Social media evolves constantly, and this means that trends come and go at lightning speed.
In the past 12 months, we have seen the Met Gala memes, the phenomenon of the Barbie movie, and closer to home, Nigeria’s “chosen” trend, Steeze, Suspect challenge. It seems like every week a new challenge appears, and this means that 2024 has been a year bustling with trends.
As a social media manager or content/marketing strategist whose focus is on improving brand awareness via social media, the big question arises:
Should you always jump on the latest trends, whether it’s newsjacking or trend jacking? And if you do decide to hop on, how exactly should it be done?
Understanding Trend Jacking
Trend jacking gives you the chance to align with what’s currently trending; it’s an excellent pathway for organic growth. However, it is essential to remember that not all trends will align with your brand’s values or objectives. The key is discernment. While these trends might seem tempting, it’s important to consider if they genuinely contribute to your brand’s narrative and align with the tone, voice, and style of your brand.
The Art of Newsjacking – Use Twitter (X) to Your Advantage
Newsjacking allows for the expression of a unique perspective on trending topics. This technique can significantly enhance brand visibility, provided the topics chosen relate directly to your brand. For instance, a web development agency might not find value in discussing a trend that is way off their brand’s identity just because it is trending on X (formerly known as Twitter).
We can all agree that X is the new home of global news, and most brands newsjack from there and try to run with it to improve their brand’s visibility.
What Trends Should I Participate In?
Before joining and using any viral meme or trending news, ask yourself these critical questions:
– Is this trend relevant to our audience?
– Can we draw a clear connection between this trend and the content we regularly share on our social media platforms?
– What message does engaging in this trend send about our brand?
Furthermore, consider which format – whether a meme, a skit, or a post – would be most effective.
In the end, it’s not merely about following what’s popular or the most recent surge of trends. The focus should be on identifying the right trend that resonates with your audience and aligns with your brand’s image. Remember, the essence lies in strategic participation – “It’s not just about what’s trending, but what’s the right trend.”
Staying authentic with your trend engagements can set the foundation for sustainable social media growth.
