Article insights

• Viral moments do more than trend. They influence culture and shape public discourse, which can lead to lasting change
• For brands, comment sections are a goldmine of insights, offering real-time unfiltered opinions
• Brands have a valuable opportunity to participate in viral moments – to connect with their audience and get into everyday conversations
• Through a playful social media post, the Auckland Blues put themselves at the centre of a viral moment, deepening connection with their community

Introduction

It’s the 2022 Oscars. Chris Rock is cracking jokes, poking fun at the A-list stars in the audience, and the room is buzzing with laughter. But suddenly, Will Smith strolls onto the stage, his expression unreadable, and in a split second, delivers a slap that silences the crowd and leaves the world in shock.

It was the Oscars moment no one anticipated, and no one could stop talking about. 

It dominated the headlines and set social media ablaze. Moments after the slap, reactions flooded platforms, memes were born, narratives were created and more serious topics were brought to the public’s attention, like the boundaries between comedy and respect.

Viral events do more than change, they transform.

What begins as a moment quickly grows into a dynamic exchange of ideas, perspectives and emotions. Countless narratives are generated, and the silent majority, the onlookers, select which narratives receive attention and become the mainstream.

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The brand opportunities

 For brands, these moments are more than noise, they present two kinds of opportunities. 

Firstly, they are windows into the conversations happening now. They offer a rich source of cultural dialogue that sheds light onto what connects with audiences, what subjects drive conversations, and how values and emotions are expressed in real time. And where do the majority of these interactions take place? The comment sections. 

While social media comments can seem chaotic and senseless, it is a rich and diverse reservoir of unfiltered experiences and opinions. It’s readily available market information, waiting to be turned into insight. And this no longer has to be a manual task for marketing teams. Sence’s AI-integrated platform analyses this vast source of data in real time, helping organisations gain a market orientation in a way that has never been possible. 

Secondly, they offer brands an opportunity to participate in these conversations—to connect with their audience through humor, get in front of new market segments and make themselves relevant in ways that feel timely and meaningful.

This is why brands are increasingly acting in real time to become part of the viral moments as they unfold. Whether it’s a clever meme, engaging with comments, or a surprise collaboration, brands can use the heightened attention of viral events to anchor themselves in conversation and connect emotionally with their audience.

Example: IShowSpeed and New Zealand professional sports teams

YouTube sensation “IShowSpeed” recently visited New Zealand, broadcasting his time here to a massive global audience. During his tour, he teamed up with the New Zealand Breakers and Warriors to collaborate and create some attention grabbing content. 

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When the Breakers released videos to their own platforms, the Auckland Blues seized the moment, and created an opportunity to join the conversation. They posted a SpongeBob meme featuring their logo on Squidward (trophies in hand) gazing jealously at Speed and the Breakers, depicted as SpongeBob and Patrick having fun outside, with the caption: “Speed not interested in seeing any trophies today 🥲.”

For its humor and perfect timing, the post gained instant traction and sparked a playful exchange among fans and even other sports teams within the post. The Breakers added to the fun, replying in their comments section: “ 😂 dw guys, he saw some here.”

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Conclusion

By joining in the right conversations, brands can become part of the viral moment itself. This example shows the ways that brands can leverage timing, humor, and relatability to create an emotional connection with their audience. These exchanges humanise brands, deepen their relevance, and foster a sense of community in ways traditional marketing can’t.

At Sence, we help organisations understand the conversations that are happening in real time, and shed light into what different audiences care about. With tools that surface cultural insight and guide brand engagement, we equip marketers to connect with their audience in ways that are timely, human, and genuinely resonant.

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