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Wedding Details

Sunday, 05 November 2017
2:00 PM – 3:30 PM
Mas Montagnette,
198 West 21th Street, NY

+1 843-853-1810


Why You Don’t Have to Follow Trends to Grow Your Brand on Social Media

hashtag of the word trending with NO symbol over it

Why You Don’t Have to Follow Trends to Grow Your Brand on Social Media

It is so easy these days to get caught up with trying to capitalize on the latest content or social media trend. There is always new advice out there on what will get you to go viral or grow your audience faster. Hell, I’ve written some of that advice.


However, above all I will die on the sword of remaining true to your brand over following a trend.


Yes, capitalizing on trending audio for your Instagram Reels will get you seen by more people than using a random song. And yet, as much as that is true, so is the fact that using original audio, a.k.a. your own voice, can be just as beneficial for your brand.


They are simply two different approaches and which one is correct for your brand/company is based on your goals.

Goal 1: Grow your following.

If you are looking to get a bunch of new followers and are willing to do whatever it takes to get that, then by all means keep up with the trending audio and create content like it’s your job because, well, it will be.


That is legit what it takes to grow quickly whether we are talking about Instagram, TikTok, YouTube, Facebook or Twitter. Lots and lots of content is what it takes to grow, which is why you will see “Content Creator” is a legit full time job today.

Goal 2: Attract potential customers and/or advocates.

If you are more concerned with the quality of your followers rather than the number, then I will encourage you to stick with the approach of creating content using whatever audio or post style feels best to you.


That could mean utilizing trending audio for a Reel, sharing a carousel or album, posting a single photo with a long caption, or doing a live video. Whatever fits best with YOU and has you thinking, “I just NAILED that. That felt good,” when you’re finished.


Whichever goal you have though, you should always stick to what is true to your brand. Authenticity has been a big buzzword the past 2 years and for good reason. The pandemic changed us. We want real, not fake and our BS detectors have been refined.

Plus…and here’s the real gold:


Even with all the analytics and tricks and tips in the world we still cannot predict what will go viral!


I am sure there are influencers out there who will disagree with me, but marketers study what works over time, not just in a single instance. This is why I preach about email marketing so much. It continues to prove over time to be the steadfast marketing tool that always delivers.


And despite the way it’s portrayed on “Emily in Paris,” going viral is not a guarantee nor does it always happen the instant something is posted.



Last week I got an idea for a Reel that I figured would make people giggle and had a solid brand tie-in. Plus, it shared a little more of my personal side as those who know me well are aware of my affinity for Eminem. (Yes, it surprises many at first, but I am still proud of my ability to rap all of “Lose Yourself” 💁🏻‍♀️)


So I made the Reel, shared it and it got some solid engagement and views. Not the biggest hit of a post I’ve ever had, but it was fun to make and it rang true for both my personality and DCM messaging.


Fast forward a week and I wake up to a slew of notifications. Now the post has more than 2,700 views and 100+ likes. Not quite viral, but considerably more than it did when I posted it and it continues to grow.


Better yet: I’ve been getting DMs and emails that start “So I’ve seen what you’ve been doing and I’d like to talk about…” or something to that effect. They may not always engage on the page, but they are paying attention and taking action when they are ready, which is better for the working relationship overall.

The Point:

Content you create now can have an effect much longer, or later, than you think.


As long as you have FUN making it and it feels true to who you and your company are, then get after it friends. After all: would you rather have content that gets a lot of views for a short time or content that truly represents what you stand for and can stand the test of time?


Oh and for those who need more data to back this up, Instagram head Adam Mosseri announced the focus of 2023 will be on three things and the first, get this, is…


Inspiring creativity 🎤

Channing Muller is an award winning marketing & public relations consultant and the principal of DCM Communications. She works with event professionals and business owners to grow and scale their businesses with refined marketing strategies developed through one-on-one and group consulting, customized marketing programs and public relations. She has been named a "25 Young Event Pro to Watch" by Special Events magazine and "40 Under 40" by Connect Meetings. Channing is an avid runner, lover of labrador retrievers, good food, delicious drinks, and an advocate for the American Heart Association. Follow her on Instagram @ChanningMuller.

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