Social media trends move fast, but trending content strategy is anything but fleeting.

For social media managers, it’s all about playing the long game.

Whether it’s an Instagram meme, a popular tweet format or a viral sound on TikTok, it can be tempting for us social media managers to want to jump on every social media #trend that enters our cultural lexicon. But we must demonstrate restraint from every shiny trends that comes our way.

Let’s examine two extremes.

While the infamous Duolingo bird engages in TikTok dances and trends almost weekly, Nike typically eschews TikTok trends altogether, instead focusing their feed on behind-the-scenes footage and inspiring montage-monologues.

@duolingo

there’s no love like the first #Duolingo #DulaPeep #letsmakebadchoices #comedy #trend #marryme

♬ weak speed – ☁️

Nike’s trend strategy is rooted in their presence surrounding greater trending themes on the internet, such as sports events (most recently launching a TikTok campaign featuring soccer content during the FIFA World Cup action).

https://www.tiktok.com/@nike/video/7169645518740753710?is_from_webapp=1&sender_device=pc&web_id=7024193072792716805

The contrast between Duolingo and Nike displays how trend strategy is leveraged and executed differently by businesses based on their brand identity and goals.

It’s not a hot take that being intentional about the social trends you align your clients with can have a greater impact on brand metrics in the long run.

One viral tweet can only garner so much engagement and reach.

Building online communities around relevant brand content bolsters powerful, engaged connections with your target audience–ultimately contributing to a longer-lasting impact than a single trendy post. 

Developing a strong, consistent tone of voice and selectively incorporating appropriate trends contributes to long-term growth in audience, engagement and brand perception.

When your intentional post goes viral, it’ll be a rock-solid representation of your brand.