When Trend-Centric Marketing Is Trending, How Do Brands Stand Out?

In recent years, community-led trends have dominated the social media landscape, with phenomena like ‘My Roman Empire’ and ‘Girl Math’ capturing the zeitgeist. These trends highlight a strong desire for connection and belonging within online communities, which extends to brands as well.

Trend-centric marketing involves the rapid interpretation and adaptation of trending narratives, allowing brands to join relevant community conversations. This strategy helps brands integrate into the community fabric, creating a resonance that traditional advertising struggles to achieve. Successful trend-centric brand content offers numerous benefits: 71% of users agree that the biggest trends start on TikTok, and brands integrating these trends drive greater engagement and resonance. Additionally, 61% of users like brands better when they participate in a trend, and 70% of users believe TikTok communities can create cultural change.

However, these benefits have made trend-centric marketing popular, with our latest research indicating rising competition as three quarters of marketers are planning to increase trend-based social media content this year. So, to execute them successfully and to effectively capitalize on the rapid rise and fall of trends, brands will need strategic planning.

Brands must first understand the trend lifecycle stages: Origin, where the trend gains initial traction; Replication, with widespread engagement; Mass Appeal, where it peaks and often oversaturates feeds; Splintering, fragmenting into sub-trends; Dissipation, with declining active engagement; and Graduation, either fading away or embedding into broader cultural consciousness.

Brands typically fall into two categories: proactive and reactive. Proactive brands anticipate and capitalize on emerging trends quickly and creatively, positioning themselves as authentic community participants. Reactive brands often respond too late, appearing out of touch or overly self-promotional. The optimal time for brands to engage with a trend is during the replication stage, just as it approaches mass appeal.

Maximize the impact of TikTok trends by being a first-mover, capturing audience attention early. If that’s not feasible, prioritize creativity. Add an unexpected twist, a fresh perspective, or surpass the original execution to avoid appearing outdated or simply copying what’s already been done. Maintaining authenticity is crucial when stepping into community conversations. Ensure that both brand and creator identities are reflected in trend-driven content.

Achieving success with trending moments requires strong relationships between brands, creators, and agencies. Regular discussions, proactive monitoring, and clear communication channels facilitate timely and effective trend-based campaigns. By understanding and strategically engaging with TikTok trends, brands can enhance their connection with audiences, drive engagement, and foster a sense of community, ultimately leading to increased brand loyalty and success.

To find out more, explore the industry’s first ever trend-centric marketing report compiled by Billion Dollar Boy in partnership with TikTok.

Bold insights by: Piet Southey , Head of Clients, Europe at Billion Dollar Boy

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