Should Businesses Jump on Social Media Trends?

Written By Alicia Vial

In today’s fast-paced digital world, brands are eager to latch onto the latest social media trends to stay relevant. But is this strategy sustainable, or does it lead to brand burnout? Today we talk about the risks of fleeting trends, the importance of authenticity and how smart businesses can balance trend engagement with long-term brand values.

Things to consider when latching on to social media trends:   

  • Trend Relevance: Businesses should evaluate whether a social media trend aligns with their brand identity and values before jumping in. Not all trends are a good fit for every brand. 

  • Engagement vs. Authenticity: Brands increasingly latch onto social media trends to stay relevant, but there's a risk of compromising authenticity. The key is balancing trend participation with brand values. 

  • Short-Lived Trends: Trends like the “Demure & Mindful” persona can quickly become passé, leading to cultural exhaustion and consumer burnout. Brands should be cautious of overextending themselves on fleeting trends. 

  • Brand Burnout: Constantly chasing trends can lead to brand burnout. Consumers may perceive the brand as inauthentic if it seems like they're only participating to stay relevant. 

  • Long-term Strategy: Successful brands focus on long-term engagement rather than short-term visibility from trends. A well-thought-out content strategy often trumps trend-chasing. 

  • Audience Perception: Understanding your target audience is key. If a trend resonates with them, it can be a powerful tool, but if it doesn’t, it could alienate your core followers. 

  • Risk of Missteps: Misinterpreting or poorly executing a trend can backfire, leading to negative publicity or brand damage. Brands should ensure they understand the trend fully before participating. 

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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