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January 23, 2025
Should Brands Jump on Viral Trends?
The 2025 Sprout Social Index Edition XX study finds consumers are relatively split on whether it’s cool or embarrassing for brands to participate in viral trends.
The survey of over 4,000 consumers across the U.S., U.K., Canada, and Australia found:
- 40% think “it’s cool” when brands jump on viral trends.
- 33% feel it’s “embarrassing.”
- 27% consider it’s “only effective in the first 24-48 hours of a trend’s lifespan.”
Authenticity and relatability were found to be the two traits consumers value most from brands, and about half say original content is what makes their favorite brands stand out on social, according to the survey.
“Instead of continuously jumping on overly-saturated viral trends, brands can build their social presence more effectively by digging into the nuances of online culture, participating in what their communities value, and meaningfully engaging their followers on an individual level,” said Scott Morris, chief marketing officer at Sprout Social, in a press release. “While this may seem daunting, it can actually be freeing for marketers.”
Brands may still be tempted to chase viral trends, as the survey showed that 90% of consumers agreed social is how they keep up with trends and cultural moments, well ahead of talking to friends and family (66%) and through TV and streaming (60%). Of the respondents, 81% say social media drives them to make impulse purchases, with 28% making impulse purchases via social once a month.
Gen Z was also found to be most likely to support brands jumping on trends, while Boomers were least likely.
Matter Communications’ 2024 Food and Beverage Trends survey, based on a survey of more than 1,000 U.S. consumers, found that 75% of respondents are likely to try a viral food or beverage trend after it comes across their social feeds. Beauty and fashion are two other categories that have seen brands benefit from viral content.
Social Media Enthusiasts notes on its website that participating in social media trends and viral challenges on channels like Instagram, TikTok, Pinterest, and YouTube provides an opportunity to showcase a brand’s personality and quickly gain widespread exposure. The networking community for social marketers stated, “When a challenge or trend goes viral, it often floods the social media feeds of millions, attracting attention from audiences far and wide. For brands, jumping on these trends early means tapping into that massive visibility.”
On the downside, Thrive Agency noted on its website that joining viral trends “could result in backlash or confusion with your brand,” pointing to the importance of ensuring the online content aligns with the brand’s core values and messaging. Thrive Agency also emphasized the need to move quickly, stating, “Joining a trend late can make your brand appear out of touch and unoriginal. Audiences may view your efforts as a desperate attempt to stay relevant.”
“Trend chasing is a dangerous game,” Christopher Tompkins, head strategist and CEO of The Go! Agency, a digital marketing agency, wrote in Forbes. “It can be very hard to master every emerging trend, and even if you do, your audience will likely be aware of what you’re doing. Struggle and desperation are not good looks for a brand, and ironically, nothing drives an audience away more than when a business is trying too hard to appeal to them.”
Discussion Questions
What advice would you have for brands exploring joining the latest social media craze?
Where do you see the biggest risks in participating?
Poll
Loading …BrainTrust
David Biernbaum
Founder & President, David Biernbaum & Associates LLC
John Hennessy
Retail and Brand Technology Tailor
Paula Rosenblum
Co-founder, RSR Research
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Brands should not mindlessly jump on any old trend. They need to work out whether it is appropriate for their audience, whether they can add value and make the trend purposeful, and understand whether the trend has enough longevity to make it viable. It’s also important to be selective; jumping on every single trend can cause confusion and reduce impact.
Brands that engage in trends may appeal to younger consumers, as long as it feels genuine. In contrast, older consumers may need a more cautious approach in order to avoid alienation.
It takes more than just being timely to succeed; it takes authenticity and relatability.
Using viral memes or hashtags without a direct connection to a brand can seem forced. Cultural context should be considered by brands when joining trends.
An effective brand strategy should also include selective participation, cultural awareness, and original content.
A genuine…trend. Hmmmm
Your comment reminds me of a cartoon I remember from years back: a roomful of people all wearing identical t-shirts that proclaimed “I don’t follow trends”
“When imitation goes over big, it isn’t imitation, its a genuine trend.” – Walter Darby Bannard.
Brands can use trends relevant to their products and missions. We are starting to see social media-based analytics services used to evaluate and prioritize trends and audiences and make recommendations before taking action. These services can even forecast the performance of a product against trends, 1-3 years in advance.
My advice: by the time your “exploring ” is finished, the window of opportunity will have passed. Then comes the “embarassing” option….
Stick with marketing basics. Know who your audience is. Know where your audience is. Know what you stand for. If those fit with a viral trend, actively and authentically participate.
The answer is “it depends.” (of course). Who is the retailer catering to, how fast can the retailer get in and out of a product and how willing is the retailer to take risks. There’s no doubt we have too many apparel brands, and are getting there with food items as well.
I read a great HBR case study in graduate school about an entrepreneur who designed a board or special card game that went viral. It was a success story, because he got it out into the market, made his money and then let it drain when the run was over. The guy made a fortune. But you’ve got to be shrewd, nimble and be selling the right product.
This strikes me as being a similar issue to “Should brands endorse political causes.” Given how fickle the social-media-fueled consumer is these days, viral trends can zoom in and out of fashion in seconds; there’s enough risk here that brands need to be very careful about how they engage in trends. Best to stick with the things that align with the brand and avoid those that do not.
There may be an occasional viral trend that’s irresistible, but the best advice for any brand is to stick to what is relevant to the brand.
A solid social media manager will know the difference between what’s right and what’s a stretch, that’s why this position is so important.
Before social media became the beast that it is, I would say that it makes sense to be a “fast second”. Many times it would even be the smart thing to do. Let somebody else be the pioneer, take the early risks and bumps and bruises. But that was on more macro issues with longer life spans. Viral trends are micro by their very nature, and as confirmed by the survey, will have a very short life span. So how exactly does a brand “jump” on that? If it already falls within their own Brand Promise, maybe there is a way to extract some momentary sale surge. Will the brand have a warehouse full of the viral product? Of course not. And the supply chains’ ability to chase…??? Impossible. Maybe there are a couple of celebrities that can actually plan and execute a viral moment, but for everybody else, it seems like chasing viral trends can do more harm than good. I’m all for Distinction and Differentiation. Not so much for Distraction and Dilution.
This trend is completely inauthentic. Something viral happens and suddenly a brand says “yes-we are all about this”???
Stupid. Make your own trend by focusing on your customers.
If the trend makes sense, go for it! How does the brand align with the trend or viral video? A brand needs to avoid being a copycat. It must integrate with the trend and not be seen as a “hanger-oner.”
Brands shouldn’t chase every social media trend just to seem “cool.” These days, it feels like every brand is desperate to attract younger customers by hopping on trends, but that often comes across as forced and fake.
If a trend doesn’t align with your brand’s identity or values, skip it because audiences, especially Gen Z, can see through desperation. The biggest risk is jumping on something without thinking it through, leading to backlash or confusion about your message.
Instead, focus on authentic and original content because trends are fleeting. However, building trust and relatability lasts much longer than a few days of viral moment.
If a viral trend aligns with your core brand, jump in on the fun in a way that honors your brand essence. Otherwise, let it go. Risks include associating your brand with trending topics that are controversial, the perception of opportunistic attention seeking and confusing your audience with unclear ties between the topic and your brand.