Social Footloose. Maybe You Shouldn't Dance After All.
Before you jump on the next trend, ask what it's actually doing for you.
Every business owner has had this moment.
You're scrolling. Some business you've never heard of has 400,000 views. And a little voice says, "Maybe we need to do that."
Sometimes "that" is a dance.
Sometimes it's pointing at floating words. Lip-syncing an argument. Making the same joke everybody else made this week.
And sometimes it works. People laugh. Employees share it. Somebody comments, "Give your marketing person a raise."
Great. What did it actually do for you?
Attention isn't the goal. The right attention is.
Getting noticed matters. Being remembered for the right thing matters more.
A funny video might get people to remember your face. A funny video that's about what you do gets them to remember your business. Those are two very different results.
If you teach dance, dancing is the demo. If you run a music venue, it shows the vibe. If you're a naturally funny owner, humor shows people what working with you feels like.
That all makes sense.
But if you're dancing because some guru said "this is what works right now," put the phone down.
Works for what?
You can get really, really good at entertaining people who will never buy what you sell.
You can be fun and still be taken seriously
Credibility doesn't need a straight face. A suit doesn't prove you're good, and a joke doesn't prove you're not.
The question is whether the personality in your content is actually yours, and whether it tells people something true about you.
Picture finding someone through an account full of wild skits, then learning their actual business is quiet, careful and personal. Either version is fine. The mismatch is the problem.
Your content introduces you before you ever get the chance.
My five-question trend test
Before you jump on a trend, ask:
- Who is this for? "People on Instagram" doesn't count.
- What does it say about us? Personality, expertise, culture, service, or just that we showed up?
- Is this how we want to be known?
- What happens after they watch? Is there any reason to visit, follow, call or remember us?
- Would we still post it if the view count were hidden?
That last one stings.
It's the difference between content you believe in and content you're hoping the algorithm pets on the head.
Measure what you actually want
Views tell you how far it traveled. They don't tell you if it worked.
Dig deeper. Did the right people check out your profile? Did anyone click your services? Did an inquiry mention the video? Are you pulling in the work you actually want?
Sometimes a trend just shows off your team's personality. That's a real goal. Just decide that's the goal before you call it a win.
Even TikTok tells brands to think about how they fit a trend, not just how they pull it off. (TikTok Creative Codes)
Play your own song
You don't have to copy the moves to join the conversation.
Use the format to answer a customer question. Show a mistake everyone in your industry makes. Make a joke only your customers would get. Pull back the curtain on something people never see.
Give them something that could only come from you.
If dancing fits that, dance.
If it feels like a costume you're wearing to rent a little attention, sit this one out. Nobody remembers the band that played everybody else's hits.
Want a clear standard for what belongs in your marketing? My brand strategy call helps you nail your message, your audience and your next moves.
