Are trends the crash diet of a Brand’s Communication?

January is the perfect time to put those New Year’s resolutions to the test. The gym membership, the crash diet, the ambitious goal of reading 30 books by December — you know the drill.

In the digital world, trends change as quickly as your desire to quit the gym by February. One day, it’s all about TikTok; the next, Instagram drops a new feature that promises to shake things up. But here’s the question: should we chase every new trend, or stick with what we already know works?

Picture yourself at a party. Suddenly, everyone starts dancing to the latest viral TikTok choreography. If you’re up to speed with trends, you jump in and have fun. If not, you find yourself in a corner, clutching your Coke Zero (part of that crash diet from your 2025 resolutions). The digital world works in a similar way. Staying updated means leveraging new tools to engage your audience, stay ahead of the competition, and create fresh, relevant content — without looking like a dinosaur in the internet age.

On the other hand, there’s no point in trying to dance funk if your thing is hip-hop. Sometimes, what you’re already doing is exactly what works for your audience and strategy. If a certain post format, content style, or platform is delivering consistent results, why abandon it? Sticking with what works builds consistency and trust with your audience, ensures a proven return on investment, and saves you from wasting time on “temporary trends” that fizzle out.

The key to success is experimenting without losing your identity. Why not test new trends in moderation, blending them with what already works? If a trend turns out to be a passing fad, you won’t have wasted valuable time and effort. Try it, observe how your audience reacts, and don’t be afraid to tweak and adapt.

In the digital world, it’s not about blindly following trends or resisting change — it’s about striking the right balance between innovation and consistency, strategy and creativity, with a healthy dose of common sense. After all, New Year’s resolutions and digital trends have a lot in common: some stick and transform your life, while others vanish before carnival.