When is it okay for brands to jump on a #trend or a popular event?

Dec 1, 2016
2 min read

NEVER EVER, Unless....

A)The trend relates to your brand in such a way it will add value. Ex. Mike's Sports Swap should never indulge in #AmericaVotes2016 unless it carries a line of #makeamericagreatagain hats.*

or

B) The trend speaks to your audience in an appropriate voice. Ex. Martha's Knitting Class should probably not freeze in various poses to Gucci Mane's Black Beattles for a #MannequinChallege video... they just won't understand. You are a tech savvy, social marketer engulfed in these trends, there are millions of audiences who have not seen these trends and frankly, don't want to.

Don't get me wrong. I'm a huge fan of trends especially Social trends; #Movember and #Mancrushmondays are my favourite... yes these are very much related in my mind. Throwing in that Hashtag increases links to your page and is a quick and easy way to gain likes, shares and overall engagement. It help's your brand's personality shine through and it a great way to become relatable to your audience... especially Millenials (lets face it, they hold all the power as the true social experts of the world). HOWEVER, evaluate the trend and see what fits best with your brand and audience! Many trends can confuse your brand image or lose you hoards of loyal followers if you're not careful. Not to mention throwing a popular hashtag out to the masses of random people who are uninterested in your organization is a waste of time.

The next time you are thinking of throwing out a willy-nilly hashtag think of how it relates to your brand and audience!

Thanks for reading!

Send me your favourite social #trends! Also, would love to see some poorly used #trends.

* If you are not speaking on behalf of a news outlet, political figure, or social organization, stay away from all heavier political or social issues that will cause you to choose a side of an argument. You will lose a large portion of your followers who disagree.