Just because everyone’s doing it – and your colleagues are excitedly telling you “We should jump on this trend! – doesn’t mean it’s necessarily right for your brand. 

Social teams often feel pressured to partake in every trend, especially when it seems like everyone else is doing it. This is a true case of “Brand FOMO” – especially for those SMM’s that are chronically online.

I mean, the benefits of hopping on a trend are REAL. More social engagement, followers, brand awareness - the list goes on.

But you’re not always missing out, and quite often it’s okay to miss out. When a brand decides to try out a trend and it doesn’t feel natural, it kills authenticity.

So, how do you know when it’s the right time for your brand to hop on the bandwagon and ride the wave of virality that comes with a popular trend?

Here are a set of questions you can ask yourself the next time you see a version of the Saratoga Water Morning Routine flood your feed. 

1. Is there a tie-in with our audience and brand?

Does this trend resonate with the values, interests, and tone of voice our audience expects from us? 

• Yes: Proceed to the next question.

• No: Using this trend would try to indicate we’re just trying to be relevant and it might not be worth pursuing, unless you see an opportunity to shift your audience's perception in a positive way.

2. Can we come up with a good/funny/interesting take that we think will resonate?

Is there a creative angle your brand can take that fits naturally into the trend or meme, without feeling forced or disconnected from our brand’s voice?

• Yes: Move forward with brainstorming, if you’re early go for it, if other brands have already started to use this trend, think of how you can make it your own. 

• No: It may be better to sit this one out, as forced engagement (especially from brands) often falls flat.

3. Can we deliver the final post within a relevant time frame so that the trend is still fresh?

Timeliness is key for viral trends. Are we able to execute this without sacrificing quality or posting too late?

• Yes: Consider the necessary steps for a quick turnaround (e.g., pre-approvals, content creation).

• No: If it’s too late to capitalize on the trend, it may be better to pass, if you’re too late, you risk the brand appearing “irrelevant”.

4. Are we comfortable with potential risks (e.g., backlash, controversy)?

Some trends can attract both positive and negative attention. Do we have a strategy in place to manage any unexpected fallout?

• Yes: Be prepared to engage with your community and manage any crisis communication.

• No: Consider if the risk is worth it or if there's a safer trend to participate in.

5. Is this trend temporary, or is it the start of something longer-term?

Is this just a fleeting moment, or could it lead to a sustained conversation, ongoing engagement, or an opportunity to revisit in the future?

• Yes: Long-term value could be built if handled correctly.

• No: Be clear that you’re not investing too much time into something that won’t pay off long-term.

By using this strategy framework, you'll have a more comprehensive approach to assessing whether a trend is worth participating in or not. It’ll help your team stay aligned with your brand’s goals while avoiding any knee-jerk reactions driven by brand FOMO. Plus, it ensures that you’ll only engage with trends that add real value to your brand’s presence and relationship with your audience.

So next time you decide if you want to dump your head in a bowl of ice cold water for your brand, save yourself the brain freeze and ask  “Are we making a splash or just watering down our brand?”