How Viral Tweets Can Elevate A Brand Overnight

Does anybody remember when Capriccio Sangria seemingly SWEEPED the nation in 2018? Overnight, liquor stores everywhere sold out of this bubbly and potent drink that had been around since 2015. Something similar seems to have happened this year with Casamigos tequila, which now is the main component of TikTok challenges and basically has become the drink of the summer according to Twitter.  How does this happen you may ask? Never underestimate the power of social media and how trends drive consumerism. Although I’m sure we all know by now that brands now pay popular celebrities and known influencers to “organically” promote their products, some companies have taken a different approach. 

By paying people with moderately large followings who are popular within “Black Twitter” to post about a product or service, brands now realize that they can triple their exposure overnight. Although illegal, people have also been known to purchase “bots,” software programs that perform automated tasks that typically imitate or replace human user behavior. These bots can appear on your timeline with casual toned tweets like “imma let yall in on a little secret, those High Voltage Nails get me right every time,” which come off as organic posts from someone in your demographic. The more of these that pop up, the more actual people look into what the hype is about for themselves and BOOM. Needless to say, social media is one of the best marketing tools you can use and Black Twitter sets the tone of what is popular and on trend. Who knew?