2023 Was the Year of Reactive Brand Marketing

(TikTok videos: Alix Earle, Stanley, North Face, Carnation Milk)

2023 was the year of reactive marketing, or as we’ve all started calling it, fast-vertising. Brands doubled – even tripled – down on their reactive marketing strategies this year. 

From MAC Cosmetics working with Sabrina Bahsoon (Tube Girl) within weeks of her viral TikToks to the NFL essentially making #Traylor a content pillar to Airbnb coming to Alix Earle’s rescue in Italy… there’s a lot to dive into.

Yes, these examples include big brands with big budgets. But, reactive marketing doesn’t have to come with a high price tag. Let’s get into it!

Note: this is part of a monthly series of social and influencer marketing trends I send out to paid subscribers.