If you’ve spent any time on TikTok recently, two things are probably true:
- You’ve noticed that there seems to be a theory for everything. From the Orange Peel Theory to the Bean Soup Theory, the internet generation is assigning meaning to shared experiences and truths.
- You’ve seen dot cakes – the latest viral trend – take social media by storm, as influencers and brands leverage the buzzy-ness of the dessert sensation.
Our team, a leading Chicago PR agency, recently discussed these phenomena and came to a conclusion aptly titled the “Dot Cake Theory.”
What is Dot Cake Theory?
We define the Dot Cake Theory as the immediate pressure brands feel to jump on viral trends for quick fix awareness, even when the trend lacks an authentic connection to the brand’s core identity. This reactive marketing often results in social oversaturation and consumer fatigue.
What is Trend-Jacking in Modern Media Relations?
This isn’t to say that agile opportunities aren’t important. Trend jacking is an extremely useful tool to drive awareness and engagement, but only as part of a comprehensive media relations strategy. Taking part in every single trend without a true, natural link to the brand story might do more harm than good. In other words, it may lead to eyerolls instead of more eyes.
It’s easy for consumers to pick up on inauthentic brand moments that try to fit a square peg into a round hole. Some of the recent dot cake content has come from hair accessory, beverage and water bottle brands – none of which have an immediately recognizable connection to the cakes beyond aesthetics. We’ve always found that the most effective campaigns are the ones that the average consumer can immediately understand with little to no explanation. So how do you decide which trends are right for your brand?
- Identify an Immediate Connection to Your Brand Story.
Make sure there’s an instantaneous, one-step connection between your brand and the trend. You don’t have to jump through hoops for your audience to understand the link, and your story can be told in just a picture and maybe a few words. - Ensure Agile Execution and Media Relations Speed.
You should be able to execute while the trend is still relevant. It’s always glaringly obvious when a brand is late to arrive, which is often due to approval time and red tape. Establish an agile process ahead of time, and if an expedited timeline isn’t feasible, it may be best to sit this one out. - Align the Viral Trend with Your Target Audience Demographic
Be confident that the trend will reach your brand’s target audience. It’s also important to consider whether your brand’s current (or intended) consumers will resonate with the trend. If it’s a Millennial fad but you’re speaking to Gen Z, it might not land. The trend can’t just be relevant in the zeitgeist – it has to be relatable for your consumers.
Dot cakes are likely to fade away from the spotlight soon – unless they go the way of Dubai Chocolate or pickle and continue to sustain their stardom for the next few years. But lasting trends are a dime a dozen, and there is always going to be another next viral moment that might make more (or less) sense for a brand. When evaluating trending topics and determining whether to hop on, take a moment to be picky and analyze whether it’s truly the best fit.
To sum it up in a rule of thumb, according to the Dot Cake Theory: be sure agile opportunities are rooted in strategy and relevancy to your brand and not just following a trend for trend’s sake.
Interested in learning more about our public relations agency and our approach to taking on evolving trends? Email us.