Headlines have always been dominated by what’s trending – whether it is consumer buying habits, seasonal fashions or emerging behaviours that define generational differences, the media loves to report on what’s new. The explosion of social media use, particularly on platforms such as TikTok that encourage participation and engagement with content trends, has fuelled more coverage of trending “click-able” content in traditional media. The constant evolution of algorithms also means that topics can rise in popularity and fall out of favour overnight.
Add in the shrinking attention spans of readers and the importance of online culture to younger demographics into the mix and it’s clear why brands are tempted to capitalise on the next big thing and enjoy time in the limelight. But is being trendy essential for generating column inches?
The allure of being a la mode
There’s no denying the appeal of a trend-driven campaign. It can generate buzz, attract media attention and easily translate to email marketing and social media activities. When executed well, a trendy campaign can boost brand awareness and create a sense of cultural relevance.
Today’s culture is increasingly dominated by online content and traditional media looks to internet trends to shape article ideas, explain social phenomenon and see it as a way to drive traffic to their site. For example, the viral explosion of the TikTok sound clip “very demure, very mindful” sparked hundreds of articles in mainstream publications. Just as song lyrics and reality TV moments have become quotable, cultural milestones for previous generations; Gen Z and Generation Alpha firmly speak in the language of memes – any parent or teacher will bemoan the words skibidi toilet! – meaning brands see trends as an opportunity to engage with younger demographics.
Substance over style?
However, focusing on trends is not a guaranteed path to success. A campaign built solely on a trend may have a short lifespan, leaving your campaign vulnerable to being forgotten as soon as the hype subsides or, worse still, expiring before it even reaches the launchpad.
Be mindful that what could work for one, it could backfire for another and lead to embarrassing outcomes. Take Kamala Harris’ brat summer online rebrand for example. It remains to be seen whether the Vice President’s activity will successfully encourage young Americans to vote Harris but polls indicate positive reactions from young voters towards the Democrat’ candidate. While Gen Z-ers may have appreciated how the Harris campaign team capitalised on brat, undoubtedly their toes curled as they watched the mainstream media and older generations report on the phenomenon. Watching various media commentators try to define whether they too are “brat” shows just how out of touch they are with youth culture (for reference, unless Charlie XCX says otherwise, they are not brat!).
Chasing trends can distract brands from core values and messaging, creating campaigns that lack authenticity. Looking like you are simply jumping on the bandwagon can result in negative perceptions and backlash. Consumers are incredibly adept at detecting inauthenticity and will quickly slate and boycott organisations that appear hypocritical or insincere. Staying authentic is arguably the most important component for building lasting relationships with customers and stakeholders.
Striking the balance and using trends to win
The key to success lies in finding the right balance between trendiness and authenticity. The first question to ask is, does this campaign promote our core messages as well as having the potential to attract the right attention?
Using your own customer data to report on trends in your area of expertise remains a key tactic for positioning your brand as an authority on specific topics. A good example is Pantone's annual colour of the year campaign, which has established the company as a trend setter in an area it has credibility within.
Personalisation and understanding audience needs is so ingrained in consumer expectations, it would be foolish not to design marketing campaigns around consumer insights. Tapping into what drives them, anticipating their wants and aligning campaigns with their interests and preferences will certainly engage the right audience.
While trendiness can be a valuable asset in a PR campaign, it shouldn't be the sole focus. Tap into trends with authenticity and strategic planning, to create campaigns that resonate with your audience and deliver lasting results.
What do you think? Is trendiness essential for PR success? Get in touch with caroline@clsrelations.com to discuss how trends can play a role in your next communications campaign.
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