Hopecore - a marketing trend perfect for small local businesses and community organisations

Content marketing

29 Dec

Political and financial negativity is dominating the news cycle these days, so it’s refreshing to see a lovely trend emerging in the marketing space - Hopecore - is wonderfully spreading through social media. With big brands like Coca Cola, McDonalds and, even Taylor Swift, embracing Hopecore, maybe it’s time you looked at how your small business or community organisation can leverage it to create meaningful and impactful content.

What is Hopecore?

In simple terms, it’s a content trend that focuses on spreading positivity, inspiration and hope - encouraging audiences to look for and embrace the good in life. Nice right?!

Now that you know the term, you might notice it more and more:

Uplifting messages
Positive imagery and language (often in a scrapbook style)
Open appreciation for life and circumstances
An emphasis on self-care and personal growth
Celebration of moments, big and small

As a small business, NFP or community organisation, Hopecore could give you an advantage, attracting people who are seeking alternatives to ‘doomscrolling’ and consuming negative news. Promoting and delivering positivity will help you:

Connect emotionally with your customers and audiences
Build loyalty through positive association and trust
Showcase the human side to your business

How are brands using Hopecore in their marketing?

Check out this McDonalds ‘second of happiness’ campaign celebrating small moments of joy and positioning the brand as a source of happiness in everyday life. It sums Hopecore up perfectly.

But I don’t want to focus on big brands with big teams and big budgets, I want to help you embrace Hopecore so here are a few thought starters.

A local café might share stories of regular customers achieving personal goals to show connections or have a photo wall where they share photos of the dogs that visit.
An independent bookstore might use social media to encourage customers to share inspiring quotes from their favourite books.
A yoga studio might post a daily reminder with simple tips for reducing stress and finding joy in everyday life.

How your local or small business or community organisation can embrace Hopecore in marketing.

Share customer or client success stories, highlighting how your products or services have positively impacted lives.
Feature stories of your team members going above and beyond to help customers or contribute to the community.
Share your business' journey and celebrate milestones including challenges overcome and goals achieved.
Develop a series of motivational or uplifting posts or videos that align with your brand values and resonate with your audience.
Invite customers to share their own happy or hopeful moments related to your niche.

If you’re feeling inspired to start creating Hopecore content, please remember:

Be authentic and don’t force it - your content should genuinely reflect your brand's values and mission.
Incorporate uplifting imagery, whether it's photos, illustrations, or short video clips because positive imagery can add an extra layer of emotion.
Aim for bite-sized content that's easy to consume and share.
Encourage interaction by asking questions or inviting followers to share their own positive or hopeful experiences.
Regularly post Hopecore content to build a positive association with your brand.

Remember, the goal is not just to market your products or services, but to inspire and uplift your audience, creating a community of loyal customers who associate your brand with hope and positivity.