Trend 3: Strong brand storytelling and engagement are audience must-haves

[fomayof928@mowline]

And you’ll often see the comments section giving the brand praise for truly understanding internet culture. For example, viewers applauded Marc Jacobs when the brand featured Khadi Rhad, a creator-influencer known for his dark, edgy aesthetics and eclectic dances.

Two top comments on a Marc Jacobs TikTok video featuring creator-influencer Marc Jacobs. One comment says, "Some companies just get it," while the other says "Whoever is on Marc Jacobs' content team needs a raise!"

However, consumers are split on whether it’s embarrassing for cyprus b2b leads brands to participate in trends. And more than a quarter say jumping on viral social media trends is only effective one or two days after the trend emerges. But this expectation is nearly impossible to meet for social teams with long approval processes.

Data visualization from The Sprout Social Index™ showing consumer reactions to brands jumping on viral trends. 40% of consumers think it's cool, 33% think it's embarrassing and 27% think it's only effective in the first 24-48 hours of a trend's lifespan.
Brand takeaway: Aim to be fluent in the online zeitgeist, but understand there’s a fine line between culture and trends. Trends are just one aspect of online culture. Understand the viral images and videos, celebrity memes, rising influencers and emerging content formats, but avoid participating in every trend. Be intentional and selective with the trends your brand participates in. Consider how it’s relevant to your audience and how you’ll add your own spin. Don’t try to be like everyone else—your brand should be the trendsetter who sets waves and begins conversations.

Social media saturation forces marketers to find ways to stand out from the crowd so they can resonate with target audiences. Creating original content is one way brands are differentiating themselves from others on the timeline. When consumers rank the most and least important traits of brand content, they rank authenticity, relatability and entertainment first. On the other hand, polished, product-centric and off-the-cuff are ranked as the least important.