Every Trend Isn’t Your Trend: Knowing When to Say No

There’s a new trend every week. One day it’s AI-generated Drake songs, the next it’s everyone pretending they work at McDonald’s for clout. Blink twice, and you’ll miss a viral sound, a new TikTok challenge, or a rebranded aesthetic trend like "Blokecore" or “Coastal Cowgirl.”

And brands? Oh, they scramble. Everyone wants to be the cool one, the one who gets it. But in the rush to be relevant, a lot of brands forget something super important:

Not every trend is made for you. And that’s okay.

Trends Are Temporary, Your Identity Isn’t

Jumping on a trend might get you a few extra likes, maybe even a spike in followers. But at what cost?

If your audience starts seeing you chase every trend, they might start wondering what you actually stand for. And if you don't know that, what your tone is, what your message is, what value you offer,it becomes super obvious when you're trying to ride a wave that doesn’t fit your shore.

Consistency builds trust. And when a brand ditches its tone, voice, or purpose just to hop on a trend? That trust takes a hit.

Relevance Shouldn’t Replace Resonance

Sure, being relevant is important. But being resonant is what lasts.

Think about your core audience. Are they even engaging with this trend? Does it align with their values, humor, or lifestyle? If not, what are you actually achieving besides looking like you’re trying too hard?

Sometimes, silence or subtlety says more. Not doing the trend might even set you apart in a sea of sameness.

Trends That Backfire Are Very, Very Public

The internet has receipts. All of them.

So when a brand awkwardly forces itself into a trend, especially one it doesn’t understand culturally or contextually, it doesn’t just fall flat. It cringes. And people love to screenshot and roast that stuff. Remember that “How do you do, fellow kids?” moment? That’s what you risk when you jump in without really knowing what you’re doing.

It’s Okay to Watch, Learn, and Pass

Here’s an underrated strategy: Observe. Learn from what others are doing. See how the trend evolves. And if it doesn’t make sense for your brand, pass. With grace. Instead of chasing trends, create your own moments. Be the brand people follow because you set the tone, not because you’re constantly chasing it.

So, What Should You Do Instead?

• Stay rooted in your brand voice. Every post should still sound like you.
   

• Jump only when the trend aligns—when it feels natural, not forced.
   

• Double down on value. Trends are sugar rushes. Value is the full meal.
   

• Start your own thing. Trendsetters > Trend chasers.
   

At the end of the day, your brand isn’t about being in every conversation. It’s about showing up in the right ones, with the right message, in the right way.

Sometimes, saying no to a trend is actually saying yes to your brand.

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