Power Trends in Social Media Marketing: How to Be Culturally Relevant
The past year has shown the power of social media, with 2024 marking a turning point for influencer-led marketing campaigns and pop-culture phenomena. Viral moments have shaped not just the digital landscape but global culture, creating movements that resonate far beyond the screen.
In the summer, we saw the Brat phenomenon, ignited by Charli XCX’s sixth studio album, take the world by storm. The Brat aesthetic is the embodiment of a “confident, independent, and hedonistic attitude.” Influencers and celebrities globally, and across social media platforms, embraced bold makeup, imperfectly chic fashion, and had fun creating TikTok dances to tracks from the album, such as Apple.
At Next-Mark, we want to help you understand the importance and value trends can have on a business or brand. Anyone, with the right strategy, can have influence beyond the screen. While your content might not always go viral, the right approach to social media can create a lasting impact.
Craft a Captivating Core Message
Choose a word or phrase that encapsulated your brand’s identity and resonates deeply with your audience’s values, emotions, and/or aspirations. It should be distinctive, easy to remember, and adaptable to different contexts, making it easy for your audience to connect with and share.
Create Authentic, Shareable Content that Embodies Your Message
Whether it’s through a challenge, meme, or original video series, ensure that your content is engaging and resonates emotionally with your target audience. Brands that tap into cultural moments or embody current trends tend to connect more deeply with followers.
Leverage Influencers
Collaborating with influencers who already have a connection to the trend you’re trying to harness will help extend the reach. These influencers don’t just endorse the product or idea; they live it. This creates a more organic connection to their, and your, followers. With Brat, for instance, influencers and celebrities were able to incorporate the aesthetic into their daily lives in a natural, relatable way.
Encourage User-Generated Content (UGC)
The most successful viral trends, and marketing campaigns, often feature everyday people. Brands can inspire fans to participate by using hashtags or providing creative prompts. When people feel like they are part of something larger than just a brand or product, they are more likely to share content, spreading the message further.
Connect to a Larger Cultural Moment
Trends gain momentum when they feel timely and relevant. Whether it’s a seasonal vibe, a major event, or a cultural shift, finding ways to link your trend to what’s happening in the world can amplify its appeal. For example, the Brat aesthetic coincided with a societal push towards individuality and self-expression.
Adapt Quickly and Intentionally
Social media trends tend to move fast. Being able to jump on a trend early gives brands a competitive edge. However, it’s important to remain flexible. The reserved, introspective vibe of the “Demure” aesthetic, sparked by TikToker Jools Lebron, swiftly followed the bold, confident style of Brat. Recognizing the fluidity of social media culture allows brands to pivot and experiment with new creative ideas as they emerge.
Stay Authentic to Your Brand’s Voice and Values
Trends are fleeting, but a strong brand identity can keep your audience coming back for more. As tempting as it might be to chase after every viral moment, it’s essential to ensure that any trend you participate in still aligns with your core values and message. Brands whose content seems forced or disconnected can come across as inauthentic, which can be alienating to members of your audience.
By following these steps, any brand, no matter its size, can cultivate a trend or participate in an existing one. While not every attempt will result in a viral moment, like Brat or “Demure,” with a strategic, authentic approach, brands can create meaningful connections with their audience.
Social media trends in 2024 and beyond, are not just about staying relevant; they’re about shaping culture and offering a unique experience that speaks to people in new and exciting ways.
At Next-Mark, we have curated numerous client brand stories since 2005. If we can help, please contact us at 941.544.2765 or at info@next-mark.com.