Insights Changing trends: how to benefit from trend-based marketing

We all know that brands are constantly battling to stay relevant. And with social media trends, shifting consumer expectations, and what feels like a new piece of technology emerging every day, there’s no doubt it’s been hard to keep up. 

Yet, brands that successfully navigate these changing trends are finding themselves building stronger connections with their audience and boosting their brand value. It’s a lot of work, but it seems to be work that pays off in the long run.

But how can you keep up with the ever-evolving marketing trends while protecting your brand's integrity? 

You need to understand trendjacking. The art of knowing when and how to jump on trends, and managing the balance between virality and lasting brand value.

The power of selective participation

Even if you haven’t heard of trend-jacking, you’ve likely done it before, either in your professional or personal life. 

It’s a pretty popular technique used by brands to leverage a current trend for marketing purposes. 

However, let’s be clear. It’s not about blindly hopping on every trend that comes along. You’d be better off selling your soul to the devil. 

To do it effectively, brands need to be selective, making sure that the trend aligns with their target audience and their core brand values. 

Jumping on a trend without understanding its relevance to your brand can do more harm than good, making your content feel out of place or worse—inauthentic.

2024 was almost suffocating with the amount of trends businesses had to contend with. Brands went from having a brat summer to being ‘demure and mindful’ in the autumn, looking for a man in finance and clothing companies who had uncovered the ‘blokecore’ aesthetic. 

There’s no doubt 2025 will be any different, and if anything, the pace of trends are only going to increase now that American TikTok users are back on the app. (Not that they were gone for very long…)

Virality vs. brand value: Could chasing trends damage your brand?

There is a fine line between creating viral content and maintaining brand integrity. 

The allure of going viral is undeniable, no one wants to turn down massive exposure or potential sales from a somewhat easy play. But a focus solely on virality can overshadow long-term brand building. 

Companies that chase every viral trend may find themselves constantly scrambling to stay relevant, losing sight of their core values and the attention of their target audience in the process. 

This oversaturation can dilute their brand value and minimise trust with their audience. Consumers are increasingly savvy and can detect when a brand is simply following the crowd rather than staying true to its voice.

The TikTok effect: Keeping up with the fast-paced trend cycle

TikTok has revolutionised how quickly trends can emerge and fade. 

The platform's algorithm promotes rapid shifts in trends, with some trends changing daily. This pace of change presents both opportunities and challenges for marketers. 

On one hand, brands can ride the wave of new trends, engaging with their audience in fresh and exciting ways. On the other hand, if brands move too quickly without strategy, they risk missing the boat completely. 

The speed of TikTok trends also creates pressure to produce content at a wild pace. Marketers may feel the need to churn out constant updates to stay in the conversation. But here lies the danger. 

If a brand is constantly chasing the latest TikTok dance or meme, it may struggle to maintain a consistent brand voice and message. Brands that overdo it on trend-jacking may come off as reactive rather than thoughtful.

Should brands even bother? Understanding the rewards and risks

It’s natural to wonder: Do brands even need to bother keeping up with trends? 

The answer is yes. If done correctly. 

Trends can offer valuable opportunities to engage with a wider audience and show that your brand is in touch with what’s happening in the culture. However, knowing when to embrace a trend and when to sit one out is the challenge. 

The rewards of trend-jacking can be significant, from increased engagement to better brand visibility. Brands that are quick to tap into emerging trends can capture the attention of their audience and gain a competitive edge. 

For example, brands like Duolingo, which have mastered the art of trend-jacking, use it to show their fun and relatable personality, building deeper connections with their audience.

Whatever trend they’re jumping on, you can almost guarantee it always relates back to that bird! 

How to benefit from trend-based marketing

So how can brands benefit from trend-based marketing without falling into the trap of viral obsession? Here are some key strategies:

• Don’t jump on the wrong trend: If a trend doesn’t align with your audience or brand voice, resist the urge to jump in. Forced participation can come across as inauthentic and detract from your brand’s credibility.
• Don’t arrive too late: Timing is crucial in trend-jacking. Get involved while the trend is still fresh, but don’t rush into it without considering the long-term implications.
• Avoid offending your audience: Be mindful of sensitive topics. Trends related to social issues or movements require extra care and responsibility.
• Balance trend content with evergreen content: While trends can generate short-term buzz, evergreen content builds long-term credibility. Aim for a mix of both in your strategy.
• Be culturally aware: Do your research to fully understand the trend before participating. Ignorance or lack of context will result in embarrassing blunders more often than not. 
• Track performance: Track engagement, audience sentiment, and conversion rates from trend-based content. Use the data to then refine your approach in the future.

The future of trend-based marketing

As AI, personalisation, and new social platforms grow, trend-based marketing will shift from reactive participation to data-driven trend forecasting. Brands that can anticipate emerging trends, integrate them into their messaging authentically, and adapt their strategies with agility will rise above the rest. 

The key takeaway? Trends should enhance, not dictate, your marketing. By keeping your brand voice consistent, you can use trend-based marketing as a powerful tool to stay relevant and build lasting connections with your audience. And, if anything, add a nice touch of personality here and there. 

Stay authentic and add meaningful value to your audience’s experience. Get in touch with us today to discover more about social media strategy and marketing.