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Leveraging Social Media Content Trends"Trending content" is another way of referring to "viral content" meaning posts with images or video that are being frequently shared, remixed, or imitated. This content becomes recognizable by larger audiences than might otherwise see it and is usually popular during a specific time frame. There are many different types of trending content including: Memes - memorable images, animations, or videos that are shared widely, typically humorous. Skits - short videos acting out a scene with or without dialogue. Dialogue can be lip synched and reused in various manners. Music - trending content might use music as a soundtrack, as part of the "dialogue," or for lip-syncing performances and the music can come from well-known musical artists as well as up-and-coming musicians. Challenges - specific actions that are demonstrated then are attempted by others. Examples of this include the ice bucket challenge that raised funds for ALS research and the plank challenge. Be careful that any challenge you undertake or initiated is not a potentially dangerous stunt. Most trending content has a corresponding hashtag that helps identify the trend, and group similar content together when the hashtag is searched. Before you begin creating content to join in on a popular online trend, consider the following: Is it on brand? Not every trend is appropriate for your brand. Some might be considered NSFW (Not Safe for Work), for example. Many go for humor which may or may not be the right approach for your business posts. Think about your brand’s "personality," and choose content trends that match it. Will it appeal to your audience and customer base? You may think a content trend fits your brand or you might personally like it. However, will your customers get it? The goal is to interest your audience, not confuse or possibly offend them. Is there a relevant way to use it? Not every content trend can be adapted to fit your brand or your key messaging. Is there a way to spin a version of the trend to suit your needs while still being relatively true to the original content? Is it still trending? Some content trends fizzle out and lose popularity or end up being ridiculed online. Some trends referencing current events can lose their edge once the event is over and time has passed. Some trends are a little more evergreen or can continue to be referenced in some way to attract attention and stimulate engagement. Some trending or viral content becomes part of the culture of a certain time period like the Dancing Baby animated GIF of the late 1990s and the Ryan Gosling "Hey Girl" meme of 2008. These days, a lot of trending content appears on TikTok and Instagram Reels. These three recent trends (from 2024) may still have a little bit of life in them throughout the rest of the year. Trend 1: We’re ______, Of course we _______. This video trend consists of one or several people walking, one at a time, looking at the camera, and sharing something that describes themselves based on who they are or how they are identified. There is a humorous aspect to this trend, and it is a clever way to share facts. For example, if you own a plant and flower shop, your script could go as follows: I’m a florist. Of course, I stop and smell the roses. I’m a florist. Of course, I cut the ends off the flowers when someone gives me a bouquet. I’m a florist. Of course, I put sugar in the water of cut flowers, so they last longer. This example includes familiar references and helpful tips while keeping in line with the trend. Trend 2: GRWM or Get Ready with Me This video trend usually consists of a person getting ready, such as a woman filming their skincare routine or putting on makeup. In some cases, these videos could be actual makeup or fashion tutorials, but the more popular ones feature people sharing anecdotes, opinions, or advice on a particular topic unrelated to what they are doing. For example, an accountant could be putting on makeup but at the same time talking about how to prepare for tax time. While this might seem like a complete disconnect between action and topic, that is part of the point of the trend. This dissonance makes what might otherwise be less interesting content seem more personal and approachable. Trend 3: Dance Battle This video trend may seem awkward at first but can be humorous and informative. It consists of two people taking a fighting stance to a particular music track, "Blue Monday" by New Order. They are simulating having a conversation or a debate and begin bouncing to the music. The text of their conversation appears as captions over them as they take turns pretending to punch the other. The content doesn’t have to be adversarial. You could act out a typical conversation you might have with a customer or client who wants to know more about your product and reveal key facts in the video. You could have two employees trying to one-up the other in how well they treat your company’s customers. Any short back-and-forth conversation could fit this video trend. If you are less inclined to recreate a content trend or don’t have the time or resources to do so, you can still leverage popular content by sharing something produced by someone else. Always go back to considering if the content will resonate with your audience and if it is brand appropriate before jumping on a trend. Read other social media blogs by Aliza Sherman |