Trends, my Personal Take

Recently, I was invited to join a PR and Advertisement class as a speaker, which gave me the opportunity to share some of my experiences in the agency field. It was a lot of fun, both the class and reflecting on my time as a lead in a Digital Agency.

There were many questions, but one that stuck with me was about trends. I think I should have been more prepared for it. I should have done my research on actual social media trends, but I think I managed to give a pretty satisfying answer. For some background, I'm not crazy about influencers and trends (which I did mention to the class). Even though I'm a social media consumer, I'm not sure I follow the "right" or trendiest influencers. I mostly read about them in studies or articles I stumble upon while surfing the web for my nerdy curiosities.

Continuing with how I handled the trend question, it made me think about my answer and how many brands need to cater to their communities rather than just trends. I shared an example from one of my favorite brands I worked with at the Digital Agency—a cement company. While cement might not seem like a glamorous or exciting product, we managed to create a highly interactive and engaged fan base. This success stemmed from building a deep relationship with our client, understanding their brand thoroughly, and listening to our community.

Through effective community management, we discovered valuable insights into what our audience cared about and when it was crucial to be present. For instance, sports, especially soccer, was almost like a religion for many of our followers. Another significant event was tremors or earthquakes, which provided us with a unique opportunity. Based on community feedback, we created a character for the brand inspired by a past TV spot. This character, perceived as the ultimate construction expert, offered the best advice on building with cement.

This example illustrates that not all trends are universal. Many brands succeed by focusing on their specific communities rather than chasing every trending topic. Social media, despite its relatively short history, is rich with data showcasing how brands can create strong connections with their audiences by catering to their unique needs and interests. This approach might even transform your followers into advocates.

In conclusion, while it’s essential to stay informed about what’s happening in your field, remember that not all trends are applicable to every brand. Focus on understanding and engaging with your community, and you'll find more meaningful and lasting success.