How marketers are handling the pressure to chase trends

Feeling the pressure: Why trend chasing is emotionally taxing

Marketers feel a growing obligation to keep up with viral content, and it's taking a toll. Luckily, they’re finding ways to successfully navigate the risks and benefits.

Forty-three percent of marketers said they felt pressured to respond to trending topics at least a few times a month, while 22% faced that pressure daily or several times per week. Gen Z marketers (53%) and those working in tech or software (58%) felt this urgency the most.

While 45% of marketers said they felt excited when creating trend-based content, 40% also experienced anxiety, and 37% felt inspired. Emotional responses varied by generation, with Gen Z being most likely to report anxiety (47%) and millennials most likely to feel excitement (48%).

This emotional load can quickly add up. Over one-third of marketers (37%) reported feeling an above-average level of burnout from keeping up with trends, especially Gen Z respondents, of whom 47% reported high burnout.

Despite the pressure, many are learning how to cope. Nearly six in 10 marketers (59%) said opting out strategically helps ease the pressure. Still, 45% admitted to posting content due to trend-related FOMO, and nearly half of them regretted it afterward.

On the upside, trend-driven content can convert into new sales. Sixty-seven percent of marketers tracking KPIs said they've seen measurable conversions occasionally or often from these posts. Retail marketers stood out here above all other industries, with 32% seeing conversions from their trend-based content.

Going viral or going nowhere: What works (and what doesn't)

Trend-based content can unlock impressive engagement when it's done right. Different platforms offer varying returns, and going viral with a trend often requires perfect timing.

When asked where they focus their trend-response efforts, marketers' top choice (41%) was Instagram. TikTok came in second at 27%, with those in retail concentrating on it the most (38%).

Overall, one in four marketers said they've gone viral from trend-based content, and 79% of them reported gaining new followers. Marketers prioritizing posting on TikTok and X were the most likely to have content go viral, at 32% and 31%, respectively. Marketers agreed that views were the most important KPI for evaluating success, followed by likes and shares.

Speed is important when you're trying to hop on a trend, and AI is helping marketers move faster. Thirty percent said they use AI content generators to help them respond quickly when a trend hits. One in ten also reported that their trend-based content resulted in referrals via large language models (LLMs) like ChatGPT.

Navigating the decision: When to jump in and when to walk away

Knowing which trends to join and which to skip is essential for protecting brand voice and trust. Several factors go into their decisions, but at the foundation is whether or not that trend aligns with their brand.

Brand relevance ranks as the top factor marketers rely on when deciding whether a trend is worth responding to, as cited by 63% of marketers. In terms of how to decide if a trend aligns with their brand, 26% say they trust their instincts and do what "feels right." Many marketers (65%) said they've not posted about a major trend because it didn't align with their brand, and they said it turned out to be the right choice in the end.

Among those who determined a trend aligned with their brand, jumping on it too fast often led to problems. The most common issue was content flopping and receiving no audience engagement (39%). Forcing content to jump on a trend is also risky. More than half (52%) said that audiences still respond to trend participation that feels off, but they were nearly twice as likely to believe they were penalized for that rather than rewarded.