A simple trick - LIVE A WEEK IN YOUR AUDIENCES DIGITAL LIFE - every quarter. Join their community, mirror their behaviour. Like the olden days, where one would visit the local markets to observe them and researchers would track a day in their life, LIVE THEIR DIGITAL LIFE should be a must do for every marketing team member. And And then there is the indirect way of social listening for always on strategy for tracking their behaviour. Professional consumer research every year is also needed. A good framework for all these activities is competitive benchmarking.

Integrating social media trends effectively with the brand strategy is something all brand custodians are not executing it in the right way. A key point to note is we must Identify Trends That Align with one's Brand Values - Not all trends will fit with every brand’s image. Choose those that complement the brand’s values, mission, and tone of voice . Set Up Social Listening and Trend Tracking tools to stay aware of how your competitors and influencers are participating in trends; observing their successes and missteps. Leverage influencers who are adept at engaging with trends but have an authentic fit with the brand. Encourage User-Generated Content Test and Iterate Quickly as most of trends often have short lifespans.

Stay Informed and Monitor Trends Use Social Listening Tools: Utilize social listening tools (e.g., Brandwatch, Hootsuite, Sprout Social) to monitor conversations around your brand, industry, and competitors. This helps identify emerging trends and shifts in consumer behavior. Follow Influencers and Thought Leaders: Stay connected with industry influencers and thought leaders who often highlight upcoming trends. Their insights can provide valuable context for what’s emerging in the social media landscape. Join Industry Groups and Forums: Participate in relevant online communities, forums, or social media groups where trends are discussed. Engaging with others can provide early insights into what’s gaining traction.

To effectively integrate social media trends, I rely on continuous data monitoring and audience insights. I evaluate which trends align with our brand values and target demographics, ensuring they enhance rather than dilute our messaging. We also test trends through limited campaigns, measuring engagement before fully committing. This approach allows us to stay agile while maintaining brand integrity.

"Let’s be real—chasing social media trends is like running after a bus that’s already left the station. By the time you jump on the latest dance craze or filter, there’s already another one taking over. My advice? Stick to the basics. Focus on delivering consistent value, engaging with your audience, and telling a story that actually matters. The truth is, trends come and go, but solid strategies don’t go out of style. So, instead of doing the social media trend sprint, try a good old-fashioned marathon—you'll actually get somewhere."