Chapter 4: Organic Viral Marketing and Social Media Trends
Big data and AI is just one area that is bringing change to marketing. A world away from Mad Men are the organic viral marketing campaigns that have become a critical part of digital strategies, leveraging user-generated content, influencer partnerships and authentic brand engagement to reach and resonate with audiences.
From Big Data to Organic Viral Campaigns
Unlike traditional advertising, which involves direct, paid promotions, organic viral marketing emphasises content that spreads naturally among users, driven by the appeal and relatability of the message.
The rapid rise of platforms like TikTok, Instagram and YouTube has facilitated this, where short-form videos, viral challenges and relatable memes serve as major tools for engagement.
Tapping into Existing Trends
Brands employing organic viral tactics often tap into trends that already resonate with their target demographics, such as meme culture, short-form video trends and platform-specific challenges. Influencers, including those from previously underrepresented demographics (like ‘granfluencers’ or older influencers), can play a unique role in this arena.
By focusing on authenticity and relatability, these campaigns cultivate a sense of community and trust, which has been shown to drive higher engagement rates and enhance brand loyalty.
But of course, organic viral marketing also poses challenges. It requires careful navigation to avoid oversaturation and the appearance of insincerity, as modern consumers are quick to recognise forced content.
Additionally, with growing scrutiny on data privacy and ethical digital practices, brands must balance personalisation with transparency, building authentic engagement without violating user trust.
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A Campaign for Every Age
In today’s landscape of multi-generational influencer marketing and the hyper-focus on the individual, each generation connects with influencers who not only reflect their values but also engage through distinct communication styles and platforms.
By understanding the nuances of each generation’s preferences, brands can tailor strategies that authentically engage diverse age groups, driving impactful multi-generational campaigns.
Gen Z
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Gen Z
Gen Z values authenticity, inclusivity, and cause-oriented content, which aligns with their tendency to seek genuine connections and support social and environmental causes.
A report from McKinsey describes Gen Z as being characterised by ‘radical inclusivity’ with a focus on identity expression. They are typically inclined to engage with influencers who are open, relatable and socially conscious. They particularly favour platforms like TikTok and Instagram, where short-form, authentic content flourishes.
MOB Kitchen – Known for budget-friendly, vibrant recipes, appealing to students and young adults. (Instagram, YouTube)
Poppy O’Toole – Michelin-trained chef sharing approachable tutorials, including seafood. (TikTok, Instagram)
Ben Ebbrell (Sorted Food) – Collaborative cooking with a British perspective, including food science. (YouTube, Instagram)
Millennials
Millennials are typically drawn to influencers focused on self-improvement and professional growth, especially through in-depth content on platforms like YouTube and podcasts.
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This group is known to prioritise experiences over material goods and often follow influencers who offer advice on lifestyle, entrepreneurship and personal development. According to the Digital Marketing Institute, Millennials trust influencers as relatable authorities, seeing them as credible guides in both personal and professional spheres.
Nadiya Hussain – Comfort food with cultural twists, often featuring British-Asian seafood. (Instagram, BBC)
Jamie Oliver – Focus on sustainable, family-friendly meals, including seafood options. (YouTube, Instagram)
Tom Kerridge – British pub-inspired comfort food with a focus on sustainability. (Instagram, TV)
Gen X
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Gen X
Gen X prefers authenticity and narrative-driven content that combines a mix of nostalgia and current relevance. They are likely to follow influencers on Instagram and YouTube, where long-form content can provide both entertainment and knowledge.
eMarketer’s reports show that Gen X values practicality and finds appeal in influencers who emphasise trustworthiness and shared experiences, such as lifestyle and culinary content that aligns with family values and traditions.
Rick Stein – Coastal-inspired British seafood recipes, combining tradition with travel. (TV, cookbooks)
Yotam Ottolenghi – Mediterranean-inspired recipes with a British twist. (Instagram, cookbooks)
Baby boomers
Baby boomers typically gravitate towards influencers who embody stability and social responsibility, particularly in areas such as family values, tradition and entrepreneurship. Though not quite digitally native, Baby boomers actively use platforms like LinkedIn and Instagram to follow figures who uphold values of resilience and legacy.
Insights from Morning Consult indicate that this group appreciates influencers who maintain a blend of classic and progressive themes, making them a valuable demographic for influencers who can connect through responsible and ethical content.
Delia Smith – Traditional British cooking, including seafood classics. (Cookbooks, TV)
Mary Berry – Home-cooking with an emphasis on quality, including traditional seafood. (TV, Instagram)
Hugh Fearnley-Whittingstall – Sustainable, local-focused cooking, with ethical seafood. (TV, River Cottage)
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Authentic Engagement in the Seafood Industry
While what goes viral – or on what platform – might differ from one generation to another, the takeaways for the seafood industry remain the same. Regardless of where they find this content, what consumers appreciate are authentic rather than forced conversations – a space where there is certainly room for companies to have a voice in the (virtual) room.
By joining the conversation in a genuine, organic way, brands can connect with their customer base in a new way, they can address concerns they might have and open up dialogue around sustainability for example and, above all, they can use this engagement to build trust in a creative, cost-effective way.
Meme Too
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Meme Too
Viral challenges and meme culture have become integral to modern marketing strategies, significantly influencing brand engagement, particularly among younger audiences.
Brands adept at adapting their messaging in this way can tap into fastmoving-trends, while maintaining authenticity to secure the loyalty of Gen Z and Millennials.
