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The trend... a double-edged sword!
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The trend... a double-edged sword!
It is almost impossible to spend a month on #social_media without a #trend spreading like wildfire, occupying the front pages of websites and newspapers, and reaching a significant portion of the audience. This rapid spread is what drives content creators and companies to invest in the trend to disseminate their messages to their audience.
What does 'trend' mean??
This term is used in several areas, ranging from economics to refer to the movement of money, to the fashion world to describe the currently popular "style," and to social media to indicate the event or news that is being circulated globally or regionally and has captured the majority's attention. Some analysts describe a trend as viral, as it spreads incessantly at its beginning until it reaches its spread peak, then returns to decline and disappears. Others compare it to a wave that gets bigger and bigger as it moves forward until it disappears. That is why we hear many uses for the term "#ride_the_trend."
Not all trends are usable!
The abundance and variety of trending topics can make it confusing for some to choose the most appropriate trend. However, it is not that hard. Firstly, it is necessary to know the source of the trend and the countries interested in it. Although trends may reach the whole world, each trend receives optimal attention from the targeted country. Therefore, if your #audience is not entirely interested in this trend, it should not be used. Each type of trend has a specific audience, so the trend should be inspired by the #company or the desired content. If not, it is not advisable to use it.
What are the consequences of misusing trends?
Since trends refer to the most traded or captivating content to the public, they become the focus of #content_creators and companies. For instance, during the World Cup, most platform content is somehow filtered to be associated with the #World_Cup trend. In contrast, any deviation from the trend can drop the reach and engagement rate. However, this does not mean that companies and content creators should ride on all trends, as some trends may carry a humanitarian or sensitive aspect, making their ride somewhat dangerous if misused. As misusing trends could lead to negative #marketing and a distorted trend that tarnishes your platform's reputation.
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The main idea of trend makes it a fertile ground for companies as it serves as a way to reach more #followers and strengthen the bond between the company or content creator and the audience. This is why it is essential to focus on this type of #content while ensuring it is not misused.
Rezek Tourfee (Digital Media Specialist & Content Creator)