Beyond the Hype: How to Tell if a Trend is Right for Your Brand
Published on July 13, 2024·5 min read
In the fast-paced world of social media, it's tempting to jump on every emerging trend. But is it always the right move? Participating in the wrong trend can confuse your audience, dilute your brand message, and even damage your credibility. Before you hit "record," ask yourself these four questions.
1. Does it Align with Your Brand Values? This is the most important question. Your brand should have a clear set of values and a distinct personality. Does the trend fit that personality? If you've built a brand around thoughtful, professional advice, a chaotic, meme-based trend might feel jarring to your audience. > **Rule of Thumb:** If you have to force it, it's probably not a good fit. Check out our guide on [authenticity](/blog/authenticity-marketing-strategy).
2. Can You Add Value or a Unique Perspective? Can you connect the trend back to your core message or niche? Simply recreating a dance challenge adds little value if you're a financial advisor. But if you can use the format of the trend to share a financial tip in a creative way, you're adding value. The goal is to enter the conversation, not just become part of the noise.
3. Who is the Audience for this Trend? Trends often start with a specific demographic. Is the audience participating in this trend the same audience you are trying to reach? For example, if your target customer is a C-suite executive, a trend popular with Gen Z might not be the most effective way to reach them. Analyze who is using the trend and see if it overlaps with your ideal customer profile.
4. What is the Risk? Some trends can be edgy or controversial. Before participating, consider the potential downsides. Could the trend be misinterpreted? Is it associated with a problematic challenge or source? A quick search can save you from a potential PR nightmare. It's always better to be safe and protect your brand's reputation.
**The Verdict:** > Not every trend is for every brand. The most successful creators are not those who follow every trend, but those who are selective and strategic. Use trends as a tool to amplify your existing message, not as a replacement for it. True brand strength comes from consistency and authenticity, not from chasing fleeting moments of viral fame.