Trends. The ever-changing visual and cultural manifestations of our collective mindset. They shape fashion, language, and even the way we dance. And while not everyone spends their days scrolling social media, trends have a way of finding us regardless. They seep into storefronts, commercials, and even political campaigns. They’re hard to escape, and even harder to predict.
For brands, trends are a tempting opportunity. Staying relevant is crucial, but blindly hopping on a trend can backfire spectacularly. So, when does it make sense for brands to engage, and when is it better to let a trend pass by?
What Is a Trend?
Before diving in, let’s break down what a trend actually is. Social media, especially platforms like TikTok, is the birthplace of many trends, rapidly shaping everything from fashion aesthetics to viral phrases.
Take, for example, Brat Summer, a TikTok-fueled aesthetic rooted in Charli XCX’s album Brat. The album’s songs became wildly popular on the platform, amplified by viral influencers who embraced the hyper-feminine, rebellious aesthetic. The associated explosion of neon green only further cemented its dominance. Once a trend gains traction like this, brands scramble to capitalize on its success
But here’s the catch: the internet is quick to call out brands that are late to the party or seem out of touch. Nothing is worse than seeing a brand awkwardly shoehorn itself into a trend that’s already lost its momentum, or worse, one that never suited it in the first place. So how can brands avoid these pitfalls?
The Three Pillars of Trend Adoption
Before hitting “post,” brands should consider three key factors: Relevance, Timing, and Utilization.
Relevance: Not Every Trend is Meant for You
Just because something is popular doesn’t mean your brand should participate. Relevance is critical. Ask yourself:
Does this trend align with our brand’s personality and values?
Does it make sense for our audience?
Can we add something authentic to the conversation?
For instance, a high-end luxury brand jumping on a low-brow, meme-driven trend can feel disingenuous. On the flip side, a youthful, fast-fashion brand ignoring a major TikTok aesthetic shift might miss a valuable opportunity. Being selective isn’t just about preserving brand identity—it’s about ensuring engagement feels organic, not forced.
Timing: Catching the Wave at the Right Moment
Timing is everything. Trends move fast; some last for months, others disappear in a matter of days. Without a strong pulse on digital culture, it’s easy to be late. And in the world of trends, late is often worse than never.
That doesn’t mean a trend has to be engaged with at its peak. Some brands manage to extend the lifespan of a trend by offering a clever twist or a fresh take. But generally, if you’re just now discovering a trend, odds are your audience has already moved on.
Utilization: Adding Value, Not Just Noise
So, you’ve found a trend that aligns with your brand, and the timing is right. Now what?
This is where creativity comes into play. If your engagement with a trend is just a copy-paste of what’s already out there, you’ll be lost in the noise. Instead, consider:
Can we add humor? Many trends thrive on comedic timing or wit. Does your brand have a voice that can lean into that?
Does it fit naturally? Forcing a connection that doesn’t exist will be obvious. The best trend participation feels seamless, like it was meant to happen.
Beyond Trends: What Else to Keep in Mind
Trends can be valuable, but they aren’t everything. Here are some additional considerations:
Long-Term Brand Identity: If a trend doesn’t align with your brand’s core values, it might not be worth engaging with—even if it’s popular.
Audience Expectations: Your audience follows you for a reason. If you suddenly shift your messaging to fit a trend, you risk alienating your core followers.
Sustainability of Trends: Some trends are gone in a flash. Others signal larger cultural shifts. Being able to distinguish between the two helps avoid short-lived gimmicks.
Original Content: While being part of a trend can be beneficial, the best content tends to be original. It’s rare that an audience will stick around just because of a trend. You might gain temporary relevance, but that’s not what will build long-term loyalty.
Trends can be powerful tools, but they aren’t a guaranteed win. The most successful brands are those that understand when to engage and when to sit one out. By focusing on timing, relevance, and creative execution, brands can turn fleeting trends into meaningful connections with their audience, without the risk of coming off as try-hards
At the end of the day, chasing trends isn’t the goal. Building a brand that people trust and engage with, trend or no trend, is what really matters.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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