Trend Smarter, Not Harder: The right guide to trend jacking
“If you know, you know” trends come and go faster than we can refresh our feeds. While they’re fun to create, trends are also vital for building emotional connections with a brand’s audience.
A great example is the widespread popularity of “Spotify Wrapped", where users reflect on their year in music.
Many brands joined the trend, using it to summarize annual achievements or highlight new product launches.
But trends evolve fast one day, we’re celebrating the past year with Spotify Wrapped, and the next, we’re creating mood boards and visual boards inspired by 2025 resolutions.
However, blindly following trends could contribute to brand disloyalty and loss of authenticity.
For businesses, the question isn’t, “Should we follow trends?” It’s, “Which trends should we follow, and how can we make them work for us?” To navigate this landscape, it’s crucial to balance creativity with strategy and that starts with data analysis.
Following trends aimlessly without strategy and data might seem fun initially, especially during their creation, but it could lead to more harm than good in the long run without proper use. And this is why:
Jumping on a trend requires time, money, and effort. If it doesn’t align with your brand's image, congratulations — you have just wasted your resources.
Every trend has a meaning and a goal, implementing as many trends as possible would ruin your brand’s image, voice, and identity.
While chasing different trends, you may overlook opportunities that benefit your brand and audience.
A good example of a trend that went wrong for a brand is in 2014, when DiGiorno Pizza faced significant backlash after they used the trending hashtag #WhyIStayed to promote their products.
This hashtag was being used to share personal stories of domestic violence. They tweeted,
as a lighthearted joke, not realizing the serious context of the trend. This misstep led to widespread criticism, prompting DiGiorno to delete the tweet and issue multiple apologies.
The incident highlighted the importance of fully understanding a trend’s context before engaging with it.
Instead of hopping into every significant and insignificant trend, brands should take a step back, analyze, and decide whether the trend aligns with their goals and vision. These are the criteria for analyzing trends strategically:
As a business owner or the head of the marketing department, you should ask yourself 2 simple questions:
Does this trend resonate with my target audience?
Can I incorporate this trend without compromising my brand’s identity?
Trends shouldn’t be created solely for their viral promise; they should also support your business goals, whether it’s raising awareness, driving engagement, or increasing sales. If a trend doesn’t align with your values and vision, it’s better to skip it.
Trends are known for their short-term impact, however, a strategic approach is to regard the long-term potential that the trend holds. For example, sustainability isn’t just a trend; it’s a movement here to stay.
Tik Tok Tik Tok, the clock is ticking, trends are on the run, and businesses are on the hunt. If you want to stay ahead in this race, creating and analyzing your own data is key.
Here’s how you can do it:
Let's dive into the specific steps businesses can take to leverage AI for decoding consumer behavior and creating strategies that resonate.
You can start by determining what matters the most to your business. This could include:
Artificial Intelligence tools are a necessity to predict audience behavior. However, good and accurate results depend on the quality of the data. These are few AI tools that companies can use For example;
In this evolving world of marketing and automation, finding the right tools to gather and analyze data effectively is a piece of cake. These are some examples:
Understand what’s trending in your industry.
Track viral content and key influencers.
Platforms like Instagram Insights and Twitter Analytics provide valuable audience data.
Just like any strategy, we test and learn. You can start by:
For example, if a fashion brand notices a rise in eco-friendly fabrics, it could test a sustainable line with targeted marketing before scaling up production.
Trend jacking the right way
While businesses should be cautious about blindly following every trend, there are times when jumping in with a well-timed, strategic response can be a smart move. A perfect example of this is Duolingo's reaction to Twitter's big rebranding move.
When Elon Musk took over Twitter and swapped its iconic bird logo for a bold “X,” the internet had a lot to say. Duolingo , known for its quirky humor and sassy social media presence, couldn’t resist jumping in on the conversation:
Why It Worked
People love talking about changes to their favorite platforms; it's an easy way to grab attention. Twitter’s rebrand created a similar buzz and Duolingo seized the moment. By staying true to its playful, unhinged mascot and fun tone, the brand managed to stand out in a sea of reactions and reminded everyone why they love following Duolingo online.
Building a Sustainable Strategy
Trends are a powerful tool if used wisely. By leveraging data analysis, you can discern which trends align with your brand and how to adapt them to your advantage. Remember, it’s better to lead with strategy than to follow with haste.
Be a trend-setter, not just a trend-follower. Let your data guide you to smarter decisions and long-term success.
If you’re looking to elevate your brand’s social media game and create moments like this for your business, Advery Agency can help. With our expertise in branding, social media marketing, and creating impactful content, we’ll make sure your brand stays ahead of the trends and connects with your audience in unforgettable ways. Let’s turn your next big moment into a success story!
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