MENTION A RIVAL TO GET MORE ENGAGEMENT

Summary from the TLDR Marketing newsletter

Research shows that referencing a well-known rival in marketing drives a 196.7% increase in engagement compared to posts without such mentions. Referencing direct competitors is especially effective. Rivalries that are familiar (like Coca-Cola vs. Pepsi) yield even higher engagement. This is especially true among loyal customers, who interact 20% more with these posts than neutral audiences. This tactic does not statistically impact purchase intentions and negative rivalry references may risk the brand's image if overused. Small-scale testing of rival-based messaging should be done to assess consumer reactions before broader use.