This isn’t new: disruptive strategies are key for brands looking to stand out as the ad space becomes more and more crowded. Now more than ever, social media has been a game-changer in allowing disruptive marketing efforts to truly get the visibility they deserve.

Social Media as the Disruptive Catalyst

Disruptive marketing is not a new concept, but its impact has significantly intensified since social media.

Traditionally, disruptive marketing is just about breaking through the noise and captivating audiences by challenging norms, whether through unconventional or attention-grabbing means.

However, the rise of social media has brought disruptive marketing to new heights, by giving brands and consumers a platform for brands to engage. In fact, social media has been a top sales generator for more than a quarter of small businesses in the UK.

One of the key reasons why social media is so great for disruptive marketing is the way it can democratise content creation and distribution. This means that anyone and everyone can like, share, and create content on social media!

The Share-ability Factor

Social media platforms empower both individual consumers and brands alike to create and share content with unprecedented ease. On Instagram alone, there are 95 million photos and videos shared daily.

This level of content sharing means that disruptive marketing campaigns can be shared and re-shared on a level that transcends the limitations of conventional advertising.

At the end of the day, social media platforms are social; they are designed for sharing, and disruptive marketing capitalises on this inherent feature. When consumers see content that challenges their expectations or elicits a strong response, they are more likely to share it with their social circles.

This creates a domino effect as it continues to be shared, amplifying its impact. This helps your campaigns get an even greater reach than before; more views means more of your target audiences reached and more conversions!

The Virality Factor

Now the true power of disruptive marketing on social media lies in its potential for virality. HBR has found that successful viral campaigns regularly produce over a million impressions, with standout campaigns reaching 100 times that number. Imagine getting over 100 million impressions, just from a brilliant idea turned viral campaign for your brand!

Viral content spreads like wildfire, reaching far beyond the brand’s immediate followers and creating a ripple effect across social networks. It is the interconnected nature of social media platforms that allows this rapid sharing of content, transforming a well-executed campaign into a cultural phenomenon.

Types of Disruptive Marketing

Social Media Content

The first level is brand-generated social media posts. To be more disruptive, brands need to share content that challenges norms and sparks conversations. This can be witty captions or visually striking images, whether on Instagram, Twitter, or TikTok.

Real-life Activations

Beyond the digital world, real-life activations have proven to be powerful disruptors. Especially in a digital age where consumers have become numb to digital ads, guerrilla marketing campaigns and interactive installations in public spaces can create unforgettable experiences. Social media then amplifies the impact of these activations, allowing them to have an even greater reach.

User-Generated Content

Lastly, user-generated content (UGC) is often a goldmine when it comes to marketing content. This user-generated content means that consumers are creating and sharing content related to the brand, from photos and videos to testimonials and reviews. UGC is often seen as more authentic and genuine, resonating more with the audience.

As we navigate social media, the ability of brands to generate virality and create disruptive content will continue to define their success in an increasingly crowded ad space. With the power of social media at your fingertips, brands need to work to utilise it to the best of their ability and create a buzz around their brand.

Ready to start creating a disruptive campaign? Here at Hussel, our team of marketing disruptors knows exactly how to do that and how to turn heads with our creativity. If you want to learn more, let’s have a chat!