Very Demure, Very Respectful, Very Annoying? How to Navigate TikTok Trends Without Compromising Your Brand Identity.
In the fast-paced world of social media, trends can take off and fade away in the blink of an eye. One moment, everyone is buzzing about the latest viral craze, and the next, it's yesterday’s news. While these trends can be enticing for brands looking to boost their visibility, it’s essential to approach them with a strategic mindset. Jumping on every trend can dilute your brand’s message and confuse your audience.
So, how do you decide when to participate and when to sit one out?
Netflix on Instagram: "the demurest is actually @joolieanniemarie ...but rory comes close
📺: gilmore girls"
The ‘Demure Fall’ Trend: A Case Study
Take the recent 'Demure Fall' trend on TikTok, for example. This trend, which originated from beauty creator Jools Lebron, quickly gained traction across social media. In her viral video, Lebron humorously shares tips on how to be "demure" and "mindful" in various scenarios, from workplace behaviour to daily routines. The video sparked a wave of content from both creators and brands, with companies across industries trying to ride the trend’s momentum.
But as with any trend, there’s a fine line between staying relevant and losing your brand’s identity.
Verizon, Netflix and GT’s Living Foods, maker of kombucha brand Synergy, have all worked with Lebron in the past two weeks.
Credit: Instagram
Why You Should be Selective
Not every trend is a good fit for your brand, and that’s okay. The key is to be selective about which trends to participate in and to adapt them to fit your brand’s unique voice and message.
Brand Alignment: Before jumping on a trend, ask yourself if it aligns with your brand’s core values and tone. For instance, if your brand is known for being professional and serious, a sarcastic trend like 'Demure Fall' might not resonate with your audience.
Audience Expectations: Consider what your audience expects from your brand. If they’re used to seeing polished, thoughtful content, a sudden shift to trendy, meme-driven posts could confuse or alienate them.
Long-Term Impact: Remember, trends are temporary, but your brand’s reputation is long-lasting. Ensure that participating in a trend doesn’t compromise the integrity of your brand.
An example of how social media trends can do a total 180 in a matter of weeks
Credit: Pinterest
How to Leverage Trends Effectively
If you decide that a trend is worth participating in, here are a few tips to ensure it’s done effectively:
Adapt the Trend to Your Brand: Instead of mimicking the trend exactly, put your own spin on it. For example, if your brand is known for its educational content, consider how you can incorporate the trend into an informative post that still aligns with your brand’s values.
Keep Content Consistent: Make sure that any trend-related content you produce is consistent with your brand’s overall messaging and visual style. This helps maintain a cohesive brand identity across all platforms.
Engage Authentically: Authenticity is key. If a trend doesn’t feel natural for your brand, it’s better to skip it than to force participation. Your audience can sense when something feels off.
Measure Impact: After participating in a trend, take the time to measure its impact on your engagement, reach, and overall brand perception. Use this data to inform future decisions about trend participation.
Mac Cosmetics on Instagram: "You see how I do my makeup for work? Very ✨demure✨. Very ✨mindful✨. And of course, very cutesy....
PS: @joolieanniemarie you're welcome to come to M·A·C with a green cut-crease any day of the week 🖤."
The Bottom Line
While trends like 'Demure Fall' can offer exciting opportunities to engage with a broader audience, it’s important to approach them thoughtfully. By being selective and ensuring that your participation aligns with your brand’s identity, you can take advantage of these trends without compromising your brand’s integrity.
At Soch Studio, we specialise in helping brands navigate the ever-changing landscape of social media. If you’re feeling stuck or unsure about how to approach the latest trends, we’re here to help. Book a free consultation with us today and let’s explore how we can elevate your brand’s online presence.
