Never try becoming a brand that is a people-pleaser just for the sake of it. Always align your campaigns/trend-hopping activities with your brand's core values and messaging. Sure there will be asks/demands to make the brand quirky: Swiggy-like, or Zomato-like or some times even the next Wendy's for the most part. Unless your brand has always been that way or has a quirky personality/voice since the start, do not try to go overboard with the trends just to seem relevant. But does that mean not to engage in trends at all? Nope. Engage in those that fit with your brand narrative and segment that you operate in.

Staying relevant on SM is like surfing a wave. You gotta know when to ride the trend and when to bail. Be yourself! Your authenticity will shine through and attract the right crowd. Stick to your guns and keep your brand's core values consistent. Don't be afraid to experiment and adapt, but don't lose sight of what works. Engage with your people and build relationships. This will help you stay connected and relevant. ??

There will continue to be a shift in social media and the approach is likely to change every now and then but balancing your brands voice, identity and message with new trends are key to staying relevant. While your brand's message might not change entirely, there should be a place for evolving and passing that message across while adapting to latest trends. This is very crucial because any brand that fails to evolve will become obsolete

Knowing the 'why' of your business/organisation and staying true to communicating that on social media should be at the heart of your dialogue online. Your voice and authenticity are within your control - trends come and go (and are set by others) - but your audience will stay with you because you add value and they recognise the integrity of your values and brand.

Balancing brand identity with social media trends requires a thoughtful approach. Staying true to your core values is essential, as trends may change, but consistency and authenticity build long-term trust with your audience. Adapting trends with a cultural twist can also be highly effective, especially in India, where incorporating local flavors or references into trending content makes it more relatable while still reflecting your brand’s identity. Lastly, prioritize trends that align with your brand’s mission and offer potential for long-term relevance, rather than chasing every fleeting fad, to maintain both engagement and integrity.