Create Engaging Social Media Content

How to Use Pop Culture to Create Engaging Social Media Content in 2024

Pop culture is more than just a passing trend—it’s a vibrant, ever-changing source of inspiration that can help you craft social media content that resonates with your audience and goes viral. In 2024, integrating pop culture references into your content strategy is not just a clever way to stay relevant; it’s an opportunity to show your audience that your brand is plugged into the cultural conversation.

From memes and viral challenges to celebrity trends and iconic movie references, pop culture has the potential to make your social media content stand out in a crowded digital space. But to truly harness the power of pop culture, it’s essential to use it strategically. You want to create content that feels authentic, relevant, and fun—something that your audience wants to share, comment on, and engage with.

In this article, we’ll explore how to use pop culture to create engaging social media content, highlight real-life examples, and give you actionable tips on how to make the most of this powerful tool in 2024.

1. Know Your Audience and Stay Relevant

Before diving into pop culture references, it's important to understand your audience. Pop culture trends often resonate with certain age groups, interests, and subcultures. If you’re targeting Gen Z, for example, TikTok trends, memes, and viral dance challenges will likely be more effective. If your brand targets a more mature demographic, referencing classic pop culture moments or nostalgia-driven trends may create stronger engagement.

By aligning your pop culture content with your audience’s interests, you ensure that your posts don’t just appear as an attempt to “cash in” on a trend—they should feel like a natural fit for your brand’s voice and messaging.

Real-Life Example: Netflix is a prime example of how knowing their audience and using pop culture effectively can boost engagement. In 2024, Netflix used memes referencing viral moments from its original shows like Stranger Things and The Witcher to promote its upcoming releases. These memes resonated deeply with their fanbase, sparking conversations and encouraging fans to share their favorite scenes or theories in the comments. By leveraging the pop culture fandom that had already built up around these shows, Netflix created a highly engaging social media presence.

Tip: Track social media trends in real-time using tools like Twitter Trends, TikTok’s Discover page, or Google Trends. This will help you stay ahead of emerging topics and engage with pop culture before it becomes mainstream.

2. Jump on Memes and Viral Challenges

One of the most effective ways to create engaging social media content is by tapping into viral memes or challenges. Memes are inherently shareable because they often involve humor, relatability, and cultural references that spark a reaction. When you integrate memes into your marketing strategy, you’re joining a larger conversation and giving your audience content they can engage with, share, and enjoy.

The key to using memes successfully is timing. If you use a meme that’s past its peak, your content might come across as out-of-touch. Conversely, jumping on a meme too early can make your brand appear opportunistic. The sweet spot is reacting when a meme is fresh but still relevant, so your brand can be seen as timely and connected to the cultural pulse.

Real-Life Example: The Wendy’s Twitter account has mastered the art of meme marketing. In 2024, during the Barbie movie release, Wendy’s posted a meme featuring a Barbie doll holding a tray of chicken nuggets, cleverly referencing the movie’s aesthetics while tying it to their own menu. The post received hundreds of thousands of likes and shares, leading to a massive boost in engagement. Wendy’s knew exactly when to jump in on the Barbie trend, and their humor-driven meme became a viral hit.

Tip: Use meme-generating tools like Imig flip or Canva to create your own branded memes and always make sure they align with your brand’s personality and voice.

3. Create Interactive Content Around Pop Culture

Pop culture is a conversation starter, and social media thrives on engagement. Instead of just posting static content, consider creating interactive experiences around trending pop culture topics. Polls, quizzes, and Q&A sessions related to pop culture events or trends can drive significant engagement and encourage your followers to participate.

For example, you can post a poll asking followers to choose between two iconic movie characters or create a quiz to determine which Marvel character they are most like. Interactive content not only boosts engagement but also fosters a sense of community, as people love to share their opinions and results with their friends.

Real-Life Example: Buzzfeed is a master at interactive content, often creating pop culture quizzes that resonate with their audience’s interests. In 2024, Buzzfeed published a quiz titled "Which Friends Character Are You?" that took off across social media platforms. Users shared their results with friends, and the quiz became an organic conversation starter. This type of interactive content is highly shareable and generates both engagement and brand awareness.

Tip: Encourage your audience to share their results or thoughts on your content. Create a hashtag or incentive to get more people to join in on the fun.

4. Collaborate with Influencers and Pop Culture Icons

Influencers and pop culture icons hold significant sway over social media trends. Collaborating with influencers who are popular within your brand’s target demographic can help amplify your pop culture-driven content and boost its reach. These collaborations could involve influencers sharing your product while referencing pop culture moments or engaging in trending challenges.

Pop culture influencers—whether they’re from the world of music, entertainment, or viral internet personalities—have a direct line to your audience. Partnering with the right influencer can help you seamlessly integrate your brand into pop culture conversations, making it feel more organic and relatable.

Real-Life Example: Gym shark has teamed up with fitness influencers who are passionate about Marvel and Star Wars to create workout content that incorporates pop culture references. In 2024, Gym shark launched a campaign where influencers wore Gym shark gear while recreating iconic movie fight scenes from Marvel films. The campaign’s success was driven by the ability to merge fitness with beloved pop culture moments, drawing attention from both fitness enthusiasts and pop culture fans.

Tip: When selecting an influencer, make sure their personal brand aligns with your company’s values, and that they have a strong connection to the pop culture references you plan to use.

5. Leverage Timely Pop Culture Events

Pop culture is often defined by major events, such as award shows, film releases, celebrity moments, or viral internet trends. These moments create a unique opportunity to create timely content that taps into the excitement and conversation surrounding them. Whether it’s the Oscars, a Kardashian drama, or a TikTok trend, being able to quickly react to these events will make your brand appear more relevant and engaged.

Real-Life Example: Spotify is known for capitalizing on pop culture moments in its marketing. In 2024, during the Grammy Awards, Spotify released a viral campaign celebrating the artists and albums nominated in the Best New Artist category. They used engaging Instagram Stories to highlight the nominees, along with interactive polls asking fans to vote for their favorites. The campaign tied Spotify directly into the cultural moment, making it feel like an integral part of the Grammy buzz.

Tip: Keep an eye on the pop culture calendar. Plan ahead for major events like the Super Bowl, fashion weeks, movie premieres, and music festivals, and prepare your content to be shared at the height of the event’s relevance.

6. Embrace Nostalgia in Your Content

Nostalgia is a powerful tool in pop culture marketing. People love to reminisce about their favorite childhood movies, TV shows, and pop culture moments. Tapping into this nostalgia can create an emotional connection with your audience, whether through retro references, throwback memes, or reimagining past cultural moments.

Real-Life Example: Pepsi successfully leveraged nostalgia in 2024 by bringing back limited-edition cans featuring designs from the 80s and 90s. They marketed the campaign using classic TV commercials and memes that referenced iconic pop culture moments from those decades, connecting with older generations while also appealing to younger customers who enjoy the vintage aesthetic. The nostalgia-driven campaign was a hit, as it brought back fond memories for many customers while also introducing Pepsi to a new generation.