Very Demure, Very Viral: When Equestrian Companies Should Jump on Trends - and When They Shouldn't

Trends come and go in the blink of an eye, and deciding when to jump on a trend and when to sit one out can make or break a campaign. A recent example is the ‘Very Cutesy, Very Demure’ trend, which saw major brands overhaul entire campaign strategies to capitalise on the craze.?

Across various sectors, from tech to sports, brands are increasingly looking to tap into cultural moments that resonate with consumers. But the rise of rapid trend cycles and the utilisation of influencer marketing presents a dilemma: How do companies balance short-term engagement with long-term brand identity, and where do the professional athletes fit into this picture?

The Rapid Trend Cycle: A Broader Marketing Shift

A single TikTok video can now launch a global marketing phenomenon overnight, and brands are increasingly being forced to keep up. The ‘Very Cutesy, Very Demure’ trend generated over two million online articles and social posts between August and September, with 25% of these being TikTok videos, totalling 447,000 posts in just three weeks (Source: Carma). This trend is more than just a fleeting aesthetic: It represents a broader shift in how brands approach marketing.?

In today's environment, where authenticity is paramount, companies are no longer just trying to stand out; they're trying to blend in. Brands like Netflix, Zillow, and Lyft immediately saw the potential in the ‘Very Cutesy, Very Demure’ trend, partnering with influencers to add a fresh, engaging flair to their campaigns. But more importantly; by aligning themselves with this viral success, they are able to resonate with consumers on a more personal level.

This shift marks a departure from traditional advertising tactics, where brands would seek to dominate the conversation. Instead, they’re embedding themselves into culture, adopting the language, aesthetics, and values of their target audiences. By leveraging the conversational tone of viral trends, even political institutions are finding new ways to connect with younger audiences, just like The White House did to highlight the Biden-Harris administration's student debt relief efforts.?

These examples highlight how brands can align with trends to enhance their authenticity. But doing so requires agility and a deep understanding of viral culture - a challenge that not every brand is prepared to meet. Companies must also consider that with TikTok’s lightning-fast pace, they often have little time to decide whether or not to jump on a trend before it fades into irrelevance: A tongue-in-cheek trend can quickly become a global sensation, but by the time a company fully mobilizes its resources to ride the wave, the trend may already be over.?

The sheer volume of content creators also poses a significant challenge. Brands are not just competing with each other - they’re competing with millions of individual creators who have the ability to dictate what’s trending at any given moment. This has redefined the marketing landscape and placed immense pressure on companies to trend-jack as quickly as possible. The lesson? This fast-paced environment means that brands need to be incredibly agile and must move at the speed of culture to remain relevant.

The Decline of Athletes in Advertising: Lessons for the Equine Industry

Athletes have long been a trusted method for connecting with consumers, where brands banked on their credibility and expertise when promoting products. Just take Nike’s partnerships with legends like Michael Jordan and football (soccer) stars Ronaldo, Ronaldinho, and Neymar, which together define decades of marketing success. However, the rise of influencer marketing is changing the landscape, and the growth of influencer marketing has had a noticeable impact on the utilisation of athletes in advertising.?

Over the past 20 years, the use of athletes in campaigns has declined significantly. Data from Business Insider shows that between 2010 and 2020, influencer marketing grew from a $1.7 billion industry to $13.8 billion, while the use of athletes in advertising decreased by 17%. This shift reflects a change in how consumers view endorsements.

While athletes still hold sway in certain sectors, the broader trend is clear: Influencers are seen as more relatable and, therefore, more effective in driving consumer behaviour. This is perhaps more evident in equestrian sports, where the athlete’s journey often seems distant from the everyday rider, meaning influencers offer a more accessible narrative.

Why? Because athletes often have a strong online presence, but they don’t have a community in the way that influencers do. With the rise of equestrian influencers, brands now have new avenues to engage with audiences who may not connect directly with athletes. Not only are influencers able to offer constant, real-time engagement and more relatable content; they have built much deeper parasocial relationships with their audience, which increases trust amongst consumers.?

According to a Nielsen report, nearly 49% of consumers trust influencers’ recommendations more than those of traditional celebrities, including athletes. But with this shift comes the need for greater investment. As the creator landscape moves more quickly, brands can no longer casually engage with influencers - they must be strategic. Investing in influencer marketing is no longer a "nice to have" but an essential part of modern marketing. And for brands to succeed, they must dedicate the time, resources, and due diligence required to stay ahead in this fast-paced environment.

That said, the decline in athlete endorsements doesn’t mean that athletes are no longer relevant in marketing. Rather, their role has evolved. They are no longer the default choice for brands looking to connect with consumers. Instead, they share the stage with influencers who command large, engaged audiences on social media. The rise of influencer marketing presents both opportunities and challenges, and as brands, it’s our job to ensure we give professional athletes the opportunity to grow into this space rather than leave them behind.

When Brands Should Jump on Trends - and When They Shouldn’t

Jumping on trends can offer significant short-term gains, but it also carries risks. Brands must evaluate the potential benefits against the possibility of diluting their identity, or alienating their core audience.

Trends should be considered when they align with a company’s core values, as this can help them engage new audiences without compromising their identity. For instance, when brands partner with influencers to promote relevant cultural moments, they naturally align with their audience's expectations while staying authentic. Additionally, trends can provide an excellent opportunity to attract new demographics. However, trends are often best suited for short-term campaigns such as seasonal promotions or limited product releases. This allows brands to take advantage of a trend's popularity without fully committing to it long term, especially when the trend might quickly fade.

On the other hand, brands should avoid trends when they conflict with their established identity. A company that has built its reputation on exclusivity or sophistication risks losing its credibility by adopting a trend that feels out of place. Additionally, brands should be mindful of alienating their core audience when pursuing new trends. It is also important to keep in mind that when working with influencers, brands face higher risks of brand dilution due to an influencers' diverse partnerships and frequent content shifts. Their ability to pivot quickly and the nature of their audience engagement can lead to rapid changes in their perceived authenticity and relevance, but it must be kept in mind that athletes will generally maintain a more consistent public image. Brand dilution would generally only be a problem if they are associated with too many brands or were to face personal controversies. Also, athlete endorsements are often more long-term, which can help build stronger associations when compared to influencers.?

Conclusion: Balancing Tradition and Trends

While trends can drive significant short-term engagement, it’s crucial for brands to avoid losing sight of their core identity. Effective strategies for partnerships with both athletes and influencers involve carefully selecting collaborators whose personal brand aligns with the company's values while maintaining a clear and consistent messaging strategy. Brands should ensure they strike a balance between leveraging the influence of both athletes and influencers, rather than focusing solely on consumerism and short-term trends.?

This balanced approach helps build authentic connections with a diverse audience while maintaining credibility. Staying relevant in a fast-paced social media environment requires not just adapting to trends, but also understanding their impact and ensuring they align with the brand’s long-term goals. Ultimately, the key to success lies in harmonising short-term gains with enduring brand integrity.

Latest at EQuerry / Co

September has already been a busy month for the EQuerry / Co team, starting with a visit to Brussels Stephex Masters to execute on content and sponsorship strategies for improved audience engagement. We also had creatives on the ground for at Warsaw Jumping last weekend, while other parts of the creative team created content and shared live updates from Burghley Horse Trials. The rest of the month looks a little quieter, but we will be kept busy with some other projects which we can't wait to share more about.