While every brand is chasing the next trend, consistency is what actually stands out. When I was working at my last job, the C-suite was obsessed with going viral. “Which trend should we try next?” they would ask me. While it’s not a bad idea to be tuned into what’s trending, only focusing on tactics to get a ton of views and clicks wasn’t going to sell the product.
This is a common theme that anyone in the marketing world is familiar with. The concept of virality is exciting and entrancing, and it appeals greatly to stakeholders. We’ve seen it with the Duolingo owl, Super Bowl commercials, snarky brand tweets, and TikTok sounds. Brands will blow up for a trend that often has little to do with their product, and when the virality eventually fades, they’re left with no game plan.
Sometimes, you just strike gold. Ocean Spray experienced this in late 2020 when a video of a man on a skateboard lip-syncing to “Dreams” by Fleetwood Mac while drinking their cranberry juice out of the bottle went viral. Not a dime was spent to get over 35 million views, and Ocean Spray seized the opportunity by gifting the man, Nathan Apodaca, a new Nissan filled with their juices. Moments like that are essentially all luck, and how brands react afterward is what really matters.
But if you can’t capture lightning in a bottle like that, especially as a new or smaller business, don’t worry. While viral moments are exhilarating, they don’t guarantee sales or long-term success. The attention span of a social media user grows shorter and shorter, and while that presents a challenge for many brands, it can also be an opportunity. The phrase “consistency is key” may sound cliché, but it rings true. Showing up with high-quality posts highlighting value props, behind-the-scenes moments, successes, and even failures, can break through the noise.
People are searching for authenticity in the crowd while brands are staging “viral moments” and trying to fit a mold. Don’t be afraid to ignore some trends and stay true to your brand. At Rising High, we believe in building brands that last, not ones that burn out. While others chase the next big moment, you can be the one showing up, delivering value, and earning trust day after day.
Looking to grow without chasing trends? Contact us today.