Keeping up is exhausting, here’s how one social media creator helps brands beat trend fatigue

How’s your cottagecore vibe? Are you prepared for mild academia aesthetic to dominate your feed or for the following generative-AI motion determine pattern?

Style tendencies used to spin in 20-year cycles, however there is no such thing as a playbook anymore. Microtrends peak, then disappear in weeks and even days. It’s a endless cycle of attempting to maintain up with tradition, and I’m exhausted.

Simply 53% of entrepreneurs say they’re assured they’ll keep up with new cultural trends. Right here’s how pattern fatigue is affecting advertising, plus my tackle how to determine which tendencies to chase — and which to let go.

What’s pattern fatigue?

Development fatigue is the overwhelming feeling of exhaustion when dealing with the tempo and quantity of latest tendencies, particularly on social media.

The New York Occasions not too long ago wrote that logging into social media feels like “standing in entrance of a hearth hose of vogue and web fads and cranking open the nozzle, full blast.” That metaphor resonates with me, whilst a social media skilled. After half a decade within the trade, I’m seeing a shift the place the quantity of social media tendencies is beginning to outpace their worth.

Viral tendencies are rising and falling on TikTok and Instagram quicker than ever, from demure to Dubai chocolate to mermaid-core. Virtually earlier than you’ll be able to hop on the pattern, it’s gone.

It’s change into so ridiculous that The New Yorker‘s humor column began predicting absurd upcoming tendencies like “Supreme Court docket informal” and “spotted-lanternfly goth.” I can’t blame them. When it’s onerous to differentiate between actual and made-up tendencies, you realize we’ve hit peak fatigue!

Who’s experiencing pattern fatigue essentially the most?

Development fatigue impacts each customers and social media professionals. Like most social media entrepreneurs, I really like the range and tempo of the job, however it will probably get exhausting. Entrepreneurs and strategists say it’s onerous to differentiate between fleeting fads and significant, lasting adjustments. As professionals, we have to battle for higher content material to maintain our trade wholesome and sustainable.

Right here’s what’s in danger for manufacturers with pattern fatigue:

• Burnout. Over half of entrepreneurs admit they’re afraid of burning out of their present roles. We’re below fixed strain to establish, react to, and capitalise on rising tendencies, which ends up in artistic burnout.
• Model erosion. When manufacturers bounce on each pattern that comes alongside with out contemplating whether or not it’s a superb model match, they threat diluting their voice and weakening their message and belief. One research discovered that excessive and irrelevant brand posts prompted customers to tune the model out. One in three customers says they prefer a social media experience with no brand presence in any respect.
• Useful resource drain. Leaping into motion to create one new content material pattern after one other will be exhausting, but it surely will also be resource-intensive. What number of hours have you ever spent making a social media video, just for it to flop? Do you could have a closet stuffed with props you used for social media that you simply’ll by no means choose up once more?

Development fatigue isn’t simply affecting manufacturers and entrepreneurs. It’s additionally affecting customers. A number of the unwell results embody:

• Disengagement. When customers feel overwhelmed by content, they both withdraw by taking social media breaks or “lurk,” passively consuming content material with out participating. The latter is way more widespread.
• Social nervousness. Social media fatigue causes customers to really feel extra nervous or confused about what individuals take into consideration them on-line. They expertise FOMO (Fear of Missing Out) and sleep worse.
• Waste. #TikTokMadeMeBuyIt? Social commerce means customers are buying trendy items they see on TikTok or Instagram, solely to have them fall out of favor weeks later. This may result in a variety of waste and unused merchandise, which is an issue for Gen Z and different sustainability-minded customers.

How Entrepreneurs Can Decide Which Traits Matter and Which to Ignore

Capitalizing on the precise pattern can actually repay for manufacturers, incomes them excessive engagement and likability. However, attempting to breed each pattern is a recipe for catastrophe. Right here’s how one can distinguish between those you must pursue and those you must let go.

1. The pattern is genuine to your model.

Primary, assess whether or not the pattern (or your tackle the pattern) is true to your model. Is it a pattern your viewers can be acquainted with? Will it entertain them, or offend them?

In 2024, the British Museum posted a meme riffing on the pattern of males eager about the Roman Empire. It learn, “Girlies, in case you’re single and on the lookout for a person, that is your signal to go to the British Museum’s new exhibition Life within the Roman Military and stroll round wanting confused — you’re welcome x.”

Not solely did this come off as sexist, but it surely was too informal for the intense, mental model. The museum ended up having to apologize — and it became a trendjacking cautionary story we will all study from.

2. You have got one thing authentic so as to add.

Subsequent, merely carbon-copying a video or dance problem gained’t enable you in the long run. You want to add your individual spin to advance the dialog and make it memorable. Create a singular meme or video that solely you could possibly write for an ultra-specific viewers. It’s even higher when it’s one thing sudden.

For instance, Baggage firm Away dressed a suitcase up in tighty whities, parodying a Calvin Klein underwear ad that includes Jeremy Allen White. The put up labored for the model, making a humorous second that linked with their viewers.

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3. High quality over amount.

Folks need content material that issues to them, not tons of shallow posts. Make your pattern selections really matter. Then, create posts the place you’ll be able to present who you might be and join along with your viewers in a focused, genuine approach. One killer put up can herald much more impressions and model loyalty than 5 weak ones.

Being Stylish Versus On-Model Messaging

Once you create stylish content material, you improve your potential for attain, engagement, and virality. Excessive attain and engagement can introduce you to new audiences and provide you with a aggressive benefit. Your viewers might understand you as extra related and youthful.

The draw back of trend-based content material is that your new followers might not stick round or care about your different content material or merchandise. There’s additionally a better threat of backlash or confusion if the content material doesn’t suit your model. By sticking with on-brand messaging, you determine a transparent model id and might construct belief. On the finish of the day, you’ll have a extra loyal and engaged, although probably smaller, group.

So, what must you do? That completely depends upon your model. I wouldn’t advocate that each regulation agency and pharmaceutical firm begin lip-synching to trending sounds (regardless that some do and make the pattern their very own).

Begin by attending to know your viewers. The place do they hang around on-line, and what messages resonate with them? From there, you’ll be able to see what social media tendencies they probably encounter and if any will be tailored to your model voice.

Use Warning When Leaping on the Brandwagon

So yeah, I’ve realized that chasing tendencies is exhausting. However, the excellent news is you don’t want to leap on each microtrend or viral second to remain related. Select those that make sense to your model and your viewers, then go all out. Once you present up with intention and a bit of originality, you’re far more more likely to lower by means of the noise.