Think before you post - Why blindly following social media trends fails

Social media is a powerful tool, but the rush to “go viral” or appeal to younger audiences can often lead brands down a path that feels more cringe than clever.

There’s a growing trend of organisations trying to be “down with the kids” – jumping on platforms like TikTok or Substack without a clear plan, simply because it seems like the thing to do. But this approach can do more harm than good. Without authenticity and intention, your content risks coming across as desperate, inauthentic, or even tone-deaf.

Take TikTok, for example. When a funny video goes viral, and a brand drops a witty comment, it can come off as sharp and relatable – depending on the execution. But the moment a dozen other brands pile into the comments section, it loses its charm and quickly veers into “trying too hard” territory. It’s a reminder that not all trends are worth following, especially if they don't align with your brand’s voice.

EY research found that authenticity is the number one value for Gen Z – and as a member of Gen Z myself, I can confirm this is true. We don’t want brands that mimic each other. We want to know what makes you you. What do you stand for? What values guide your messaging? If you can answer those questions before posting your first Reel, Tweet, or TikTok, you’ll have a much better chance of actually connecting with your audience – instead of watching your attempt go down like a lead balloon.

It’s not just about what you want to say – it’s about where and why you’re saying it. Do you really need to be on TikTok, or are you just trying to seem relevant? Is your audience even there? What kind of content will genuinely resonate with them? You might find Instagram or LinkedIn is a better fit – or maybe your message is best served in long-form content on a blog or newsletter like this one.

I’m not saying don’t use social media. In fact, when used thoughtfully, it’s one of the most effective tools at your disposal. At of the start of this year, 79% of the UK population – that’s 54.8 million people – were active on social media, and on average, young adults aged 18–24 spend over six hours online each day, making it a key space to reach and engage future consumers. 

But before you jump on the next trend, pause and ask: is this right for us?

The brands that succeed aren’t the ones merely chasing trends – they’re the ones that know who they are and show up consistently, in the places that matter most to their audience.