There’s a new “it” thing across social media every day—if not every few hours.

Just as soon as these trends come out, businesses across all industries will jump on board to produce something related. But just because everyone else is following a trend shouldn’t inform whether or not you do.

So, how can you differentiate when you’re “jumping on the bandwagon” versus strategically leveraging a marketing trend?

This difference matters as it can impact your brand’s reputation, loyalty, and profitability. In this blog, we’ll go into the contrasts between bandwagoning and trend leveraging, why investing in fads can be detrimental, and how a fractional CMO can help you capitalize on trends wisely.

What is the Bandwagon Effect in Marketing?

The “bandwagon effect” is a psychological phenomenon where people adopt a certain behavior or idea simply because others are doing it. 

In marketing, this often manifests as businesses copying what others are doing without sufficient thought or strategy, hoping for similar success. When companies blindly join in on fads, they often fail to ask themselves critical questions, like, “Is this relevant to my audience?” or “Does this align with my brand’s values?”

In general, the bandwagon effect can have some consequences. First, there’s often a short-lived impact because fads are fleeting. Short-term popularity doesn’t often give you the longevity you need for lasting brand impact. And if you jump on too many unrelated trends—especially in quick succession—you could dilute your brand identity, leading to confusion and disconnection with its target audience.

Finally, investing heavily in a fad can drain your resources, whether time, money, or manpower, with little return on investment.

Related: How to Stand Out in a Crowded Market

What is a Marketing Trend and How Does It Differ from a Fad?

A marketing trend indicates a shift in consumer behavior, preferences, or market dynamics that can significantly impact industries over time. 

Unlike fads, trends have a more substantial base in consumer psychology and societal changes. They often last longer and provide deeper opportunities for engagement.

Let’s take a look at some characteristic differences between fads and marketing trends. First, trends have the potential for continued growth, providing a foundation for long-term marketing strategies.

Second, trends resonate more authentically with a target demographic as they are often aligned with larger shifts in lifestyle, technology, or cultural movements. Third, trends give you room to innovate, refine, and create new solutions that cater to changing customer needs and expectations.

So, how can you make sure you’re using a trend effectively and not just jumping on the next hot thing? 

Related: Why Understanding Your Customer is the Key to Marketing ROI

How to Leverage a Marketing Trend Right

Leveraging a marketing trend means carefully analyzing shifts in consumer behavior and adopting elements that align with your brand’s identity and goals. This strategic approach can help you build meaningful connections with your audience while remaining true to your mission and values.

First, you want to make sure the trend you’re using aligns with your audience’s values. This is how you can position yourself as not just a follower—but a leader participating in and enriching a meaningful dialogue.

For example, the trend toward sustainability can give you the chance to connect with environmentally conscious consumers.

Next, you want to invest in a trend that offers long-term value through innovation and relevance. A well-executed trend strategy can result in new product lines, refined messaging, and increased brand loyalty.

For instance, brands that adopted digital payment solutions early have become leaders in convenience, catering to tech-savvy customers who value ease and speed.

Finally, you want to make sure the trend you’re using enhances your brand’s position and sets you apart. By strategically aligning with trends, you can establish yourself as a leader and innovator, attracting more customers and building a solid reputation in your industry.

Related: Why You Should Prioritize Content in Your B2B Marketing Strategy

Get an Expert’s Take on Hopping on Trends

With so many trends—and fads—to sift through, it’s likely you don’t have the time to make sure you’re identifying the right opportunities or leveraging them effectively. This is where a chief marketing officer can help. But do you have the budget for one?

A fractional CMO can offer you all the same benefits—but at a fraction of the cost. They work alongside your team, help you find the right trends, and execute on them thoughtfully with your unique brand goals in mind. Here’s how.

A skilled fractional CMO will conduct thorough research on consumer behavior, market dynamics, and competitors. They help you understand whether a new development is a trend with long-term potential or merely a passing fad. This analysis is essential in making data-driven decisions.

A fractional CMO also understands that every decision made in marketing must align with a brand’s core values. They can spot opportunities within trends that reinforce your brand’s identity rather than dilute it, ensuring that you stay consistent and authentic.

Lastly, experienced fractional CMOs don’t just recommend trends; they implement strategies for adapting these trends effectively. Through monitoring, they measure results, adapt to changes, and ensure that the trend-driven strategy evolves with your company’s needs and the market’s shifts, maximizing the trend’s ROI.

Related: How a Fractional CMO Can Help Grow Your Business

Need Help Getting Trendy?

If there’s a trend out there that you’ve been considering, or if you’re completely lost on where to begin, a fractional CMO can help steer you in the right direction and help you execute a game plan that actually works.

Click here to schedule a free, no-obligation consultation with one of our fractional leaders, and we’ll be in touch to start mapping out a trend forecast you can follow.