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Catching a Wave

Riding the wave: How organizations can embrace social media trends

By Michaela Broyles

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In today's fast-paced digital world, social media trends have emerged as a driving force for organizations to connect with their audience, boost their brand and achieve business goals. The ability to navigate these trends effectively — and jump on them when it makes sense — is crucial. This article explores the power of trends and how organizations can ride these waves to succeed in the professional world.

The Influence of Social Media Trends

Social media has become a powerful force in the business world. It allows organizations to engage with their audience, build brand awareness and drive business growth. The strategic use of social media trends offers a unique opportunity for organizations to stay relevant and connect with their audience on a deeper level.

 

Social media trends can encompass a wide range of topics and formats, from viral challenges and hashtags to content themes and emerging technologies. Here are some key insights on how organizations can effectively hop on these trends:

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Relevance to Your Brand

​Not all trends are suitable for every organization. It's essential to evaluate the relevance of a trend to your brand and messaging. A trend that aligns with your organization's values and target audience is more likely to be effective.^1

 

Authenticity Matters 

While it's important to ride trends, it's equally crucial to maintain authenticity. Organizations should adapt trends to their unique voice and personality, ensuring that their content remains genuine and relatable.^2

 

Timeliness is Key 

Social media trends can emerge and fade quickly. To maximize the impact of hopping on a trend, organizations need to act swiftly. Waiting too long can result in missed opportunities.^3

 

Leveraging User-Generated Content 

User-generated content is a valuable resource when hopping on trends. Encourage your audience to participate in trends and share their content, creating a sense of community and trust around your brand.^4

Examples of Trend Hopping

Let's explore some real-world examples of organizations successfully hopping on social media trends:

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Charitable Trends

Many organizations have created social media campaigns that include "challenges" to participate in. A prime example of this is the "Ice Bucket Challenge" in 2014. This viral trend encouraged people to pour buckets of ice water over their heads to raise awareness and funds for ALS research. The ALS Association capitalized on this trend, leveraging the widespread participation and social sharing to raise over $115 million for the cause.

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Memes and Humor

Several brands have effectively used trending memes and humor to connect with their audience. The key is understanding the tone and humor style that resonate with your audience.

 

Wendy's Twitter account, known for its witty and humorous responses, is a prime example of using humor effectively to engage with the audience.

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Viral Challenges

The Mannequin Challenge was a viral sensation, and organizations like the NFL and marketing agencies jumped on the trend by creating their versions. This not only showcased their creativity but also generated considerable engagement and social media buzz.

Application in the Current Business Environment

In today's business environment, staying relevant is essential for organizations' success. Hopping on social media trends, when done strategically and authentically, can help organizations achieve the following:

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Boost Brand Awareness

Trend hopping can increase the visibility of your brand and expand your reach, helping you connect with a broader audience.

 

Foster Community and Engagement 

Engaging with trends can create a sense of community and interaction with your audience, strengthening their connection to your brand.

 

Drive Conversion and Sales 

By participating in trends that align with your products or services, you can drive conversions and sales while maintaining a fresh and engaging social media presence.

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In conclusion, social media trends offer organizations a powerful tool to engage with their audience and stay relevant in the current business environment. By evaluating trends for relevance, maintaining authenticity, acting swiftly, and leveraging user-generated content, organizations can effectively hop on trends to enhance their online presence, foster engagement, and drive success in the digital age.

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Footnotes:

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