In July, Brazilian social media was taken over by an audience phenomenon, the “love strawberry”: a delicacy consisting of a strawberry with chocolate coating and the appearance of a “candy apple.” Brands and users wanted to ride the wave and capitalize on the trend. However, experts warn about potential issues with the trend.
According to Thiago Andrade, social media manager at KAKOI Comunicação, leveraging trends is almost an obligation, but care must be taken with the entire ecosystem involved, especially how the company communicates:
“First, it’s essential to respect the brand’s voice. If the company has never made jokes or capitalized on other trends, jumping on the love strawberry bandwagon and then reverting to its usual tone won’t work. Respect for the audience and the previously developed strategic plan is crucial,” says Andrade.
Another point of caution, according to the expert, is managing expectations. When a trend peaks, social media algorithms expose the content to thousands of people unfamiliar with the brand or company—this can be favorable or a trap:
“Imagine a snack bar, for example, that has been communicating through jokes and leveraging trends for a while but doesn’t sell the love strawberry. Depending on the content’s quality, it could reach thousands of people who don’t know the company and might assume it sells the product. When users impacted by the post and the algorithm reach out and discover the truth, the outcome will be worse. Negative reviews could damage the company’s reputation—so strategy is key,” emphasizes the manager.
According to iFood, Brazil’s largest food delivery platform, over 524,000 units of the dessert were delivered in July alone, representing a surge of more than 2,490% compared to the previous month. That means roughly two units of the dessert are sold per order.
