In the fast-paced world of digital marketing, trends constantly come and go. What’s hot today may be forgotten tomorrow. The fleeting nature of these trends has led to the rise of short-lived but highly engaging content. Brands that choose to curate these kinds of content can see great results, but they are isolated and often do not contribute to sustained growth.
Let's delve into the world of trending content and explore how you can make the most of these short-lived trends to enhance your brand's presence.
Understanding Trending Content
Trending content has a limited lifespan. Typically, this content is designed to disappear after a set period of time like 24 hours. Popularised by platforms like Snapchat and Instagram Stories, ephemeral content creates a sense of urgency and exclusivity that can be incredibly powerful for engaging audiences.
Factor this into social trends and you can understand the fleeting nature of modern digital marketing. Trending content in marketing is dynamic and continually evolving, reflecting the latest shifts in consumer behaviour, technology advancements, and cultural phenomena.
For some businesses, adhering to the most current trends won’t work for their marketing strategy. It may not fit the business model or speak to the target audience. However, for those that it can work for, it’s a great way to achieve a quick injection of engagement.
Strategies for Leveraging Trending Content
Monitor Trends Consistently
It’s good to keep an eye out for trends when you are monitoring your social media channels. Trends will often differ among platforms so keep that in mind when you’re strategising. Look at the recommended feeds and explore beyond the pages you follow to find out what’s popular. It could be the use of a popular sound bite or piece of music or the format and cut of a video.
There are useful tools online to stay up to date with the latest trends on sites like Google Trends, X’s trending page and social listening tools. You can also look up influencers either directly within your space, or in competitive spaces, to see what they’re posting. The same goes for industry leaders. News outlets can also pick up on trends early so it’s handy to check there too.
Create Relevant Content Quickly
Speed is key when adding trending content to your digital marketing strategy. The sooner you can create and share content related to a trend, the more likely you are to ride the wave of its popularity. While trending content often feels spontaneous, planning is still crucial. However, be ready to adapt and pivot based on real-time feedback and trends.
Of course, not every trend will be suitable for every business. However, if you can tailor or adapt a certain trend then you ensure it is relevant to your audience. It will also better align with your brand’s voice and values.
Create Shareable Content
Participating in most trends will require you to create some form of content. Making it as engaging and shareable as possible will create the best possible results. Infographics, humorous or well-made videos can all be visually appealing. This type of content is easy to watch and more likely to be shared.
A crucial point to remember is to stay true to your brand. Ensure that jumping on trends does not compromise your brand’s integrity and message. While trending content is fun, authenticity will be the number one factor that resonates with audiences. Given the short lifespan, your message needs to be clear and concise. Grab attention quickly and deliver your message succinctly.
Additionally, your content should always generate value to the viewer. While short-lived, trending content is certainly not devoid of value. It can offer entertainment, information, or inspiration. Audiences are drawn to genuine content that feels real and spontaneous.
Analyse the Results
In any digital marketing strategy, it’s important to keep an eye on your results. When you know what type of reach and engagement you’re generating, it can inform your strategy going forward. While trending content is a quick win in terms of numbers, it can also help businesses to learn and adapt their digital marketing.
Learn from the performance data to refine your strategy in general and for any future trends. Experiment and understand what type of content and engagement tactics work best.
Digital Marketing and Short-Lived Trends
Trending content is a powerful tool to have in any digital marketing arsenal. By tapping into the urgency and authenticity it offers, brands can engage their audiences in meaningful ways.
Embracing the fleeting nature of trends can also keep your brand at the forefront of your audience’s mind. In the modern world of digital marketing where trending content is rife, it’s all about capturing the now.
At DCA PR, we have plenty of experience in capturing the now. From public relations to social media and digital marketing, we can help you to manage your social media and curate the content that goes alongside it. We can stay on top of the trends, so you don’t have to.
Get in touch today to find out more about our social media offering.
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