing consumer expectations, moment marketing will remain a powerful tool. The real challenge lies in how brands approach these moments: with authenticity, relevance, and genuine engagement. When done right, moment marketing can make a brand feel more human, more relatable, and more connected to the audience—qualities that are always in demand.
Ultimately, it’s about embracing the present moment and making it work for you. If brands can stay agile and in tune with their audience, moment marketing will be a key player in the future of advertising for years to come.