Why Trends Disappear So Quickly: A PR Perspective
On social media, trends come and go at a very fast pace. What once captured millions of likes, views, and comments for months can fall flat and become irrelevant within days or weeks. From fashion trends to viral challenges, trends are appearing and disappearing faster than they ever have before. This overturn can leave PR professionals and marketers scrambling to keep up with all the new trends of the week. As someone who is on social media every day, I also find it difficult to keep up with what’s new and trending. From a PR perspective, I will examine four factors contributing I think most to why social media trends have such a short lifespan.
The Algorithm
Social media algorithms play a vital role in the lifespan of trends. Platforms such as TikTok and Instagram are designed to serve users fresh content whenever a user opens the app or refreshers their feed. This algorithm can cause trends to explode overnight but also can cause them to fade quickly, for instance, the Little Miss Trend. This trend took over social media in 2022, with users using Little Miss characters to share characteristics about themselves with their followers. Many users and even brands participated in this trend, however, it faded within weeks, being replaced with the next big trend. Due to TikTok and Instagram having fast-paced algorithms, users can often feel bombarded or overwhelmed by new trends. This can lead to challenges for brands and users to increase engagement with new content unless it is something highly engaging that can uniquely capture their attention.
Competition Between Trends
Social media is so saturated with trends that are all competing for your attention. In 2023, the Wes Anderson aesthetic was taking over TikTok. This trend involved users filming their lives using the director’s bright color palette and similar framing to mimic his filming style in their own content. However, as soon as that trend gained traction, the Barbiecore trend, fueled by the release of the Barbie (2023) movie, grabbed the attention of audiences, leaving the Wes Anderson trend in the dust. With so many trends emerging every day, PR professionals and brands need to focus on what trends align with their audience most, which will yield better results than just chasing a viral high.
Saturation and Overuse
When a trend catches on, it will often spread rapidly. This then results in a content overload across some platforms. While at first, it may seem exciting, this can cause saturation, which then leads audiences to feel bored with what they are seeing. For example, the viral NPC streaming trend on TikTok where the live user would interact with their audience like an NPC, or non-playable character, from a video game. This trend gained popularity fast as many creators saw it as a quick cash grab. However, the more people started to do this trend, many felt like it was getting repetitive, which led to a drop in engagement as many users moved to newer and fresher content. To avoid adding to the oversaturated market, brands and PR professionals need to create original content, either by adding a unique twist to their usual content or creating something new. This will keep their audience engaged and won’t overwhelm them with anything new.
The Viral Effect
Viral trends spread rapidly, reaching massive audiences in a matter of hours or days. However, this rapid rise to virality can lead to a similar decline as users move on from the post once the excitement goes away. One example that comes to mind is the “Girl Dinner” trend on TikTok, which is one of my personal favorites. This trend involved countless videos where users showed minimalistic, snack-like, plates for their dinner. It caused many videos, memes, and even some brand participation. However, the trend eventually fizzled out, as they all do. For PR professionals, understanding when a trend is at its peak and when it will reach its decline can help make the most of opportunities without overcommitting.
Closing Thoughts
Social media trends are more short-lived than ever. Rather than chasing every trend that emerges, I believe PR professionals should make carefully informed decisions and only participate in trends that align with their client’s overall brand and audience. This will help maintain relevancy on social media, where trends can quickly become yesterday’s news.
About Darci
Darci is a junior studying Advertisng/Public Relations with an emphasis in PR and a minor and Digital studies. This will be Darci's first semester being involved in the firm as an Account Associate. She currently works at the Hauenstein Center for Presidential Studies as a Student Assistant. In the future, she hopes to do PR work in the entertainment or live music industry!