As of this week, there is a new TikTok trend, meme, or “must-do” social stunt that offers instant fame. When marketers are under a lot of pressure to show results quickly, following the trend seems like the easiest thing to do.

This trend gives quick reach, high shares, and easy numbers to report. But the market is full of “wins” that got clicks but then disappeared. At the same time, brands that put money into learning more about their customers keep building customer value that grows over time.

Why trends keep winning the meeting room

Trends are appealing because they can be tracked, spread quickly, and go global. Platforms like new content and fast delivery; short-form formats like copying; and stakeholders love an increase in interaction. A flashy trend idea can be turned into a sample in one day. It seems like there is a strong case for a trend when performance teams track views and follower growth.

There is also a strong attitude of “fear of missing out” (FOMO), which makes people act quickly, sometimes too quickly.

But speed that doesn’t make sense costs a lot.

The issue is that virality is only a basic measure. It checks for short-term interest, not importance. Brand value is lost when attention isn’t aligned.

Some risks are:

Brand dilution: Following every trend makes it hard to tell who you are. People stop seeing you as unique.

Spending money on stunts that don’t last long rarely turns them into long-term buyers.

Mistakes in culture: Brands can insult or seem greedy when they try to be trendy, which costs them a lot of trust.

False confidence: A video that goes viral can hide problems with the product, the service, or the plan.

Insight-led vs. trend-led in the real world

Take a look at two models. Meme culture helps one brand get a lot of views, but customers are leaving the brand in droves and aren’t buying from them again. The other company listens to customers for months, figures out their real pain points, and then starts a campaign or product update that keeps customers and gets them to spend more money. The first one deserved a moment. The second one scored a date.

Good examples (high-level): ads like Spotify Wrapped are popular and easy to share, but they are based on insights; they are made by watching how users act and turning that into a habit that sticks with them. On the other hand, many ads that are based on memes get people talking, but don’t change business data.

An easy way to “triage” trends that will help them work

You don’t need to stay away from trends. You do have to sort them. This is a quick list that you can use with teams:

Fit with customer base: Does the trend speak to our main customers? Skip if not.

Brand truth: Does it make what we stand for stronger? It’s a trap if it goes against the brand’s DNA.

Question for the business: Will this trend change an important KPI (such as trial, retention, or LTV)? Or is it just a show for show?

Check for sensitivity: Could the trend touch on a touchy cultural or social issue? If so, move the review up.

Start small and grow quickly: Pilot on one channel, measure the signal, and then grow if it turns out to be a cause.

Definition of the conversion process (views → visit → trial → repeat), not just the number of views.

Changes to the way things are done that stop the trend tram

Make a “culture & insight” squad, which is a small group that listens to communities instead of just screens.

For every trend activation, you need an insights brief that explains who it’s for, why it’s important, and how success will affect income.

Before you spend money on production, use “signal pilots” of low-cost media (UGC partnerships, platform tests).

Set up brand guardrails, which are small approval processes for anything in the news that check for legal, cultural, and social risk.

Measurement that matters

Change the way you talk about reports from “viral reach” to a mix of leading and lagging indicators:

Click-to-cart, new trial signups, and purpose lifts in the survey are the top results.

Over time, brand value, retention, and the number of repeat purchases are all lagging.

It’s just noise if a trend gives rise to reach but no change in leading signals.

The creative edge: marry insight with trend mechanics

Insight-driven trend action is the sweet spot. First, find out the truth about your customer. Then, use a platform-native style to make sense of it. In this way, you get the excitement of the trend and the value of being relevant.

For instance, if research shows that customers are unhappy with the hiring process, a brand could use a popular short story to show how to fix it in a way that goes viral and is also useful.

Final word

Trends are like fuel; they help you move faster. You can use insights to find your way. Too many brands get them mixed up and waste money on fireworks that don’t warm anyone up.

Yes, the race to follow trends is still going on, and it will keep going as long as platforms reward speed. Smart brands will keep running, but they’ll run with a plan. They will ask if a moment that goes viral builds more than just a story.

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