Cookie cutter marketing: Why jumping on every trend can hurt your brand

Recently, social media feeds have been flooded with the same post — the infamous ChatGPT Doll. What started as a quirky, engaging trend quickly became ubiquitous, with businesses jumping on the bandwagon. In many cases, I saw brands posting things like, “We couldn’t resist!” without giving much thought to why they were taking part in the trend at all.

The result? A lot of the same content. What was once a fun trend became repetitive and, ultimately, annoying. And that’s the problem. Social media isn’t just about jumping on the latest viral moment; it’s about creating a presence that’s authentic to your brand and resonates with your audience.

Social media is not a trend-hopper’s playground

It’s tempting to get swept up in what’s trending. After all, it seems like everyone else is doing it. But the truth is: social media is more than just a place for trends. It’s a platform for building connections, sharing your story, and strengthening your brand.

If you’re posting just to post, without it being tied to your brand, message, or audience, those posts will get lost. Worse, they can start to annoy people. Relevance is key — your voice, your values, and your message should be at the core of everything you post.

The #NationalDay trap

This same logic applies to another common pitfall: the overuse of National and International “Days.” How often do we see posts like:“Happy National Cinnamon Bun Latte Day!”

There’s nothing wrong with celebrating meaningful awareness days or just having fun. But when every other post is a tenuous link to a trending day that doesn’t align with your business, it’s easy to see how your message gets lost. At best, it’s filler. At worst, it dilutes your brand.

Too much filler and you risk turning off your audience altogether.

So, what should you be posting?

Social media isn’t a place for random trends — it’s an extension of your brand. It represents who you are, what you do, and what you stand for. That’s why every post should be relevant to your audience and authentic to your brand.

Before posting, ask yourself:

• Does this reflect our brand values?

• Is it relevant to our audience?

• Will this add something meaningful to the conversation?

If it doesn’t, it might be better to skip it — or at least put your own spin on it that feels true to your brand.

The takeaway

It’s okay to have fun with your social media. It’s okay to experiment with trends. But don’t forget the bigger picture. Your social media should be a reflection of your brand, not just a series of disconnected trends. Quality over quantity, consistency over chaos, and most importantly — authenticity over imitation.

The most successful brands don’t just follow trends. They create them.

If you need help cutting through the noise and building a strategy that actually works? We work with businesses of all sizes to create content that connects, converts, and builds a brand you’re proud of.