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In the rapidly evolving world of social media, staying ahead of the trend curve is essential for brands aiming to make an impact.

What does a sponge have in common with Taylor Swift’s new album? This isn’t the start of a bad joke, by the way. At face value, they don’t have a lot in common, but the genius social media team at Scrub Daddy understood that many of their customers might also happen to be Taylor Swift fans. They recreated The Tortured Poets Department album cover… with a sponge. The result? A hilarious Instagram post that received over 68,000 likes.

Are you making room for reactive content in your brand’s social media strategy? Whether you’re a hospitality, lifestyle, or e-commerce business, utilising reactive content can be a highly effective way of making you stand out from the crowd.

What is Reactive Content?

Simply put, reactive content is timely, relevant, and spontaneous content that responds to current events, trends, or conversations. It’s about seizing the moment, capitalising on trending topics, and adding your brand’s unique voice to the conversation.

If you want to be reactive, you need to know what people are talking about. You don’t have to possess psychic powers to be able to do this, but you should ideally put time aside for research. This could mean checking the news regularly, and if you want to truly engage people in an authentic way on social media, you need to be on it. Yes, watching TikTok videos counts as research!

Why is Reactive Content Important?

  1. Increased engagement: By tapping into trending topics on social media platforms like TikTok and Instagram, you can capture your audience’s attention and boost engagement. 
  2. Brand authenticity: Reactive content allows your brand to showcase its personality by participating in trending conversations, demonstrating that you’re in tune with what’s happening on these platforms. Reactive content also provides an opportunity to reinforce and refine your brand’s voice. Duolingo, Ryan Air, and Aldi are great examples of brands that have a clear (and funny) identity. 
  3. Staying relevant: Platforms like TikTok and Instagram thrive on what’s happening now. Reactive content helps your brand stay relevant by participating in real-time conversations and trends.
  4. Driving traffic and awareness: Reactive content can drive traffic to your website or other social media channels by including calls to action or directing followers to relevant content. It also increases brand awareness as your content gets shared and reaches a wider audience through likes, shares, and comments.
  5. Adapting to change: The digital landscape is constantly evolving, with new trends and conversations emerging daily. Reactive content allows your brand to adapt quickly to these changes, showing agility and flexibility in your social media strategy.

How to Implement Reactive Content in Your Social Media Strategy

Stay informed

Keep an eye on trending hashtags, challenges, and conversations on TikTok and Instagram. Utilise tools like TikTok’s Discover Page, Instagram’s Explore tab, and social media monitoring tools to stay updated. A social media agency can help with this, taking the time to explore trends and using expertise to craft creative content.

Act quickly but thoughtfully

When a trending opportunity arises, act quickly to create and publish your content. However, ensure it aligns with your brand’s voice and values. Whether you’re creating a blog, Instagram post, or TikTok video, choose trends that resonate with your audience and are relevant to your industry. This means you don’t need to (and definitely shouldn’t) jump on every trend for the sake of it.

Be authentic

Authenticity is key in reactive content. Let your brand’s personality shine through and engage with your audience in a genuine way. 

Leverage visual content

Platforms like TikTok and Instagram thrive on visual content. Use captivating videos, images, and graphics to make your reactive content stand out and capture your audience’s attention.

Monitor and measure

After posting reactive content, monitor its performance on TikTok and Instagram. Analyse engagement metrics to understand what resonates with your audience and refine your strategy accordingly.


As an award-winning marketing and PR agency, we understand the importance of creating engaging and impactful content that resonates with audiences, adds value, and drives brand awareness.

We like to practice what we preach, so take a look at @temptagency on TikTok to see some of our very own reactive content (there’s a method in the madness, honest!).

At Tempt, we’re here to help you up your social media game. Specialising in digital marketing and PR, we help hospitality, lifestyle, and e-commerce brands in Manchester and beyond to create engaging content that drives awareness.

Contact us today to find out how we can take your marketing strategy to the next level.

Do you have lots of content ideas but need help navigating the social media algorithm? Read our blog for more.

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