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With the current shaky state of Twitter, or should I say X, and Instagramâs confusing algorithm, over recent years especially weâve seen more trends live (and die) on TikTok. The platform gave way to a new format for creating and consuming content, yet it meant a lot of brands struggled to communicate with their younger audiences as many found it difficult to find their place on the app, and many still do.
However, understanding the role trends play amongst the digital landscape and how they emerge has never been more important for brands, particularly when it comes to a social media strategy and how they can build the bridge between them and their Gen Z audiences.
Letâs bring it back to the basics.
Itâs not surprising that brands want to hop on trends, particularly after seeing successes from the likes of Sheer Luxe and Marks & Spencer and the engagement thatâs come with it. However, when looking to create content based on a trend itâs important to understand the trend and its impact. You need to be able to see the trend for what it could be⊠is it for increased engagement or building trust with your audience for example.
Virality also revolves around moving at speed so you give yourself the opportunity to insert yourself into the conversation and demonstrate relevance.
Brands can often get caught up in the nuances of participating in a trend and can end up posting after the trend has passed us by â meaning all the resource but none of the effectiveness. Itâs important to identify the right moment to act in a trendâs lifecycle, otherwise it can put off Gen Z audiences.
Yet, even if you decide not to ride the trend wave, they can still add value just by keeping an ear and eye on them. Trends provide great insight into what the audiences you want to reach like to connect with and share so itâs always worth making sure youâre in the know.
Thereâs no point participating in a trend if it means coming across as inauthentic as youâll lose your connection with your audience. When looking to jump on a trend itâs important to consider your brandâs relevancy to it and how you can make it consistent with your other content, so it remains holistic.
Brands need to consider what theyâre bringing to the table because simply turning up and participating in a trend without additional thought can automatically switch off your audience.
In short, the lifecycle of a social media trend is nothing short of an intricate journey, but one thatâs key for brands to understand so they can connect with Gen Z audiences. Trends will continue to shape what and who we engage with on social media, so itâs important to get it right if you are going to give jumping on them a go.
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