📣 The world of marketing has been acting very demure, very mindful these days. Ironically, it’s quite the opposite, with brands hopping on these hashtag#TikTok trends quicker than you can say viral. We just saw brat summer, and we’ve taken a sharp turn to demure and mindful.
📣 One thing this trend of trend-hopping reveals is a fine line between being relatable or culturally relevant and coming off as out-of-touch or what the youth might call cringe.
📣 How a brand toes the line really depends on their audience, products, and tone. It's a dynamic dance between staying relevant and staying true to your brand’s identity. For instance, a corporate entity that targets business owners or professionals might not be the best promoter of brat summer.
📣 These companies need to maintain a certain level of seriousness and authority that resonates with their client base, so not every trend might be worth adopting for them.
📲 Another key takeaway is the undeniable influence of content creators in setting trends today, whether we like it or not. Influencers and media personalities are increasingly becoming the gatekeepers of cultural relevance. Their participation in a trend can catapult behaviors, products, and ideas into the mainstream, essentially forcing brands to take notice and participate. It’s indicative of a pretty strong dynamic shift in the market world, putting a premium on agility and partnerships with creators who represent a brand’s audience.
📣 Bottomline: Rapidly changing trends and fleeting virality are here to stay and a strong understanding of when and how to engage with them can make or break a brand’s image (beware the era of internet cancellation).📲
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