The “Booty Call” content strategy

Submitted by on the 31st of March 2016

Imagine you’re in a crowded mall and the last person you want to run into is in front of your face – eager and ready to dive into an over-energetic conversation. Not to enquire about how you’re keeping up, but centres it completely around themselves. Some brands tend to behave this way online – always desperate for attention, always trying to be relevant, always making it about them.

There’s a misconception that constantly dishing out content will make your community attentive to everything you say online. Not true. It’s perfectly okay for brands to limit their content to legitimate moments of relevance. 

We believe we have relationships with our customers, but no one uses our products 100% of the time – they come to us when they need or want us, and then they move on. Basically, they booty call us.

In case you don’t know, booty calls are occasional hookups between people who aren’t in a relationship (and usually aren’t interested in being in one), but “enjoy each other’s company” every now and then instead.

If a brand can’t classify itself as an integral part of their consumer’s everyday life, it needs to seriously consider being in this kind of relationship with their customer.

This would involve brands focusing on giving their consumers a unique experience at peak periods that are highly relevant to their market, and then being comfortable to “go quiet”.

It’s an inversion of John V. Wilshere’s hypothesis that advertising is like fireworks and social media is like a bonfire. Social can actually create fireworks – an explosion of content that lights up your brand’s platforms when the time is right, burning brightly and then quickly extinguishing.

Timing is everything because this type of content would be solely focused on points on definite relevance. Consumers will love the fireworks, and once they die down there won’t be any love lost between brand and consumer. Both parties would have had a good time with their needs being satisfied.

The key to this strategy is to refrain from being too clingy, brands will need to keep the distance until their consumers need to see something amazing from them again.

Producing booty call content is a tactically brilliant alternative to being ‘always on’. Brands can focus their energy and budgets on creating a few dazzling moments in a year instead of spreading themselves too thinly and being the annoying, needy friend. Make your consumers want you and not the other way around.

PS: If you’re down for a booty call and would like to make it a viable strategy for your brand, Cerebra’s offices aren’t hard to find.