Trend Marketing: Factors to Consider Before Jumping on a Trend

When it comes to marketing strategy, trend marketing is one to consider. We’ve all seen brands jump on trends to amplify their presence, be it social, cultural or technological trends. But going viral doesn’t always build lasting success.

The goal of this post, however, is not to teach you what trend marketing is. Instead, it’s to give brands the factors they must consider before jumping on a trend, especially in Nigeria, where small business owners hop on trends.

Many don’t have proper business structures and treat trends as magic bullets. That may work for a moment, but it rarely creates durable growth.
Nevertheless, we still need a quick foundation.

 

Trend marketing means identifying and capitalising on popular cultural moments to promote your product or service. The smart way to do it is to judge a trend against your brand, customers and capacity then move or pass accordingly.

Simply put, trend marketing is when a brand uses what people are already talking about to get attention for its products or services. Instead of creating a conversation from scratch, you plug into one that’s already happening.

The advantage is that trends give you visibility because people are already tuned in. But here’s the caution: visibility is not the same as growth.

Jumping on every trend without strategy can leave your brand looking confused, insincere, or unprofessional. That’s why you must filter trends through certain factors before jumping in.

Factors to consider before you jump on a trend

1. Brand Alignment

First, ask whether the trend fits what your brand stands for. Your brand values must come before any trend. If a trend contradicts your core identity, you’ll confuse and probably lose your customers.

Let’s say you sell modest, faith-friendly apparel. Joining a sexually suggestive dance challenge will look dishonest and drive away loyal buyers. This reason is clear: it does not align with your brand values.

Ask yourself these questions:

• Does this trend reflect our core values?
• Will it strengthen or weaken our long-term image?

Next, check whether your target audience actually cares about that trend. In other words, does the trend suit the personality of your audience? Your brand exists for your customers, not for what’s popular.

A boutique that targets women aged 45–60 in Ilorin won’t get durable value from a Gen Z TikTok dance meme is a good example. It may get eyeballs, but not customers.

Tick your list with these questions:

• Is our target audience active on the platform where the trend lives?
• Can this trend be adapted to our customers’ interests?

3. Cultural-tone Alignment (non-negotiable)

Culture matters in Nigeria. Ask whether the trend respects local norms, religious sensitivities and moral expectations. If it risks looking obscene or disrespectful, skip it.

Ask the following questions:

• Could this be interpreted as disrespectful in our market?
• Have we run it past someone who knows local cultural norms?

4. Product / service fit

Ask whether the trend naturally connects to what you sell. A trend that forces it to its audience will feel fake.

Example: A bakery jumping on a #RecipeMashup challenge by showing a creative cake idea fits. However, a law firm doing the same dance moves rarely does.

Ask:

• Does this trend make our product more relevant?
• Can we show a clear product benefit through the trend?

5. Resource and operational readiness

Going viral can create sudden demand. Can you fulfil orders, maintain customer service, and deliver on time? If not, a trend can become a nightmare.

Quick questions to answer:

• Can we scale production or service quickly if needed?
• Do we have logistics and customer service ready?

6. Timing and relevance

Trends move fast. Being too late looks like bandwagoning; being too early means missing the momentum. Evaluate whether now is the moment before jumping on it.

Reacting to a meme, for example, weeks after it peaked will read as opportunistic and will get low engagement.

Ask:

• Is the trend still hot with our audience?
• Can we create something meaningful before it fades?

7. Authenticity and storytelling

Your execution must feel real. If your content contradicts your brand tone or voice, it will come off as staged.

Example: If your brand voice is serious and advisory (e.g., an accounting firm), a slapstick meme needs a carefully authentic angle, like a “tax myths busted” skit, not a lip-sync.

Ask:

• Can we tell a story that sounds like us?
• Will our regular followers recognise it as authentic?

8. Reputational, legal and safety risk

Check copyright, permissions for music/video, and whether the trend encourages risky behaviour. Protect your brand legally and ethically.

Example: Using a copyrighted song without license in a paid promotion, or encouraging dangerous “prank” challenges, can lead to legal or PR trouble.

Ask:

• Do we own or have permission to use the content (music/clip)?
• Could the trend encourage unsafe or illegal actions?

9. Platform fit

Different trends perform on different platforms. Choose the platform where your customers actually spend time. Be it TikTok, Instagram Reels, WhatsApp status, or Facebook groups.

Ask:

• Where does this trend perform best? Is it Facebook, Tit Took or IG?
• Is our audience active there?

10. Measurement and exit plan

Decide what success looks like before you post: reach, clicks, leads, sales? Also have an exit plan if sentiment flips. Is it to delete, apologise, or pivot?

Example: If you run a flash discount tied to a trend, track redemption rates and stock movement. If the engagement is negative, be ready to apologise and withdraw the campaign.

Ask:

• What are our KPIs? (e.g., sales, leads, followers)
• Do we have a crisis response plan?

11. Short-term gain vs long-term strategy

Finally, don’t let a trend derail your brand’s long-term goals. Trends are tools, not identity.

Example: Constantly running deep discounts to chase viral attention trains customers to wait for sales. That hurts lifetime value.

Ask:

• Will this action help long-term customer loyalty?
• Are the short-term gains worth any long-term cost?

Conclusion

When a trend pops up, run it through these three quick filters first: Brand → Audience → Capacity. If it passes, adapt it at the right time, choose the right platform, and measure outcomes. If it fails any major filter, pass.