Viral Trends or Traps? Should Your Brand Join the Latest Social Media Craze?

 It comes in various forms such as memes, quirky challenges, or reels. It can be a golden opportunity for brands to enhance their reach and engagement by jumping on the bandwagon. However, following the wrong trend could be a risk to the brand’s reputation and credibility. So, what is the way to know whether to join the hype or let it pass? This blog will explore the benefits, risks, and key considerations before joining the trend, helping you determine which trends to follow.

Benefits of Jumping on the Bandwagon 

1. Increased Visibility 

When a brand taps into a viral trend, it gains exposure to a massive and new audience that it might not have reached otherwise. More people become aware of the brand, increasing its visibility. 

2. Increased Engagement 

People interact with viral content through likes, comments, shares, and reposts. So, when a brand follows the trend, people interact with its content, increasing its chance of being noticed and discussed by a wider audience. 

3. Brand Perception 

When a brand joins a viral trend, it humanizes itself, making it more relevant and approachable to its audience. It also reflects that it is in tune with the current culture, fostering a sense of trust and connection with its community. 

4. Cost-Effective 

Brands spend a lot of money on paid marketing campaigns to promote themselves and reach a wider audience, but joining a viral trend can save that money. Viral trends often spread naturally through user engagement. Moreover, viral content usually consists of memes and short clips that require minimal resources compared to high-budget campaigns. 

Risks of Joining Viral Trends 

1. Brand Misalignment 

If a brand taps into a viral trend that does not align with its identity or values, it can hurt its image. A brand needs to identify whether the trend resonates with its target audience. Constantly jumping on every viral trend just to “look cool” can harm the brand’s authenticity and trustworthiness. 

2. Negative Feedback

Before participating in any trend, a brand needs to evaluate if it’s the right trend to follow. If it is controversial and there is a chance that it could hurt people’s sentiments, it’s in the best interest of the brand to let that trend go. If they go ahead with it, they could receive negative feedback, affecting the brand’s trustworthiness and reputation.

3. Overexposure 

With so many brands hopping on viral trends, the market can quickly become oversaturated. The brands shouldn’t just follow the trend as it is; they need to contribute something original or meaningful to it. If there isn’t an element of originality in the content, it might come across as opportunistic rather than authentic. Moreover, the audience may get annoyed or irritable with the bombardment of repetitive content. 

4. Copyright Issues 

A lot of viral trends include copyrighted content that brands do not have permission to use. If a brand has not done the required research before participating in a trend, it could lead to legal challenges such as financial penalties and potential damage to the brand’s reputation. 

Key Considerations Before Joining Any Trend 

Before hopping on the next big social media trend, consider these questions first;

1. Does this trend align with your brand’s core values, mission, and voice?

2. Are you acting quickly enough to leverage the trend while it is still relevant?

3. Would your audience be able to resonate with this trend?

4. Could this trend be offensive in any way to your target audience?

5. Does it feel natural and genuine or forced when participating in the trend?

6. Have you researched the trend’s origins thoroughly to ensure it’s free from controversial connotations?

7. Have you added any brand-specific twist to the trend or are you simply following the trend as it is?

Conclusion

Hopping on a viral trend can prove highly effective for improving your brand’s visibility and engagement, but it requires proper execution and strategic planning. If executed poorly, it could result in negative feedback, loss of authenticity, and unintended negative associations. The brands should focus on the trends that add value, resonate with their target audience, and reinforce the brand's message. Choose wisely, what to follow as your brand’s reputation depends on it.