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Everyone who knows anything about digital marketing knows that it moves fast. One day, everyone’s excited about a new innovative search engine they can take advantage of, like TikTok, and the next, a brand-new platform comes out of the woodwork that grabs everyone’s attention. Trying to keep up can feel like trying to chase a runaway train. However, do not worry because all you need to do is make some small tweaks to stay ahead of the game.
First Things First, Understand Your Audience
Trends are only useful if they resonate with your audience. You could jump on every new hot trend out there, but if it doesn’t align with the needs, wants, habits, or pain points of the people you’re trying to attract, then you’re wasting your time (and even some marketing dollars). Before chasing any trend, you need to seriously ask yourself if this speaks to your target market. If it doesn’t, then you may want to reevaluate your approach.
If your target market is people who prefer Instagram over TikTok, your massive campaign push for TikTok may not perform as you would have hoped. You must know your audience and make a proactive effort to understand what excites them so that you can use that to guide which trends you choose to explore. You must remember that it isn’t all about jumping on every new thing, but it’s about picking up on the advancements that make the most sense for your brand.
Follow Industry Leaders
A great way to stay current on trends without losing your mind is by following the key industry leaders and influencers in that space. They’re often the first to spot new trends in this space and share insights about them. Blogs, podcasts and social media are great places to collect a constant stream of digital marketing insights.
If you can find these people and influencers on Twitter, LinkedIn, and Instagram, you’ll always be up to date with what’s going on. You will always be in the loop without scouring the internet for new trends. A bonus is that you’ll be learning from the best, which is never a bad thing, depending on how you look at it.
Experiment with New Platforms
When it comes to platforms, because social media is always evolving, you cannot afford to not try any new platforms. This is especially because every now and then, there is a new one. At one point, people thought TikTok was just for teens, and now, it’s a major player in digital marketing. The same can happen with any other emerging platform. Threads, for instance, could be another contender. So, staying on top of trends means being willing to experiment with these new platforms.
Being strategic is everything. You don’t have to go all in on a new platform the second it pops up, but it’s worth dipping your toes in a little bit if it’s a platform that is showing potential. Start by creating content or running small ads to see how well your audience responds. If the results are promising, then that shows that it might be time to dive deeper. If not, you can step back without taking too much of a hit on finances.
Harness Data
There’s a saying that is prevalent in the digital marketing community. It’s “data is king”. When it comes to digital marketing, this statement couldn’t be any more true. Trends can definitely give your business a boost, which will give you some confidence, but the real power lies in tracking what works and what doesn’t work. Tools like Google Analytics, social media insights and different email marketing metrics can provide you with a clear understanding of your audience’s behaviours and preferences.
Analysing this data helps you figure out which trends resonate with your audience and which ones are just exciting for the moment. This will help you so that you’re not just blindly following trends that appear on social media, but instead, you’re making data-driven decisions.
Adapt, but with a Strategy
Flexibility will get you far. Trends can come and go, but a brand that can adapt quickly will have more of an edge in comparison to its competitors. However, there’s a thin line between flexibility and demonstrating recklessness. The aim is to be able to pivot when necessary, following a strategy.
Surfing is a good example. The aim is to catch the wave at the right time and ride it, but it’s important to know when to get off before you wipe out. It’s all about timing and balance when it comes to surfing. With that being said, if a trend fits into your marketing plan, then “ride it”. If not, just let it pass.
Thinking Long Term
It’s relatively easy to get caught up in a new trend, but it’s important to remember trends are exactly what they are – trends. This means that they’re short-lived. They can provide a nice little boost to engagement and visibility, but you don’t want to solely rely on them because it’s a seasonal hype.
A viral TikTok challenge might get you some quick attention and wins, but what happens after the buzz dies down? This is worth taking into consideration. You need to make sure that every trend you jump on supports your bigger marketing goals and emphasises your brand’s message.
Trends can seem overwhelming at first, but there are also opportunities if you look at them right. The key is to stay curious but intentional and strategic. Following industry leaders, analysing data, and being willing to adapt will help you take full advantage of trends without getting lost in the noise. Regardless, if you understand that it’s about having fun, staying creative, and making smart decisions, you’ll end up perfectly fine.
