How to Incorporate Trends Into Your Social Media Content

Using trends in social media has long been seen as a fast track to virality. But as social media evolves, the approach to trends is becoming more strategic. Brands need to ask themselves: Does this trend align with our purpose and mission, or is it just chasing quick views?

Short-Lived vs. Long-Lived Trends

Not all trends are equal. Understanding their lifespan is key:

• Short-lived trends: These are viral for a few days or weeks. The AI narrator trend last month is a good example.
• Long-lived trends: Trends like POV (point of view) have been around for years. These are easier to adapt, add your own spin to, and use in a way that feels authentic.

Align Trends With Your Goals

Before creating content around a trend, ask:

• Is the goal quick engagement or long-term brand recall?
• Will this trend help people remember you, or just give temporary views?
• Does this trend fit with your brand identity and voice?

If your goal is sales or meaningful engagement, trending content may not always be the best choice. Instead, focus on providing valuable, brand-aligned content.

Trends Aren’t Always the Answer

A few years ago, jumping on every trend could guarantee attention. Today, trends can be brand damaging if they’re not relevant. For example, some brands recently jumped on the Coldplay CEO affair meme, which backfired. While some content was funny, it was largely seen as tone-deaf and insensitive to the family, showing the risk of hopping on trends without careful consideration.

In 2025, trends should complement your strategy, not dominate it.

Make It Recognisable and Memorable

One way brands like Currys and Waitrose succeed with trends is by making content instantly recognisable:

• Employees are always in uniform
• Content is filmed on location in stores
• Backgrounds and visuals reflect the brand

These small details make content distinctly yours, even when participating in a broader trend.

Do your Homework

Finally, social listening is essential before jumping on a trend:

• Check if the trend is starting to get negative feedback
• Ensure your approach isn’t repetitive or overdone
• Confirm that your version adds something new or valuable

Final Thoughts

Trends can amplify your social media presence, but only when used strategically, thoughtfully, and in line with your brand. Focus on:

• Trends that reflect your purpose
• Adding your own recognisable spin
• Aligning with your goals, whether that’s engagement, awareness, or sales

When done correctly, trends can be a powerful tool, but they should enhance your strategy, not replace it.

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