Trend Hopping in Marketing: When Following Trends Helps or Hurts Your Brand
Learn when following social media trends builds authenticity—and when it crosses into performative marketing.
It’s not unusual for brands to jump on trends. In fact, trend hopping in marketing has become the norm—often leading to increased reach, higher engagement, and faster content production. From trending audios and memes to viral captions, brands regularly leverage what’s hot to capture attention.
We’ve seen this play out through moments like “Brat Summer” or “Demure Fall,” where brands temporarily shift logo colors, fonts, and overall aesthetics to align with trending cultural moments. While these pivots can feel playful and timely, they also raise an important question: at what point does following trends come at the cost of brand authenticity?
When Trend Hopping Crosses Into Performative Marketing
Trend hopping doesn’t just live in pop culture—it also shows up in moments tied to social and political movements. Campaigns surrounding Black Lives Matter (BLM) or Pride Month are intended to amplify marginalized voices and support meaningful change. However, when brands participate without genuine alignment or action, audiences often interpret it as performative marketing rather than true allyship.
Today’s consumers are highly perceptive. They can quickly distinguish between brands that are acting with intention and those capitalizing on visibility alone. When trends are used without purpose or connection to brand values, they risk feeling exploitative—and damaging trust.
The Risk of Overusing Social Media Trends
Used strategically, trends can be a powerful tool. Used excessively or carelessly, they can dilute a brand’s message.
When brands chase every viral moment—regardless of relevance—it can lead to:
Loss of brand clarity
Erosion of trust and credibility
Confusion around brand values and voice
This phenomenon, often referred to as cultural suffocation, happens when brands overcrowd their messaging with micro-trends that don’t align with who they are. The result? Underwhelming engagement and audiences who feel disconnected rather than inspired.
How to Know If a Trend Is Right for Your Brand
Before jumping on the next viral moment, brands should pause and ask a few critical questions:
1. Does this trend align with our brand identity?
If the trend doesn’t naturally connect to your brand’s values, voice, or mission, it may do more harm than good.
2. Will it amplify our message—or distract from it?
Trends should enhance your storytelling, not overshadow what you stand for.
3. Does it help us reach the right audience?
Virality doesn’t always equal value. Consider whether the trend connects with your intended demographics.
4. Is the timing right?
Jumping on a trend too late can feel forced. Strategic timing is key to maximizing impact and authenticity.
Using Trends Without Losing Authenticity
Trend hopping in marketing isn’t inherently bad—it just needs to be intentional. When trends are chosen thoughtfully and aligned with a brand’s core message, they can increase visibility while strengthening connection with audiences.
However, when brands underestimate a consumer’s ability to detect inauthenticity, the consequences can be lasting. Audiences want real connection, not surface-level participation.
The BrandNEWS Approach to Trend Strategy
At BrandNEWS, we help brands identify and participate in trends that genuinely align with their messaging, values, and long-term goals. The goal isn’t to chase every trend—it’s to choose the right ones that move your brand forward.
Need help navigating trend hopping in marketing without sacrificing authenticity?
👉 Reach out to BrandNEWS to build a trend strategy that actually works.