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Brand to Brand Reactive Marketing on Social Media. Should you be doing it?

Reactive marketing is ever-more popular, with marketing and social media managers making great use of brand-to-brand reactions to increase awareness, channel growth and to stay in the limelight.

But should you be jumping on the bandwagon and reacting to other brands? In this article, we take a look at when it is right for a brand to react to other brands content.

Recently Weetabix created some content that caused social media to have a meltdown. Sharing the very unusual combination of beans on the popular cereal biscuits provoked curiosity, opinions and comments, which in turn went viral.

Due to the viral nature and absurd combination, other brands got involved and shared their piece of mind in the form of puns, jokes and comments, while reflecting their own brand.

As you can see from the above images, the tweet got the attention of many huge brands that joined in with the banter.

Is Brand to brand reactive marketing right for your brand?

Although in the above example we see very serious brands such as the NHS joining with a joke, sometimes it's not always right to do so and whether you should get involved may depend on a few things.

Brand personality

Your brands' personality runs through the whole scope of your business from your marketing, down to how employees interact on a daily basis. The idea is to keep your brand consistent in order to capture a share of the market and grow your business.

Before you quickly join in with the hype, although you may have a great, hilarious response, be sure to know if the type of post would fall in-line with your brand and if it could have a negative impact on your brand.