Social media moves fast…really fast. The algorithm is constantly feeding users new content, and if you can hop on the wave of conversation quickly enough, your brand can ride that momentum straight into your audience’s feed. The trick? Blending into the algorithmic current while standing out with personality.
Think about it: how often have you liked a post about the latest TV show or album (we see you, Swifties) only to find your next few scrolls filled with the same topic? That’s no accident. The Instagram algorithm moves at the speed of your thumb scroll, and as marketers, so should you.
Riding the Wave of Trends
Timeliness is everything. Once a trend starts to catch fire, the clock is already ticking. In fact, according to Instagram, most engagement happens within the first few hours after posting, especially in that first 30–60 minutes. Wait too long, and what was once fresh suddenly feels overdone.
Brands have gone the extra mile with timely creative spins. Miyoko’s Creamery, for example, nailed it with a tongue-in-cheek post about HBO’s rebrand, showing that humor and speed can go hand-in-hand. And don’t underestimate the power of sounds and songs. Worried about copyright? No problem! Turn the trending sound into a graphic or visual meme that ties back to your brand. Even viral audio, like the “I’m a mommy” clip from Too Hot To Handle, can inspire brand-safe adaptations that resonate.
Sometimes, even just commenting on a trending post can capture attention. Take this post by Sour Patch Kids for April Fool’s Day, for instance. Brands from Lunchables to Claire’s Stores were receiving upwards of 30k likes just on their clever, lightweight comments alone. Brands commenting on trending posts pull users into their orbit—showing that even a quick quip can get people talking. But if you want those users to stick around and hit “follow,” make sure your feed is just as entertaining as your clever word play.
Keep Your Eyes Peeled
How do you stay ahead of the next big trend? Keep your eyes open and your thumbs scrolling. Follow brands that always seem to “get it,” like Drink Poppi, Dunkin, or Aldi—they’re often first to the cultural punchline. Use trend-tracking accounts like @peoplebrandsandthings to spot emerging patterns.
Sometimes, the best insights come straight from your own feed. The more you scroll intentionally (yes, it counts as research), the better you’ll recognize trends before they peak.
Predictable Trends
Not every trend is unpredictable. Some roll around like clockwork. Holidays, seasonal events, and pop-culture staples are reliable opportunities to plan ahead.
On October 1st, you can bet everyone’s embracing spooky season. October 3rd? That’s Mean Girls Day. And let’s not forget April Fool’s Day, when brands bring out their most creative campaigns. Then there are the celebrity and entertainment cues you can bank on. Taylor Swift’s life updates have become global conversation starters, while blockbuster releases, like the upcoming Wicked Pt. 2, can set the tone (and color palette) for months.
Streaming series like The Summer I Turned Pretty or Too Hot To Handle also spark weekly waves of engagement. Each episode brings a new opportunity for brands to join the conversation. Take, for example, Delta’s clever post that perfectly captured the show’s emotional tone and started a trend of its own.
Does It Make Sense to Your Brand?
Jumping on trends is only smart if it feels authentic. When Oreo posted “You can still dunk in the dark” during the Super Bowl blackout, it worked because the brand tied the moment back to its product perfectly. Similarly, Kraft Singles made waves by connecting Taylor Swift’s fandom with their iconic cheese in a witty, relatable way. On the other hand, if your audience doesn’t “get the joke,” the trend may fall flat.
When Gap dropped a viral dance video for their jean line, Pillsbury took the same sound and gave it a dough-y twist—proof that creativity within trend boundaries pays off.
Make It Press-Worthy
When done well, social trends can extend beyond your feed and into headlines. Publications like AdWeek and Ad Age often spotlight brands that nail timely content, from the funniest April Fool’s pranks to the most clever Summer I Turned Pretty tie-ins. With the right mix of wit, timing, and a PR team willing to pitch your hard work out, your post could be tomorrow’s headline.
Tying It All Together
At the end of the day, social media is about connection, creativity, and conversation. Getting in on trends isn’t about chasing clout; it’s about showing your brand can speak the language of the moment.
And remember: social should be fun. If you’re not having fun with it, your audience probably isn’t either. So keep your eyes open, your copy clever, and your content quick. The wave is already moving, so it’s time to start riding it.