Copying Trends Doesn’t Work - Here’s Why
Social media has changed how we approach marketing.
This isn’t necessarily a bad thing. It allows businesses and professionals to build a connection with their audience through their content. Instead of watching an advertisement on television, audiences can now comment, like and even share videos that speak to them. It does mean that you’re making more content at a smaller scale to keep that relationship warm.
But here’s what we’re noticing - many businesses and organizations are copying popular trends and remixing them. I mean they’re already successful, so it should work - right?
Let’s break this down.
What’s the Problem?
Trends are popular. Seeing a certain skit idea or video template go popular and repurposing for your business sounds like a good idea.
And because it’s popular, it means people will probably like it.
But the problem - people aren’t seeing your brand, they’re seeing the trend. If they talk about the trend, your name doesn’t come up (because chances are, they’ve seen it from other brands).
Copying trends is like telling a joke everyone has already heard - the reason they laugh is because they remember the first time they heard it (and they won’t laugh as hard). Because you didn’t say the joke first, you don’t get the credit. And because you’re technically using this joke as promotion, it’s not doing anything for your business.
It keeps you in the conversation - sure - but it doesn’t do what you need it to do. Drive customers to your business.
What’s the solution?
The solution is really simple - make original content. And make content inspired by your business.
Want to see some of that content? Click the image!
We worked with a local restaurant to make social media content for them. And the way we approached it was by coming up with an original concept inspired by their Burger of the Month - a comedic skit that features the burger or has something to do with it, starring the owners and staff.
Did this work? Yes! Customers have mentioned they’re excited for the next Burger of the Month video, engagement on every video is high and - more importantly - customers come in the door. (We’ve also had people miles away tell us they’ve seen the video and love the content).
And because it’s original content, the audience isn’t thinking about anyone else but the restaurant.
What can you take away from this?
If you’re a business, an organization, a professional who’s trying to share what they’re passionate about - don’t get caught up in what’s trending. Make original content that’s either entertaining or educational. Use your marketing as an opportunity to share your world. People want more original content.
Need Help Coming Up with Original Content?
It’s always challenging coming up with original content - but we’re here to help. Fill out the form and have a chat with us to see if we can help you tell amazing stories.