In the fast-paced world of marketing, it can often feel like trends are popping up faster than you can say “Tortoise.” One minute, it’s all about viral TikTok dances, and the next, it’s the latest meme on Instagram. But here’s the thing- whether you’re a farm park, accountant or tech company, you don’t have to jump on every trend just because you see everyone else doing it.
While jumping on trends can seem like a quick way to grab attention, it’s not always the best move for your business. Here’s why it’s perfectly okay to stay true to your brand, regardless of what’s trending:
1. Not Every Trend Fits Your Brand
Let’s be honest: TikTok dances and viral memes might work for some brands, but they might not be a good fit for your farm park, tech startup, or accounting firm. For example, a zoo might find success sharing fun animal videos or behind-the-scenes content, but an accountant might stick to helpful, informative posts about tax tips or financial advice. Just because something is trending doesn’t mean it’s aligned with your brand’s voice or your audience’s needs. Stay authentic, and don’t feel pressured to follow the crowd.
2. Trends Fade, but Your Brand Lasts
Trends come and go faster than a British summer, and if you’re always chasing the latest viral moment, your content might quickly feel outdated. A recruitment agency might find short-lived success in a trending challenge, but will it really help them attract top talent in the long run? Tech companies, on the other hand, may want to stick to more thought-leadership content, focusing on how their innovations are shaping the future. Focus on creating content that has lasting value and speaks to your audience beyond the trend of the week.
3. Creativity Over Copying
Instead of just hopping on trends, think about how you can creatively showcase what makes your business unique. A farm park might not be into the latest meme, but a clever post about an adorable lamb or a behind-the-scenes look at life on the farm could go viral in its own way. Similarly, a tech company can use trends to highlight their product features, but adding a personal or quirky touch will help make it stand out from the crowd. Innovation comes from within, not from copying the latest buzz.
4. Consistency Builds Trust
In a world where trends shift daily, building a consistent brand message is what will keep your audience coming back for more. Whether you’re a zoo sharing educational content about conservation, an accountant offering expert financial advice, or a recruitment company focusing on employee success stories, your audience values reliability over unpredictability. Slow and steady wins the race- don’t get sidetracked by the next viral moment. Stick to what resonates with your audience and maintain your brand’s voice over time.
5. The Right Trend Can Work Wonders- When It’s Right For You
It’s not that trends are always bad- they just need to be right for your audience. If a trend naturally aligns with your business values or services, then by all means, get involved! Maybe a zoo could participate in a wildlife awareness day or a tech company could create content around a popular tech event. Just make sure the trend enhances your brand’s message rather than diverting attention from it.
At the end of the day, whether you run a farm park, a tech company, or an accounting firm, it’s crucial to remember that you don’t have to follow every trend to stay relevant. Stay true to what makes your brand special, choose trends that align with your values, and focus on creating consistent, high-quality content that your audience will appreciate.
In a world where trends come and go, your authenticity will always be what sets you apart.
Written by Lilly Gallagher.
