Trends Can Bring Your Stale Copy Back to Life (Or Break It)

In a world where attention spans are shrinking, sticking to outdated strategies makes your brand sound like it’s stuck in 2010.

The good news? You can breathe fresh life into your messaging by embracing trends. Done right, trends make your brand relevant, engaging, and impossible to ignore.

But there’s a catch - timing is everything. Jump too late, and you risk looking out of touch. That said, some brands might benefit more from steering clear of trends entirely. Let’s break it all down.

Why Ignoring Trends Can Hurt Your Brand

Trends aren’t just buzzwords - they reflect what your audience cares about right now. Ignoring them could mean:

• You seem out of touch. When you overlook what’s resonating with your audience, you risk sounding irrelevant.

• You miss chances to connect. Trends create shared experiences. Tapping into them builds instant relatability.

• Your copy feels predictable. Without fresh ideas, your messaging might come across as tired or uninspired.

When Trends Might Not Be Right for You

Not every brand needs to jump on the trend bandwagon. In some cases, avoiding trends can actually strengthen your messaging:

1. Your Brand Values Timelessness

If your identity is built on tradition or long-term consistency, fleeting trends might dilute your message.

• Example: A luxury watchmaker could focus on timeless craftsmanship instead of chasing hashtags.

2. Your Audience Doesn’t Care About Trends

If your demographic prioritises stability or professionalism, trendy content might feel out of place.

• Example: A financial advisory firm is better off delivering trusted insights than mimicking viral memes.

3. The Trend Doesn’t Fit Your Voice

Trends that don’t align with your tone or values can feel forced and damage credibility.

• Example: A healthcare provider using dark humor risks alienating their audience.

How to Use Trends Without Losing Your Voice

If trends feel like a fit for your brand, here’s how to use them effectively:

1. Use Pop Culture for Relatability

   Memes, viral videos, and trending topics create instant connection.

   • Example: A gym could incorporate Squid Game references in a campaign, such as offering a “Red Light, Green Light” cardio class.

     
     

2. Add Interactive Elements to Boost Engagement

   Quizzes, polls, or “choose your own adventure” content invites your audience to participate.

   • Example: A skincare brand could create a quiz to match customers with their perfect routine.

     
     

3. Leverage Tech Trends Like AI

   AI tools can help create engaging, personalized campaigns.

   • Example: A travel company using AI to design custom itineraries for users.

     
     

4. Lean Into Sustainability Messaging

   Highlight eco-friendly practices to align with modern values.

   • Example: A fashion brand sharing “sustainable style tips” featuring their products.

     
     

5. Embrace Video-First Campaigns

   Short, snappy videos on platforms like TikTok amplify your copy with visual storytelling.

   • Example: A coffee shop sharing a quick tutorial for their signature drink.

The Key to Trend Success: Timing

Timing is everything. Jumping on a trend too late can make your brand look out of touch - or worse, desperate.

Before adopting a trend, ask yourself:

• Does this align with my brand’s voice and values?

• Is this still relevant to my audience?

• Am I adding something unique, or just repeating what’s already been done?

If the answer to any of these is no, it’s better to sit the trend out.

The Bottom Line

Trends can inject energy and relevance into your copy, but only if used strategically. For some brands, skipping trends might actually strengthen their voice.

The trick is knowing when to embrace trends, when to avoid them, and how to make them your own. Staying relevant means staying bold, timely, and true to who you are.