Should Brands and Creators Join Every Trend? A Quick Guide to Choosing the Right Ones
In today’s fast-moving digital world, brands and creators are always looking for ways to stand out. And one of the most common ways nowadays is jumping on trends. From viral memes to dance crazes, trends can skyrocket your reach and boost engagement overnight. But here’s the question: should you join every single one?
In the Philippines, where over 90.8 million Filipinos are active on social media, it’s easy to feel pressure to ride the wave. The bandwagon effect in marketing shows that when people see others doing something (like joining a trend), they’re more likely to follow. Brands and creators often ride these waves to make them relatable, as well as gain visibility, boost engagement, and promote products.
But while the appeal of going viral is tempting, not all trends are made for every brand. Some can feel off-brand, irrelevant, or worse – spark backlash. Here are a few things to think about before jumping into trends and hitting “post”:
Relevance to your branding
Does the trend align with your brand identity and values? If it feels forced or out of sync with what your brand stands for, it’s probably not worth doing.Your target audience
Will your audience relate to this trend? For example, if you’re catering to families, avoid content that might feel inappropriate. If your audience skews younger, like Gen Z, jumping on trends that only appeal to an older demographic might miss the mark.Timing
Trends move fast and timing is everything. Posting too late can make your content feel stale, especially when audiences have already moved on to the next viral thing.Available resources
Do you have what you need to execute this properly, such as props, editing time, or team support? If not, it might not be worth the rush.Ethical risks and sensitivity
Some trends, no matter how viral, much like with no. 2, may be inappropriate or insensitive. Always consider how your content may come across, especially when it involves real people, communities, or sensitive topics.
When Trends Go Wrong
We’ve already seen what can go wrong. Take Angkas, for instance. The ride-hailing app posted a meme following the release of a Youtube video titled “BINI Tries and Rates Filipino Snacks” by People vs. Food.
Screengrab from Angkas’ Facebook page
The post received negative attention from local fans, and Angkas’ attempt at humor was seen as riding on the hate toward the P-pop girl group. Fans called them out, which even led to negative reviews on the Angkas app. With meme-based marketing, brands can still use humor effectively, as long as they consider timing, tone, and context. (Curious why memes are all over your feed? Read here why local brands are using memes as a marketing tool.)
Another trend making rounds on Tiktok is the vlog-style content. These feel personal and real, which is why creators love them. But not all of them land well.
A now-deleted Tiktok by a local nursing student in 2024 showed a flatlined patient monitor during her duty. While the video didn’t reveal the patient, it raised serious ethical concerns and sparked conversation among online users around content boundaries in sensitive spaces.
These cases show that while trend-hopping can be fun and effective, it needs thoughtfulness, restraint, and above all, balance. Simply focus on trends that genuinely fit your brand, especially those that can build connection and drive results, like budol-style content, which taps into product discovery and honest experiences. (Want to learn more about budol culture? Read here how it’s shaping Filipino consumer behavior.
In the end, it’s not about being in every trend; it’s about showing up in the ones that feel right for your brand. That’s what leaves the mark, builds trust, and keeps people coming back.
Contact us and let’s find the trends that work right for your brand!
