We talk a lot about being reactive here at Truffle. It’s a word that’s thrown around often nowadays in the marketing space, particularly with the dominance of social media over the past few years. But what does it actually mean to be reactive? What are the actual benefits of reactive marketing over more traditional methods?
Well, as one of the most hyper-reactive agencies in the world, we have some pretty decent authority on this topic, so we thought we’d break it down for you all.
Arguably, we’re at a moment in history where everything — news, art, communications, we could go on — is faster than ever before. It’s no secret that the internet has revolutionised the way we live our lives. Our relationships — both with each other and with the media itself — have changed dramatically, “trends” are more fleeting and relevant than ever, and there’s a certain kind of “FOMO” that comes from missing a single day on the internet. Hop on Twitter after a social media detox and you’ll inevitably come across numerous jokes, memes or scandals you have to be fully debriefed on before you’re “in on the joke”.
This shift in media consumption means something for everyone, of course, but perhaps most for the marketing world. There’s nothing worse for a brand than being out of touch with your audience, which means they need to be in on the conversation — they need to jump on trends immediately, to talk about news as it’s happening.
That’s why we put so much emphasis on the importance of reactivity in our work at Truffle, both for ourselves and our clients. We have a dedicated team committed to social listening, identifying trends and news so we can be first out the door — building content and conversations before anyone else has caught on.
Brands have to stay relevant. To be relevant, they have to be topical. How do we do this? By not being afraid to push the boat out and experiment, which is the only way you’re ever going to find out what works.
Our constant agility and need for speed is, more often than not, what has led to our countless viral moments, for Truffle and our clients. What separates our approach from other agencies is our willingness to test everything out for ourselves — we put our money where our mouth is when it comes to this kinda thing. It’s not hard to see that we believe in our methods, because we do it for ourselves every single day on our own channels.
Take TikTok, for example. We were actively 'TikToking' before it was popular. Now, we’re undoubtedly one of the top marketing agencies on the platform, all because we didn’t hesitate to take the leap and invest our efforts in the app before everyone else realised what was happening. In other words, being an early adopter paid off, big time.
What does being reactive mean to you? Have you noticed a change in your results as you’ve implemented a more agile approach to marketing or social media? Let’s start a conversation over on Instagram or Twitter by tagging us at @trufflesocial. If you need some guidance or help with adopting a new reactive strategy, drop us a line at firstname.lastname@example.org and we’ll arrange a chat.