Trends are short-lived but highly impactful cultural phenomena that entertain, educate, or influence consumer behavior over a period of time. They are a very important phenomenon in social networks these days, and the way in which brands and influencers react to them is decisive for their successful positioning online. In this article, we will try to understand a little more about them and to what extent brands should pay attention to them.
What are trends?
Trends can be triggered by memes, TikTok challenges, or even political events. While they haven't lingered on the horizon long enough to be considered true cultural movements, they offer a unique opportunity for influencers and brands to create relevant and engaging content that resonates with their audiences.
An example of a popular trend:
- “Very Mindful, Very Demure”
This trend took over TikTok in the summer of 2024. Even if you didn't know the words mindful and demure before, you can't help but hear them at least a few times in conversation today. Created by Jools Lebron, the trend spread so quickly in the media space that a huge number of people still can't explain where it came from.
In short, TikTok users started using these words to dramatize their rare moments of elegance and awareness in their daily lives. The trend has become a movement that satirizes the drive for excessive modesty and loftiness that dominates some parts of the online space.
As unexpected as it may sound, "very mindful, very demure" entered the vocabulary of a number of brands at breakneck speed. Keeping up to date and speaking the language of their users, they adapted their content as quickly as possible and successfully joined the general banter of TikTok users. But is this always a good move? Let's find out.
Should brands get involved in trends?
Yes, of course. Here's why:
- Increased Engagement: Participating in trends can increase audience engagement. Brands that ride the wave of the latest trends often find an increased level of interactions with their audience, as well as a spike in views and likes.
- Timeliness: engaging with current trends helps brands stay relevant in an ever-changing market. Consumers are attracted to companies that are in time with everything that is happening in the world. By participating in trends, brands can demonstrate that they understand and speak the language of their consumers.
- Authenticity: Participating in trends can foster a deeper connection with consumers. Brands that understand and truly engage with cultural moments can build greater loyalty and trust among their audience.
What about the other point of view? Why should brands think before joining a current trend? Here are a few reasons:
- Misalignment of values: not all trends are aligned with brand identity or values. Participating in such trends may lead to a negative reaction from users.
- Short-term impact: Trends can be fleeting and the effort put into them too great. Brands need to consider whether the investment of time and resources is worth it and will pay off in the future.
- Oversaturation: The more brands get involved in a trend, the more it dilutes and loses its appeal. Brands are finding it increasingly difficult to stand out, and consumers are increasingly finding something new to entertain them.
Finding the balance
To successfully tap into any growing trend, brands must find the balance between engagement and authenticity. This can be done after they answer the following questions:
- Do they fit: The effort is only worth it when a trend resonates perfectly with the brand's identity. What are the reactions: does the audience like it when the brand participates in current jokes and trends without annoying or negatively affecting them? Great, then he can easily be included in any news that conquers the online space. Are the reactions more than negative? Then it is best for the brand to stick to traditional methods of communication.
- Is it worth it: Not every trend is worth it. Brands should focus on those that are relevant to their audience and fit perfectly into their marketing strategy. In the dynamic world of marketing, trends can be a great way for brands to connect with their consumers. We must not forget, however, that a careful approach and careful analysis of the situation play a very important role.
If you want to know more about 5 brands that surely know how to tap into the TikTok trends, read our article.