Stop Chasing Trends: Build a Social Media Strategy That Works

Kellie Adams
May 14
2 min read

Following Trends That Don’t Reflect Your Brand’s Identity Isn’t a Strategy

An animated older woman who is confused by social media. She is looking at her phone with a perplexed look on her face.

Let's be honest—scrolling through social media these days can feel like trend overload. A new sound, dance, challenge, or gimmick is always emerging. And while some of it is genuinely fun, not every rage deserves a place in your content calendar. Chasing a current craze that doesn't align with your brand isn't a strategy—it's noise, and your audience can tell the difference.

Social Media Trends Don't Equal Strategy

Going viral might increase views, but it doesn't always build trust or convert into meaningful engagement. Posting something that feels off-brand or forced can confuse your audience, dilute your message, and even push people away.

A sound or meme that doesn't fit your voice isn't going to make your content resonate magically. It might get attention, but what kind of attention are you after?

Authenticity First, Always

Your social media presence should reflect the heart of your brand. Before jumping on a trend, ask:

Does this feel true to who we are?
Can we adapt it to align with our voice and values?
Will our audience care—or scroll past?

If the answer is no, let it go. You don't need every trend. You need consistency and clarity.

Connection Over Clicks

Likes and views are nice, but connection is where the magic happens. Your audience wants real, relevant content that speaks to them. It's okay to skip a trend if it doesn't serve your bigger goals. That's often the more brilliant move.

Let Strategy Lead

At Social Butterfly Digital, I help brands create content rooted in strategy, not just what's trending. Trends can be helpful when they fit—but only if they support your voice, message, and audience. A real strategy isn't built around going viral—it's built around showing up purposefully.

Do you need help balancing staying relevant and true to your brand? I'd love to help. Reach out and let's talk about building a strategy that works for you—trends optional.