How to Leverage Trends to Increase Brand Awareness
Discover the strategic ways to harness current trends for enhancing brand visibility, as this article unfolds the collective wisdom of industry leaders. It tackles the art of capturing attention amidst the noise, and how to make trends work in favor of a brand's identity. With expert insights embedded in every section, gain the know-how to turn passing fads into lasting impressions for your brand.
- Riding the Trend Wave
- Shining During National Time Management Month
- Integrating Industry Trends
- Boosting Brand Awareness with Viral Trends
- Leveraging the Great Resignation
- Embracing the Buzz Around Quiet Quitting
- Connecting Brand to Popular Events
- Capitalizing on Sustainable Living Popularity
- Strengthening Brand Awareness During COVID-19
- Leveraging Google's Algorithm Update
- Aligning with a Social Cause
- Tapping into Algorithm Update Conversation
- Including Pop Culture in Social Media
- Leveraging Seasonality in Marketing Efforts
Riding the Trend Wave
Riding the trend wave is all about timing, relevance, and authenticity. One of my most successful brand awareness plays came when I leveraged a viral TikTok trend to boost engagement and visibility for a client in the e-commerce space.
At the time, the "#NoBudget" trend was blowing up—where creators would compare luxury products to affordable alternatives. Since my client sold stylish but budget-friendly fashion accessories, we jumped on it immediately. We partnered with micro-influencers to create "Luxury vs. No Budget" videos featuring our products, showcasing how our brand delivered high-end aesthetics without the hefty price tag. The campaign took off because it blended seamlessly into an existing trend, rather than forcing the brand into the conversation unnaturally.
The impact? A 310% increase in social media engagement, a 70% jump in website traffic, and a 22% lift in sales during the campaign period. More importantly, it positioned the brand as "in the know," making it more relatable and relevant to the younger audience we were targeting.
The real secret to trend-jacking? Move fast, but don't be forced. If your brand doesn't naturally fit the conversation, it's better to sit it out. But if you can add value while staying authentic, it's an instant brand awareness goldmine.
Shining During National Time Management Month
One of my favorite moments was when I helped a client really shine during National Time Management Month. We knew this was the perfect opportunity to make a big splash, so we tapped into the national buzz around time management—something everyone can relate to. We crafted a press release that wasn't just about our client's services; it told a story about how mastering time can change lives. We shared real, actionable advice and tied it to how our client's unique solutions could make a real impact in both work and everyday life.
Then came the magic: we pushed that story to over 300 media outlets. The response? Phenomenal. Suddenly, our client was front and center in a conversation that everyone was already having, making them the go-to expert on time management. It wasn't just about getting media coverage; it was about making a real connection with people who were hungry for solutions. The result was a surge in brand awareness and credibility that kept our client top of mind long after the month ended.
Integrating Industry Trends
We integrate industry trends into our marketing strategy by tying them directly to the challenges our audience faces. Since we operate in the IP management industry, we monitor relevant news, regulatory changes, and emerging reports to create timely, insight-driven content. We analyze their impact and provide actionable insights that matter to patent holders and IP professionals. For example, when a major patent office introduces new renewal policies or fee structures, we break down what it means for businesses managing large portfolios. We publish these insights on our blog and share them in relevant LinkedIn and Facebook groups where industry discussions are already happening, which sparks conversations. By doing this consistently, we've built credibility while increasing awareness among decision-makers looking for solutions in IP management.
Boosting Brand Awareness with Viral Trends
I once leveraged a viral trend to boost brand awareness by aligning a campaign with a major cultural moment. When a popular meme was taking over social media, I saw an opportunity to integrate it into our brand messaging in a way that felt natural and engaging. We quickly created social media content incorporating the trend while tying it to our brand's value proposition, making sure it resonated with our audience without feeling forced.
To maximize reach, I used targeted ads and influencer collaborations to amplify the message. The result was a surge in engagement, with our posts receiving significantly higher shares and interactions compared to our usual content. More importantly, it led to an increase in brand mentions and website traffic, showing that strategic trend-jacking can be a powerful tool when done authentically. The key was moving fast, ensuring relevance, and making sure the messaging aligned with our audience's interests.
Leveraging the Great Resignation
One of the most impactful times I leveraged a current event to increase brand awareness was during the "Great Resignation." At the time, media conversations were heavily focused on career transitions, burnout, and workplace dissatisfaction, aligning perfectly with FemFounder's mission of empowering women to build their businesses.
Rather than just commenting on the trend, I positioned FemFounder as a solution-highlighting how entrepreneurship could be a viable path for women looking to leave unfulfilling jobs. We leaned into this narrative across multiple channels:
Media Pitches: I secured features in top publications by offering expert commentary on how female entrepreneurs thrived amid mass career shifts.
Social Media: We created content that spoke directly to women feeling stuck, providing step-by-step resources on launching a brand or side hustle.
Email Marketing: I crafted a campaign that framed "taking control of your career" as a luxury, offering our templates and business tools as the ultimate "freedom kit."
By tying my brand into the broader conversation, we saw an increase in press placements, website traffic, and engagement from women actively looking for change. This reinforced FemFounder's positioning as a go-to resource for female entrepreneurs and helped strengthen our credibility as a brand that understands-and responds to-real-time cultural shifts.
Embracing the Buzz Around Quiet Quitting
I once tackled the buzz around "quiet quitting" by organizing a retreat called "Loud Living" in Joshua Tree. Instead of avoiding the trend, I embraced it-mixing mindfulness sessions with lively improv workshops to challenge the narrative. I remember our brainstorming sessions filled with both skepticism and excitement, leading to a simple yet striking promo line: "Tired of checking out? Let's check in." This honest, playful approach resonated with folks seeking genuine change and conversation. Tickets sold out in just 72 hours, proving that addressing current trends with authenticity and creativity can spark significant engagement. The key takeaway here is to be bold-face trends head-on, use relatable messaging, and stay true to your vision.
Connecting Brand to Popular Events
I think a great way to increase brand awareness is by connecting your brand to something that's happening in the world right now, like a fun trend or a popular event. For example, during a big event like a popular sports game, many businesses will tie their products to the excitement happening.
Let's say you own a bakery, and the Super Bowl is coming up. You could create special "Super Bowl" cupcakes or cookies in the team colors or even decorate them with the logos of the teams playing. Then, you can post about it on social media with hashtags like #SuperBowlTreats or #GameDaySnacks.
By joining in on the conversation about the game, people will see your post and think, "Oh, that looks fun! I want to buy those treats for my party!" It's a great way to be a part of a current trend, while also showing how your product fits into the event or excitement.
This works well because you're not just talking about your brand, but you're making your brand part of something that's already popular and fun, which helps get more people interested!
Capitalizing on Sustainable Living Popularity
Certainly! My most memorable business move came from capitalizing on sustainable living popularity during Earth Day celebrations. Eco-friendly practices were starting to become popular so I integrated my interior design brand by displaying sustainable microsystems and energy-efficient design methods in our projects. I used online social media but also produced informative blog material along with partnering with organizations focused on local eco-friendliness to make our brand known better. Our brand partnership with this prevailing trend enabled us to draw sustainable clients as well as establish our company as a leading authority in environmentally friendly interior design. Our strategy successfully improved our brand exposure at the same time it developed strong ties between our audience and ourselves because their beliefs matched our values.
Strengthening Brand Awareness During COVID-19
During the COVID-19 lockdown, the demand for reliable home health care skyrocketed. This surge in need presented a unique opportunity for our client, a provider of home health aide and caregiver support services, to strengthen their brand awareness and connect with families in crisis. We leveraged this heightened demand by implementing a targeted digital strategy that directly addressed the anxieties and needs of families during the pandemic. Specifically, we: - Targeted Digital Ads: Recognizing that families were searching for immediate solutions online, we ran segmented PPC campaigns on Facebook and Google Ads, reaching the right audience with the right message at the right time. - Custom Landing Pages: We partnered with the client's in-house design team to create landing pages tailored to each service. This ensured that families could quickly find the specific information they needed, reducing stress and making it easier to access essential care during a challenging time. - SEO-Driven Content: As PPC and SEO experts, we used real-time search data to direct our website content optimization strategy, directly addressing families' concerns regarding in-home care during the COVID-19 pandemic. This targeted approach, directly related to the specific circumstances of the pandemic, resulted in remarkable results: an 89.50% increase in clicks, a 122.15% surge in conversions, a 101.70% rise in CTR, and a significant reduction in cost per conversion (57.16%) and average CPC (49.78%). We helped our client not only increase brand awareness but also become a lifeline for families desperately seeking care during a critical time.
Leveraging Google's Algorithm Update
One effective example was leveraging Google's major algorithm update announcements to position our SEO services as essential for businesses looking to maintain search visibility.
How We Tied Our Brand into the Conversation
When Google announced its Helpful Content Update, which prioritized user-first content, we immediately crafted a content strategy around it. Here's how we did it:
Timely Blog Post & SEO Guide - Within 24 hours of the announcement, we published a blog post breaking down the update, explaining how it affects rankings, and offering actionable strategies. We included a strong CTA to our SEO audit service, emphasizing how we could help businesses adapt.
Social Media Engagement - We turned key takeaways into bite-sized LinkedIn and Twitter posts, using relevant hashtags (#SEO, #GoogleUpdate, #DigitalMarketing). Our posts sparked discussions, with businesses asking for advice, which we responded to in real time.
Email Outreach & Webinar - We sent an email to our subscribers with a "Survive & Thrive" SEO Checklist and invited them to a webinar. This positioned us as an authority on adapting to algorithm changes.
Influencer & PR Outreach - We reached out to digital marketing influencers and industry blogs, offering insights on the update. Some featured our analysis, further increasing our brand visibility.
Results
30% increase in website traffic within a week
20+ inbound leads requesting SEO audits
5+ mentions on industry blogs
By reacting quickly to a trending topic and providing valuable insights, we not only increased brand awareness but also generated tangible business growth.
Aligning with a Social Cause
One specific instance where aligning with a social cause had a positive effect on our brand strategy was when we started focusing our efforts on small business owners who were struggling to build their online credibility. We observed and understood their unique needs and challenges, aligning our brand with the cause of helping these small businesses enhance their online presence. By standing up for them and tailoring our services to their needs, we differentiated ourselves in the saturated market as an agency that genuinely cares about the success of small businesses. This directly intertwined a social cause – advocating for small businesses – with our brand strategy. This led to a meaningful increase in customer trust and loyalty. It improved our brand's reputation not just as service providers, but as partners invested in our clients' growth and success. Our storytelling approach has emphasized our customers' achievements and highlighted the role our tailored services play in their progress, further solidifying our brand's position and relevance in the industry.
Tapping into Algorithm Update Conversation
I remember a recent example where I successfully leveraged a current event to increase brand awareness for Nine Peaks Media. Around the time when Google rolled out one of its major algorithm updates, I saw an opportunity to tap into the conversation about how businesses were reacting to the changes in search rankings. Many companies were anxious and confused, and there was a lot of buzz online about what the update meant for SEO. I decided to create a detailed blog post and social media content discussing the implications of the update, how businesses could adjust their strategies, and the best practices for staying ahead in search rankings. I made sure to tie it into Nine Peaks Media's expertise in SEO by offering actionable insights and advice, while positioning our brand as a reliable source of information during a time of uncertainty. The response was great, as we attracted new visitors to our website, engaged with our existing audience more effectively, and even saw an uptick in inquiries. It was a great example of how staying tuned into industry trends and current events can create organic opportunities to position your brand as both relevant and helpful to your target audience.
Including Pop Culture in Social Media
Including pop culture in a brand's social media strategy can be a good idea. It helps brands connect with their intended audience, get more people engaged, and make them feel like the brand understands them. However, it's important to do it carefully. One tip is to keep up with what's happening in pop culture and make sure the references you use match your brand's values and the people you're trying to reach. This way, your brand will come across as genuine and relatable to your audience.
Leveraging Seasonality in Marketing Efforts
I remember when we at spectup worked with a startup that specialized in a unique line of eco-friendly gardening tools. They were niche but gaining traction fast, thanks to the growing trend of sustainable living. One key strategy was leveraging seasonality in their marketing efforts. We advised them to plan campaigns around gardening seasons, pushing products heavily in spring and summer while using the off-season for engaging newsletters and content about prepping for the next planting season.
It's essential to maintain a balance between being trendy and remaining true to your brand's core values. I think consistency in branding and storytelling is vital, which helps in creating a loyal customer base that isn't just here for the trend but genuinely believes in your product's value. Engaging with customers through genuine stories and user-generated content gave their brand a more personal touch.
Also, using data to understand market trends and customer behavior can't be overstated. We encouraged the use of analytics to figure out what products were doing well during which periods. This allowed for smart inventory management and avoided the dreaded post-season surplus. One time, one of our team members mentioned how a similar approach helped a different client avoid a massive end-of-season sale ordeal, which is always a win.
