Authentic digital marketing is as much about the trends you skip as the trends you jump on.

[fomayof928@mowline]

A screenshot showing the Messages tab of Sprout's social listening solution. The tab displays messages mentioning the brand or topic. Next to the message, you can see the number of followers the message creator has, which is a great way to find new influencers.
Don’t be afraid to skip trends

Trends can help when they’re natural. But they can hurt you when forced. Audiences can spot a brand trying to jump on a trend that doesn’t fit their brand a mile away—and will call you out for it.

Using relevant trends is a great way to ride a popularity estonia b2b leads wave and reach new audiences. But trends aren’t everything. 38% of consumers say the most memorable brands on social prioritize original content over following trending topics, according to the Index.

A green data visualization graphic from The Sprout Social Index™ that reads, 38% of consumers say the most memorable brands on social prioritize original content over following trending topics.
For example, makeup brand Glossier leaned on trends to build their TikTok account. But they’ve since shifted focus to more original content—read more about their short-form video strategy.

Before you jump on a trend, step back and ask yourself if it fits your brand and feels authentic.

Ensure you’re responsive
If you truly want to build trust and an authentic connection with your audience, be responsive. According to the Index, over half of consumers say the most memorable brands on social are those that respond.

The Index also found that 70% of consumers expect a company to provide personalized responses to customer service needs. And directly engaging with your audience and prioritizing one-to-one customer care will make you more memorable.