by Stella Rask
When a trend is going viral it’s easy for organizations to assume they should jump on it immediately before actually weighing whether it’s relevant to their brand. Before brands make the content and post it, it’s important for them to weigh if the trend is truly right for them, not just whether or not it’s popular.
Ask if the trend fits your brand voice
Start with the overlying personality of the trend, if your brand is known for being calm, warm and inviting, it doesn’t make sense for you to participate in a chaotic and sarcastic trend. This would sway your audience into a state of confusion because it would feel off no matter how many likes of views you get. It’s important to remember that a lot of likes and views isn’t always a good thing for publicity.
Ask if you audience really cares
Popular doesn’t always mean relevant. A trend may be very popular on one side of the internet but if your audience hasn’t seen it they will likely be confused and the trend won’t land. It’s important to remember your best performing posts and your audience’s previous engagements and use that as a guide to understand whether a trend is relevant for you to post about.
Understand a trend before you use it
Many trends carry a meaning, joke, or cultural origin. Make sure to research where and why the trend started and ensure it aligns with your organization’s values before participating in it.
Find a connection to what your organization offers
The strongest trend posts connect naturally to your product, service, or message. When debating what your organization can add to a trend and there isn’t any valuable connection it should be clear that there is no need for you to participate.
Check the risks
Take some time to research and scan anything that could be misread in a trend before participating in it. There have been many instances where companies and people hop on trends without knowing the origin of how it started. There is always a chance a trend was created to be hateful towards a certain demographic or has another underlying malicious message. Being sure to take the time to find the root of the trend can be very beneficial and can save your organization from controversy.
Decide if it supports your goals
Every post should serve a purpose, whether that is awareness, engagement, or community. If a trend does not move you toward any of those, it is just noise, and your followers will likely scroll or misunderstand.
The takeaway
You do not need to join every trend. The best social media strategy is to act like a filter, not a follower. If a trend fits your voice, matters to your audience, and connects to what you do, jump in with confidence. If it does not, skipping it is a smart strategic choice.
LinkedIn: https://www.linkedin.com/in/stellarask/
