If you caught our most recent Marketing Minute on social media, you may have already heard the story behind this blog, but just in case you missed it, let me catch you up quickly!
I recently sat in on a social media webinar where the leaders, two social media professionals for big-time organizations, said, “If you can’t do a trend while it is on its way up, you shouldn’t even try, or you look like you are trying too hard.” And let me tell you, it took everything I had to not speak up on that Zoom call and tell them just how wrong I think they are. Their viewpoint was very obviously skewed by having all the time and resources to strike while a trend is hot. But, for the rest of us working in social media, the regular Joes, the small companies, the program department that also has to create social media in all their non-existent spare time, the idea of hitting a trend at just the right time is like riding a unicorn over a rainbow. All of us are just trying to do our best. We don’t have a five-person social team or someone who is constantly online trying to predict what is next. What we do have is an audience that wants to engage with us, with our people, with our brand. So this is for the small guys. Do what you want to do! Strike while the iron is cold as ice, do a trend because you love it, or because it really makes sense for you, not just because it is trending upward.
If you have been with us here at Pencil & Pixel from the beginning, you may have noticed that one thing shows up in almost everything we suggest — do what makes sense for you and your brand! When it comes to a trend, knowing how it fits with your identity can sometimes seem overwhelming, but I always go back to one simple question: Will my audience appreciate this content? If the answer is no, then maybe skip it. I have a client I handle social media for that works with big machinery operations. The audience there doesn’t tend to love a Taylor Swift moment…even if I could potentially make the trend work, it wouldn’t resonate with that audience. What would that get me? A whole lot of time invested in making a reel that gets no traction or audience interaction. But, on my Pencil & Pixel page, my mainly female following is absolutely filled with Swifties, and it makes total sense for me to engage with them using her latest song.
One of the benefits of hitting a trend when it is “trending” is that the social media algorithm will get your content more seen at that point. So if your main goal for your socials is just views, then paying more attention to what is trending and joining in on every trend is important. But I would hope that your main goal is conversions and not just views. Being seen by the people who will like and follow your page and, in turn, who are more likely to buy your product or come to your store. Part of the lie the trending content tells is that if you hit a trend or go viral, you will magically be selling out and have clients flooding in the door. But, sadly, most of the time, all that moment does is get you a temporary uptick in your social numbers. Using a trend that makes sense to your audience is more likely to get you more engagement from your people and get you seen by people similar to your already existing audience. (Which, unless you are trying to engage a whole new section of the population, is likely who you want to be seen by!)
So what can you do the next time a trend comes around that catches your eye?
Decide if you have the time and capacity to make the reel/join the trend
Evaluate your audience and determine if they will engage with the trend
Write the content relevant to your business
Shoot, edit, and post!
Don’t forget to check your metrics to see who was watching/engaging so you can use more of what works!
Most of all, HAVE FUN! Trends can be a ton of fun — they are usually playful or funny and allow you to really showcase something great about your brand in a new, creative way.