To jump or not to jump on social media trend bandwagons

Have you been asking your Gen Z coworker, “What the heck is ‘Demure Fall?’” or why the Democratic presidential nominee is embracing a “Brat Summer?” You’re not the only one. While TikTok trends have been getting grandparents to dance to the newest Doja Cat song since 2020, we’re seeing just how influential microtrends are becoming and how they’re redefining marketing for brands of every size and industry. But, does your organization need to hop on every social media trend? 

Why it matters

It’s not new for politicians and brands to try to connect with younger generations – even with the risk of a cringey moment – but with microtrends such as “very demure, very mindful” becoming viral essentially overnight, brands including Dunkin’, Verizon and Lyft are acting fast to create content and capitalize on the moment.  

If brands are spending the big bucks to tap into these cultural trends, this could be a sign to rethink how your brand is engaging with audiences across your marketing channels. 

Should you do it?

Maybe. Here are some steps to take first: 

• Spend time on social media. See how other brands like yours are capitalizing on the trend so you can get an idea of how it might be relevant to your brand, audience and goals. Social listening is an ongoing effort and ensures you never miss a beat or catch on to something too late. 
• Bounce ideas off your team (especially younger colleagues). Take a few minutes every month to chat about trends, where they came from and which ones are right for your brand. 
• If you miss this one, there’s another one right around the corner. Overusing or misusing social media trends can backfire. But sharing the right content at the right time can help make your brand the talk of the town.   

Featured Image: Meme featured in The Verge (and, well, the whole internet)