Tell me you’re a social media junkie, without telling me you’re a social media junkie.

Last week, one of our clients had some fun and on-trend ideas for social content. But...they weren’t on brand or a good fit for their core audience. We all want to be part of the cool crowd, but keeping an eye on the prize - our core audience - when developing content and tactical plans gets us to the metrics that matter, even if it does also result in a bit of #fomo. 

Thanks to Creators, musicians, and inspired folks from around the world, trends on social change faster than ever. We all have dance moves, a quote, or a song trend that has a ubiquitous influence and has wormed its way into our brains. My dog hears me say “what the hell” so many times in a day and it instantly lightens my mood no matter what unexpected disaster inspired me to say it. 

As Social Media Managers, it’s really easy to jump on these trends and add them to our content, especially when they’re something we love. Like, getting my business partner, Sarah, to try the Applebee’s dance would kinda be hilarious. But as important as it is to be aware of what’s hot, it’s equally important (ok, I would argue more important) to be able to identify what’s not hot to our target audience. 

Grounding your content direction in a clear understanding of who your core audience is - what they care about, who influences them, how they spend self-care time, work time, and social time, what makes them laugh or cry, and what inspires them - is absolutely essential. It ensures you’re not wasting time and energy mashing an expertly shot video of your dog with top trending original sound when at best your audience might ignore it, or at worst they feel like you’re a brand they can’t relate to or don’t belong with. 

So remember that what is trendy and popular, and what you find interesting or fun, might not always be what your audience wants, what they will resonate with or pay attention to. It’s ok to dodge the trends or tweak them for your audience. Even better, create your own trends, and don’t be afraid to stand out from the cool crowd.