Be Careful When Taking Inspo from the Super Bowl

Last night was the Super Bowl, and as always it can often provide a goldmine of content inspiration—memes, GIFs, and trending topics that can boost engagement.

But before you start drafting that witty tweet or designing that viral Instagram post, pause for a moment. Not all Super Bowl content is right for every brand. In fact, choosing the wrong moment to engage with can make your brand seem out of touch—or worse, disingenuous.

The Fine Line Between Relevance and Risk

Tameka Bazile from Elevate & Balance Apps put it perfectly:

"Kendrick Lamar's performance was HIGHLY political.
Nike's first Super Bowl ad in over 25 years was a STATEMENT.
If you're the social media manager for a brand that has publicly moved away from DEI, this is not the brand safety risk you want to take.
It's no longer about who can hop on a moment the fastest.
In 2025, the best social media pros--
☑️ Understand cultural nuance
☑️ Move intentionally vs. quickly
☑️ Identify multiple avenues for relevancy"

This is an important reminder that cultural moments—especially those tied to activism, social justice, or deeply held values—aren't just fun trends to jump on. If your brand's history or current stance doesn’t align with the conversation, using it for engagement can backfire.

How to Navigate Super Bowl Trends Without Losing Authenticity

1. Assess the Cultural Context
   Before using a viral moment, ask yourself: Does this align with our brand’s values? Is this a lighthearted trend, or does it carry deeper meaning? If it's the latter, be sure your brand has the credibility to speak on the topic.

2. Be Intentional, Not Just Timely
   Speed is important, but thoughtfulness matters more. Jumping into a conversation without a clear strategy can do more harm than good. If a topic feels too complex to engage with authentically, it’s okay to sit it out.

3. Find Alternative Ways to Be Relevant
   The Super Bowl offers plenty of universally engaging content—great plays, funny commercials, and pop culture moments that are safer ground for brands that prefer to steer clear of deeper social commentary.

4. Stay True to Your Brand
   If your brand has been vocal about DEI efforts, social justice, or cultural movements, then engaging with moments like Nike’s statement ad or Kendrick Lamar’s performance might make sense. If not, forcing relevance could feel hollow or opportunistic.

The Bottom Line

The Super Bowl is an incredible source of content inspiration, but in today’s digital landscape, social media pros need more than just quick reflexes—they need cultural awareness, strategic thinking, and an understanding of their brand’s place in larger conversations.