In social media marketing, tapping into the zeitgeist of popular TV shows can be a game-changer for businesses. We’ve gathered professionals, distilling their strategies into fourteen innovative methods. From parodying with authenticity to creating viral content with TV show themes, discover how to harness the power of television for social media success.
1. Parody With Authenticity
My advice is to stick with a show that you like, as you’re arguably much more aware of the nuances and humor/references behind it. For example, businesses parody “The Office”-style mockumentary forms of interviews and happenings in the workplace because it’s very likely that senior leadership is well aware of the program. This seems much more authentic and is genuinely funnier than companies trying to jump on trends and the latest shows when it’s clear that they’ve never actually seen them in the first place!
John White, Director, Complete White Label
2. Engage Using Show-Related Hashtags
You only have to watch TV shows like “Love Island” or “Married at First Sight” to realize how much social media fuels online discussions. Using hashtags, GIFs, and quotes, brands can use TV to not only engage with their customers and their personal interests but also use these assets to market specific products or services. This could be a direct link between what a cast member is wearing or suggesting a product to resolve a problem shown on screen. Using features such as GIFs, snippets, or hashtags can help a brand build its image online, creating a sense of humor, personality, and relevance.
Annie Everill, Digital Marketing Executive, Imaginaire
3. Create Show-Inspired Collections
Businesses can effectively harness the popularity of TV shows to boost their social media engagement. One powerful strategy is to create content that aligns with the themes or characters of a trending show. For instance, a clothing brand could launch a limited-edition collection inspired by the costumes of a popular sci-fi series. By doing so, they tap into the existing fan base and create a sense of exclusivity and excitement.
Diana Royanto, Writer, Milkwhale
4. Launch Limited-Edition Themed Products
Of all the instances of brands utilizing popular culture to promote themselves, what stands out for me most is what Oreo did to honor the last season of “Game of Thrones.” The beloved dessert went all out with a limited-edition cookie that had each of the show’s infamous house sigils on it and also gave us a “Rebirth of the Planet” surprise in a video that visually reenacted the show’s entire opening sequence using nothing but Oreo cookies. And all this got dumped on us through their social media platforms, which is where the show’s base of fans intersects with the brand’s target audience. Of course, this campaign didn’t just go viral; it was a runaway sensation.
Blake Smith, Marketing Manager, ClockOn Australia
5. Join Conversations With Themed Content
Businesses can capitalize on the cultural relevance of popular TV shows by creating themed content that aligns with the show’s storyline, characters, or iconic moments. By tapping into trending hashtags related to the show, brands can join the conversation, making their content more discoverable to fans. This approach not only boosts engagement but also positions the brand as in tune with current pop culture, fostering a deeper connection with its audience. The key is to ensure that the content feels authentic and complementary to the show rather than forced or purely promotional.
A standout example is how brands can create limited-edition products inspired by a TV show and promote them through targeted social media ads that coincide with the show’s airing schedule. For instance, a food brand might release a special snack flavor themed after a popular character, using video ads that play during commercial breaks or on social platforms while fans are actively discussing the episode. This not only taps into the hype but also creates a sense of urgency and exclusivity around the product, driving sales and brand awareness.
Jason Hennessey, CEO Of Hennessey Digital
6. Build Relationships With Cultural References
Memes and cultural references are so important to marketing efforts nowadays, especially when targeting a younger demographic. The Duolingo social media accounts are making a killing through their tweets and posts, especially concerning their “relationship” with Dua Lipa. These memes and callbacks can be beneficial for your brand. Most popular shows have a dedicated following, and making these references can do so much to build a relationship with your audience. Maybe your brand’s audience is mostly women, so you could make references to the latest Bachelorette, Jenn, and show your support for her.
Rubens Basso, Chief Technology Officer, FieldRoutes
7. Run Nostalgia-Driven Hashtag Challenges
Businesses can leverage popular TV shows by creating themed social media campaigns that align with the show’s content or fanbase. For example, brands can engage audiences with hashtag challenges or memes tied to trending moments in the show, encouraging user-generated content. A successful example is the collaboration between brands and “Stranger Things,” where companies like Coca-Cola released limited-edition products and ran nostalgia-driven social media campaigns, capitalizing on the show’s massive fan engagement. This strategy helps increase visibility and build a connection with the fans of the show.
Madison T, E-Commerce Manager, My Supplement Store
8. Tweet Live With Relevant Commentary
With popular TV shows, businesses can piggyback by creating show-related content in real-time and resonating with the engaged audience. The idea is basically to tweet during the episodes, offering relevant memes, polls, or commentary that would directly link the brand to the theme or characters of the show. An example would be for a snack brand to tweet funny content about how pathetic the eating habits of a certain character are. This will help in increasing engagement and visibility by leveraging the online active audience of the show along with trending hashtags.
Gaby Alexander, Sales Director, SERPninja
9. Utilize Trending Show Sayings And Clips
Follow along with the trends that come from popular TV shows. Whether this is a new saying from someone on the show, an audio clip of a particularly viral conversation, memes that are made about the show, or discussions about the content, this can be used on a business’s social media as a relatable and trending content topic or pillar. This shows that your business is “in the know” about the media industry and is up-to-date with trends.
Jack Van Leer, Digital Marketing Consultant, PartyLite
10. Launch Hashtag Campaigns Inspired By Shows
A good way for businesses wanting to tie their social media marketing to popular TV shows is to launch hashtag campaigns inspired by the show. This involves creating original hashtags by combining the TV show’s buzzwords with their services.
For example, a business that sells upmarket snacks could run a campaign based on a cooking program by creating a hashtag that combines a well-known line from the show with their snacks and asking viewers to post photos of dishes they have made using the snacks, also with the campaign hashtag, whenever an episode airs.
This approach really taps into audience enthusiasm for the show while getting them to engage with the brand in a relevant, fun way. Not only does this give the business more exposure, but it also helps to create a community of customers who are highly engaged, sharing their passion for the show and the products.
Anders Bill, Cofounder/CPO, Superfiliate
11. Post Timely Show-Themed Social Content
Businesses can leverage popular TV shows by creating timely, show-related content such as memes or commentary that taps into the social media buzz around key moments like a season premiere, finale, or shocking plot twist. For example, during the “Game of Thrones” finale, brands could post witty, show-themed memes or GIFs while fans are actively discussing the episode. By posting in real-time or shortly after the show airs, businesses can insert themselves into trending conversations, increasing visibility and engagement by riding the wave of a popular cultural moment.
Tim Nicklas, Founder & Marketer, FollowerWave
12. Host Live Fan Events On Social Media
Businesses can enhance their social media marketing efforts by leveraging popular TV shows through strategic content tie-ins that resonate with the show’s themes or characters. For instance, creating a campaign that aligns with a popular show’s storyline can spark interest and engagement among fans. One effective strategy is to host live discussions or fan events on social media platforms during or after the show’s airing.
For example, a brand could host a weekly Twitter chat using a dedicated hashtag that references the show, encouraging fans to share their thoughts while subtly incorporating the brand’s products into the conversation. This approach not only engages the audience but also fosters a community around the brand, driving higher engagement and visibility in the process.
Shreya Jha, Social Media Expert, Appy Pie
13. Enhance Content With Pop Culture Memes
Memes are one incredible way to leverage popular TV shows to enhance social media marketing! If it makes sense for a brand to post meme content, these funny images, videos, or GIFs are the perfect additions to your content strategy. Not only is a brand demonstrating they are up-to-date on the latest pop culture happenings, but it is also showing off its smarts by finding a way to tie in those pop culture moments to its business or industry.
We recently completed a year-to-date analytic report for our brand and found that our top-performing pieces of content for the entire year were all related to pop culture memes or trending audios. In August of 2024, our top-performing piece of content was a carousel of memes from the Olympic Games!
Angela LaRose, Social Media Strategist + Copywriter, Scott Social
14. Viral Content With TV Show Themes
Take themes from popular TV shows and integrate them into what you do. For example, during the “Squid Game” hype, I created Fortnite-themed challenges that mimicked the show’s games. We shared highlights on TikTok and Instagram, and it went viral because it connected the show’s buzz with our content. To get started, just create content that ties into popular shows but adds your own spin. You can ride a wave of popularity while staying true to your brand.
Hugh “DestinysJesus” Gilmour, Director, DestinysJesus LTD
