The importance of trends in branded content

With more and more people turning to video content online, brands have rightly seen an opening for reaching their target customers through this popular format.

But marketers face a challenge when it comes to deciding what kind of video will work well and be enjoyed and responded to by their chosen audience.

One way to deliver a video that receives a positive reaction is to capitalise on trends — that is to incorporate topics or formats that are proving to capture the attention of people online.

What is a trend

A trend can be a particular style of video, for instance, 10 things to do when… or what I … in a day. It can also be a topic, such as slime, 3am, or the floor is lava challenge.

Trends tend to exponentially increase in popularity over time, usually peaking and tailing off after a short period.

They can also be seasonal, like Halloween, Valentine’s Day or back to school.

YouTube’s trending section is a good place to get an idea of the latest trends.

Why trends are important for creators and brands alike

Trends present a way for brands to facilitate video content that should go down well with their target customers.

They also give brands a mechanism to expand their reach, as viewers will be searching for trends and are more likely to stumble across the video — so it is likely you will be reaching beyond the audience of the creator you have sponsored.

For creators, trends offer a way for them to grow.

Trendy videos have a better chance of going viral, they boost the creator in terms of search and discoverability and bring in more viewers, who might stick around and become loyal subscribers.

Capitalising on trends benefits both brands and creators, but in addition, by taking a cue from audiences and what they want to watch goes a step towards making content that benefits them too.