The right balance between social strategy vs trends

Trends move quicker than ever.

One day you’re adding sparkle effects to everything; the next, you’re trying to crack how to make a “core” out of your brand (goblincore, normcore, granolacore, anyone?). But when you’re constantly chasing the next viral thing, it’s easy to lose sight of what really matters, results.

Here’s the truth: trends can get you attention but a solid social media strategy gets you impact.

At Serotonin, we believe that the brands who win online are the ones who understand the difference between reacting and planning. That doesn’t mean you shouldn’t play with trends, it just means they need to serve your bigger picture, not distract from it.

Let’s unpack the difference between trend-led content and strategic thinking, and how to strike the right balance between the two.

First up.. What’s a social media strategy? 

A social media strategy is your game plan. It’s the who, what, where, why and how of your brand’s presence on social. It’s not just what you post, but why you post it and what business objective it supports.

A solid strategy includes:

• Clear goals – Are you building brand awareness? Driving traffic? Increasing engagement?
  
  
• Audience insights – Who are you speaking to and what do they care about?
  
  
• Platform-specific approaches – What works on LinkedIn won’t always fly on TikTok.
  
  
• Content pillars – The themes that keep your content consistent and recognisable.
  
  
• Tone of voice – How you speak, and what makes you sound like you.
  
  
• KPIs and reporting – Because you can’t improve what you don’t measure.

So what are trends?

Trends, on the other hand, are reactive. 

They’re the timely, often playful pieces of content that feed into cultural conversations. They’re rooted in what's popular right now, from viral audio on reels to visual styles, meme formats, content challenges and even behavioural shifts.

They can spark reach, tap into communities, and show off your brand’s personality when used well.

But trends are fleeting by nature. As Pretty Little Marketer puts it, “A trend is a tool, not a plan.” Use it to amplify your message, not become your message.

Why can a trend-led strategy be risky?

Relying on every passing trend might give the illusion of staying current, but it’s rarely a long-term solution. Here’s why it doesn’t hold up:

• It puts you in constant reaction mode – Instead of setting the pace, you’re always catching up, which makes it hard to lead with intention.
  
  
• It chips away at your brand identity – If your content keeps changing to fit the latest format or joke, your audience may struggle to recognise who you are.
  
  
• It often lacks strategic purpose – Just because something’s popular doesn’t mean it supports your goals or drives meaningful results.
  
  
• It’s time-consuming with a short shelf life – Trends move fast, which means you’re putting in effort for something that might be irrelevant by next week.
  
  

Audiences today are sharper and more selective  they can spot when a brand is hopping on a trend just for the sake of it. While it might get you noticed in the moment, overuse can make your brand feel inauthentic or inconsistent.

Trends aren’t bad, just use them wisely.

The best trend-led content supports your strategy, it doesn’t distract from it. Trends work well when they align with your tone of voice and audience, when you can bring a fresh perspective or add genuine value, and when they reinforce an existing campaign or brand message.

But not every trend is worth jumping on. If something feels off-brand, if you're only doing it to chase views, or if you don’t have the time or resources to do it well, it’s better to skip it. That’s where having a clear strategy and the right support  makes all the difference.

That’s where Serotonin comes in, we help brands spot smart trends and turn them into strategy.

Strategy first. Trend second. Always. 

At Serotonin, we follow a simple rule of thumb: strategy is sustainable, trends are seasonal.

Your strategy is the foundation, it holds everything together, guides decision-making, and gives your content purpose and consistency. Trends, on the other hand, are the creative extras. They’re there to boost visibility, add a fresh spin and help your brand join in on relevant conversations but only when they complement your wider goals.

The real power lies in using trends through the lens of your strategy. Take a law firm, for example, using “day in the life” style content to make legal advice feel more human and relatable. Or a beauty brand turning trending meme formats into a way to spotlight real customer frustrations. Even a property developer can tap into the “things in my home that just make sense” trend to showcase standout features in new builds.

That’s not hopping on trends for the sake of it, that’s strategic, purposeful content that cuts through.

The best social content doesn’t just get seen, it sticks. That’s what happens when trend-savvy meets strategy. Build with purpose, and you’re not just riding the wave you’re leading it.

Struggling to balance trends with long-term growth? At Serotonin, we help brands design social media strategies that don’t just survive the algorithm, they thrive in it. Want to find your balance? Get in touch with us.