Should You Hop on the Trend? What Businesses Need to Know Before Joining Viral Moments.
From trending TikTok sounds to Instagram Reels challenges, viral content seems to dominate digital conversations daily. Staying relevant often feels synonymous with jumping on the latest trend. But for businesses, the question isn’t just what’s trending? - it’s should we join in?
At KC Projects Public Relations, we believe trends can be powerful tools when used intentionally and in alignment with your brand. But blindly chasing virality without a clear strategy can do more harm than good. Here's how to thoughtfully navigate the world of social media trends and determine whether they’re right for your brand.
1. Know Your Brand Voice First
Before deciding whether to hop on a trend, it’s critical to have a deep understanding of your brand’s tone, values, and visual identity. Is your brand playful and spontaneous? Or professional and reserved? This clarity should be the lens through which every content decision is made.
Trends often favor brands that embrace humor, creativity, and quick turnarounds. If your business already produces regular content and takes a lighthearted approach online, participating in viral moments can be a seamless, and fun, extension of your strategy. But if your brand has a more corporate tone or prioritizes a polished, evergreen aesthetic, a silly dance challenge might not be the best fit.
2. Not Every Trend Is For Every Brand
Just because something is going viral doesn’t mean it deserves a spot on your content calendar. Different trends serve different purposes and speak to different audiences. The best brands are selective. They participate in trends that make sense for them, not just what’s trending in the moment.
Ask yourself:
Does this trend align with our values?
Does it resonate with our audience?
Can we execute it in a way that still feels authentic?
3. Authenticity Matters Most
When businesses jump on trends that don’t align with their identity or audience, it can feel forced, and audiences can tell. According to Forbes, 88% of consumers say authenticity is important when deciding which brands they support. Participating in trends simply for the sake of engagement can come across as inauthentic or opportunistic, especially if the content feels out of place on your feed.
Instead, look for trends that provide a new way to tell your brand story, highlight your culture, or amplify your mission.
4. Use Trends to Compliment, Not Define, Your Strategy
Trends can absolutely play a role in your social media strategy, but they shouldn’t be the strategy. Relying solely on viral content for visibility is unsustainable and unpredictable. While trends can give your brand a boost in visibility, the foundation of your content strategy should be consistent, value-driven content that builds trust and community over time.
Use trends to add variety, keep your content fresh, and inject a bit of personality, but always keep your long-term goals in focus.
5. Strategic Trend-Tracking Can Be a Superpower
While not every trend will fit your brand, knowing what’s happening online is still essential. Social media is where conversations start, culture shifts, and opportunities emerge. By staying in tune with trends, even those you don’t act on, you position yourself to move quickly when the right moment appears.
Pro-tip: Set aside time each week to scroll through your favorite social platforms with intention. Pay attention to recurring audio, challenges, or content formats that are gaining traction. Keep an eye on what similar brands are doing and take note of how your audience is engaging with trend-based content. The more you observe, the easier it becomes to recognize the trends that are worth your time.
Final Thoughts: Be Strategic, Not Reactive
At KC Projects Public Relations, we encourage our clients to view trends not as fleeting opportunities to chase, but as creative tools to thoughtfully integrate into a well-rounded PR and social strategy. When used intentionally, trends can amplify your message and showcase your brand personality, but only when they feel true to who you are.
The best trend you can follow? Being yourself…because when you stay true to your brand, you just might become the trend everyone else wants to follow.
By AC Garrett