Social media trends can give influencer campaigns a timely creative angle, but spotting a popular format is the easy part.
Deciding whether your brand should use it takes a little more thought. Before adding a trending sound, format or idea to your influencer content, look at what it would actually contribute to the campaign.
These three questions can help you decide whether a trend is worth using.
1. How Do I Know if a Social Media Trend Fits My Brand?
Start with what your product would actually do in the content.
Could the influencer demonstrate it, react to it, build a story around it or make it central to the idea? The connection should be clear enough that the product belongs in the content rather than feeling added after the creative concept was decided.
One useful test is to imagine the content without your product. If the trend works exactly the same way without it, your brand may have little reason to be there.
2. How to Choose the Right Influencer for a Social Media Trend?
The right influencer for a campaign is not always obvious from a profile or content feed alone.
An influencer may already use similar formats, humour or storytelling styles, but brands also need to consider whether they are a good fit for the overall campaign and whether the trend makes sense to them. Finding that combination manually can mean going through multiple influencer profiles while still having only part of the picture.
Campaign and performance data can provide more context when selecting influencers. AtisfyReach uses AI to match campaigns with influencers based on this data, rather than relying solely on brands to search and select influencers manually.
3. When to Use a Social Media Trend in an Influencer Campaign?
Popularity tells you that people are engaging with a trend. It does not tell you what the trend will do for your campaign.
Consider its purpose. Perhaps the format makes the product easier to demonstrate, gives the influencer a stronger opening, makes a complicated message easier to understand or gives people a reason to keep watching.
If you cannot identify what the trend contributes to your influencer campaign, its popularity alone may not be enough reason to use it.
Treat Trends as a Creative Tool
Before adding a social media trend to an influencer campaign, check the product’s role, the influencer’s existing content and what the format contributes to the idea. A trend that makes sense across all three has a much stronger reason to be part of the campaign.
AtisfyReach gives brands one platform to create, launch and manage influencer campaigns, from influencer selection and campaign requirements to content management and performance tracking.
Ready to run your next influencer campaign? Book a free demo with AtisfyReach.
