Trends like the Strawberry of love require care on social networks

In July, Brazilian social networks were invaded by an audience phenomenon, the “morango do amor”: a delicacy composed of a strawberry, with chocolate coating and the appearance of “love apple” Brands, users, wanted to embark on the wave and take advantage of the trend.However, experts call attention to possible problems of the trend.

According to Thiago Andrade, social media manager at KAKOI Communication, taking advantage of trends is almost a must, but you have to be careful with the entire ecosystem involved, especially the way the company communicates:

“First you must respect the voice of the company's brand. If you never made jokes, took advantage of other trends, it is no use entering the strawberry of love and then talking again as if you had never done. It takes respect for the audience and the strategic planning previously developed” says Andrade.

Another point of attention according to the expert, is with the expectation created. When a trend is at its apex, the social media algorithm presents the content to thousands of people who do not know the brand or the company, this can be favorable or a trap:

“Imagine a snack bar, for example, it communicates for a long time making jokes and taking advantage of the trend, but does not sell the strawberry of love. Depending on the quality of the content, it will reach thousands of people who do not know the company and may think so, it sells the product. When the user impacted by the publication and the algorithm contact and discover the negative, the result will be worse. Ratings that will bring down the reputation of the company, then, it takes strategy” emphasizes the manager.

According to ifood, the largest delivery platform in Brazil, In July alone, more than 524 thousand units of the candy were delivered, a value that represents a high of more than 2.490% compared to the previous month.