Ever watched a trend blow up on social media and sighed, wishing you’d thought to jump on it quickly enough? Getting involved in a trend can have big benefits for engagement and reach. But it’s not always worth the effort.
So should you hop on the next ice bucket challenge or meme-fest?
3 Benefits of getting involved in a social media trend
1. It shows you are aware
Jumping on a trend shows your audience that you are aware of what’s going on around you and that your brand is good at keeping up with popular culture and opinion and is willing to adapt to respond. Depending on the trend it can also show that you are engaged with your local or national community. For example each year Motor Neurone Disease NZ runs an Ice Bucket Challenge to raise awareness and funds for its work. Getting involved in a trend like this not only benefits your business but also gives back.
2. Increased Visibility and Engagement
Joining a popular topic can get you noticed not only by your existing audience but also by new audience members who are consuming content about that conversation. This can help you expand your reach beyond your traditional audience. People are also more likely to get involved in conversations about popular events or viral topics which can increase your engagement.
3. You might just go viral
Not only is a wider audience more likely to be looking out for posts about popular trends but so are influencers and media outlets. So there’s a chance your post could even get picked up by someone big on social media or in the media which can send you viral.
3 not so great things about following trends
1. Oversaturation
While it’s good to be part of a big conversation, sometimes it’s hard to stand out. If everyone’s feeds are already saturated with posts about the event or challenge then yours might get lost in the mix.
2. Short timeframes
Trends by their very nature can be fleeting. That means there’s a risk that by the time you’ve thought about, created and posted your content, the audience might already have moved on to something new.
3. You risk alienating your audience
It’s good to attract new visitors. But, your existing engaged audience is key to your long-term success. If the trend you jump on doesn’t resonate with them, you risk alienating your existing audience for a few minutes of exposure. Plus if not done well, taking part in a trend can backfire on your brand.
How to jump on a social media trend the right way
So you’ve decided that there’s value for your business or your marketing clients in hopping on a social media trend or two. Here’s how to do it right.
Ask if it is relevant to your business or client
There are hundreds of national days, events and viral challenges happening at any one time. They won’t all be a good fit for your business or your clients’ businesses. Remember just because a trend is happening it doesn’t mean you have to jump on it.
Before you jump question whether it feels like a good fit and whether you can tie it back to your business.
Be authentic and add value
It can be tempting to twist yourself in knots trying to fit in with a trend. But that won’t sit well with your regular audience. Make sure your response is authentic for your business and that it fits your style. That comes back to the question of whether is it relevant – the less relevant the trend is the harder you will find it to create an authentic post. Make sure you have something to say.
Do you have time?
Trends can disappear as quickly as they come. To be successful you need to jump on a trend relatively quickly. You’ll notice for example that most responses like memes that follow an event come out the next day or even a few hours after the event. There’s no point in seeing a viral challenge one day and then doing it yourself six months later when everyone else has moved on.
Make sure you are on the right platform
TikTok, Instagram and Facebook are ripe for social media trends. LinkedIn not so much. Make sure you are posting your response on the channel where the most action is to boost your chances of being seen.
Do some planning
This might seem counterintuitive when we are talking about reacting to things that are going viral, but it is possible to do a little bit of advance planning. All those major events like the Oscars or big sporting events happen around the same time of year or are advertised well in advance. Plus there are plenty of online calendars that will give you ideas of “national days” or milestone days like the King’s Birthday or National Doughnut Day. By thinking about these in advance you can decide which ones might resonate more with your brand and begin to put together some ideas of how to respond. Then when the time is right you’ll be a bit further forward with your post.
Two alternatives to jumping on a trend
Talk about what others are doing
If you like a social media trend but aren’t keen to create your own response by way of a meme or taking part in the challenge, then adding commentary around others could be the way to go.
For example, if you are a social media marketer you could do a post titled “Top 5 brands that killed the Oscars meme brief this year”. Choose 5 brands who have done their own memes and collate them in a round-up post with your own thoughts on why they have done so well.
Start your own trend
Feeling brave? Got something unique about your brand, product or team that you think people would be interested in? Don’t jump on the bandwagon of another trend – start your own instead. Who knows maybe you’ll go viral.
Want to know more about levelling up your social media marketing from jumping on trends to long-term planning? Enrol in our Social Media Strategy course and get all the knowledge you need.
