[FAQ]

It got me thinking about trends from another angle:

We all know that jumping on trends can be a great way to get reach, but I’ve also seen it go wrong for some brands.

What are some of the common pitfalls or mistakes we should be careful to avoid when using trending video formats or popular memes in our content in 2025? I’m thinking about things like misinterpreting the trend, coming across as inauthentic, or perhaps using it too late.

[Jeff Bullas]

That’s a smart question to ask. While using trends can seem like a fast track to getting reach, doing it poorly can make a brand look out of touch or, in some cases, cause a real headache.

There are several key pitfalls to avoid when using trending video formats or memes. First, and most importantly, is not understanding the full context or origin of the trend. A sound or a meme format might have a sarcastic, political, or otherwise problematic background that you are not aware of. Using it incorrectly can lead to significant brand damage. You must always do a quick bit of research on the trend’s background before you participate.

Second, being too late to the party is a common mistake. Trends on platforms like TikTok and Instagram move at lightning speed. Using a meme format a week or two after it has already peaked can make your brand look slow and disconnected from the current online conversation.

Third, you should avoid forcing a connection to your brand. The most awkward content is often when a business tries to shoehorn a sales message into a trend where it does not naturally fit. This comes across as a desperate attempt to be “hip” and can alienate your audience.

Fourth, avoid being overly promotional within the trend itself. Memes and trends are primarily about entertainment and community. If your video is just a hard sales pitch dressed up in a trending format, it will likely be ignored by viewers. The focus should be on providing entertainment or a relatable insight first.

And fifth, be careful of mis-matching the tone of the trend with your brand’s voice. Using a silly, informal meme for a very serious or corporate brand can create a jarring disconnect that confuses your audience and can damage your established brand identity.

The bottom line is this: before you use a trend, ask yourself a few questions. Do I truly understand the full context of this trend? Is it still relevant right now? And can I connect it to my brand in a genuinely clever and authentic way? If the answer to any of those is no, it is always best to sit that one out.

Cheers,

Jeff.

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