Timing isn’t just about when a trend peaks; it’s also about your brand’s agility. Here are some questions to consider:
- Do we have set rules with legal and comms about what we can and can’t mention as a brand?
- Does this lessen the trust that our customers/audience have in us?
- Does this align with who we are as a brand or align with our Ideal Customer Profile (ICP)?
- Is this a short-term play for attention and engagement, or are we a brand that strives to be culturally relevant?
- Do we have long-term initiatives to entertain or be “in the know” with our audience?
Engaging with trends should never come at the expense of your brand’s trust and authenticity. If your audience sees your attempt as inauthentic, they could lose faith in your brand and not take you as seriously. Does jumping on this make sense in a way where your audience might be delighted and amused that you jumped into the conversation versus feeling like the brand is begging for attention?
Always consider whether a trending reference aligns with brand values and messaging. Playful references are an easy way to explore these opportunities without breaking through your brand guardrails. If so, what would this look like? Will you reference a certain movie scene or meme that isn’t tainted by any current scandals?
It’s not enough to question brand safety when considering jumping on to a trend; one needs to recognize if the customer base would get the reference in the first place. Is this a popular trend or do you have to be chronically online to get it?
Audience
Reading the room is essential when engaging with pop culture moments. How could this age badly?
Pop culture trends can be fleeting, and what’s funny or relevant today could be outdated—or worse, offensive—tomorrow. Assess whether your current audience is talking about it, and more critically, what the sentiment around it is. Engaging with a trend that is controversial or negatively perceived could backfire, harming your brand’s reputation.
The social strategist doesn’t show their experience in saying yes to every trend that is possible to jump on, but in the ones they say no to. It can be tempting to jump on a trend in the moment, forgetting the long-lasting implications of a misstep (the internet is forever). Understanding a brand well enough to discern what are the best opportunities is the mark of a great strategist.
Cultural relevance
It’s vital to balance short-term gains like engagement spikes with long-term objectives. A sudden burst of attention might feel rewarding, but it rarely builds sustained loyalty. Brands should weigh whether jumping onto a trend is a mere bid for quick attention or a genuine effort to stay culturally relevant.
There isn’t necessarily a right or wrong answer to this because each brand has its own unique identity and strategy. For some, chronic trend-chasing can dilute their brand message, while for others, it’s a goldmine of opportunity.
