A couple of weeks back, when we discussed how TikTok can be a good place for businesses, we explored different ways of creating viral content and talked about how embracing trends can be positive for our brand, but what is a trend?
In short, a trend is an original piece of content (a sound, a dance, a hashtag, a video, or even an image) that goes viral and is replicable. TikTok describes a trend as: “the creative formats, ideas, and behaviors that get a lot of attention on TikTok and in turn, influence what people do on the platform.”
Why are Trends Important?
Following trends on social media has multiple benefits – starting with the fact that they are easy to follow – and can be a great way to increase overall brand awareness. In short, following a trend can:
- Increase visibility.
- Help you connect with your brand’s audience.
- Boost engagement.
- Help demonstrate the brand’s personality
Let’s take a look at each of these benefits.
Following Trends Can Increase Your Brand’s Visibility
According to Hootsuite, if a video gets between 250,000 and 1 million views, it can be considered viral on TikTok. Participating in a viral trend on this platform can translate into your brand getting exposed to a bigger audience. In platforms like Twitter and Instagram, Trending Topics and Hashtags will increase your reach to a larger audience and attract new followers.
Connecting With Your Audience Using Current Trends
Following trends is a way of showing your audience that you are aware of what’s happening in the world and that you are engaged with the same cultural touchstones they are: people like to feel identified and to see stories they can relate to. Showing your audience that you are on the same page as them can help you connect on a deeper level, build stronger relationships and, potentially, gain a couple of clients.
Boosting Engagement
There is a reason why trends are popular – people are excited about them and want to talk about what they find entertaining. Participating in these conversations can boost engagement on your social media profiles and encourage more people to interact with your brand.
Demonstrating Brand Personality
As a brand, you should have a defined personality. While defining your brand’s personality happens internally, that brand personality should be easily recognizable by your audience and should show on each marketing piece you create: following trends can be a way to demonstrate your brand’s personality and voice. Participating in conversations or creating content around a trend can show your audience what your brand is all about and what makes you unique.
Keeping up with trends is a great way to increase brand awareness and connect with your audience; however, we need to remind you to stay true to your brand’s values and voice and to choose trends that align with your overall goals and messaging.
