Trends are informal but that doesn’t mean they’re not impactful. A well-executed trend strategy is one of the best ways to connect with your audience and promote your brand story.
However, a poorly executed trend will dilute your brand, alienate your audience and erode trust with your customers. Your social media team needs to be able to spot trends, understand why they resonate with audiences, apply that understanding to tangible business goals and execute according to your brand guidelines—within a week. That turnaround is amazon data impossible without a well-defined trend strategy. Here are four tips to get started.
Trend strategy—like every social media strategy—has to be tied to your business objectives. Determine whether you’re looking to expand your audience or create stronger connections with existing followers and customers, and build your strategy accordingly.
Signals and moments achieve different goals. Signals demonstrate how well you understand your target audience. Integrating signals into awareness stage posts draws in potential customers by creating a sense of familiarity. Moments show off how much your brand has in common with your existing customers. You’re better off staying product-agnostic with moments unless the perfect one comes up organically, like it did for Chipotle.
Measure your impact
Trends move at the speed of creators and consumers, not marketing teams. Successful trend marketing demands agility, analysis, creativity and time. That kind of investment needs to pay off. Strategy should always come before content creation, but this is especially important when you’re working with trends. Map out your business objectives, data analysis plans and baseline metrics before you start scrolling for inspiration.