Understand the Trend
It is crucial that you understand what the trend is you are thinking about joining in on before committing to it. Consider researching how other companies are utilizing the trend and think about creative ways that your business can tie the trend back to the brand’s voice and goals. Some trends have deeper meanings than perhaps are shown at face level, so do your due diligence to understand the trend.
Be Authentic
You must remain true to your brand in everything you put out, including trends. It is possible that a trend does not match your brand voice; in that case, it would be better to sit out of that one. Being trendy is less important than staying true to your brand.
Be Timely
Trends on social media come and go rapidly. Once you have decided that a certain trend can be paired with your brand, act on it quickly. If you are noticing that the trend is already starting to fade away by the time you see it, jumping on it may not be in your best interest and can make your company seem out of touch.
Have Fun
Showing your brand’s personality is important on social media, and portraying its personality by joining in on trends is a great way to be engaged with your audience. Do not shy away from being creative, as long as it aligns well with your branding and is timely with the trend, you should be good to go.
Read more about Social Media Trends at forbes.com