Social Media Trend: better to follow or avoid them?

Trend: viral phenomena that quickly emerge on social media and capture the attention of millions of users. Their popularity is often due to the association of multiple features such as music, scenery, and links to real-time events/news that make them particularly attractive to both the audience and the platform algorithm itself, which therefore incentivizes their dissemination and promotes their visibility.

Choose to "following" a trend therefore means inserting oneself within a virtually global conversation, exploiting the virality of the content to increase one's online visibility. However, we must keep in mind that trends follow each other at an impressive speed: what is viral today may have already been forgotten by users tomorrow and replaced with a new trend.

But why do trends have such a powerful impact on social media users? More importantly, does it make sense for a brand to include them within its communication strategy?

The phenomenon of virality of trending content and the need for belonging

The virality of a piece of content is never random; on the contrary, it is based on inherent psychological mechanisms of human beings that drive them to replicate trends, share them, and interact with this type of format. Indeed, the desire to replicate a trend is closely linked to a mechanism known in psychology and sociology, namely the need to belong: People use Social Media in search of connections, relationships and identification. This prompts them to replicate a trend, as it is unconsciously interpreted as a a way to feel part of a community.

It was Solomon Asch, with the experiment on conformity that later merged into his "theory of social conformity," who demonstrated in 1951 how individuals are prone to adapt their behavior to that of the majority. The author made it clear how, in most cases, people tend to conform to the positions of the majority--even when the correct choice is obvious--out of fear: they do so to avoid censure, exclusion and social disapproval and to avoid looking ridiculous or foolish. This kind of mechanism is the same as that found in users' online behavior: when a piece of content goes viral, it triggers emulation. Users are inclined to reproduce what everyone does in the hope of gaining social approval (thus proving that they are "in step" with other users) and achieving the same success.

Another psychological determinant is the so-called FOMO (Fear of Missing Out)., or the fear of being left out of something relevant. Trends on social media create a sense of urgency: participating means being up-to-date and relevant; not doing so means risking being cut off from the collective discourse.

From the trends of the past to the trends of today

There are several viral phenomena we have witnessed over the years that have marked the evolution of social media. How can we not mention the Ice Bucket Challenge, which combined a viral trend with a charitable cause by raising millions of dollars for ALS research? Or, in 2013, the"Harlem Shake": the trend that exploded precisely by having Baauer's song of the same name as its basis and had people performing a sequence of wild dances?

Today, content virality is especially fueled by channels such as TikTok and Instagram Reels. Among the hottest trends of the moment are the "Get Ready With Me" (GRWM)., videos in which users show their preparation routines, and the audio trend, where a specific phrase or sound becomes the basis for creatively reinterpreted content. Even the AI trends, such as turning photos into digital portraits or with special styles (such as Studio Ghibli's) are dominating the scene, thanks to advances in technology and users' willingness to experiment with new forms of expression.

Following trends: opportunity or risk for brands?

From the perspective of a communications agency, such as Red Apple International, there is one question in particular that needs to be asked: does it really make sense for a brand to follow trends or is it a strategic mistake?

The answer, as always, cannot be unique but depends on several factors. Getting into a trend can certainly bring an increase in visibility and engagement, especially if it can be declined and interpreted in a way that is authentic and consistent with the brand's tone of voice. One example is the way some brands have exploited memes or challenges to promote products or services, without coming across as forced.

However, blindly following a trend without it having real alignment with corporate values can generate a negative boomerang effect. Users, who are then also potential customers and consumers, are increasingly attentive and aware of what they see on social and perceive when a brand tries to "jump on the bandwagon" without a real reason. The risk then is to lose credibility and consistency.

The winning strategy for riding the trends in B2B: balance and customization

For a brand, the secret lies in thebalance. Our advice is not to completely ignore trends-or the activities of real time marketing - but to strategically select content to be emulated and declined according to one's identity.

In a strategic communication activity, if trends are to be used, the brand must ask itself:

• Is this trend in line with my identity?
• Is it possible to customize it to reflect the mission and tone of voice that represent me?
• Is the trend really adding value to my audience?

If the answer to these questions is yes, then it makes sense to participate. If not, better to focus on original content that builds a distinctive and lasting brand identity.

Thus, we can say that social media trends are certainly powerful communication tools, but they must be used intelligently. Virality is something that comes and goes at the speed of light, while brand consistency is a value that is built over time.

At Red Apple International, we firmly believe that success on social is measured not only in views, but in the ability to disseminate valuable content and build lasting relationships with one's audience. Let's talk about it!