Staying on Trend Without Losing Authenticity

By Courtney Carlisle

Social media trends move at lightning speed. One minute, everyone’s talking about a viral TikTok dance, and the next, it’s a meme about a celebrity moment. For brands, it can feel like a race to keep up while staying true to who they are. Jumping on trends can boost engagement and visibility, but it’s a miss if it doesn’t feel authentic. The secret? Balancing relevance with staying true to your brand’s identity.

How to Balance Trends and Authenticity

At the end of the day, authenticity is all about being consistent with your brand’s values and vibe. Conversely, trends can push brands to try new things, not always in a good way. To find that sweet spot, here’s what companies should focus on:

1. Know Your Audience
   Trends work because they connect with people. Before you dive into a viral hashtag or challenge, ask yourself: Would my audience care about this? A beauty brand posting a fun makeup hack? Yes. A law firm attempting the latest dance trend? Probably not.
2. Stick to Your Brand’s Voice
   Your brand voice is like your personality. Don’t lose it just because a trend seems fun. If your tone is professional, find ways to approach trends without going too casual. If your brand is more playful, lean into that. Think about brands like Wendy’s, who always find a way to jump into Twitter conversations while still sounding like Wendy’s.
3. Be Picky About Trends
   Not every trend is worth your time. Focus on the ones that naturally align with your brand or your audience’s interests. For example, Patagonia might hop on an Earth Day trend but wouldn’t waste time with random pop culture memes that don’t connect to its message of sustainability.

How to Spot the Right Trends

Staying on top of trends doesn’t have to feel overwhelming. Here’s how brands can stay in the loop:

• Follow Trendsetters: Accounts like @TikTokTrends or @SocialMediaToday can be used to spot what’s gaining traction.
• Keep an Eye on Hashtags: Explore trending hashtags on platforms like Instagram and TikTok to see what people are buzzing about.
• Pay Attention to Your Audience: Sometimes, your followers are the best source of trend inspiration. Watch what they post, like, and comment on.

Making Trends Work for Your Brand

Once you’ve found a trend that fits, it’s all about making it your own. Here’s how to do it right:

• Add Your Spin
  Don’t just copy the trend—make it relevant to your brand. For example, if you’re an outdoor company and there’s a viral dance, record your team doing it on a mountaintop with your gear.
• Be Honest
  It’s okay to admit you’re trying something new or stepping outside your comfort zone. Transparency makes your efforts feel genuine.
• Have a Plan
  Avoid knee-jerk reactions by running trends through a quick checklist: Does it align with our brand? Will our audience care? Could it backfire?

Final Thoughts

Staying on trend doesn’t mean losing who you are. By intentionally choosing trends that make sense for your brand and adding your unique voice to the mix, you can keep things fresh and relevant without feeling like you’re trying too hard. At the end of the day, social media is about connection and staying authentic is the best way to make that happen.