Just a Social Media Manager, Standing in Front of a Trend, Wondering if It’s On Brand

The art of hopping on a trend.

in Trends

A collage showing 5 screen shots of various trend videos from the C S U College of Veterinary Medicine and Biomedical Sciences Instagram accounts.

Brooke Garcia posing for a picture with her dog. .. By Brooke Garcia | Once a registered vet tech, then a museum pro, now a digital storyteller—Brooke Garcia manages social and digital media for CSU’s College of Veterinary Medicine and Biomedical Sciences. She’s a big fan of well-crafted content, vintage finds, and using social to spark meaningful conversations.

Elder millennial. Elder social media manager. Same same.  

I’ve seen a lot in my 10+ years working in social. From the rise and fall of Vine to the golden age of the Ice Bucket Challenge to today’s nonstop TikTok trends. Through all the algorithm shifts and platform pivots, one thing has stayed the same: social media is where the internet gathers to laugh, remix, and share whatever we’re all collectively obsessed with.  

Trends are part of that magic. They bring energy and personality to your content. And when used well, they can make a brand feel relatable and human. I’ve always had a soft spot for a clever trend moment. But it’s not just about jumping on every viral thing you see. There’s some strategy behind it.  

Here’s how I think about it.  

How to Find Trends  

If you want to use trends, you have to spot them early. And that means spending time online. Like, a lot.  

Here’s how I stay in the loop:  

  • Curate your feed. If your work overlaps with your personal interests, this might happen naturally. If not, use your brand or a secondary account to build a feed that surfaces relevant creators, industry pages, and trendsetters.  
  • Scroll TikTok and Instagram daily. These are your go-to platforms for trend discovery. Right now, TikTok is especially great for spotting things early.  
  • Watch for patterns. Pay attention to recurring audio, caption formats, inside jokes, or punchlines that show up across your feed. If you’re seeing the same format across different creators or niches, you’ve likely found a trend.  
  • Act fast. If a trend is still popping three or four days later, it might already be past its peak (or too late to create something timely enough to make an impact). 

I’ll also say this: not everyone who works in social loves the idea of using more social during their downtime. If that’s you, I get it. Personally, I don’t mind mixing personal scrolling with trendspotting. It’s always been part of my creative process. But if you need a boundary, block off a bit of time during your workday to scroll with intention. Trend discovery isn’t just screen time, it’s strategic planning.

How to Know When to Use a Trend  

This is where your brand voice and judgment come in.

Trends should feel like a natural fit. If you can use one to tell a story or show off your brand personality without forcing it, you’re on the right track. The best trend moments make people pause and think, “Okay, that was clever.” 

Lately, there’s been a wave of flexible, universal trends—like “almost forgot this was the whole point” or “you look happier / thanks, I…” These work especially well when you lean into your brand’s tone and point of view. Don’t just copy the trend, make it yours. That’s how it stays relevant, on-brand, and actually interesting to your audience

When to Avoid a Trend  

Just because it’s everywhere doesn’t mean it belongs on your feed.  

You might want to skip a trend if:  

  • It doesn’t align with your mission, audience, or brand voice 
  • You’re not entirely sure of the origin or context  
  • It already feels played out  
  • It doesn’t seem like it has much room to grow as a trend   
  • It takes way too much effort to justify how it fits your brand  
  • You can’t move fast enough to get the content produced

Knowing when to say no is just as important as knowing when to jump in. You don’t have to be part of every trend to stay relevant. Pick the ones that make sense for your brand.

Timing Matters   

The best trend content usually comes together quickly. If you’ve got a nimble team, a flexible approval process, or just the trust to experiment, you’re already ahead. Some of my highest-performing trend posts were pulled together in a matter of hours or days.  

That said, not every trend has to be immediate. Some formats have staying power. One of my all-time top performers was a riff on the luxury vehicle meme, featuring our equine veterinarian’s very practical field service truck. We posted it months after the trend originally took off, and it still crushed. Sometimes it’s about finding the right spin rather than racing to be first.   

When Trends Flop  

It happens. Not every trend post will hit. Sometimes the timing is off. Sometimes the audience just doesn’t bite. Sometimes you stretched it a little too much and it lost its juice.  

And honestly? That’s okay. The key is to keep experimenting. Social media is fast. You learn, tweak, and try again.   

If something flops, your audience will probably (hopefully) forget about it by tomorrow.

Final Thoughts  

For me, trends are one of the most enjoyable moments of working in social. They keep your content fresh, give your brand personality, and create those little moments of surprise that people want to engage with.   

When you use them thoughtfully, they’re more than just chasing what’s popular. They’re a tool to connect, to entertain, and to show that you’re paying attention.   

So go ahead. Scroll, screenshot, save that audio, and start planning. Just remember, the goal isn’t to be trendy. It’s to be timely, creative, and true to your voice.