Social media trends play a big role in the digital world.
These trends are often the deciding factor for what content becomes popular and what content gets, well, ignored. When you choose to make your content based on what’s currently popular, you may discover that you’re opening the door for your content to see increased interest and engagement. When you tap into the latest social media trends, your content may also see an increase in reach. Or…it may see the opposite. There’s a difference between creating your content based on what is popular, or trending, and copying social media trends without putting your own spin on them. Let’s explore the impact social media trends have on content reach and discuss how you can work your content strategy in a way that capitalizes on these trends while staying true to you.
Trending topics on social media have a big impact.
When you create content, you want that content to reach as many people as possible.
So, when your posts connect with these trending topics, they have a better chance of reaching more people and drawing more interaction. Let’s call them a “hot topic,” and because they are already on everyone’s mind, people are more likely to engage, then follow, and then possibly start the customer journey process. But copying social media trends without putting your own spin on them can actually have a NEGATIVE effect on your reach.
How?
It can make your content seem unoriginal, inauthentic, and potentially irrelevant to your audience. These factors will have the opposite effect you’re hoping for and could lead to decreased visibility, engagement, and even a diluted brand image. Even if you were to see a temporary boost from riding the trend wave, it’s crucial to adapt current social media trends to align with YOUR brand identity and target audience to maximize their impact.
Have you ever been scrolling through social media platforms and thought to yourself, “well if they are doing this, I should probably do that too.”
We’ve all done it. But that isn’t the answer.
It’s possible that what you are seeing is already being copied by others in the digital world, which means that when you create your copy, you may not even be replicating the original idea. There’s a high probability you’re replicating the imitation. Social media trends can be powerful for a variety of reasons, but copying them presents its own problems including:
- A lack of authenticity. If you simply choose to replicate a popular social media trend without adding your own unique perspective, your audience may view your content as unoriginal and feel as though it doesn’t resonate with your brand values.
- Potential backlash from your followers. If your audience feels as though you are just jumping on a trending bandwagon without genuine interest, they may react negatively and disengage from your content. Or worse, they could even choose to unfollow and no longer associate with your brand.
- A misaligned brand image. A trend that doesn’t fit your brand identity and personality can confuse your target audience and potentially damage your overall reputation.
- Seen as “blending into the crowd.” When everyone is doing the same thing, your content may get lost in the deep sea of social media posts. This reduces its visibility and reach.
Instead of copying trends, try adapting your content strategy.
Try to find that balance between allowing yourself to be influenced by social media trends and staying true to your brand. Jumping on every trend might get you short-term reach and engagement, but staying authentic ensures a loyal following. Here are some tips to leverage trends effectively:
- Adjust social media trends to your brand: Find ways to incorporate the trending elements (music, actions, voiceovers, etc.) while staying true to your brand voice and identity.
- Be timely: Do your best to jump on social media trends early while they are still gaining momentum. Waiting too long and waiting until they are on the downhill will affect how many people view your content, thus impacting the overall reach.
- Be sure to put your own spin on it: Do not just copy what you see. Add unique elements, humor, props, or insights that are relevant to your business, brand, and target audience. Be creative and find innovative ways to engage with the trend.
- Analyze your audience: Understand which trending topics would resonate with your followers and tailor your content accordingly.
It’s important to remember that simply recreating or copying every trend you see performing well on social media isn’t a sustainable strategy. Leveraging trends effectively is about understanding your audience and using trends to amplify your message authentically.
Just because it works for someone else doesn’t mean it will work for you.
Say it again.
Just because it works for someone else, doesn’t mean it will work for you. Social media is all about trial and error. I know how you feel when you see one of your competitors, or someone who has a similar business to yours, CRUSHING it on social media while your platforms feel like a disaster. You can’t expect to copy a content strategy and assume it will just automatically boost your reach and engagement. I can almost guarantee you that it took that brand many, many tries to get the right outcome with their social media, so it’s okay if it takes the same amount of time for you. Being inspired by a brand is different from copying a brand. Instead of copying, brainstorm a few ideas that you like from social media trends you see and try them out. Trust me, you’ll never know until you try.
As nice as it would be if everything we tried on social media worked, that’s just not the reality we live in.
Every brand, business, and audience is different. The best advice I can give you is this; try things, learn things, and try some more.
Do find an authentic way to integrate your brand with an educational and entertaining spin.
Don’t be afraid to fail.
Do align trends with the brand values and identity that you worked to build. Stay true to who you are.
Don’t just copy what you see others do.
Do avoid outdated or insensitive trends as well as ones that don’t apply to your target audience.
Using social media trends is a great way to help increase your reach. There’s a strong link between trending topics and how visible your content is if you use these trends wisely. As we’ve mentioned, it’s important to keep up with social media trends, but to also create content that resonates with your audience, and make sure your use of trends stays true to your brand. The digital world is always evolving, so always be ready to try new things, learn, and engage with trends without losing your brand’s unique voice.
