When it comes to reaching your target audience, even if you don't identify as a sports, fashion, or meme fan, it's not about you.

It's about your audience. And if you aren’t tuned into their interests - from the Netflix shows they watch to where they shop, you’re likely missing out on ripe opportunities to connect with them. 

Below, I share my process and step-by-step checklist when it comes to leveraging pop culture events in social media marketing strategy for the sexual health and wellness industry. The example I use in this blog is for live events like the Met Gala or the Grammy Awards. However, daily news headlines can also provide ripe opportunities as long as you keep your finger on the pulse of breaking pop culture news. 

Why Is Original Instagram Content Important?

• Instagram will be rolling out a new feature called "Direct Replace" which is designed to reward original content creators. 
• Re-using memes from around the internet will NOT be shown to your non-followers, no matter what hashtags you use.
• Re-posting a hot pop culture meme is low-hanging fruit, however, repurposed content will not be shown to non-followers. Instead, Meta's AI technology will track the original creator, and link back to them.
• Creating an original headline for a meme and making a post uniquely your own will be rewarded and shown to your non-followers.

Here come the Met Gala 2024 memes....

Here is what to know about tonight's Met Gala in New York City:

Met Gala 2024 Theme

The theme is "Sleeping Beauties: Reawakening Fashion," and the dress code is "The Garden of Time." Read: Why the Met Gala Theme Makes the Internet Go Crazy. 

This year's exhibit and ball highlights historical garments and technological advancements in style with a "Sleeping Beauties: Reawakening Fashion" theme. The night's dress code, "The Garden of Time," is inspired by a 1962 short story of the same name.

How to watch live updates from the Met Gala red carpet

Watch live updates from the red carpet here. 

Watch Live Tweets as the red carpet unfolds here and here. 

Met Gala 2024 Hashtags

Instagram: #MetGala

Twitter: #MetGala, #TheMetGala24RP #MetGala2024

How to Leverage Pop Culture Moments in Your Social Media Marketing Strategy

In regard to the sexual health and wellness industry industry, Gillian Anderson’s Vulva Covered Gown is a prime example of a meme opportunity from the 2023 Golden Globes awards. 

A Super Bowl halftime show Instagram reel I created for one client last year (and posted immediately after the Super Bowl ended) has garnered the highest amount of views (per IG analytics) compared to any of their other posts over the last three years. 

What Steps Should You Take to Market Around Pop Culture Events?

For some people, one option is to sit back and wait for the memes to start rolling in after the show.

Jumping on a viral moment before it happens is my approach. Here is my 3-Step process on how to prep for a pop culture event in advance: 

Step 1 (Before the event)

Do a quick Google search for "Grammys 2024" (or whatever event you are watching) to brush up on the host, scheduled performances, nominees, and any must-watch moments to keep an eye on ahead of the event. You can do this day-of, or a few days before. 

Step 2(Before the event)

Research hashtags on IG that are trending and compile my Twitter + IG hashtags to use when I post  I’ll start by searching #2024grammys and go from there. I’d also search #memes #grammymemes and the names of celebrities who might be relevant to the posts I create. 

Step 3 (Before the event)

Sign into X and pull up the Grammy conversation. You can view this two ways: Top Commentary, and Latest. Toggle back and forth between the two during the event.  

This is where you’ll catch meme-worthy event moments that the public are buzzing about as they happen. 

Step 4 (When the Event Starts)

Fire up your thinking cap and tune into the red carpet. What are some ways to connect your brand or niche with celebrity quotes, or fashion statements? (Yes, Amy Schumer actually said "vibrators" in response to Lala Anthony during a Met Gala red carpet interview in 2022.

Step 5: During the event

Watch the awards show while keeping an eye on Twitter conversations and winner updates. 

For the Super Bowl, it’s not so much about the main event as it is about the Super Bowl commercials and the post-game player comments. And by that I mean, ALL EYES ON TAYLOR SWIFT. 

Two Common Pop Culture Marketing Mistakes to Avoid

1. There is a fine line between pushing the boundaries and being tone-deaf. Personally, I do not replicate, re-post or create unique posts including blacklisted/asshole/racist/sexist situations individuals like Kanye West, or the Chris Rock “slap heard ‘round the world.” 
2. Don’t (and I cannot stress this enough) steal a post or a meme and claim credit. Always credit the original account that posted it. Tag them in your re-post too, so it shows up in their “Tagged” photos on Instagram. 

Here are a few examples of unique memes I've created for clients in the pleasure products industry, based on pop culture/internet culture: 

Even within the pleasure products industry, brands can often find connections to iconic pop culture moments. This involves spotting meme-worthy instances during live events and establishing correlations between them.

Let it be fun. 

Will all of your pop culture social media posts & memes be viral-worthy? No. And it's not the point. You're experimenting with different ways to resonate with your followers and attract some new eyes on your account. The key is shareability. If you acquire a handful of new organic followers as a result, consider that a win.