Keeping up is exhausting, here’s how one social media creator helps brands beat trend fatigue

How’s your cottagecore vibe? Are you ready for light academia aesthetic to dominate your feed or for the next generative-AI action figure trend?

Fashion trends used to spin in 20-year cycles, but there is no playbook anymore. Microtrends peak, then disappear in weeks or even days. It’s a never-ending cycle of trying to keep up with culture, and I’m exhausted.

Just 53% of marketers say they’re confident they can keep up with new cultural trends. Here’s how trend fatigue is affecting marketing, plus my take on how to figure out which trends to chase — and which to let pass.

What is trend fatigue?

Trend fatigue is the overwhelming feeling of exhaustion when facing the pace and volume of new trends, especially on social media.

The New York Times recently wrote that logging into social media feels like “standing in front of a fire hose of fashion and internet fads and cranking open the nozzle, full blast.” That metaphor resonates with me, even as a social media professional. After half a decade in the industry, I’m seeing a shift where the volume of social media trends is starting to outpace their value.

Viral trends are rising and falling on TikTok and Instagram faster than ever, from demure to Dubai chocolate to mermaid-core. Almost before you can hop on the trend, it’s gone.

It’s become so ridiculous that The New Yorker‘s humor column started predicting absurd upcoming trends like “Supreme Court casual” and “spotted-lanternfly goth.” I can’t blame them. When it’s hard to distinguish between real and made-up trends, you know we’ve hit peak fatigue!

Who is experiencing trend fatigue the most?

Trend fatigue affects both consumers and social media pros. Like most social media marketers, I love the variety and pace of the job, but it can get exhausting. Marketers and strategists say it’s hard to distinguish between fleeting fads and meaningful, lasting changes. As professionals, we need to fight for better content to keep our industry healthy and sustainable.

Here’s what’s at risk for brands with trend fatigue:

• Burnout. Over half of marketers admit they’re afraid of burning out in their current roles. We’re under constant pressure to identify, react to, and capitalise on emerging trends, which leads to creative burnout.
• Brand erosion. When brands jump on every trend that comes along without considering whether it’s a good brand fit, they risk diluting their voice and weakening their message and trust. One study found that excessive and irrelevant brand posts caused users to tune the brand out. One in three consumers says they prefer a social media experience with no brand presence whatsoever.
• Resource drain. Jumping into action to create one new content trend after another can be exhausting, but it can also be resource-intensive. How many hours have you spent creating a social media video, only for it to flop? Do you have a closet full of props you used for social media that you’ll never pick up again?

Trend fatigue isn’t just affecting brands and marketers. It’s also affecting consumers. Some of the ill effects include:

• Disengagement. When users feel overwhelmed by content, they either withdraw by taking social media breaks or “lurk,” passively consuming content without engaging. The latter is much more common.
• Social anxiety. Social media fatigue causes users to feel more nervous or stressed about what people think about them online. They experience FOMO (Fear of Missing Out) and sleep worse.
• Waste. #TikTokMadeMeBuyIt? Social commerce means consumers are buying trendy items they see on TikTok or Instagram, only to have them fall out of favor weeks later. This can lead to a lot of waste and unused products, which is a problem for Gen Z and other sustainability-minded consumers.

How Marketers Can Determine Which Trends Matter and Which to Ignore

Capitalizing on the right trend can really pay off for brands, earning them high engagement and likability. But, trying to reproduce every trend is a recipe for disaster. Here’s how to distinguish between the ones you should pursue and the ones you should let go.

1. The trend is authentic to your brand.

Number one, assess whether the trend (or your take on the trend) is true to your brand. Is it a trend your audience will be familiar with? Will it entertain them, or offend them?

In 2024, the British Museum posted a meme riffing on the trend of men thinking about the Roman Empire. It read, “Girlies, if you’re single and looking for a man, this is your sign to go to the British Museum’s new exhibition Life in the Roman Army and walk around looking confused — you’re welcome x.”

Not only did this come off as sexist, but it was too casual for the serious, intellectual brand. The museum ended up having to apologize — and it turned into a trendjacking cautionary tale we can all learn from.

2. You have something original to add.

Next, simply carbon-copying a video or dance challenge won’t help you in the long term. You need to add your own spin to advance the conversation and make it memorable. Create a unique meme or video that only you could write for an ultra-specific audience. It’s even better when it’s something unexpected.

For example, Luggage company Away dressed a suitcase up in tighty whities, parodying a Calvin Klein underwear ad featuring Jeremy Allen White. The post worked for the brand, creating a funny moment that connected with their audience.

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3. Quality over quantity.

People want content that matters to them, not tons of shallow posts. Make your trend choices really count. Then, create posts where you can show who you are and connect with your audience in a targeted, authentic way. One killer post can bring in far more impressions and brand loyalty than five weak ones.

Being Trendy Versus On-Brand Messaging

When you create trendy content, you increase your potential for reach, engagement, and virality. High reach and engagement can introduce you to new audiences and give you a competitive advantage. Your audience may perceive you as more relevant and youthful.

The downside of trend-based content is that your new followers may not stick around or care about your other content or products. There’s also a higher risk of backlash or confusion if the content doesn’t fit your brand. By sticking with on-brand messaging, you establish a clear brand identity and can build trust. At the end of the day, you’ll have a more loyal and engaged, though potentially smaller, community.

So, what should you do? That entirely depends on your brand. I wouldn’t recommend that every law firm and pharmaceutical company start lip-synching to trending sounds (even though some do and make the trend their own).

Start by getting to know your audience. Where do they hang out online, and what messages resonate with them? From there, you can see what social media trends they likely encounter and if any can be adapted to your brand voice.

Use Caution When Jumping on the Brandwagon

So yeah, I’ve learned that chasing trends is exhausting. But, the good news is you don’t need to jump on every microtrend or viral moment to stay relevant. Choose the ones that make sense for your brand and your audience, then go all out. When you show up with intention and a little originality, you’re way more likely to cut through the noise.