The ability of brands to capitalize on spontaneous online moments is rapidly becoming a core competency in modern marketing. Rather than relying on meticulously planned campaigns, brands are increasingly finding themselves thrust into the spotlight by unexpected viral content – a meme, a user-generated video, or a fleeting cultural reference. The challenge lies not in *creating* these moments, but in recognizing them quickly and responding strategically.
This shift demands a move beyond traditional social media monitoring to a more nuanced approach: social listening. As Katy Link, Head of Product Marketing & Communications at influencer marketing platform Kolsquare, explains, social listening allows brands to identify emerging signals before they escalate into full-blown trends. It’s about understanding the conversations happening *around* a brand, even when the brand isn’t directly mentioned.
The distinction between monitoring and listening is crucial. Monitoring primarily measures visibility – tracking brand mentions and hashtag usage. Social listening, however, focuses on analyzing the context, sentiment, and underlying narratives within those conversations. It requires a deeper understanding of online culture, recognizing how creators are shaping perceptions and how micro-trends are evolving. Waiting for a topic to appear in “trending topics” often means missing the opportunity to engage authentically.
Two recent examples illustrate the power of proactive social listening. Anthropologie, a retailer specializing in home décor, successfully leveraged a TikTok trend where users playfully tricked their partners into believing ordinary stones were expensive decorative items. Recognizing the underlying conversation about value perception and lifestyle aesthetics, Anthropologie invited the original creator to a store event and created its own content riffing on the joke, subtly integrating its products without overshadowing the humor.
Similarly, Stanley, a manufacturer of insulated tumblers, benefited from an unexpected viral moment when a TikTok user posted a video of their Stanley tumbler surviving a car fire largely unscathed. The video quickly gained traction, with users framing it as an unintentional durability test. Stanley’s response – a thoughtful stitch from its global president thanking the user and offering a replacement tumbler and vehicle – resonated deeply, generating significant media coverage and reinforcing the brand’s product promise.
In both cases, the brands didn’t simply react to virality; they understood *why* the content resonated and responded in a way that felt genuine and aligned with their brand identity. Crucially, they avoided exploiting the situation for pure brand awareness, instead prioritizing empathy and community engagement.
Effective social listening requires integrating it into the daily workflow of social media teams. So actively participating in online communities, observing emerging patterns, and paying attention to shifts in tone and sentiment. It’s about identifying moments when creators are incorporating products into new contexts or when conversations are taking on a particular energy.
Once a potential opportunity is identified, clear roles and responsibilities are essential for rapid response. Teams need streamlined approval processes and a shared understanding of brand voice and values. A key consideration is knowing when *not* to engage – recognizing when it’s best to let creators lead the conversation or to avoid potentially insensitive responses.
The recent incident involving the Louvre Museum, where a painting was vandalized, serves as a reminder of how quickly brands can find themselves unexpectedly caught in the public eye. While most viral moments originate on a smaller scale, the principle remains the same: brands that are actively listening are better positioned to capitalize on opportunities and mitigate potential risks.
As Kolsquare’s Katy Link emphasizes, momentum favors those who look first. Continuous monitoring of community dynamics and cultural signals is no longer a luxury, but a necessity for brands seeking to remain relevant in an increasingly fragmented and fast-paced digital landscape. Social listening, isn’t merely a technological tool; it’s a cultural mindset – one characterized by curiosity, attentiveness, and a deep understanding of the target audience.
Kolsquare itself has been active in the consolidation of the influencer marketing space, acquiring Austrian competitor Storyclash, becoming the largest European provider in the influencer tech market based on customer count, serving around 2000 clients in over 30 countries.
