Heh, are we really at the mercy of trends?

It feels like every day, a new trend pops up demanding our attention. If it’s not a dance challenge, it’s a meme format, a new platform, or some random phrase everyone’s suddenly using. Trends can feel overwhelming, like an endless treadmill we’re all forced to run on. And as marketers, it’s tempting to feel like we have to jump on every single one—or risk getting left behind. But is that really true?

Here’s the thing: trends can be powerful, but they’re not everything. Let’s break this down.

Why We Feel Trapped by Trends

Trends create noise. They’re everywhere, and the fear of missing out (hello, FOMO! -_-) is real. When you see brands capitalizing on something new, you think, “If I don’t hop on this, my audience will move on to someone else who did.” And sometimes, that’s valid—trends can grab attention fast.

But here’s the catch: not every trend works for every brand. Trying to keep up with all of them is like throwing spaghetti at the wall to see what sticks. It’s exhausting, and worse—it’s not strategic.

The Reality: You’re Not Powerless

Trends might feel like they’re in control, but the truth is, you don’t have to chase every single one. You have more power than you think. The brands that truly thrive are the ones that know when to embrace trends—and when to ignore them.

Here’s how you can stay in control:

1. Not All Trends Are Created Equal

Not every trend is worth your time. Some might align perfectly with your brand voice, audience, and goals, while others will feel forced and inauthentic. The challenge is knowing the difference.

Ask yourself:

• Does this trend align with my audience’s interests?
• Can I connect it back to my brand message?
• Does it feel authentic, or would it come off as trying too hard?

If the answer to any of these is “no,” skip it. Not every trend is for you, and that’s okay.

2. Trends Are Tools, Not Strategies

Jumping on trends should be part of a larger plan, not the entire plan. Think of trends as tools to amplify your message—not as the message itself. When you anchor your marketing in your core brand values, you can use trends to complement your strategy, not define it.

3. Timing Matters

Trends move fast, but that doesn’t mean you have to rush into them without thinking. Jumping in too late can make you seem out of touch, but jumping in too soon without a solid angle can feel desperate. Instead, take a beat to consider how you can add value to the trend in a way that feels relevant and meaningful to your audience.

4. Your Audience > The Trend

At the end of the day, your audience doesn’t care about how well you keep up with trends—they care about how well you connect with them. If a trend doesn’t help you build that connection, it’s not worth it. Focus on creating content that resonates with your audience first. The right trends will naturally fall into place.

Real-Life Example: The AI Portrait Trend

Let’s look at the recent trend of AI-generated portraits. Platforms like Lensa became a hit overnight as people flooded social media with AI-enhanced versions of themselves. Everyone from influencers to everyday users jumped on it, making it seem like a must for brands. But here’s the question: would it work for every brand?

Imagine a high-end luxury watch brand like Rolex joining the trend by creating AI portraits of their customers or models. Sure, it might look visually interesting, but how does it tie back to their core values? Rolex is about timeless elegance, tradition, and craftsmanship—leaning into a fleeting tech trend doesn’t align with their message. In fact, it could dilute their brand identity by making them seem reactive rather than refined.

So, Are We Really at the Mercy of Trends?

The answer is no—at least, not entirely. Trends are tools, not chains. You’re not obligated to follow every single one, especially if it doesn’t align with your brand or audience. The power lies in your ability to pick and choose the trends that work for you, while staying grounded in your own strategy and goals.

So, the next time a new trend pops up, remember: you’re not at its mercy. You’re in control. Choose wisely, and you’ll build something that lasts far beyond the lifespan of any trend.