You're debating social media trends with your team. How do you decide which ones to focus on for marketing?

Not every social media trend fits every business. First, ask yourself if the trend aligns with your brand mission and core values. If it doesn't, it's probably not worth the effort. Next, consider whether the trend speaks to your customer avatar. If it doesn't resonate with your target audience, skip it. But if it does, take the trend and create an authentic version that feels true to your brand. This way, you’re engaging in trends that actually add value rather than chasing hype.

When discussing social media trends, I always begin by connecting them to our main business objectives and understanding our audience. It's tempting to get caught up in the excitement of a viral trend, but it's important to ask: does this really connect with our target audience, and will it help our brand achieve its long-term goals? Trends come and go, but using the right ones strategically can have a lasting impact. The rule of thumb? Instead of just following trends, use them with a clear purpose.

When evaluating social media trends with my team, I focus on three key criteria: Firstly, Brand Alignment, Does the trend align with our brand identity and overall strategy, or does it risk diluting our core message? Second, Brand Voice Translation, Can we effectively communicate our brand voice through this trend in a way that feels authentic and engaging? Lastly and (arguably) most importantly, Trend Longevity, Is the trend still growing, or is it nearing the end of its cycle? By considering these factors, we ensure that we focus on trends that enhance our brand while staying relevant and ensuring effective engagement with our target customers.

Navegar por la ola de tendencias en redes sociales es emocionante, pero requiere estrategia. No se trata de seguir cada novedad, sino de elegir las que realmente conecten con tu audiencia y objetivos. La clave está en entender qué plataformas y formatos prefieren tus usuarios, y cómo puedes agregar valor allí. No todas las tendencias generan un retorno inmediato, pero algunas, como el contenido generado por usuarios o los videos cortos, tienen un impacto a largo plazo. Apuesta por aquellas que puedas integrar de forma coherente y que impulsen una relación más auténtica con tu comunidad.

Don't do something because it's popular. Do something because it showcases your brand's values in a way your target customers are interested in. "Trendy" doesn't mean good or bad, it just highlights what others are doing right now. That might be something you need to do to move your business forward, or it might be something you need to intentionally avoid. So, when debating which trends to follow, you've got to know your customers and yourself. Find where that overlaps with trends, and you've got a direction to go. If there's no overlap with a particular trendy, don't get into it.