“Can we implement this random trend last minute that we heard brings, like, 10X the reach?”

While the ask may sound simple and enticing, our answer is usually no. Mostly because it will disrupt strategy and not resonate with many audiences. 

Trends come and go at a dizzying pace. From the latest social media craze to viral video challenges, it’s tempting to jump on every bandwagon in hopes of capturing audience attention and engagement. 

However, blindly following trends without a strategic approach can be a recipe for wasted effort. To truly leverage trends effectively in your content strategy, you need to apply a discerning lens and ensure they meet certain qualifiers. 

Here are four essential criteria to consider before incorporating a trend into your content plan.

#1 Relevance to Your Brand and Audience

The first and most crucial qualifier is relevance. Does the trend align with your brand values, messaging, and target audience? Jumping on a trend that doesn’t resonate with your core identity and consumer base can come across as inauthentic or even alienating. 

For example, if you’re a luxury fashion brand catering to a sophisticated, affluent audience, leveraging a viral dance challenge popularized by Gen Z might not be the most appropriate fit. Instead, focus on trends that speak directly to your brand’s essence and the interests of your target consumers.

#2 Longevity and Staying Power

While some trends burn brightly and fade just as quickly, others have the potential for longevity and sustained relevance. Before investing significant resources into a trend, assess its staying power and potential for long-term impact. Short-lived fads may garner a temporary spike in engagement, but they’re unlikely to contribute to your long-term content strategy or brand building efforts.

Take the example of the “You” Netflix series, which spawned a slew of memes and social media conversations. While capitalizing on this trend might have been advantageous for brands in the entertainment or pop culture space, its relevance was inherently tied to the show’s lifecycle and cultural zeitgeist. In contrast, the broader trend of binge-watching and the rise of streaming platforms has proven to have more enduring relevance and strategic value for content creators.

#3 Scalability and Integration

Effective content strategies require a consistent, cohesive approach across multiple channels and platforms. When evaluating a trend, consider its scalability and potential for seamless integration into your existing content ecosystem. Can it be adapted and repurposed for various formats, such as video, social media posts, blog articles, or email campaigns?

The “Van Life” trend, which emerged as a lifestyle movement embracing minimalism and adventure, offers a prime example of scalability. Brands in the outdoor, travel, or automotive industries could explore this trend through long-form video content, social media highlights, blog posts featuring van life influencers, or even product integrations catering to the unique needs of this niche audience.

Leland Gilmore, with his dogs Oakley and George, near Mount Hood in Oregon. “These are little escape vessels, escape pods,” said Mr. Gilmore, whose business, Benchmark Vehicles makes custom vans for up to $300,000, van not included.Credit…Andy Cochrane (Grabbed from the New York Times)

#4 Measurable Impact and ROI

Ultimately, any content strategy should be driven by measurable goals and a clear return on investment (ROI). While leveraging trends can undoubtedly boost engagement and brand awareness, it’s crucial to quantify their impact on key performance indicators (KPIs) such as website traffic, lead generation, sales, or customer loyalty.

Consider the rise of sustainability and eco-conscious consumption as a global trend. Brands that have effectively integrated this trend into their content strategies, such as Patagonia’s “Don’t Buy This Jacket” campaign or REI’s #OptOutside movement, have not only garnered significant engagement and media attention but also demonstrated a measurable impact on brand perception, customer loyalty, and even sales.

By rigorously evaluating trends against these four qualifiers – relevance, longevity, scalability, and measurable impact – you can ensure that your content strategy remains purposeful, authentic, and aligned with your overarching business objectives. Remember, trends should serve as valuable tools in your content arsenal, not fleeting distractions that divert you from your core messaging and mission.

If qualified marketing trends sound like something you can get on board with, and want to learn more, reach out to Onya today. We’d love to share how we’ve helped many achieve success according to their audience’s needs!