Trending Topics: Marketing Managers’ Fact vs. Fiction

Misinformation abounds when it comes to how brands should use trending topics, leading to wasted marketing budgets and missed opportunities. Are you a marketing manager struggling to separate fact from fiction when trying to connect your brand to what’s hot?

Myth 1: If it’s trending, it’s relevant for my brand.

Many marketing managers believe that any trending topic is an immediate opportunity for brand engagement. This is simply not true. A topic’s popularity doesn’t automatically translate to relevance or appropriateness for your brand.

I had a client last year, a local bakery in the Buckhead neighborhood, that wanted to capitalize on a viral dance challenge. While the challenge was popular, it had absolutely nothing to do with baked goods or the bakery’s target demographic. Their attempt to participate felt forced and inauthentic, ultimately resulting in minimal engagement and even some negative feedback.

Instead of blindly chasing trends, carefully assess whether a topic aligns with your brand values, target audience, and overall marketing strategy. Ask yourself: Does this trend resonate with my audience? Can my brand offer a unique and valuable perspective on this topic? Will participating in this trend enhance or detract from my brand image? It’s vital to future-proof your marketing now. Small Business Owners need to consider these implications.

Myth 2: Platform trending lists are all I need to find opportunities.

Relying solely on the trending topics listed on Microsoft Advertising, X, or other platforms provides a limited and potentially skewed view of what’s actually important to your target audience. These lists are often driven by algorithms that prioritize recency and volume over substance and relevance.

Think of it like this: those lists are like the headlines at the newsstand near the Lindbergh MARTA station—eye-catching, sure, but often sensationalized and lacking depth. To get a true understanding of trending topics, you need to go beyond these superficial lists and use a combination of social listening tools, news analysis, and manual research.

Consider investing in social listening platforms such as Meltwater or Brandwatch to track conversations, identify emerging trends, and analyze sentiment around specific topics. Supplement this data with manual research by reading news articles, blog posts, and forum discussions to gain a deeper understanding of the context and nuances of each trend. According to a recent IAB report, brands that use a combination of automated and manual analysis see a 30% increase in engagement on trend-related content. If you’re leaving money on the table, make sure to check your social media engagement.

Myth 3: Any publicity is good publicity, even when jumping on a sensitive trend.

This is a dangerous misconception. While it’s tempting to jump on a trending topic to gain attention, doing so without proper research and sensitivity can backfire spectacularly.

We ran into this exact issue at my previous firm when a client, a clothing retailer, attempted to capitalize on a trending hashtag related to a social justice movement. The client’s marketing team created a promotional campaign that was perceived as tone-deaf and insensitive, leading to widespread criticism and a significant drop in sales.

Before engaging with any trending topic, take the time to understand its origins, context, and potential impact. Ask yourself: Is this topic related to a sensitive issue? Are there any potential cultural or political implications? Could my brand’s participation be perceived as insensitive or exploitative? If there’s any doubt, err on the side of caution and avoid engaging with the trend. Don’t let bad buzz sink your brand, PR Myths BUSTED.

Myth 4: The goal is to go viral, no matter the cost.

While virality can be a desirable outcome, it shouldn’t be the sole focus of your marketing efforts. Chasing virality at the expense of authenticity and relevance can damage your brand’s reputation and alienate your target audience.

I had a client last year who was obsessed with creating viral content. They were so focused on generating buzz that they lost sight of their core values and target audience. As a result, their content felt forced and inauthentic, and their engagement rates plummeted.

Instead of prioritizing virality, focus on creating content that genuinely connects with your audience and offers value. This means understanding their needs, interests, and pain points, and crafting content that addresses those issues in a meaningful way. According to Nielsen data, consumers are 83% more likely to trust content that feels authentic and relevant to their needs. It’s crucial to ditch vanity metrics for actionable strategies.

Myth 5: Once a trend peaks, it’s useless for marketing.

While it’s true that the initial surge of interest in a trending topic may subside, there are still opportunities to engage with the topic in a meaningful way even after it has peaked. The key is to find a fresh angle or perspective that resonates with your audience.

Consider this: a trend related to sustainable living might peak in March, but the underlying concern for environmental issues remains relevant throughout the year. A brand could create content that provides practical tips for reducing waste or highlights its commitment to sustainable practices, even months after the initial trend has faded.

The timeframe to engage with a trend depends on the nature of the trend. A news-driven trend might have a very short shelf life, while a cultural trend might persist for weeks or even months. Use analytics to track the performance of your content and adjust your strategy as needed. A eMarketer study found that brands that adapt their content strategy based on real-time data see a 20% improvement in ROI.

For example, let’s say a new AI tool for marketing automation becomes a hot topic. Imagine “MarketWise,” a fictional Atlanta-based marketing agency, decides to create a series of blog posts and webinars about how to use the tool, focusing on its applications for local businesses in the metro area. As AI powers influencer marketing, consider the next course in 2026. AI Powers Influencer Marketing.

Timeline:

• Week 1: Initial buzz around the AI tool. MarketWise publishes a blog post outlining the tool’s features and benefits, specifically highlighting how it can help businesses in areas like Midtown and Decatur automate their social media marketing.
• Week 2: MarketWise hosts a free webinar demonstrating how to use the AI tool to create targeted advertising campaigns for specific demographics in Atlanta. They partner with a local co-working space near Atlantic Station to host the event.
• Week 3-4: MarketWise publishes case studies showcasing how local businesses have used the AI tool to achieve measurable results. For example, they feature a local restaurant in Virginia-Highland that increased its online orders by 25% using the tool’s automated email marketing capabilities.

By focusing on providing practical, actionable advice and showcasing real-world examples, MarketWise establishes itself as a trusted authority on the AI tool and generates leads for its marketing automation services.

Don’t let the fear of missing out drive your decisions. By approaching trending topics with a strategic mindset and a commitment to authenticity, you can create content that resonates with your audience, strengthens your brand, and achieves your marketing goals.

Don’t fall for the trap of chasing every shiny new trend. Instead, focus on creating content that is authentic, relevant, and valuable to your target audience. By doing so, you’ll build a stronger brand, foster deeper connections with your customers, and achieve your marketing goals.