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<\/a><\/p>\nJust 53% of marketers say they\u2019re confident they can keep up with new cultural trends<\/a>. Here\u2019s how trend fatigue is affecting marketing, plus my take on how to figure out which trends to chase \u2014 and which to let pass.<\/p>\n Trend fatigue is the overwhelming feeling of exhaustion when facing the pace and volume of new trends, especially on social media.<\/p>\n The New York Times recently wrote that logging into social media feels like<\/a> \u201cstanding in front of a fire hose of fashion and internet fads and cranking open the nozzle, full blast.\u201d That metaphor resonates with me, even as a social media professional. After half a decade in the industry, I\u2019m seeing a shift where the volume of social media trends is starting to outpace their value.<\/p>\n Viral trends are rising and falling on TikTok and Instagram faster than ever, from demure to Dubai chocolate to mermaid-core. Almost before you can hop on the trend, it\u2019s gone.<\/p>\n It\u2019s become so ridiculous that The New Yorker\u2018s humor column started predicting absurd upcoming trends like “Supreme Court casual” and “spotted-lanternfly goth.” I can\u2019t blame them. When it\u2019s hard to distinguish between real and made-up trends, you know we\u2019ve hit peak fatigue!<\/p>\n Trend fatigue affects both consumers and social media pros. Like most social media marketers, I love the variety and pace of the job, but it can get exhausting. Marketers and strategists say it\u2019s hard to distinguish between fleeting fads and meaningful, lasting changes. As professionals, we need to fight for better content to keep our industry healthy and sustainable.<\/p>\n Here\u2019s what\u2019s at risk for brands with trend fatigue:<\/p>\n Trend fatigue isn\u2019t just affecting brands and marketers. It\u2019s also affecting consumers. Some of the ill effects include:<\/p>\n Capitalizing on the right trend can really pay off for brands, earning them high engagement and likability. But, trying to reproduce every trend is a recipe for disaster. Here\u2019s how to distinguish between the ones you should pursue and the ones you should let go.<\/p>\n Number one, assess whether the trend (or your take on the trend) is true to your brand. Is it a trend your audience will be familiar with? Will it entertain them, or offend them?<\/p>\n In 2024, the British Museum posted a meme riffing on the trend of men thinking about the Roman Empire. It read, \u201cGirlies, if you\u2019re single and looking for a man, this is your sign to go to the British Museum\u2019s new exhibition Life in the Roman Army and walk around looking confused \u2014 you\u2019re welcome x.\u201d<\/p>\n Not only did this come off as sexist, but it was too casual for the serious, intellectual brand. The museum ended up having to apologize<\/a> \u2014 and it turned into a trendjacking cautionary tale we can all learn from.<\/p>\n Next, simply carbon-copying a video or dance challenge won\u2019t help you in the long term. You need to add your own spin to advance the conversation and make it memorable. Create a unique meme or video that only you could write for an ultra-specific audience. It\u2019s even better when it\u2019s something unexpected.<\/p>\n For example, Luggage company Away dressed a suitcase up in tighty whities<\/a>, parodying a Calvin Klein underwear ad featuring Jeremy Allen White. The post worked for the brand, creating a funny moment that connected with their audience.<\/p>\nWhat is trend fatigue?<\/h2>\n
Who is experiencing trend fatigue the most?<\/h2>\n
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How Marketers Can Determine Which Trends Matter and Which to Ignore<\/h2>\n
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<\/p>\n1. The trend is authentic to your brand.<\/h3>\n
2. You have something original to add.<\/h3>\n
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