Microtrends: Everything You Need To Know
TikTok’s collective microtrends are everywhere. Chances you’ve seen “brat summer” or “demure fall” all over your feed at some point. They’re shaping not only social media, but culture itself. Here’s everything you need to know about microtrends and their implications on how we consume content and brands market themselves.
What Are Microtrends?
Microtrends are rapidly emerging, fleeting trends that gain swift popularity on social media but fade away just as quickly. Some microtrends that you might’ve seen are…
Brat Summer stemming from Charlie XCX’s album, which is all about being rebellious and a little messy, the total opposite of the “clean girl aesthetic”.
Demure, created by Jools Lebron, in which the definition is in the word itself — modest, shy and mindful, which creators (and brands) used somewhat sarcastically.
The Mob Wife Aesthetic, created by Kayla Trivieri, is all about dark makeup and confident, bold clothing while maintaining a sense of elegance.
The above are more known microtrends, but there are even smaller ones, such as “strawberry girl”, “coastal grandma aesthetic” or “tomato girl”. There are niches within niches that exist on the internet because of our innate desire to categorise and create meaning out of something. But how does this effect how brands market themselves?
@atlanticrecords capitalised on this trend- showcasing CharliXCX in a reel featuring various elements of the neon green colour associated with Brat Summer.
@netflix used the demure microtrend in their social media marketing- in a hilarious video featuring actor Joe Goldberg from their show ‘You.’
Acting Fast & Social Listening
The rapid rise and fall of these microtrends challenge traditional marketing strategies, prompting brands to adopt more agile, authentic approaches to stay relevant. This means that brands have to be prepared to deviate from their plan, think on their feet and execute content quickly
Not only does it require fast action, but also an understanding of social media dynamics. In other words, the ability to “read the room”, because it’s not all about using the trends, but about applying it in a way that makes sense to the brand’s consumers and current cultural norms. Social listening and hiring a culturally aware social media team are key for this!
Authenticity At The Forefront
With consumers becoming increasingly savvy about marketing tactics, authenticity is paramount. Microtrends thrive on relatability and community, so brands that can authentically align their brand voice with these trends, rather than simply participating, will be able to relate to not only their consumers but a wider audience, ultimately, fostering a deeper connection with viewers.
For example, a beauty brand that embraces the boldness of the “mob wife aesthetic” could also promote messages of empowerment and self-expression, reinforcing its commitment to individuality. A real-life example of a brand that engages in micro-trends often is NYX.
Are Microtrends A Long-Term Strategy?
Our take is that brands that engage in microtrends are able to use the virality of a trend as a springboard to reach new audiences and bring their business into current conversations and culture; however, relying on microtrends as your marketing strategy is not recommended. Brands need their own social media marketing strategy and unique type of content to distinguish themselves in the online space. Using microtrends should be a part of your broader, integrated marketing strategy, while consistent, unique and original content ideas are at the forefront of your strategy.
This is why we actually advise our clients to *not* jump on every trend that pops up- even though it seems counter-intuitive it can actually harm your brand identity depending on your social goals - read more about this in here or book a 1:1 call with Miriam to find out how here.
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